How to Avoid 4 Crosschannel Marketing Killers

Jul 27, 2013 3:35 PM  By

crosschannel-devices-fullWhether your company operates in the B2B or B2C sectors, you have to communicate with your audience when, where and how they want to be reached. Enter the concept of  crosschannel marketing.

For the uninitiated,  crosschannel marketing is the act of catering marketing messages to fit the functionality and customer usage preferences of each communications channel you are employing in a given campaign – in an integrated way that still provides customers with a unified brand experience.

As I will point out on the following pages, there are many “killers” that can bring about the death of a  crosschannel marketing effort at different stages in its development. I’ll show you how to avoid them.


  • Catalog-on-Demand

    For those who want to include print catalogs in their cross-channel marketing, we’ve found Jai’s point about inconsistent messaging to be one of the top challenges facing our customers at It is always difficult to keep all your product and category information in sync across channels. The only solution we’ve seen that always works, ranging from small businesses to Fortune 100 companies, is to make the e-commerce system the primary repository of all product data and images. The print catalog software must pull from the e-commerce content.

  • James Cage

    Interesting article……