More Thoughts on Multichannel Campaigns

Where the finesse and variation comes in is via the specific language and techniques you use in each medium. For instance, the conversational, quick tone an organization uses on Facebook would not be as effective when used as a telemarketing script. Another example of variation is the fact that layout and design principles vary from channel to channel — where a reader’s eye travels first on a piece of direct mail is not necessarily the same as in an e-newsletter.