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James Michelson, founder and principal at Indianapolis-based JFM Concepts and author of "Cross Media Marketing 101: The concise guide to surviving in the C-Suite," followed this by saying, cross-media campaigns are really nothing new.
"Marketers have been issuing the same message on multiple channels since the inception of mass marketing. Coordinated TV, radio and print ads are nothing new. What makes a campaign become cross-media or cross-channel is how the responses are funneled into a single data collection point, either systematically or manually, to generate a dialog with the prospect.
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Melissa Busch
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