Using Buzz ords such as multichannel strategies
Lesson one: Do not use a buzz word unless you can explain what it means!
Lesson two: Listen to what has become a common meaning of a buzz word.
Lesson three: Be willing to learn more, and adjust what you state.
Multichannel what is it ? what does it mean ?
Multichannel is NOT only using several channels… if it is some message (advert, campaign, branding – or whatever) is used in some sort of inter- chained way it’s still NOT Multichannel – it might be, and could easily NOT be.
Mostly the term is used to describe retail- or e-commerce strategies where several channels are put in effect to reach – and connect with their target groups.
The idea is to let the consumer be more in charge of the transaction process, than before, and to let the consumer be exposed to an opportunity to become aware, interact and finally buy a service or product via several channels. In order to make this happen the various channels has to be coordinated, influenced by each other and provide a flow (memory between them) so that the customer experience a seamless connection with the sender of the messages. It’s sort of a artificial intelligence experience for the customer, where one message is followed up toward the customer in other channels, that give an opportunity to act, start a process and finalize it via several channels used.
But these principles could also be put in use for other areas?
Like delivering our tax declarations, – getting information of car registrations, depths owners registered on a specific car is only some examples.
It should involve several channels, interconnected in some sort, have interaction with the “customer” of some kind and give a desired result fo the end user – like a service provided, and so on.
Still – A commercial – or public campaign- or branding activites using several channels is not a multi- channel strategy – it’s still an old fashioned Channel mix.