No, no.

More so than no — Nyet! Kruschev has the shoe. You get the picture.

Success in a multi-channel campaign depends on much more than a simple pURL. Yes a pURL does provide a degree of relevance. But does it engage? It does not, because like a Valentine card without conversation, it’s nearly always a one way street.

A professional, considered cross-media campaign uses the pURL to pique interest and initiate relevance. But then engagement kicks in by way of a virtual ‘conversation’ that maintains or enhances relevance while reacting to the visitor’s responses.

Another draw to engage may well be communicating across multiple channels. This provides the visitor with their preferred communication channel of the 7.2 they use on average.

And that’s just a 10km view of design and planning facets by marketers in partnership with cross-media campaign service providers.