Learn how to maintain your persuasive momentum and messaging across channels

You run a lavish, expensive ad on network television encouraging viewers to go to your website. Your site’s conversion goal is to direct potential customers to the nearest brick-and-mortar store, where they can purchase what you are selling. A customer follows this trail and enters the store. Will her experience there reinforce everything that has come before?You send a promotional coupon to loyal customers who have purchased from your retail store that offers a special discount if they make their purchase online. When those customers come to your virtual store, will their experience reinforce their perception of your brand or shatter it?

What’s happening here? Multi-channel marketing. It isn’t exactly a new idea, but it’s breadth has grown considerably because of emerging media. The thing is, when you’re doing business in multiple channels, are you the same business?

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