7 Steps to Multichannel Mastery

Beyond P&G
1. Define and reinforce your brand across all channels. Years before true multichannel marketing evolved to its current state, catalogers only thought of niche and positioning. Brand was a concept Procter & Gamble specialized in; it seemed irrelevant to direct selling. As multichannel marketing has become more ensconced in the fabric of direct marketing, though, brand has become a powerful way to provide the same message to customers in a catalog, on the Internet and at retail.