Achieving Consistency in Cross-Channel Marketing: The Promise of Cross-Channel Marketing is the Ability to Execute a Synchronized Campaign Which Uses One Channel to Promote Another (IFA'S 2011 Supplier Source Book‪)‬

The need for multi-channel marketing is a foregone conclusion as the fragmented media landscape requires franchisors to cover all their bases: local directories, e-mail and mobile marketing, social media, search-engine marketing and optimization, as well as the all-important corporate Web site. In today's customer-centric environment, a marketer's ability to master cross-channel marketing is becoming increasingly vital. For franchisors, the task is even more difficult as these marketing programs need to be crafted at the local level.