One of the most noteworthy trends in 2017 is the sudden immense importance of cross-channel marketing, as opposed to the more dated multi-channel marketing.

These two have used interchangeably but are actually quite dissimilar to each other. Multi-channel marketing refers to having marketing presence in different channels. Cross-channel is like so but the approach is integrated, which requires extensive planning.

An example of multi-channel marketing is having ads in social media, mobile apps, Google searches and email. The cross-channel marketing version of this feeds ads through social media etc. after you’ve browsed / considered buying a product on an app, say Google Play. The integrated approach acts as a filter. You don’t waste your marketing efforts on people who are not likely to buy.