As emerging technology continues to multiply the number of channels available for marketing, multichannel marketing is becoming more important for the success of a new business. Of course, some niche businesses may still survive with the old mail-order catalogue, but this archaic business model is becoming increasingly rare. Most mail-order companies now take advantage of other marketing channels such as websites, emails, tweets, retail stores, and live events like tradeshows and workshops. The multichannel marketer has a distinct advantage in our modern business world.
Julia Dickenson, owner of Oradess, illustrates the potential of multichannel marketing. Her make-up company not only sells products online but also offers live workshops to teach women how to use the products. As a former make-up artist and beauty therapist, Julia enjoys sharing her skills with other women so that they can feel confident and empowered.
"I have always been drawn to jobs and roles that revolve around helping people feel better about themselves," says Julia.
Julia acquired her multichannel marketing skills from the Australian Businesswomen's Network (ABN), a community of 20,000 like-minded businesswomen that provides opportunities for education, networking, and marketing. ABN also provided Julia with several unique opportunities for multichannel marketing.
"I utilised ABN's member bulletins, mail-out postcards, and membership gifts to get my product and brand out there among my target audience," says Julia. "ABN webinars provided another effective venue for direct marketing."
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