It’s official – multi-channel marketing is now one of the most recognisable buzzwords in the industry today, but do you really know what it entails?

Constructing a viable and effective cross-platform marketing campaign involves more than just using online and offline strategies – it’s about combining these different strands into a cohesive and consistent approach aimed at driving click-through rates on your website.

I have seen many companies fail at this multi-disciplinary approach purely because they don’t adhere to best practice guidelines such as focusing on action.

A recent article by E-consultancy’s Patricio Robles drives this particular point home perfectly.

In the posting, Robles talks about how time and time again, many businesses continue to think about channels in the abstract sense instead of considering the specific results and actions they want to achieve and figuring out how they can use a combination of channels to produce those results.

Multi-channel marketing isn’t rocket science, but it isn’t exactly a walk in the park either. You have to make sure that you pick the right combination of channels that works for your product and has maximum chances of converting prospects into solid sales leads.

And remember – don’t be afraid to experiment. You’ll never know which approach is perfect for you until you try!