Soundview Executive Book Summaries

Multichannel Primer for Growth and Profit
November 21, 2008, 4:02 PM
Filed under: Marketing | Tags: ,

In today’s busy world, if you’re marketing to your customer through only one channel, you’re going to become extinct. And honestly, I don’t think there are really any single-channel marketers out there anymore. Currently companies market to their customer through e-mails, Web sites, catalogs, retails stores, etc. And it works.


If you’re new to marketing, then it’s just your luck that entrepreneurial guru Michael Masterson teamed up with MaryEllen Tribby to pen Changing the Channel: 12 Easy Ways to Make Millions for Your Business . The book is full of practical takeaways, leading you through 12 of the most important marketing channels available. The channels covered are: Direct mail, social media, telesales, affiliate marketing, joint ventures, telemarketing, radio and television advertising, public relations, direct online marketing, event marketing and direct space ads.


If you’re ready to grow your customer base and get your product into the hands of millions, then multichannel marketing is the direction you need to take. It has been found countless times that marketing campaigns that successfully embrace multiple channels are improve companies’ bottom lines and their relationships with customers.


If you head over to the book’s Web site (very much an example of multichannel marketing) you can peruse the media room, which has a couple videos of interest . Also, Tribby has a blog hosted on’s Web site, which proves to be interesting. Check it out for a bit more insight about the multichannel world.


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