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Channel Switching

Home » Martechipedia Wiki » Terms » Channel Switching

Definition

The idea that a single consumer may move between (“switch”) various devices and methods of interacting with a brand before, during, and after a sale.

Mentioned in House of the Customer (2023).

Channel Switching: 2007 vs. 2022
Channel Switching: 2007 vs. 2022

Related

  • 1:1 Omnichannel Experience
  • Customer Data Platform (CDP)

Products

Resources

  • Book: House of the Customer (2023) by Greg Kihlström
  • Concepts
    • Center of Experience
      • _Center of Experience
      • Brand (Component of the Center of Experience)
      • Brand Experience (Component of the Center of Experience)
      • Culture (Component of The Center of Experience)
      • Data (Component of The Center of Experience)
      • Environment (Component of the Center of Experience)
      • Governance (Component of the Center of Experience)
      • Measurement (Component of The Center of Experience)
      • Platform (Component of the Center of Experience)
    • Branding Evolution
      • _The Evolution of Brands
      • 1 Brand as Object (Evolution of Brands)
      • 2 Brand as Idea (Evolution of Brands)
      • 3 Brand as Experience (Evolution of Brands)
      • 4 Brand as Relationship (Evolution of Brands)
      • 5 Brand as Facilitator (Evolution of Brands)
    • Dimensions of Personalized Experience
      • Logic (Dimensions of Personalized Experiences)
    • Agile Brand
    • Build vs. Buy
    • Continuous Improvement
    • Customer Experience (CX)
    • Customer-First, Employee-Driven
    • Employee Experience (EX)
    • Exponential Growth of Content
    • Inbound Marketing
    • Next Best Action
    • Personalized Experience Dimensions
    • StrategyOps
    • User Experience (UX)
    • Digital Experience Maturity
  • Models & Frameworks
    • 12 Agile Principles
    • Absorptive Capacity
    • Business Value Pyramid
    • Business Value Realization Formula
    • Competing Values Framework (CVF)
    • Customer Journey Taxonomy
    • Kübler-Ross Change Curve
    • Simple Prioritization Framework
  • Data
    • 1st Party Data
    • 2nd party data
    • 3rd party data
    • Analytics
    • Zero Party Data
  • Measurements
    • North Star Goals
      • _North Star Goals
      • Agile, Customer-Centric Culture
      • Customer Lifetime Value Model
      • First-Party Customer View
      • 1:1 Omnichannel Personalization
    • Average Order Value (AOV)
    • Churn Rate
    • Clickthrough Rate (CTR)
    • Conversion Rate
    • Cost Per Lead (CPL)
    • Customer Acquisition Cost (CAC)
    • Customer Effort Score (CES)
    • Customer Lifetime Value (CLV)
    • Customer Satisfaction Score (CSAT)
    • Key Performance Indicator (KPI)
    • Multi-touch Attribution
    • Net Promoter Score (NPS)
    • Recency, Frequency, and Monetary (RFM)
    • Retention Rate
    • Return on Ad Spend (ROAS)
    • Return on Experience
    • Total Cost of Ownership (TCO)
    • User Engagement
  • Agile Marketing
    • Agile Marketing Resources
      • Daily Standup Meeting Agenda
      • Retrospective Meeting Agenda
      • Sprint Planning Agenda Template
    • Elements of Scrum
      • Burndown Chart (Scrum Element)
      • Business Value (Scrum Element)
      • Daily Scrum and Standup (Scrum Element
      • Definition of Done (Scrum Elements)
      • Increment (Scrum Element)
      • Product Backlog (Scrum Element)
      • Product Vision (Scrum Element)
      • Sprint (Scrum Element)
      • Sprint Backlog (Scrum Element)
      • Sprint Goal (Scrum Elements)
      • Sprint Planning Meeting (Scrum Element)
      • Sprint Retrospective (Scrum Element)
  • Platforms
    • Consent Management Platform (CMP)
    • Conversational AI
    • Customer Journey Orchestration (CJO)
    • Data Clean Room
    • Data Management Platform (DMP)
    • Customer Data Platform (CDP)
    • Customer Relationship Management (CRM)
    • Content Management System (CMS)
  • Tactics
    • A/B Testing
    • Account-based Marketing (ABM)
    • Brand Garden
    • Marketing Automation
    • Pay-Per-Click (PPC)
    • Search Engine Optimization (SEO)
    • Website
  • Terms
    • Account-Based Marketing (ABM)
    • B2B (Business to Business)
    • B2C (Business to Consumer Marketing)
    • Brand Awareness
    • Business Value
    • Buyer's Journey
    • Channel Switching
    • Culture Gap
    • Culture Quadrant
    • Customer Retention
    • Digital Transformation
    • Experience Maturity
    • Extrinsic Motivation
    • Information Architecture
    • Intrinsic Motivation
    • Marketing Qualified Lead (MQL)
    • Minimum Viable Product (MVP)
    • Multivariate Testing (MVT)
    • Null hypothesis
    • Product-market fit
    • Sales Qualified Lead (SQL)
    • Total Addressable Market (TAM)
    • Visitor Segmentation
    • Wireframes
    • Word of Mouth Marketing (WOM)
  • Books
    • Digital Delight: Planning, measuring, and optimizing great digital CX and EX
    • House of the Customer: A blueprint for 1:1, customer-first, employee-driven business transformation (2023)
    • Meaningful Measurement of the Customer Experience (2022)
    • The Agile Brand: Creating Authentic Relationships Between Companies and Consumers (2018)
    • The Agile Consumer: Navigating the Empowered Economy and the Future of Customer Experience
    • The Center of Experience (2020)
  • Resources
    • CDP Institute
    • Chiefmartec Marketing Technology Landscape (Infographic)
    • Hubspot Ultimate Dictionary of Marketing Terms
    • The Agile Brand with Greg Kihlström Podcast
  • Roles & Teams
    • Marketing Operations
  • History and Background
    • History of Search Engines
    • History of the Customer Data Platform (CDP)

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