Understanding the need of Multiple Channel E-Marketing along with it's top notch scores and features. Multichannel, Cross-Channel and Omni Channel marketing strategies plays an vital role in Sales. Apart from this tools like Analytics, MCR and CRM helps in significant manner to drive out best of the best.

1. Multichannel E-Marketing
“Meeting human needs Digitally”
Smriti Gupta
Business Development Executive
Magento

2. Definition: Multi Channel
It's a kind of marketing strategy to increase the shopping experiences of customers providing
products through various channels (the various levels through which a product passes until it reaches
the desired consumer).
Various Channels of MCR
•E-retailing (e retailing commerce)
• M-commerce (mobile)
• Social shopping
• Research & purchases at kiosks
• Information & shopping on TV
• Traditional shopping in store outlets
• Coupon & gift-cards - own/partner outlets
-Direct selling agents

3. Marketing strategies
● Pull marketing:
The company tries to draw in customers through different kinds of advertising, such as TV ads,
on-line banner ads, blogs and social media.
● Push Marketing:
Companies may push information and promotional material directly to end users through email
or fliers to generate demand. Create an email database of potential customers and send them
product announcements and promotions directly.

4. Channel Strategies by retailers
Multichannel:
● Multiple touch-points
● Different channels such as website, social media, brick-and-mortar stores and mobile
applications
● Help expand the brand’s recognition.
Cross-channel:
● Combination of different channels.
● For eg. Browsing a product online, comparing the prices in different online and offline stores,
and ultimately purchasing it from mobile app.
Omnichannel:
● Consistent brand experience across all channel.
● Uninterrupted & disjointed retail experience.
● This means that a customer’s configurations and preferences saved on one channel must be
memorized and accounted for on all other channels.

5. Customer Relationship Management
“Customer Relationship Management is a comprehensive strategy and process
of acquiring, retaining, and partnering with selective customers to create
superior value for the company and the customer.”
Benefits of CRM:
● Develop superior services and products that meet your customers’ identified needs.
● Enhance marketing towards the most profitable customers to improve your bottom line.
● Improve efficiency by providing support and services to customers online (through frequently
asked questions, examples).
● Anticipate future business needs based on data on historic sale and service trends.
● Increase your customer base as you develop new ways to engage in business online.

6. Integrating MCR and CRM
(Multichannel Customer Management)
Multi-Channel Customer Management covers the design, deployment, coordination, and evaluation of
channels through which enterprises and customers interact, with the goal of enhancing customer
value through effective customer acquisition, retention, and development.
Following challenges in MCM:
● Data Integration across Channels
● Understanding Customer Behaviour
● Channel Evaluation
● Allocation of Resources across channels
● Current Technology

7. E-Marketing
e-Marketing is the process of marketing a brand using the Internet. It
includes both direct response marketing and indirect marketing elements and
uses a range of technologies to help connect businesses to their customers.
e-marketing compasses all the activities a business conduct via World wide
web (WWW) with the aim of attracting new business, retaining current business
and developing its brand identity.

8. Benefits of Internet Channel
● Broader Selection
● Launching new campaigns can be lightning fast – meaning that potential
● More and Better Information to Evaluate Merchandise
● Full motion Video
● Information is tailored to Individual consumers to help them make quicker
and better purchase decisions
● Customized Information - Side By Side Comparisons
● Try It On Virtually

9. ...Benefits continue
● Reach more customers at lesser costs
● Improve “presence” before consumers
● Improve consumer experience & convenience
● Compete effectively & across geographies
● Grow the business efficiently
● Balance risk, costs & revenues smartly
● Reduces Information search cost
● Provision of better service
● Customer trust

10. Various Internet channels to retail,
in order to raise up the Sales
● Affiliate Program
● Permission Marketing
● Search Engines and Web Directories
● Search Engine Optimization
● On-line Advertising and Sponsorships
● Search advertising & contextual ads
● RSS Feeds
● Social media marketing

11. Affiliate Marketing
An affiliate program involves paying owners of other Web sites a commission
for referring customers to your online store. In other words, you reward other
Web sites for sending new customers to you.

13. Affiliate Marketing
Three basic types of affiliate programs that you should be familiar with:
● pay-per-click programs (PPC)- You pay a Web site for referring a visitor
to your online store regardless of whether a sale results or not
● pay-per-lead programs (Cost per acquisition/potential sale) - you pay
a Web site for referring a visitor to your Web site to fill out a form or
perform another action that may lead to an online or offline sale
● pay-per-sale (Cost per engagement) - you pay a Web site for referring a
visitor to your Web site who immediately buys a product or service.

14. Permission Marketing
● Permission marketing is an approach to selling goods and services in
which a prospect explicitly agrees in advance to receive marketing
information.
● Opt-in e-mail, where Internet users sign up in advance for information
about certain product categories, is a good example of permission
marketing

15. Permission Marketing
Permission marketing follows two main principles-
● First, you only market to those customers who have specifically told you
that they are interested in receiving e-mail messages from you.
● Second, you must give away something (incentive or reward) in order to
get a customer’s e-mail address.

16. Steps to Executing an E-mail Campaign

17. Search Engine Marketing (SEM) and Web Directories
A search engine is a Web site that indexes the contents of millions of Web
pages. A Web directory, on the other hand, organizes Web sites by category so
that they can be easily browsed by Internet users.
One can use Web site analysis tools such as WebTrends that can help you
analyze which search engines and directories your customers are using to find
you. These types of tools can help you understand how much traffic on your
Web site originates from search engines and directories.
Furthermore, using these tools, you’ll be able to quantify the importance of
being listed on various search engine and directory sites.

19. Search Engine Optimization
Search engine optimization (SEO) refers to techniques that help your website
rank higher in organic (or “natural”) search results, thus making your website
more visible to people who are looking for your product or service via search
engines. Ensuring that your Web site receives prominent placement on all the
major search engines.

20. Search Engine Optimization
Improve your Web site’s ranking on various search engines by:
● Don’t use graphics at the expense of text
● Integrate important keywords in your text
● Use meta-tags- Meta-tags are pieces of code that you include in the
HTML code of your Web site to influence the description that search
engines give your Web site. It is therefore important that you create a site
summary for your Web site that accurately and concisely reflects its
purpose.
● Give your Web site a descriptive title
● Get other Web sites to link to you

21. On-line Advertising and Sponsorships
A banner ad is a small rectangular graphic that can either be animated or static.
People can click on a banner ad to be immediately connected to the advertiser’
s Web site. The ROI for banners are measured in two ways,
● Through brand awareness, where the remembrance of your message or
brand name is important.
● By rate of interaction - the click through rate (CTR) – the more people who
click on the banner, the more value the advertiser has been given.

22. Search advertising & Contextual ads
Search advertising is a method of placing online ads on Web pages near
search engine results. With AdWords (www.google.com/adwords), one can
deliver their message at the moment someone is searching for the type of
product or service they offer. Choose keywords that relate as closely as
possible to offerings so as to receive the most likely prospects. For CPC ads,
one pays only when someone clicks on the ad.
Contextual advertising takes display ads to the next level, by placing them on
sites related to one's offerings; for example, if one sells sporting goods, their ad
may perform better on sports-related sites. Services are available that
automatically distribute ads to sites based on the content of those sites.

23. RSS Feeds
RSS (an abbreviation for Really Simple Syndication) is a family of Web feed
formats used to publish frequently updated works—such as blog entries, news
headlines, audio, and video—in a standardized format.
● Provide an RSS feed if you have content on your site that you update
regularly.
● Subscribers are alerted when new information becomes available.

24. Social Networking as a Marketing Tool
Social networks, free for their members, tend to rely on advertising for their
revenue. Because of demographic information collected by the social networks,
advertisers are able to target their advertisements to a particular audience.
Benefits:
● Social media give brands the opportunity to interact with customers through targeted
communications
● To go viral is one of its greatest benefits; if users like the content, then they will share it with their
communities.
● Create an online community for your brand and its supporters.
● The numerous interactions allow you to garner feedback from your communities.
● Niche targeting just got a whole lot easier.

27. Multi to Omni-channel Retail Solutions
The product will help the seller to integrate different retail channels of
distribution by synthesizing various products, orders, services, customer
details, inventory levels at various channels etc. At one place, i.e. in a single
dynamic database. Integrating the information and data of each channel to one
place will remove the clutter and will provide an ease for the seller to manage
the channels effectively and productively.

28. Expand Your Reach
Your customers and prospective customers are everywhere – are you? Adding sales channels is a
fast and effective way to grow your business, if you have the tool to manage them successfully, growth
& profits are just around the corners.
Centralized control
Manage all orders, customers, inventory & products, shipments etc. All at one place, saving time &
redundancy.
Real time synchronization
All the changes will be sync automatically, so no more calculations needed for each channel
separately.
Profitable decisions
Reports of each channel separately and all together can be helpful for the seller to analyze the trends
and plan channel strategic decisions accordingly, to increase the growth and profitability of the
business.

29. Features
● Automatically integrated inventory management system
● Information regarding the different web channels
● Provision of reports on-
● Sales through different channels (incl. Orders, shipments, invoices, etc.)
● Product related information on various channels (Best sellers, most
viewed)
● Customer related information
● Merging the payment and shipping methods for different channels
● Easy tracking of the products
● Centralised customer service panel to solve the queries and problems of
customers for any channel at one place only.

30. Measuring Your Results
Online marketing generates a wealth of data to let you assess and refine your marketing programs.
Start with these easy-to-track performance measures:
● Website analytics- Dig into your visitor data to see where your most promising leads come
from. Google Analytics (www.google.com/analytics) is a great place to start, and it’s free.
● Click throughs- The basic measure of an online ad’s impact is how many people click on it to
visit your site. Clickthrough rates are often strongest with a compelling visual, message or offer,
combined with placement on the right sites.
● Conversions- How many people who see your ads “convert” into buyers or take a specific
action, such as subscribing to your newsletter? Take a look at your conversion rates to help
determine which outreach efforts are most cost-effective.

31. Marketing Future
Clearly, the strengths of the Internet as a marketing medium far
outweigh the negatives. Companies attempting to build a coherent
Internet marketing strategy must begin to believe that the Web is
likely to be the center of their marketing future, not simply an
adjunct to traditional marketing methods.
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