Marketing strategies used to be simple. Choose a channel and guide customers through the sales funnel stage-by-stage. Companies had complete control over the brand, the message and the buying process.
Today, however, things have changed––a lot.
With access to virtually endless amounts of information about the products and services we buy, control over the buying process has shifted almost completely to the consumer. As a result, people expect brands to not only engage them on multiple channels, but keep their message and brand experience consistent throughout.
Multichannel marketing tackles this growing challenge by giving customers what they want most: Choice––the choice to listen, engage, and ultimately buy what they want, the way they want.