IntroductionThere is a simple reason why multi-channel marketing is so important in today's business environment, and that is because brands need to be where their customers are, and today's consumers have lots of choice, due to the proliferation of available channels. If this isn't enough to adopt a multi-channel approach, consider that these consumers spend up to four times more than a single channel consumer. If businesses expect to thrive in today's world of connectivity, they must accept that their greatest asset is reaching and retaining customers. Expectations are higher than ever, and communities can offer customers the perfect outlet to share thoughts, opinions and needs. According to IBM research, as many as 85% of users say that social networking sites influence them when making a purchase. By facilitating meaningful interaction between businesses and their customers, communities can provide an additional layer of intelligence, improve customer satisfaction and therefore increase sales. Consequently, the allocation of resources, between each possible marketing channel, should be carefully considered in order to maximize marketing results. Emphasis should be placed on the website, as this is the critical destination that should be reached as a result of all successful marketing activity. . The use of web-based data can provide the basis for allocating resources across earned, paid and owned media channels to achieve the optimal outcome. Creating the right strategy When considering journalism, it spans all social media channels in its attempt to engage with all its constantly connected consumers and demonstrates the benefits of an integrated approach. To improve the performance indicators... middle of paper... of a company. A balanced approach to integrating on-site content and social media is probably the most likely way to provide the best return on investment. Knowledge is power In formulating any marketing strategy, market knowledge is the key to success. The most successful companies continually review and adapt to their customers' needs. It is therefore crucial to continue to collect and analyze data correctly, thus enabling you to develop and implement a profitable strategic marketing plan. By creating the multi-channel platform it is possible to integrate both emerging and more traditional channels. Running multi-channel marketing campaigns then becomes easier, as a campaign can be replicated across a variety of channels, creating the most effective results with a greater return on investment.