What is cross channel marketing?

I work with a program called Destination Imagination as a volunteer. The first year working with the program I was totally confused about the terminology. For instance a Team Manager is really a Coach. An appraiser is the same as a judge. I share this with you to highlight the fact the world of digital printing is not the only one that coins new terms and phrases that are in reality things that have existed for years. We're just using them in a new way.

So what is cross channel marketing? Cross channel marketing is using different communication methods to reach a customer. Channels include traditional advertising (tv, radio, bill boards), direct mail and newspaper ads and new media (websites, personalized websites, social media, email, mobile phones, to name a few). Cross just means using more than one channel to deliver the same marketing message.

Variable information printing gives your cross channel marketing program a kick in the ass. It allows you to personalize the marketing message on the assorted channels. The direct mail piece can have a personalized URL (PURL) printed on it. The email will have the same PURL embedded in it. The newspaper advertising can point prospects to a website that allows the user to then create their own PURL. The methods are endless. And best of all, each variable piece of the campaign is generated from the same database with the same branding and imagery.