Cross-Channel vs. Multi-Channel Marketing | Devarj Design Agency, Inc.

At first glance, the two terms seem very similar. However, understanding the difference between them is important and may mean the success or failure of your marketing efforts. Multi-channel marketing is exactly what the term implies – using a number of channels or tactics to spread a message. However, it does not mean that the messages are cohesive or even promoting the same concept. In multi-channel marketing, a retail store may promote a particular brand in the local newspaper, while promoting a store wide sale on cable TV and, simultaneously, send out money-saving coupons via direct mail.

While all of these messages are important, they in no way relate to or support one another. Even if more channels are added, each of the messages stand alone, and the impact is diminished. On the other hand, cross-channel marketing supports the adage “the sum of the parts is greater than the whole.” Cross-channel marketing delivers a unified message across all marketing channels. No matter the channel – print, broadcast, online, social networks, etc – the message is parallel across the board.

This does not mean the same message is used on every channel. Messages should have similar underlying, brand themes and objectives, but with a creative strategy that targets the particular audience or channel. Each message works in tandem with the other messages across all channels, increasing the overall impact..

In addition to strengthening your message and brand image, cross-channel marketing brings convergence to your marketing efforts. A radio ad may drive listeners to your website or a print ad could help build your network of friends on Facebook. Each time you come in contact with a customer, you are able to gather crucial data about buying habits, demographics, purchase history and more. You are not just spreading your message; you are also building brand loyalty. True cross-channel marketing can only be achieved through research, planning, sound execution and, most importantly, a branded message that is effective across all channels.

Best of all, powerful cross-channel marketing programs create value and generate more business opportunities for your organization. Get ready to grow your business, call us today so we can craft a powerful cross-channel marketing plan perfectly suited to your business.

Here’s to your success!

Silva Devarj
Owner, Brand Strategist