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What is needed for multichannel marketing success?

A visual of the multichannel universe

Many activities are needed to succeed in multichannel marketing. Whether you work for a company or for an agency, you need to communicate to colleagues or clients what is needed for success. I found the Twiss Universe visual an interesting way of showing what's needed to develop multichannel strategies, so thought I'd share it so you can compare it to your approaches.

Twiss say:

"Our Map of the "Universe" provides an overview of available mediums, technologies and services that comprise Multi-Channel marketing as a whole. Every brand has its own footprint of involvement, large or small".

(Click to Expand)

I like the emphasis that the visual puts on measurement, testing and customer research and coverage of the main "carbon" and "electronic" tools.

It's not so strong on process, for that I recommend Dan's "Marketing Wheel" infographic.

By Dave Chaffey

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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