Today's consumer is everywhere at once, hyper-connected and hyper-involved. For marketers, this can pose either a challenge or an opportunity; will our message get lost in the onslaught of content, or will we reach more customers than ever before? There is definitely sound evidence on both sides. Cross-channel and multichannel marketing campaigns are not only trends for today's marketers; they are necessities. There are so many ways to reach today's consumers, and it's up to marketers to build a detailed strategy across all available channels to maximize reach and results.