Multi Channel Marketing
Approach that reaches audiences through several separate channels in parallel, such as email, search, social media and print.
Also known as: Cross Channel Marketing, Multichannel Marketing
Multi channel marketing describes an approach in which companies reach their audiences through several channels in parallel. Typical channels include email, search ads, display advertising, social media, print, telephone or in store sales. Each channel plays to its own strengths, often without a fully connected data layer behind them.
How it differs from omnichannel
Multi channel means that several channels are used, without the customer journey being fully integrated across them. The omnichannel approach connects data and experience across all touchpoints. Many companies start with multi channel and evolve toward omnichannel as their data structures mature.
Where the approach hits limits
Pure multi channel sending quickly leads to inconsistent messaging when each channel creates its content independently. Duplicate contacts are another issue, for instance when the same person is hit by mail, SMS and an ad at the same time. Clear channel roles, frequency caps and a central view on contacts help, even if the data is still technically separate.
Relevance to the JD Media Suite
JD Mail, JD Partner and JD Leads together cover several channels that fit into multi channel concepts. Sending to your own list, reach through partner lists and lead generation can be combined, without locking yourself into a single large vendor. Data ownership stays with you while you operate across several channels.