Using many different marketing channels to reach a customer. In this sense, a channel might be a retail store, a web site, a mail order catalog, or direct personal communications by letter, email or text message.
The objective of the company doing the marketing is to make it easy for
a consumer to buy from them in whatever way is most appropriate.
To be
effective multichannel marketing needs to be supported by good supply chain management
systems, so that the details and prices of goods on offer are
consistent across the different channels. It might also be supported by
detailed analysis of the return on investment
from each different channel, measured in terms of customer response and
conversion of sales. Some companies target certain channels at
different demographic segments of the market or at different socio-economic groups of consumers.
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