Full access to Entrepreneur for $5


Join the multichannel marketing revolution, and get ready to pump up your sales.

This story appears in the July 2003 issue of Entrepreneur. Subscribe »

Alert TV viewers who catch the on-screen tag--"call, click, come by"--at the end of Office Depot spots don't realize they're witnessing a marketing revolution. And the emerging leader is an integrated approach called multichannel marketing.

Customers decide where, when and how they want to shop. But unlike the old days, when each marketing channel might take a different approach and in-house groups maintained unique customer databases, now all channels strive to present one point of information for and about customers. Broadcast, direct mail, e-mail and print campaigns are linked. Instead of multiple customer databases, companies view customers as individuals, taking into account their buying activities and preferences to customize offers and increase sales.

Continue reading this article -- and everything on Entrepreneur!

Become a member to get unlimited access and support the voices you want to hear more from. Get full access to Entrepreneur for just $5!