THE WHATIS.COM WORD-OF-THE-DAY October 21, 2002 multichannel marketing ______________ TODAY'S SPONSOR: Postmaster Direct
Sign up today to receive free information and offers about computers, networking, wireless devices, security, and other timely IT topics. Choose the specific topics you would like to learn more about. Visit http://whatis.techtarget.com/postmasterDirect/ ______________ TODAY'S WORD: multichannel marketing See our definition with hyperlinks at http://searchcrm.techtarget.com/sDefinition/0,,sid11_gci761832,00.html Multichannel marketing is offering customers more than one way to buy something - for example, from a Web site as well as in retail stores. For manufacturers, multichannel marketing also includes the use of partners, sometimes known as channels, who market directly to the customer as consultants, repackagers, or retailers. For retailers, advocates claim that, in addition to offering the customer more options, multichannel marketing allows a business more opportunities to interact with customers - each channel can help promote the other channels. Since Web site and phone-in mail orders collect information about the customer that a retail sale may not, these channels make it possible to develop mailing lists for future promotions and branding campaigns. Eddie Bauer is sometimes used as an example of a multichannel marketer that offers "brick, click, and flip" - retail stores, Web site, and catalogs. At least one study says that customers of multichannel companies spend 30% more than customers of one-channel companies. For manufacturers with partner channels, marketing directly from a Web site sometimes raises the problem of how to preserve the partnerships which Web site sales may tend to undercut. Approaches to solving his problem include using the Web site to refer customers to partners and limiting the quantities involved in any one direct sale. RELATED TERMS: channel http://search390.techtarget.com/sDefinition/0,,sid10_gci211770,00.html ______________________ SELECTED LINKS: Michael Capizzi provides an article about multichannel marketing, "Customer Relationship Management: There's Only One Customer." http://industryclick.com/magazinearticle.asp?magazineid=151&releaseid=5584&magazinearticleid=65629&siteid=2 Bob Thompson writes about "Partner Relationship Management: A Critical eBusiness Strategy for a Multi-Channel World." http://www.frontlinehq.com/epartner/articles/prm0800.htm SearchCRM.com provides "Best Web Links" to information about customer service and support. http://searchcrm.techtarget.com/bestWebLinks/0,289521,sid11_tax286891,00.html David Golan tells "How Businesses Can Thrive in a Multi-Channel e-Business Marketplace Using Demand Chain Management." http://www.isit.com/Feature.cfm?articleid=3409&tech=CRM&m=587&guestid=178672 ______________________ THIS DAY IN IT HISTORY | October 21, 1948 To demonstrate the speed of their high-speed radio fax line, Radio Corporation of America (RCA) transmitted the novel Gone with the Wind from a radio station to the Library of Congress. Radio fax, which lost momentum after the advent of television, is still used in maritime industries to broadcast graphic weather maps and other graphic images via HF or shortwave radio. http://searchnetworking.techtarget.com/sDefinition/0,,sid7_gci212098,00.html ______________________ CROSSWORD PUZZLE #5 | Firewalls Improve your flexible thinking skills. Print out the puzzle and keep it nearby to work on throughout your day! http://whatis.techtarget.com/definition/0,,sid9_gci856796,00.html ______________________ QUIZ #17 | DSL Are your brain cells "always on"? Take our quiz and find out! http://whatis.techtarget.com/definition/0,,sid9_gci783951,00.html ______________________ REAL-LIFE CHALLENGE #18 | Can backup tapes wear out? Bob wants to know if there's a shelf-life for backup tapes. How long can you use the same tapes over and over before they need to be permanently retired? http://whatis.discussions.techtarget.com/WebX?msgInContext@;166.6Twoa8pir9i.0@.1dcfae0e/148!viewtype=threadDate&skip=&expand= ______________________________ RECENT ADDITIONS AND UPDATES [1] HyperTransport http://whatis.techtarget.com/definition/0,,sid9_gci858113,00.html [2] barcode reader http://searchcio.techtarget.com/sDefinition/0,,sid19_gci857995,00.html [3] Quiz #32: Securing Your Network http://searchsecurity.techtarget.com/sDefinition/0,,sid14_gci857673,00.html [4] gas constant http://whatis.techtarget.com/definition/0,,sid9_gci858191,00.html [5] TP0-TP4 http://searchnetworking.techtarget.com/sDefinition/0,,sid7_gci854617,00.html ____________________________________________________________________ ::::::::::::::::::: WHATIS.COM CONTACTS ::::::::::::::::::: LOWELL THING, Site Editor ([EMAIL PROTECTED]) ____________________________________________________________________ MARGARET ROUSE, Associate Editor ([EMAIL PROTECTED]) ___________________________________________________________________ :::::::::::::::::::: ABOUT THIS NEWSLETTER ::::::::::::::::::::: Published by TechTarget (http://www.techtarget.com) TechTarget - The Most Targeted IT Media Copyright 2002, All Rights Reserved. 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