Notes

Multichannel marketing refers to the practice by which companies interact with

customers via multiple channels, both direct and indirect, in order to sell them
goods and services. Companies use direct channels, or ones in which the
company proactively reaches the customer – such as physical stores,
catalogs or direct mail – or indirect ones in which they push content via
websites or social media, also known as inbound marketing. Other means of
reaching customers with multichannel marketing include via mobile devices,
text messaging, email, company website, social media, search engine
optimization (SEO) or GPS to track customers' proximity to goods and
services. Multichannel marketing combines the practices of inbound
and outbound marketing with the goal of reaching customers on the channel
of their choice. In this way, the buying process is more controlled by the
customer than the marketer.