INTEGRATED MARKETING: Navigating the multichannel maze

Multichannel marketing is building on its momentum from 2012 and 
remains a key area of focus this year. But what does it involve and what challenges does it pose? Claire Weekes investigates.

Thanks to the rise in the number of channels now available, devising a multichannel strategy has become essential for most B2B marketers. From traditional offline channels to the plethora of digital options, marketers are now spoilt for choice when it comes to selecting the best mix in order to get their marketing messages across. The beauty of an effective multichannel strategy means that all of these channels can blend and work together.

So how, as a B2B marketer, can 
you make the most of the explosion of channels open for you to use? And what are the challenges associated with putting together a multichannel approach to your marketing campaigns?