Comments on: The Multi-Channel Matrix Has You http://www.revenews.com/internet-strategy/the-multi-channel-matrix-has-you/ Discussion of Online Marketing, SEM, Social Media, Mobile and Video, Micro-Content, and Affiliate Marketing Wed, 08 Feb 2012 21:50:00 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Dan Leeds http://www.revenews.com/internet-strategy/the-multi-channel-matrix-has-you/#comment-3819 Dan Leeds Mon, 31 Oct 2005 14:25:49 +0000 http://revenews.contentrobot.com/?p=797#comment-3819 Beth - you are absolutely right that the above reflects the more traditional company's challenges in addressing the internet as a channel, let alone channel convergence. The impact on traditional organization structures was my main concern since I've found it to add a lot of complexity and present an interesting problem to solve. I would argue, though, that even pure online plays have to deal with alignment with the telephone as a channel - it's not just print/TV - but even so they probably have an easier time of it coming from a more web-based org structure. Finally, I'm intrigued by your application of the direct/branding dichotomy to the question of channel affinity as they could be argued to be independent dimensions. I'll look forward to more discussion about this since it's one of those fun great big debates. Appreciate the comment. --dan Beth – you are absolutely right that the above reflects the more traditional company's challenges in addressing the internet as a channel, let alone channel convergence. The impact on traditional organization structures was my main concern since I've found it to add a lot of complexity and present an interesting problem to solve.

I would argue, though, that even pure online plays have to deal with alignment with the telephone as a channel – it's not just print/TV – but even so they probably have an easier time of it coming from a more web-based org structure.

Finally, I'm intrigued by your application of the direct/branding dichotomy to the question of channel affinity as they could be argued to be independent dimensions. I'll look forward to more discussion about this since it's one of those fun great big debates.

Appreciate the comment.
–dan

]]> By: Beth Kirsch http://www.revenews.com/internet-strategy/the-multi-channel-matrix-has-you/#comment-3818 Beth Kirsch Mon, 31 Oct 2005 04:54:48 +0000 http://revenews.contentrobot.com/?p=797#comment-3818 Dan, That is a interest piece which raises interesting questions. But I'm not sure I agree with you completely, I think you missed some shades of gray. Direct Responce online pure plays are the only companies that used the Internet as their only channel. For all other companies, they always had the other channels and went on to the web as it emeraged as a power channel. Your example of credit cards proves that point. Credit card companies use the web now to market, but 10 years ago they really did not. Yes, pureplays are adverting offline, but, I think we are a long way from seeing any offline channel as the powerhouse channel for a pure play. There are some that advertiser for new customers off line (Amazon, eBay, Overstock, and NetFlix are the one's that come to mind), but I think there are more mid-size DR pure plays who don't. Moreover, I think Amazon et all still focus mostly on the Internet. These are DR companies, DR is harder and more expensive offline with out brick and mortor stores. So, yes, for MC retailers you are correct, but they never saw the Internet as the only channel while the pure plays did. Thanks for the interesting blog. Cheers, Beth Dan,

That is a interest piece which raises interesting questions.

But I'm not sure I agree with you completely, I think you missed some shades of gray. Direct Responce online pure plays are the only companies that used the Internet as their only channel. For all other companies, they always had the other channels and went on to the web as it emeraged as a power channel. Your example of credit cards proves that point. Credit card companies use the web now to market, but 10 years ago they really did not.

Yes, pureplays are adverting offline, but, I think we are a long way from seeing any offline channel as the powerhouse channel for a pure play.

There are some that advertiser for new customers off line (Amazon, eBay, Overstock, and NetFlix are the one's that come to mind), but I think there are more mid-size DR pure plays who don't. Moreover, I think Amazon et all still focus mostly on the Internet. These are DR companies, DR is harder and more expensive offline with out brick and mortor stores.

So, yes, for MC retailers you are correct, but they never saw the Internet as the only channel while the pure plays did.

Thanks for the interesting blog.

Cheers,

Beth

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