As consumers spend more time across a broader number of devices and channels, the case for multichannel marketing has never been clearer. But few companies are capable of integrating the required data sources, technologies and departments to make omnichannel marketing work, as explored in a new eMarketer report, “Making Multichannel Marketing Work Four Tactics Required for Omnichannel Success.” Multichannel marketing can be defined simply as using multiple touchpoints to reach audiences. Given the general nature of the description, it is not uncommon to find it applied in vastly different ways. One marketer may describe the coordination of digital-only efforts as multichannel, while another might assume that merely maintaining a presence in multiple channels qualifies. Get the full story at eMarketer