The same principles are used for producing multi-channel communications, so although there will be new software to buy and to learn, the underlying concepts will already be familiar. The next step is to join the different channel actions together into an integrated campaign.
This calls for an understanding of marketing techniques and being able to speak the client’s language – ‘cross-media’ can mean different things to different people and many marketers will be more familiar with terms such as multi- or omni-channel marketing.