From Online to Multichannel to Online
As online marketers evolve to become multichannel marketers, might their path of evolution turn out like the well known image below?
Point is: A beginning online marketer may ignore that the customers coming to her web site are often the same ones that also view her company’s TV commercials, shop in her stores, and interact with the call center. An upright walking online marketer on the other hand may look at the web site as just one out of many, many channels.
But as marketing sophistication grows, we may come to look at the online as a very special channel. Seems like whichever channel a marketing dialog begins on (say with the viewing of a TV commercial), the online channel is where hand raisers flock to for learning more, comparison shopping, maybe ordering, and maybe later registering for self-service.
The “online-only” marketer may come full circle, to become an “online-centric” marketer.
We shall see…