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The Paradigm of Cross-Channel Marketing, Part 1

August 23, 2010
Marketing channels have evolved over the past few decades from just print to electronic media to the Internet. With marketers using these myriad channels, it becomes essential to understand the difference between a multichannel marketing approach and a cross-channel marketing approach.

Multichannel marketing allows channels to operate in silos. Let us take an example of a campaign in which multiple communication stages (waves) are planned. Multichannel marketing, in this case, will execute these stages across all channels in parallel, irrespective of the response each channel generates....

Source: CRM Buyer
 

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