Cross-channel marketing is often equated with multi-channel marketing. However, most experts see cross-channel marketing as a further step
towards multi-channel marketing. Unlike multi-channel marketing, cross-channel marketing is not only about the coordination and control of marketing measures in the various sales channels.
Cross-channel marketing recognizes that today's consumer is constantly moving through different sales channels. He is in the morning still in the online shop, in the lunch break in the real shop of the company, in the afternoon on the street via smartphone mobile accessible via Location Based Services (LBS) and in the evening at home with his family in front of the printed catalog. Cross channel marketing has the claim to optimally adjust to the customer needs of this customer and to perfectly address them in the respective sales channel.