Making “Bricks and Clicks” Stick
The complexities of multi-channel marketing can be daunting and
can seem to exponentially increase the variables a marketer must
manage. The stakes are high, but for many companies, innovatively
delivering benefits through integrated multi-channel solutions is the
key to significant profit growth. McKinsey research shows that four
key steps will help you win in this arena.
Choose between a multiple channel strategy and a multi-
channel strategy that provides cross-channel benefits
There are substantial differences between these strategies – the core
reason to choose multi-channel is the increasing importance of
high-value multi-channel buyer segments.
Define a customer-based, multi-channel network architecture
Explicitly defining the core role each channel plays in the customer’s
experience is key to profitability, and will help avoid the “3E Trap” –
overinvesting to provide “Everything to Everyone Everywhere.”
Manage customer experience and brand promise delivery on
a cross-channel basis
The most important levers to successful implementation of a
seamless experience are a realigned resource allocation and
budgeting process, coordination of certain focused marketing activi-
ties, balanced customer and channel performance metrics, and
Build capabilities needed to market a multi-channel enterprise
Tightly align your brand promise and multi-channel proposition.
Make sure your CRM capabilities enable multi-channel management.
Aggressively “test and learn” with cross-channel offerings, manage-
ment processes, and technologies.
The ability to master multi-channel marketing is becoming
increasingly vital for companies determined to be leading
players in the New Economy. In both B2C and B2B sectors,
McKinsey research indicates that within 2 to 3 years, over
50 percent of customers – and typically the highest value cus-
tomers – will be using multiple channels for shopping and