Cross-channel offers a different stance from both multi-channel and cross-media: the single channel might or might not offer a complete entry point into the ecosystem, but the fact is that most of the users / customers will not stay in that channel from point A to point Z. In other words, it might very well be that in a ubiquitous ecology some channels do allow users to complete their experiential journey without resorting to other channels, in contrast to cross-media, but that is not going to happen very often (or at all, in contrast to multi-channel). This is where the specific nature of cross-channel lies, and where the challenges for design reside.
Cross-channel is not about technology, or marketing, nor is it limited to media-related experiences: it's a systemic change in the way we experience reality. The more the physical and the digital become intertwined, the more designing successful cross-channel user experiences becomes crucial.
Reference: What is Cross-channel
Multi-channel is explained by using different devices or means to complete a single goal, like paying your bills with the Bank App, the Bank Website or using the Banks office at office hours.
Cross-media is more like consuming the same thing in different environments without any real connections. As an example take a movie that have side-projects like a video game, merchandises, comic books and even toys placed inside Happy Meal Boxes.
I understand the Multi-channel and Cross-media analogies, but I’m having a hard time understanding Cross-channel. How does it work as its “not about technology, or marketing, nor is it limited to media-related experiences”? It’s a “systematic change in the way we experience reality”. How I wonder?!
So explain to me: What is Cross-channel?