What Is Multichannel Marketing And Why It Matters In Business

Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.

DefinitionMultichannel Marketing is a marketing strategy that involves interacting with customers through multiple channels to promote products or services. These channels can include physical stores, websites, social media, email, mobile apps, and more. The goal is to provide a seamless and integrated customer experience across all touchpoints.
Key ConceptsChannels: Utilizing various marketing channels to reach and engage customers. – Consistency: Ensuring a consistent brand message and experience across all channels. – Customer-Centricity: Focusing on meeting customer needs and preferences. – Data Integration: Collecting and analyzing data from different channels for insights.
ChannelsOnline: Websites, social media, email marketing, display advertising, search engine marketing. – Offline: Physical stores, direct mail, phone calls, events, print media. – Mobile: Mobile apps, SMS marketing, location-based marketing.
BenefitsIncreased Reach: Reaching customers on their preferred platforms. – Improved Customer Experience: Offering convenience and personalization. – Data-Driven Insights: Gathering data for better decision-making. – Brand Consistency: Maintaining a unified brand image.
ChallengesChannel Complexity: Managing multiple channels can be challenging. – Consistency: Ensuring a consistent message and experience. – Data Integration: Integrating data from various sources. – Resource Allocation: Allocating resources effectively. – Customer Expectations: Meeting high customer expectations.
ExamplesOmnichannel Retail: Retailers offering both online and in-store shopping options. – Social Media Advertising: Using social platforms for targeted advertising. – Email Marketing: Sending personalized emails to subscribers. – Mobile Apps: Offering mobile app experiences for on-the-go customers.
Future TrendsMultichannel marketing is evolving with trends such as voice search optimization, AI-driven personalization, and augmented reality experiences. The future may see even more seamless integration of physical and digital channels, along with enhanced data analytics capabilities.
ConclusionMultichannel Marketing recognizes that customers engage with brands through various touchpoints. To succeed in the modern marketing landscape, businesses must adapt by offering a consistent, personalized, and convenient experience across multiple channels. This strategy can lead to increased brand loyalty and higher customer satisfaction.

Understanding multichannel marketing

It’s important to understand that multichannel marketing involves targeting several marketing channels simultaneously. Targeting more than one channel has obvious benefits for reaching more consumers, with studies showing that multi-channel consumers might spend more than single-channel customers. 

For instance, imagine the case of a consumer looking to buy a new television may go through various stages of research. They may read blog post reviews and then physical brochures. They may even visit a bricks and mortar store and listen to radio advertisements on the way there. In this case, the company manufacturing the television should target the consumer across multiple channels – particularly those channels where the consumer is ready to buy.

Of course, the channels a business targets will depend on the industry it is in. Banks and other financial institutions use call centers to market to consumers, but you’d be unlikely to see an ad from your bank in a catalog. Having said that, supermarkets rely on catalogs and television as their main marketing channels without any reliance on call centers. 

Implementing an effective multichannel marketing campaign

Multichannel marketing campaigns should follow this basic three-step framework.

1. Create a buyer persona

While some consumers will interact with a business through several channels, crafting a buyer persona helps marketing teams identify groups of consumers most likely to interact on certain channels and target them accordingly.

2. Craft a consistent message

If a business wants a relevant presence on print, TV, and radio, then it needs to develop a consistent message across all three channels. Customer interaction must also be similarly consistent. In other words, the customer must never feel as if they are interacting with a different business as they switch channels. 

3. Integrate the data

Websites will invariably collect the most data on consumer interactions, but this does not mean that another department could not benefit from this information also. For example, a consumer who adds items to a website shopping cart without purchasing may benefit from an email or follow-up call from sales addressing any concerns. 

Benefits of multichannel marketing

There are several benefits to multichannel marketing, including the abilities to:

  • Connect with consumers across multiple channels. Since the average digital consumer owns 3.64 connected devices, businesses that target a single device or channel are missing out on potential revenue.
  • Keep pace with modern lifestyles. Historically, marketing efforts were limited by time or location. Multichannel marketing allows businesses to reach consumers from the minute they wake up until the point in which they go to bed – and everywhere in between.
  • Gain a competitive advantage. For some businesses, multichannel marketing is easier said than done. However, those that manage to implement display, mobile, social, and video marketing simultaneously can increase their ROI by as much as 500%.


  • Email Marketing: Sending targeted email campaigns, newsletters, and product updates to subscribers.
  • Social Media Advertising: Running ads on various social media platforms such as Facebook, Instagram, Twitter, LinkedIn, Pinterest, and Snapchat.
  • Content Marketing: Creating and sharing valuable content through blog posts, videos, podcasts, infographics, and ebooks to engage and educate your audience.
  • Pay-Per-Click (PPC) Advertising: Running paid search advertising campaigns on platforms like Google Ads and Bing Ads.
  • Mobile Apps: Developing dedicated mobile apps for customers to browse, shop, and interact with your brand.
  • In-Store Displays: Using eye-catching signage, posters, and displays within physical retail locations to promote products.
  • Search Engine Optimization (SEO): Optimizing website content, meta tags, and structure to improve organic search engine rankings.
  • Direct Mail Marketing: Sending physical mailers, catalogs, postcards, and brochures to targeted addresses.
  • Affiliate Marketing: Partnering with affiliates and influencers to promote your products or services to their audiences.
  • Television Advertising: Creating and airing commercials on television channels, including cable and broadcast networks.
  • Radio Advertising: Running radio ads on various stations, both traditional and digital radio platforms.
  • SMS Marketing: Sending targeted text messages with promotions, offers, and updates to subscribers.
  • Chatbots and AI Assistants: Implementing chatbots and AI-powered virtual assistants on websites, messaging apps, and social media for real-time customer interactions.
  • Billboards and Outdoor Advertising: Placing eye-catching ads on billboards, public transit, bus shelters, and other outdoor locations.
  • Remarketing: Displaying targeted ads to users who have previously visited your website or interacted with your brand.
  • Video Marketing: Creating and sharing promotional videos on video-sharing platforms such as YouTube, Vimeo, and TikTok.
  • Event Marketing: Participating in trade shows, conventions, conferences, and exhibitions to showcase products and services.
  • Print Advertising: Placing ads in magazines, newspapers, local publications, and industry-specific journals.
  • Social Media Posts: Regularly posting updates, news, promotions, and engaging content on social media platforms.
  • Customer Service Hotlines: Providing customer support and assistance through dedicated phone lines, live chat, or chatbots.
  • Webinars and Live Streaming: Hosting webinars, live Q&A sessions, and product demonstrations on platforms like Zoom, Facebook Live, and YouTube Live.
  • Podcast Advertising: Running advertisements or sponsored content on popular podcast shows within your industry or niche.
  • Interactive Website Features: Implementing interactive elements on your website, such as quizzes, calculators, and product configurators.
  • Printed Materials: Distributing printed materials like brochures, flyers, and product catalogs at events and in-store.
  • Augmented Reality (AR) and Virtual Reality (VR): Using AR and VR technologies to create immersive brand experiences, product demos, and interactive advertisements.
  • Voice Search Optimization: Optimizing content and website structure for voice search queries, considering the rise of voice-activated devices.
  • Email Automation: Setting up automated email sequences for lead nurturing, onboarding, and personalized recommendations.
  • Mobile Messaging Apps: Leveraging messaging apps like WhatsApp, Facebook Messenger, and WeChat for customer support and marketing.
  • User-Generated Content (UGC): Encouraging customers to create and share content related to your products or services on social media.
  • Subscription Services: Offering subscription-based models for products or content access, such as subscription boxes or streaming services.

Key takeaways

  • Multichannel marketing uses a range of online and offline marketing communication methods to target and engage with consumers.
  • At its core, multichannel marketing involves creating a buyer persona to create a consistent marketing message across all channels. Consumer data should also be shared freely throughout the company to further enhance consistency.
  • Multichannel marketing is a 21st-century form of marketing, ideal for modern, ultra-connected consumers with fast-paced lifestyles.

Key Highlights of Multichannel Marketing:

  • Definition: Multichannel marketing involves executing a marketing strategy across multiple platforms and channels to reach a wide range of consumers. These channels can include product packaging, word-of-mouth advertising, mobile apps, email, websites, promotional events, and more.
  • Targeting Multiple Channels: Multichannel marketing targets various marketing channels simultaneously, allowing businesses to reach a broader audience. Studies indicate that multi-channel consumers often spend more than those who engage through a single channel.
  • Consumer Journey: Understanding the consumer’s journey is crucial. Consumers may research a product or service through different channels before making a purchase. Effective multichannel marketing aligns with these stages, ensuring the brand is present where the consumer is ready to buy.
  • Industry-Specific Approach: The choice of channels depends on the industry and business type. For instance, financial institutions might use call centers, while supermarkets rely on catalogs and TV advertising.
  • Three-Step Framework: Implementing a successful multichannel marketing campaign typically involves three key steps:
    • Creating Buyer Personas: Identifying groups of consumers likely to interact on specific channels.
    • Crafting a Consistent Message: Developing a consistent brand message across all selected channels to ensure a seamless customer experience.
    • Integrating Data: Sharing consumer data across departments to enhance customer interaction and address concerns effectively.
  • Benefits:
    • Connecting with Consumers Across Multiple Channels: As consumers own multiple connected devices, businesses targeting a single channel may miss out on potential revenue.
    • Keeping Pace with Modern Lifestyles: Multichannel marketing allows businesses to engage with consumers throughout their daily activities, adapting to their fast-paced lives.
    • Gaining a Competitive Advantage: Implementing various marketing channels simultaneously can significantly increase ROI, providing a competitive edge.
  • 21st-Century Marketing: Multichannel marketing is well-suited for modern consumers who own multiple digital devices and lead busy lives. It enables businesses to engage with consumers across a wide spectrum of channels, maximizing their reach and impact.

Visual Marketing Glossary

Account-Based Marketing

Account-based marketing (ABM) is a strategy where the marketing and sales departments come together to create personalized buying experiences for high-value accounts. Account-based marketing is a business-to-business (B2B) approach in which marketing and sales teams work together to target high-value accounts and turn them into customers.


Ad Ops – also known as Digital Ad Operations – refers to systems and processes that support digital advertisements’ delivery and management. The concept describes any process that helps a marketing team manage, run, or optimize ad campaigns, making them an integrating part of the business operations.

AARRR Funnel

Venture capitalist, Dave McClure, coined the acronym AARRR which is a simplified model that enables to understand what metrics and channels to look at, at each stage for the users’ path toward becoming customers and referrers of a brand.

Affinity Marketing

Affinity marketing involves a partnership between two or more businesses to sell more products. Note that this is a mutually beneficial arrangement where one brand can extend its reach and enhance its credibility in association with the other.

Ambush Marketing

As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.

Affiliate Marketing

Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.

Bullseye Framework

The bullseye framework is a simple method that enables you to prioritize the marketing channels that will make your company gain traction. The main logic of the bullseye framework is to find the marketing channels that work and prioritize them.

Brand Building

Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.

Brand Dilution

According to inbound marketing platform HubSpot, brand dilution occurs “when a company’s brand equity diminishes due to an unsuccessful brand extension, which is a new product the company develops in an industry that they don’t have any market share in.” Brand dilution, therefore, occurs when a brand decreases in value after the company releases a product that does not align with its vision, mission, or skillset. 

Brand Essence Wheel

The brand essence wheel is a templated approach businesses can use to better understand their brand. The brand essence wheel has obvious implications for external brand strategy. However, it is equally important in simplifying brand strategy for employees without a strong marketing background. Although many variations of the brand essence wheel exist, a comprehensive wheel incorporates information from five categories: attributes, benefits, values, personality, brand essence.

Brand Equity

The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.

Brand Positioning

Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.

Business Storytelling

Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.

Content Marketing

Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.

Customer Lifetime Value

One of the first mentions of customer lifetime value was in the 1988 book Database Marketing: Strategy and Implementation written by Robert Shaw and Merlin Stone. Customer lifetime value (CLV) represents the value of a customer to a company over a period of time. It represents a critical business metric, especially for SaaS or recurring revenue-based businesses.

Customer Segmentation

Customer segmentation is a marketing method that divides the customers in sub-groups, that share similar characteristics. Thus, product, marketing and engineering teams can center the strategy from go-to-market to product development and communication around each sub-group. Customer segments can be broken down is several ways, such as demographics, geography, psychographics and more.

Developer Marketing

Developer marketing encompasses tactics designed to grow awareness and adopt software tools, solutions, and SaaS platforms. Developer marketing has become the standard among software companies with a platform component, where developers can build applications on top of the core software or open software. Therefore, engaging developer communities has become a key element of marketing for many digital businesses.

Digital Marketing Channels

A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.

Field Marketing

Field marketing is a general term that encompasses face-to-face marketing activities carried out in the field. These activities may include street promotions, conferences, sales, and various forms of experiential marketing. Field marketing, therefore, refers to any marketing activity that is performed in the field.

Funnel Marketing

interaction with a brand until they become a paid customer and beyond. Funnel marketing is modeled after the marketing funnel, a concept that tells the company how it should market to consumers based on their position in the funnel itself. The notion of a customer embarking on a journey when interacting with a brand was first proposed by Elias St. Elmo Lewis in 1898. Funnel marketing typically considers three stages of a non-linear marketing funnel. These are top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). Particular marketing strategies at each stage are adapted to the level of familiarity the consumer has with a brand.

Go-To-Market Strategy

A go-to-market strategy represents how companies market their new products to reach target customers in a scalable and repeatable way. It starts with how new products/services get developed to how these organizations target potential customers (via sales and marketing models) to enable their value proposition to be delivered to create a competitive advantage.


The term “greenwashing” was first coined by environmentalist Jay Westerveld in 1986 at a time when most consumers received their news from television, radio, and print media. Some companies took advantage of limited public access to information by portraying themselves as environmental stewards – even when their actions proved otherwise. Greenwashing is a deceptive marketing practice where a company makes unsubstantiated claims about an environmentally-friendly product or service.

Grassroots Marketing

Grassroots marketing involves a brand creating highly targeted content for a particular niche or audience. When an organization engages in grassroots marketing, it focuses on a small group of people with the hope that its marketing message is shared with a progressively larger audience.

Growth Marketing

Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.

Guerrilla Marketing

Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.

Hunger Marketing

Hunger marketing is a marketing strategy focused on manipulating consumer emotions. By bringing products to market with an attractive price point and restricted supply, consumers have a stronger desire to make a purchase.

Integrated Communication

Integrated marketing communication (IMC) is an approach used by businesses to coordinate and brand their communication strategies. Integrated marketing communication takes separate marketing functions and combines them into one, interconnected approach with a core brand message that is consistent across various channels. These encompass owned, earned, and paid media. Integrated marketing communication has been used to great effect by companies such as Snapchat, Snickers, and Domino’s.

Inbound Marketing

Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.

Integrated Marketing

Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.

Marketing Mix

The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.

Marketing Myopia

Marketing myopia is the nearsighted focus on selling goods and services at the expense of consumer needs. Marketing myopia was coined by Harvard Business School professor Theodore Levitt in 1960. Originally, Levitt described the concept in the context of organizations in high-growth industries that become complacent in their belief that such industries never fail.

Marketing Personas

Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.

Meme Marketing

Meme marketing is any marketing strategy that uses memes to promote a brand. The term “meme” itself was popularized by author Richard Dawkins over 50 years later in his 1976 book The Selfish Gene. In the book, Dawkins described how ideas evolved and were shared across different cultures. The internet has enabled this exchange to occur at an exponential rate, with the first modern memes emerging in the late 1990s and early 2000s.


Microtargeting is a marketing strategy that utilizes consumer demographic data to identify the interests of a very specific group of individuals. Like most marketing strategies, the goal of microtargeting is to positively influence consumer behavior.

Multi-Channel Marketing

Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.

Multi-Level Marketing

Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.

Net Promoter Score

The Net Promoter Score (NPS) is a measure of the ability of a product or service to attract word-of-mouth advertising. NPS is a crucial part of any marketing strategy since attracting and then retaining customers means they are more likely to recommend a business to others.


Neuromarketing information is collected by measuring brain activity related to specific brain functions using sophisticated and expensive technology such as MRI machines. Some businesses also choose to make inferences of neurological responses by analyzing biometric and heart-rate data. Neuromarketing is the domain of large companies with similarly large budgets or subsidies. These include Frito-Lay, Google, and The Weather Channel.


Newsjacking as a marketing strategy was popularised by David Meerman Scott in his book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage. Newsjacking describes the practice of aligning a brand with a current event to generate media attention and increase brand exposure.

Niche Marketing

A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.

Push vs. Pull Marketing

We can define pull and push marketing from the perspective of the target audience or customers. In push marketing, as the name suggests, you’re promoting a product so that consumers can see it. In a pull strategy, consumers might look for your product or service drawn by its brand.

Real-Time Marketing

Real-time marketing is as exactly as it sounds. It involves in-the-moment marketing to customers across any channel based on how that customer is interacting with the brand.

Relationship Marketing

Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.

Reverse Marketing

Reverse marketing describes any marketing strategy that encourages consumers to seek out a product or company on their own. This approach differs from a traditional marketing strategy where marketers seek out the consumer.


Remarketing involves the creation of personalized and targeted ads for consumers who have already visited a company’s website. The process works in this way: as users visit a brand’s website, they are tagged with cookies that follow the users, and as they land on advertising platforms where retargeting is an option (like social media platforms) they get served ads based on their navigation.

Sensory Marketing

Sensory marketing describes any marketing campaign designed to appeal to the five human senses of touch, taste, smell, sight, and sound. Technologies such as artificial intelligence, virtual reality, and the Internet of Things (IoT) are enabling marketers to design fun, interactive, and immersive sensory marketing brand experiences. Long term, businesses must develop sensory marketing campaigns that are relevant and effective in eCommerce.

Services Marketing

Services marketing originated as a separate field of study during the 1980s. Researchers realized that the unique characteristics of services required different marketing strategies to those used in the promotion of physical goods. Services marketing is a specialized branch of marketing that promotes the intangible benefits delivered by a company to create customer value.

Sustainable Marketing

Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.

Word-of-Mouth Marketing

Word-of-mouth marketing is a marketing strategy skewed toward offering a great experience to existing customers and incentivizing them to share it with other potential customers. That is one of the most effective forms of marketing as it enables a company to gain traction based on existing customers’ referrals. When repeat customers become a key enabler for the brand this is one of the best organic and sustainable growth marketing strategies.

360 Marketing

360 marketing is a marketing campaign that utilizes all available mediums, channels, and consumer touchpoints. 360 marketing requires the business to maintain a consistent presence across multiple online and offline channels. This ensures it does not miss potentially lucrative customer segments. By its very nature, 360 marketing describes any number of different marketing strategies. However, a broad and holistic marketing strategy should incorporate a website, SEO, PPC, email marketing, social media, public relations, in-store relations, and traditional forms of advertising such as television.

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