Colin Jeffries and Eric Reed talk through the resurgence of channel agnosticism. On the one hand, marketers try to build funnels anywhere customers are active. On the other hand, marketers leverage channel native content to build funnels only on specific channels. Which one is right: should marketers strive to provide a great experience across all channels, or instead only focus resources on a limited few? In which situations do businesses want to exclude channels from their mix? Not all channels are created equal, but in our effort to reach more customers how should we prioritize them?

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