Senior executive Justin Steinle has established and sold a number of successful marketing services firms over the course of more than two decades. Among Justin Steinle’s many areas of expertise is multi-channel marketing.
2. INTRODUCTION
Senior executive Justin Steinle has established and sold a number of successful
marketing services firms over the course of more than two decades. Among
Justin Steinle’s many areas of expertise is multi-channel marketing.
Multi-channel marketing involves maximizing the opportunities to interact with
customers using the various channels available including television, print adds,
texting, mobile apps, websites, and physical retail stores. Marketers are aware
that customers may use various channels to obtain information before making a
purchase and that the number of channels available continues to grow. They
must therefore be present in these channels to be able to influence customer
choice.
In implementing this marketing approach, marketers must have an
understanding of who the customer is and the channels the customer frequents
to obtain information. A unified strategy is used to bring a consistent experience
to the targeted customer in the selected channels intended to eventually lead to
a purchase. Data analysis is critical, as marketers must know the most effective
channels to use. They must also keep pace with customers whose views and
choice of channels are always changing, requiring marketers to make the
necessary adjustments.
