Channel-specific content is the meat and potatoes of a multi-channel approach, but audience-specific content is the real differentiator between relevant and off message content. A well-executed multi-channel campaign is the difference between successfully enabling your content to stand out and be seen, or risk being lost in the noise of todays competitive markets. -Taylor Chadwick, Search Marketing Manager, Adobe Regardless of what you think of the brand, or whether you sell to businesses or consumers, you cant deny that the marketing magnates at Coca-Cola have mastered multi-channel. , Coca-Colas Social Media Director, Sustainability, Tim Gouldie, shared the creative and strategy behind Cokes latest sustainability campaigns, which include promotion of a new plant bottle developed to be more sustainable than the original plastic bottle and a campaign built to empower women around the world to own sustainable businesses. In todays always-on culture, multi-channel marketing has grown to mean a lot more than just assigning a hashtag to a print campaign. Brands are cold calling, direct mailing, emailing, tweeting, search engine optimizing, blogging, and a whole lot more. Multi-channel marketing has become second nature to most of us.

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