Multi-channel integration

Integrated multi-channel marketing is, by definition, the activity by which businesses communicate to sell products and services with customers on multiple channels (direct and indirect). Today, the customer, more than ever, tracks the purchase process: now, they select which platform they use and, when they use it, at various points of the day, a wide variety of devices. This leverage was nearly turned away from the "seller," so conventional marketing strategies need to develop. Good channel integration doesn't try to steer traffic to a single-channel but uses a smooth cross-channel experience.

Multi-channel convergence involves the dissolution of the old channel marketing silos. In addition to conventional platforms (print, direct mail, and broadcasting), the available channels' scope has expanded in digital space (email, search, social media, smartphone / GPS tracking). Organizations now have to employ more sophisticated Customer Relationship Management ( CRM) to know much more than just who the component is and what it needs and what channel is preferred for message consumption, and what particular channel optimally translates. All these constituent details are processed and taken into account to formulate the marketing plan, enabling companies to reach the appropriate audience with the correct message at the right time. This activity adds to the old 7Ps Marketing Mix much more breadth and nuance.

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