So the utilization of channels is much more efficient because everyone on a system can have the use of all of the available channels.

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But whereas private-sector organisations can insist that all their customers use the internet, governments have to keep all channels of communication open.

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Tight currency controls, corruption and onerous tax regulations of many nations all but force their citizens to use informal channels, which invites mischief.

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The objective for all marketers is to use the in-store experience to reinforce the brand benefits as communicated in other channels.

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