Why Multi-Channel?
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Integrated Online—Offline Sales Systems Demystified
With many options and platforms to choose from, there is much confusion in the field of marketing today. New technical terms, changing algorithms, search-engine-optimization, social media…et al. I will share with you that as a twenty-plus year industry insider, many of the clichés and dogmatic platitudes spewed out are typically grossly biased by either ignorance or the desire of the media source to instill fear and intimidation. One must consider the source and follow the money. Integrated or multi-channel marketing is nothing new. For decades marketers have used all variety of media to communicate their offers: TV, radio, newspaper, flyers, postcards, direct mail, cold calling. Sophisticated marketers long ago learned to integrate mutli-channels of communications to |
“warm” their prospects. Marketing campaigns offered products and services to various markets. Advertising communicated specific unique-selling-propositions (USP). Offices, store fronts, sales people, clerks, cashiers, and telephone call-in centers finalized the sales.
In the second decade of the twenty-first century, there are still thousands of highly successful companies following these timeless proven principles. The ultimate goal for smart profit seeking marketers has always been achieving profitable results. The only thing that has changed at a very rapid pace is the variety of media. Specifically digital media and the opportunities it brings to every business regardless of its size and location. |
