Multichannel marketing is one of the most important marketing trends in 2019. There is a reason why you're never more than two streets away from a Starbucks or a McDonalds. Being visible in more locations means more awareness, and more opportunity for your prospect to buy from you.
In terms of marketing, the same logic can be applied. Instead of only being visible in one place (e.g., your website), you should expand your reach across multiple channels, e.g., PPC, social media, email, SEO, etc.
Today's prospects are much more educated than they were even five years ago – 90% of the buying process is over before a prospect ever speaks to a salesperson. Your perfect customers are on Google, checking review websites like G2 Crowd or Trust Pilot, looking through Facebook, Twitter LinkedIn, engaging with your competitors via email and through their websites.
In this multichannel world, it's vital for brands to step away from the traditional marketing silo, and branch out into a more integrated, or 'omnichannel' approach.
Multichannel customers spend 3-4 times more than single-channel customers. Moreover, 74% of businesses found they increased their sales using a multichannel strategy.