Cross-media marketing, cross-channel marketing, multi-channel marketing. All of these terms refer to the same thing—using multiple channels in an integrated effort to communicate with consumers. The key here is integrated. Cross-media doesn’t mean sometimes sending emails and sometimes sending print. It doesn’t mean randomly Tweeting and also sending catalogs. It means using multiple channels together as part of the same campaign. You might send an email to prime the pump for a print offer. You might send a 1:1 direct mailer that encourages people to become fans on your Facebook page, where you can continue the conversation. Or you might use different channels as a way to reach different, non-overlapping segments. The point is that each channel is coordinated as part of a common campaign goal.