Companies market to customers in a variety of ways. Some use broadcasting with radio and television ads. Others use print, such as direct mail or newspaper ads. The Internet opened the door for companies to market through email, social media and company websites. When companies target a customer using several channels at the same time, it uses those channels to its greatest advantage. The customer receives the same message from each direction. However, several disadvantages exist for companies using multiple marketing channels.
Staff Training
Companies who use multiple marketing channels face the drawback of needing to prepare staff to address issues from all channels. Employees need to respond to customers who email, post comments, call or write letters with questions. Training needs to provide staff with etiquette for communicating with customers electronically; grammar skills for emailing, responding on social media or mailing letters; and oral communication skills for talking with customers on the phone. The additional training requires a higher financial investment by the company.
Necessary Knowledge
Another disadvantage of using multiple marketing channels involves the necessary knowledge that staff members need to use those channels. Employees need to know how customers perceive their website and what information customers want to find. Employees also need to know which qualities of the company appeal to customers in the printed form. Staff members who coordinate broadcast marketing need understand the time limits of these advertisements and demonstrate the benefits of the company within these time frames.
Measurement
Measuring the impact of each marketing channel poses a disadvantage for companies who use multiple marketing channels. Companies often want to know which marketing channels prove most effective for business. By using multiple marketing channels, the company lacks the ability to measure the impact of an individual marketing action.
Consistency
Some companies assign the role of managing each marketing channel to different managers. The company experiences the disadvantage of losing consistency with its message when it splits these duties up. Each manager creates her own goals within the marketing channel she oversees. A lack of consistency confuses customers. It also loses the impact that repeated, consistent messages make on a potential customer.
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