Building a strategic cross-channel roadmap

The multi-channel universe is here, ready or not

Not so very long ago consumer touchpoints with a company were limited and controlled almost entirely by the company. Corporate branding efforts enjoyed a luxury called ‘time’ and a finite number of marketing channels equated to less pressure on both consumer and corporation alike.

Today, of course, all that has changed. The rapid proliferation of customer devices and channels has many brands feeling as if they are doing battle with the fabled multi-headed Hydra. In other words, as soon as the marketing department comes to grips with one new channel then two more emerge.a cross-channel marketing strategy of its own.

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