Multichannel marketing

Multichannel marketing is an established term which recognises the need to integrate both different sales channels and supporting marketing communications to meet different options for distribution.

These include:

  • Direct marketing channels
  • Personal selling
  • Distributors and other partners
  • Partner marketing
  • Digital channels and E-commerce channels

GoTo Market plans for new businesses or new products and services should consider the range of options

In Digital Marketing: Strategy, Implementation and Practice we define multichannel marketing as:

Customer communications and product distribution are supported by a combination of digital and traditional channels at different points in the buying cycle.

With the advent of many digital channels, omnichannel marketing is now the preferred term in many industries including retail.

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About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

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