From Multiple Channel to Multi-Channel.

Historically, advertising agencies have used multiple channels of "flat" communication to reach an audience.  These channels include Billboards, TV advertisements, Radio, Magazine advertisements and mass mailing.  Consumers are becoming increasingly more sophisticated in their decision making process.  Mass generic messages are no longer having the impact that they once had.  The switch from multiple channels to multi-channel campaigns allows smart marketers to combine the flat communications of the past with dynamic interactive communications of the present.  Effective multi-channel marketing allows marketers to reach its audience via the communication channel of his/her liking.

Modes of Multi-Channel Marketing: