:: Multichannel Marketing 101
Welcome to the premier issue of The MultiChannel Marketer. This quarterly newsletter is your resource for the latest news and trends in the world of multichannel marketing. Our goal is to provide you information and guidance to improve your marketing programs.

So what is multichannel marketing? Some marketers are doing it. Some marketers think they’re doing it. And some marketers are just thinking about it. Here’s our definition:

MultiChannel Marketing is the practice of orchestrating timely and relevant communications across multiple channels to maximize results. Multichannel marketing leverages customer preferences and behavior, combined with financial information, to drive triggered and tailored streams of coordinated messages within and across channels.

What would happen if your marketing programs went from calendar driven to customer driven; from monthly to daily; from testing a small number of variables to testing thousands of versions; from single siloed channel approaches to multiple coordinated channels?

By adopting a multichannel program strategy your programs will perform significantly better. As Gartner analyst Adam Sarner mentions:

Programs that deliver well-timed, relevant marketing offers across multiple channels, out-perform traditional passive approaches by a factor of 10. By leveraging customer-aware channels and customer preferences, marketers can achieve long-term customer loyalty and higher profitability by delivering what customers want, when they want it.

It almost sounds too good to be true, but it’s happening even as we speak. We look forward to being your resource for multichannel marketing best practices.

Andy Frawley
Click Tactics, CEO

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