#1=Research, #2 Multichannel Marketing

“The set of activities involved in selling merchandise or services to consumers through more than one channel” is what defines the commonly-used term of channel marketing. According to Professor Greg Maloney’s Multichannel Marketingvideo, the process is usually motivated by businesses that would like to access new markets, create more customer satisfaction and loyalty, or create a strategic advantage over competitors. Although these all sound good, there are challenges this strategy faces, like broadband access, integration difficulties and higher costs than anticipated. Different channels have different strategies, so it is best to spend time doing the imperative research to assign pricing according to tangible results of that.

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