Multichannel Marketing

Posted in Marketing and Strategy Terms, Total Reads: 563

Definition: Multichannel Marketing

It is the use of two or more marketing channels by a single firm to reach customer segments. It is also known as Hybrid Channels.

Marketing channels are a set of interdependent organisations participating in the process of making a product or service available for use or consumption. There are three different types of marketing channels:

Communication channel: delivering and receiving of messages from target buyers and includes newspapers, magazines, radio, television, mail, telephone posters, fliers etc

Distribution Channel: displaying and selling or delivering the physical product or service to the buyer or user, these channels may be direct via the internet, mail or telephone or indirect via distributors, wholesalers, retailers and other agents as intermediaries.

Service channel: these include warehouses, transportation companies, banks and insurance companies. This channel is used to carry out transactions with potential buyers.


Almost all companies follow multichannel marketing. Taking the case of HUL, we see that they use the communication channel and have advertisements on the TV for their products like Surf Excel and also distribution channel to stock it in the stores of various retailers to get the product to the consumer. HP has used its sales force to sell large accounts, outbound telemarketing to sell medium sized accounts, direct mail to sell small accounts and internet to sell speciality accounts.



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