Multichannel Marketing Handbook

As marketers, we’ve traditionally framed the customer journey within a funnel, which proposes the way our audiences work towards a decision is both within our control and linear.

Unfortunately, this reasoning goes against what we already know about consumer decision making: our audiences have a multitude of options and their paths are far from linear. In this sense, both marketers and consumers are trading in the same resources: clarity and relevance.

This guide details strategies for creating and running a successful multichannel marketing strategy and examines how Zapier, a SaaS vendor in the midst of rapid growth, conducts their marketing across social, search, webpage, and blog channels with consistency.

When correctly implemented and expertly coordinated, such a program will increase reach among your target audience and create scenarios where consumers choose your brand as their solution.