When I started to read this article I thought I was hearing that a multi channel strategy will bombard the customer into submission!
I took a deep breath and read on, and it started to talk about the role of each channel in the marketing process.
But it is important to understand that in multichannel campaigns, each channel and component of the campaign should not be expected to deliver equal results. In a multitouch campaign, for example, the first contact — regardless of the channel selected — may not make the sale. “One channel can help you warm up the lead or determine who will be a good candidate for your services,” says Wrich Printz, CEO of L2, Inc., which develops management software for multichannel campaigns. “You have to understand how each of the [channels] you’re dealing with contributes to the campaign.
Source: You Talkin’ to Me?
Then I read on, and the article lost me again. The whole thing is about bombarding customers into submission.
Today relevancy is imperative. But it’s also not enough. To break through the clutter, organizations need to market to customers using not only custom communications, but also targeted marketing that is integrated across all channels.
And this is from Peepers & Rogers. I was referred to this page, but I won’t say from where, because I was so disappointed. This is exactly what is wrong with marketing today.
This is about telling, and listening is not even mentioned here.
Bankwatch 
What’s interesting is this approach is a perversion of something that started out very right. That original idea was the notion of customer focus-the idea that every customer is unique, and that if we as producers can customize all the way down to the level of individual consumer, then we can provide value and specialness to best serve buyer needs.
Nothing wrong with the idea. But it too often falls down in execution because it gets polluted by motives. Too often the same people who preach customer focus are also in love with statistical and behavioral techniques for narrowing in on people. And they love to measure results.
So they end up explaining and measuring and justifying all their actions based on the measurement criteria of profit to the seller.
It’s one thing to measure the profit to the seller from better inventory management. The inventory doesn’t get offended. But when you start micro-measuring seller profitability on human consumers, they don’t take kindly to being treated as objects.
Too often customer focus ends up being the customer focus of a vulture. It makes a differene why you’re focused. People don’t want to be objects of your quest for profits. And it makes it worse if you cloak your pilgrimage to profit in the language of customer focus–it makes it sound like you care, when you don’t.
That last layer of hypocrisy–“we care about you”–on top of the basic self-interest inherent in the customer focus model–is what turns customers off, and makes cynics of them.
The irony is, the truth is very simple. If you just simply do good for customers–period, full stop–it ends up being good business for you too. But only if you keep your motives clean.