Why do the most successful national brands advertise on television and send you information through the mail? Or sponsor online banner ads on specific websites even though they send you a catalog regularly?
Because decades of research have proven that the more ways and locations used to communicate, the more trust is gained by the marketer and the more successful the entire effort. And what’s good for the big guys is also good for the smaller, local marketer.
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Multichannel marketing is important for the simple reason that you must be where your customers are. And they are everywhere. If you need another reason, consider this: Multichannel customers spend three to four times more than single-channel customers do.
There’s no doubt that customers today have much more control over the buying process than marketers do. Thanks to the proliferation of available channels, customers have more choices than ever when it comes to how they want to get information.
Today there are more ways to reach customers – both in terms of number and variety of channels – than we could have imagined not so long ago. And as the number of channels continues to rise – and it will – the need to embrace multichannel marketing will become not only a good idea, but a critical one
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