Multi-channel. Cross-channel. Can we use them interchangeably? Is there a difference and if so, what is it?
The eec’s Cross-Channel Integration Roundtable believes not only is there a difference, but it’s a significant one.
Here’s our definition: multi-channel marketing refers to sending out the same message to your audience using a variety of different channels (email marketing, direct mail, mobile, etc.). The channels work independently and are generally not coordinated – more of a silo approach.
When referring to cross-channel marketing, you’re still using multiple marketing channels but you’re taking a much more choreographed, orchestrated, personalized approach. One message reinforces the next message and leverages the benefits of the specific channel by driving your audience to action, as opposed to just repeating the same message. It’s much more tightly integrated and looks at the interactions ‘holistically’ – not only how the customer is receiving the communication, but also how they’re responding to it. A cross-channel marketing strategy then takes that into consideration before sending out the next communication.
So…what do you think? Share your thoughts by posting a comment below.
– Eileen Weinberg
Member of the eec’s Cross-Channel Integration Roundtable