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Channels
Any channel loses its effectiveness when executed in isolation. Since not all customers respond to messages in the same way, marketers who segregate communications channels are losing the synergies they can gain by orchestrating dialogues across multiple channels.
In addition, channels can compliment each other. Direct mail can be used to drive people to your web site to collect email addresses, and email may be the vehicle used to encourage customers to request an expensive sample or mail pack. SMS might be the perfect way to send out a reminder that a response deadline is approaching, followed by a phone call for increased results. No matter what channels you're using to speak to your customers, it's important that those efforts are properly orchestrated for the highest possible results.
