Multi-Channel Marketing: A Conceptual Framework on Its Tools, Advantages, Challenges and Strategies

Abstract

Rapid developments in information and communication technologies have led to the proliferation of potential marketing channels that cause fundamental changes in both traditional marketing activities and customer behavior. The digital revolution and online channels have provided businesses with many innovative opportunities and allowed customers to choose from multiple channels to interact with businesses at every stage of their purchasing journey. Multi-channel marketing is when businesses offer products and services to customers using a combination of indirect or direct marketing channels. Continuously providing new channels for businesses to keep in touch and make purchases is an effective way not only to create competitive advantage, but also to create superior customer value, increase customer satisfaction and strengthen loyalty. Multi-channel marketing has become a popular marketing tool with many benefits it offers to businesses such as better analysis of target audience and customer behavior, lower cost access to new markets and increased sales. This study focuses on creating a broad conceptual framework for multi-channel marketing. The study also aims to assist managers in these marketing decisions by mentioning multi-channel marketing strategies and customer management along with up-to-date statistics.