Akin Arikan on the “Art” and “Science” of Multi-Channel Marketing

Mobile devices are in every hand. Television and the Internet are converging. The online and the offline are fusing into two sides of the same coin. When marketers take stock of all the channels through which they are interacting with their customers today, the count quickly reaches 10 to 15 different avenues. So, most marketers feel like multi-channel artists already. What is there left to talk about?

“Well, it is one thing to interact through multiple channels in parallel. It is quite another to fuse those activities together in an intelligent way to maximize response and conversion rates. That is the mark of multi-channel marketing as a science, and few marketers claim to have embraced it to date.”

(Source: Multichannel Marketing: Metrics and Methods for On and Offline Success)

[Ed. Note: The more marketing channels you use, the more money you stand to make. But before you jump into any new form of marketing, you should know a little about it. You can get the details behind channels like Internet marketing, television, magazines, and much more in the brand-new book MaryEllen Tribby co-wrote with Michael Masterson. Be one of the first 250 people to buy the book TODAY, and we’ll throw in a spectacular bonus. Learn more right here.  

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