There has been one comment, from Gee Ranasinha-
I think for most marketers 'cross channel' has morphed into today's 'mot du jour': omnichannel".
I understood cross-channel to mean repurposing content originally designed for one channel, into another. Creating a print ad, email newsletter and landing page for the same campaign, for example. For me the "omnichannel' approach is taking a more holistic view of content - i.e. not 'imposing' (if you'll pardon the printing pun) a potentially restrictive structure on content until it's destined for output. It comes from a position that most customers navigate across numerous touchpoints prior to purchase.
An omnichannel approach ostensibly places higher value on customer experience, with a network of channels working together and interdependently, with the goal of a more consistent (and hopefully positive) brand experience.
This makes a lot of sense. I will check out how it connects with the Print Show in Telford and IPEX at the NEC.
11th Oct 12.30 LinkedIn for Lead Generation John Heffernan
12th Oct 13.40 Win with Web , Win with Print Rob Finnie
1 Nov 15.30 Print in Publishing Alice Audley
@RedLiveDigital John Heffernan
@grafeniaplc Rob Finnie
@KEXINO Gee Ranasinha
@ Alice Audley
@ Jason Miller
me Will Pollard @will789gb
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