Abandoning Multichannel Marketing Efforts in Favor of a Mobile-First Strategy

In the 1980’s, restaurants used just three marketing channels: phone, postal mail and print ads for promoting their brick and mortar stores. Rapid progress in consumer tech has brought many new opportunities to reach customers today, via new personal mobile devices and marketing channels, including email, websites, and mobile apps.  As consumers began to use multiple devices and different channels, restaurants faced the perplexing problem of how to make sure that all these channels communicate and complement each other to give people the smoothest experience. To meet the challenge, some businesses developed a multichannel marketing strategy.The 2000’s Multichannel MarketingThe different channels in a multichannel approach include SMS text messages, email and postal mail, and even plastic cards as a customer loyalty and discount tool. As a part of this strategy, consumers use many different channels to connect with a brand. However, the channels are not combined and are utilized…