Like the apple in the Garden of Eden, marketers want to take a bite out of cross-channel marketing opportunities. While it is clear that marketers understand there is opportunity in cross-channel marketing, what is equally clear is that the scope of the opportunity is, at times, eluding the most sophisticated marketers. With that in mind, let's review some of the basic stats that underpin the cross-channel opportunity.
Garden of Eden
by Denny Hatch In the place without place, anarchy reigns once worked for a cherubic-faced, hard-drinking publisher named Franklin Watts. "Good morning, Frank," I would say each day. "How are you?" "Happy as a country without a history," he'd respond. How long has it been since the Internet was without a history and considered the new Garden of Eden—a paradise of investor and intellectual euphoria unmatched in the entire spectrum of human endeavor? Less than eight months. Remember the thinking of those heady times? • For investors, here were infinite horizons of obscene profits that turned traditional business models on their ear. "Those who