Cross-channel marketing is similar to multi-channel marketing in that it involves communication using different channels, but in this case it also entails passing data between channels to create a seamless customer experience. In this case, customers can ‘cross over’ between channels.

In reality, multi-channel and cross-channel marketing are not opposed to each other. Cross-channel is actually a subset of multi-channel. In other words, a multi-channel marketing campaign might not be cross-channel, but a cross-channel campaign is inherently multi-channel.