From 2010 to 2014, the average number of channels used before conversion increased from 1.25 to 3.25. Shoppers no longer just shop in person and regularly use more than one channel to make purchases. For example, a consumer may see a pair of jeans that he likes in the store, but decide not to buy them until he gets more information. Research jeans online before using your phone to make a purchase.

A company without a multi-channel marketing strategy would have little chance of converting the aforementioned consumer. With only one in three consumers buying through a single channel, and new consumers often using three or more channels, businesses need to market across multiple channels now more than ever.

In addition, it is very useful to use the channels to offer differentiating aspects, especially if you want to promote a specific product or service. For example, imagine that you are offering a product for free so that people can try it out and get used to what is offered. In a specific industry such as online entertainment, offering free PC games is an ideal way to differentiate yourself from the competition. Not charging to enjoy the games is something that not all companies offer in the market.