Whether 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.
