Dave ChaffeyMultichannel 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.
