There are many definitions floating around for terms like cross-channel marketing and multi-channel marketing. But most of them essentially mean using a variety of tactics in a synchronized way to achieve marketing goals or objectives – a process long known as integrated marketing.

These definitions sound more to us like cross-tactic, or multi-tactic, rather than cross or multi-channel marketing.

Channels are pathways for content. Outbound channels push content to customers and prospects, and include tactics like email marketing, social media, advertising, and so on. Inbound channels provide opportunities for people to find you, like populating your website with great content to improve SEO, and using pay-per-click advertising and other tactics to drive web traffic.

At Frost Miller, we define cross-channel marketing as providing opportunities for people to share the content you provide them—regardless of which channel or tactic you use—with others who might be interested in your services. This involves a separate channel, neither outbound nor inbound, but between people with similar interests. Cross-channel marketing creates new prospects, who can follow you or take whatever action you are intending.

Thinking about cross-channel marketing this way will help you better understand tactics that reach known prospects and those that create new ones, and create a more balanced tactical plan.

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