Keep in mind is that DRM is not branding. The end goals of direct response marketing and brand marketing are entirely different. DRM wants to get the customer to provide information or open his wallet. Branding, on the other hand, wants to get the customer to remember the product.

What Is Multi-Channel Marketing (MCM)?


Multi-channel marketing is simply offering customers more than one way to buy.


Question #1: Do you think an 80-year-old grandmother in Stanford, Connecticut, who has a passion for gardening buys through the same channel as a 21-year-old man who loves to surf in Venice Beach, California?


Question #2: Do you think they are both good prospects for, or have responded to, a multi-channel marketing campaign?


how important it is to market your products through multiple channels. Different people respond to advertising in different ways. And very often your customers or potential customers need to see offers more than once before they make the decision to buy.

More Channels = More Money


A study by the Direct Marketing Association [DMA] found that customers who buy from two channels rather than one are between 20 and 60 percent more valuable to a company over time. Customers who buy from three channels rather than one are 60 to 125 percent more valuable.


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