Multi-channel campaigns are vital today for customers to follow a path to buy a product, contact a service company, engage with a brand or to get more information. Every touch point demands a different approach.
What makes it more complicated is every channel has it's own voice, specs and personality that customers are expecting. They have more choices than ever when it comes to how they want to get information and marketers must constantly develop and coordinate highly orchestrated touch points and micro-campaigns that span multiple channels fluidly.
My approach to developing a solid campaign strategy is to look at the big picture and map out every touch point, create design solutions that make sense and work together to create results.