How to Run Multichannel Marketing Programs

Chapter I: Finding Clarity in Your Customers’ Journey

As marketers, we’ve traditionally framed the customer journey within a funnel, which proposes that the way our audiences work their way toward a decision is both within our control and linear. Unfortunately, our audiences have a multitude of options and their paths are far from linear.

In this sense, both marketers and consumer are trading in the same resources: clarity and relevance. Consumers are seeking them and marketers should be supplying them.  Clarity and relevance are the reasons why we use multi-channel marketing — to supply audiences with a clear, consistent experience that’s personalized to their preferences.

And that experience builds trust with buyers, regardless of the stage in which they encounter our brand.

Want to keep reading about how to market across multiple channels and win more customers? Download your copy of the handbook to get started.