What are the dynamics and issues of multi-channel. The key messages and architectural responses.

Industry Changes

Rapidly changing marketing environment as a result of new technologies causing an explosion of Customer Segments, Products, media vehicles, distribution vehicles, sub brands, line extensions
Made marketing more complex, more costly and less effective
Increase in number of marketing messages and media programmes required to sell them
Fragmentation of Customer Segments
Modern society – multicultural, more polarised income groups- rich and poor: both creating more distinct customer segments
Intense competitive and hunger for growth
Supply chain innovations have allowed companies to target even more demanding customers within even smaller segments
E.g. products and service options doubled/tripled in Finance Industry
E.g. 20 years ago could use 1 advertising spot on 3 television networks to reach 80% of US population. Now need up to 20 messaging and media programmes to get the same reach.
E.g. Many Telcom providers require up to 4 channels to reach their diverse customer base. – Television, Web, Phone, Mail, …
Marketers can use new communication vehicles but few of them are scalable yet
Marketing programmes have become more complex and difficult to measure
Increasing number of channel choices
Distribution channels e.g. Internet, product resellers, retailers, 3rd party telesales, IVR, Contact centres, field ops,…

New Technology

Segmentation

difficulties with content based services, provider’s can’t
segment customers to target offers
identify profit pools for various content offerings
response: h2 identify market acquisition and revenue model
generate substantial advertising revenues
Finding the right mix will be difficult
Unimaginative approaches to targeting segments e.g. teens online
Syncro on and off line content in hope of moving off line to online content web sites
Novel payment methods e.g. AOL’s prepaid My Plastic Card
Difficulties in assessing marketing investments

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