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BANC4012_dnc_wp.QX 1/19/04 9:23 PM Page 1 B A N TA CORPORATI ON WHITE PA P E R F e b r u a ry 200 4 Developing Effective Multi-Channel Marketing Strategies Single Source. Multiple Solutions. ? BANC4012_dnc_wp.QX 1/19/04 9:23 PM Page 2 Developing Effective Multi-Channel Marketing Strategies A Banta White Paper created for organizations wishing to gain greater rewards through the development of synergistic marketing campaigns, incorporating both print and electronic media. Single Source. Multiple Solutions. ? BANC4012_dnc_wp.QX 1/19/04 9:23 PM Page 3 Developing Effective Multi-Channel Marketing Strategies Executive Summary: Although multi-channel marketing is the current trend, it is not an entirely new concept. Multi-channel has roots in the age-old “media mix” i d e a , which essentially said t h at b u yers we re reached at d i ffe re nt times in diffe re nt ways, and t h at the most s u ccessful marketing pro g rams co ntained an appro p r i at e mix of media for the targeted audience. The theory was that effective use of multiple media helped a selling organization become top-of-mind when the buyer was ready to make a purchasing decision. There are two important developments that helped evolve the media mix concept into what we now think of as multi-channel marketing: A t ransition by marketing and adve rtising pro fessionals in the 1990s t o wa rd int e g rated co m m u n i c at i o n s . 1 This marked a shift in focus from transactions to customer relationships. Even outside the marketing arena, engineers and statisticians were contributing by following the lead of successful Japanese industries that reengineered business processes around customers’ needs. According to Anders Gronstedt, author of The Customer Century, power was shifting to the consumer, and the management of communication processes was being elevated to strategic levels to help build customer relations and drive business results. He conten