Brick and mortar companies are rapidly shifting to multi-channel markets primarily through e-commerce sites targeting customers locally, nationally and internationally. E-commerce is not eliminating brick and mortar stores but opening up new avenues to sell products and services. In this process, these companies are eliminating ineffective traditional marketing and using search optimization and search marketing instead. These companies are searching for online solutions that automate the buying process and create 24/7 sales.

The relationship of online sales to offline sales is becoming more blurred and more complicated. For some products, especially high consideration products like automobiles, consumers research online to learn what they need to know and then purchase offline. Other products are usually researched and bought online by consumers; this is a trend that many specialty stores are now seeing. The consumer will get the look and feel of the product and then proceed to purchase it online. Many of these specialty stores are finding it increasingly difficult to remain competitive as their cost of sales is greater than e-commerce stores.

Multi-channel marketing is a legitimate business model but some people have chosen to create cons and rip-offs using this model to cheat people which has given it the bad reputation it carries in some business circles and online today. It is a very attractive business model to most people because it allows many people to own their business and attain real economic independence at the same time. The main premise or idea behind multi-channel marketing is that hard work at the outset yields residual income for life. Thus, many multinational companies around the globe are making use of multi-channel approach so that accessing their services is a whole lot easier for their consumers.

There are several different ways for a company to market its product but the most effective is multi-channel marketing. By using one piece of information on a different channel, a business enterprise can reach many potential clients. This is a good strategy but can also be chaotic and disorganized in reaching the final customer. Over the years, businesses around the globe have made sure that they use all the means available to them in order to make accessing their services and products easier. People can now browse different brands not just on their desktop but also on their smart phones. They can also do so by speaking on the phone with one of the representatives of the company from whom they want to purchase a product or avail a service. That is the true essence of multi-channel marketing, making life easier for the consumer.

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