International Research Association of Computer Science and Technology (IRACST)
Tech & Work
Growing number of media channels, increasing cost of advertising and reduction in the effectiveness of marketing campaigns have encouraged marketers to adopt synchronized multichannel customer engagement strategies for their product promotion and branding activities. Also, increasing popularity of online and social media, particularly among the youth, has encouraged the use of media mix consisting of conventional, broadcast, online and mobile media channels for marketing activities. This paper examines the multichannel strategies used by different companies for improving their marketing effectiveness.