7 Steps to Multichannel Mastery

Smart multichannel marketers aggressively use tricks like search engine optimization, pay per click, e-mail campaigns and highly navigable Web sites to seek and find new customers, drive Web and retail traffic, and boost overall results from existing customers.

A recent 2007 study, for example, found consumers (especially those under 50 years of age) prefer to go online rather than to stores or shopping malls for their Christmas shopping. This is a significant change from 2006. The Web trend is not a passing fancy or fad. The trick for multichannel sellers is to embrace all of the online technology.