¿Qué es el Marketing Multicanal?
El marketing multicanal hace referencia a la interacción de las marcas con los consumidores utilizando la combinación de diferentes canales de comunicación (páginas web, tiendas, correo electrónico, móvil, etc.), y permite a los segundos responder de alguna manera, preferiblemente comprando un producto o servicio, utilizando el canal que consideren.
Cliente Multicanal
El marketing multicanal es importante por la sencilla razón, de que, hoy en día, una marca debe estar donde están sus clientes. Un dato a tener en cuenta, es que los clientes multicanales gastan tres o cuatro veces más que los clientes que solamente utilizan un canal. No hay duda de que, los consumidores actuales tienen mucho más control sobre el proceso de compra que las marcas. Además, gracias a la llegada de diferentes canales, los clientes tienen más opciones para elegir que nunca, cuando se trata de querer conseguir información sobre una marca.
Ahora existen más formas de alcanzar a los consumidores, tanto en número como en variedad, de las que había no hace tanto tiempo. De esta forma, a medida que el número de canales sigue aumentando, la necesidad de apostar por un marketing multicanal se convierte en algo fundamental para los negocios.
Negocios multicanal
Hay que tener en cuenta, que cuando hablamos de un negocio multicanal, nos referimos a una empresa que es capaz de atender a los usuarios a través de varias vías, como desde una tienda física, una página web. Todas estas opciones de canales diferentes, actúan independientemente unas de otras. Incluso pueden contar con personas diferentes responsables para cada una de ellas, sin estar coordinadas entre sí. Una cosa a tener en cuenta es, que, en el marketing multicanal, el mensaje de la marca es el mismo, pero difundido a través de diferentes canales.
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