Over the last few decades, some marketing challenges have remained much the same. Brand establishment; target identification and communication; product planning; and sales support continue to test marketers at every turn. The prevalence of on-demand media, however, has broadened our marketing horizons exponentially and radically changed the way people research and purchase products and services. It has also altered audience attitudes significantly. As a result, marketers are no longer able to think of marketing in a single channel, and new challenges have materialized. Today, the focus is not on how to find customers and prospects, but how to engage them. And, how to do so in a compelling and consistent way. In order to find, convert and retain customers, marketers have to think about how their messages, visual concepts, and most importantly, how their customer interactions will work across all marketing channels. Reaching and resonating with customers -- to keep them coming back -- requires a vigilant approach to multichannel marketing. And, given the abundance of opportunities to reach them today -- from traditional platforms such as TV, radio, tradeshow exhibition and direct mail to online campaigns including email, webinars, social networking, etc. -- it can be overwhelming. Further, customers in general have raised their expectations when it comes to marketing and sales interactions -- the demographic shift, with an increase in Gen X and Millennial buyers, is trending towards individuals who are looking for, and expecting, a dynamic and interactive interchange. They don't just have phones, they have smartphones. They don't just have GPS navigation systems in their cars, they have voice-activated¬ GPS. As such, the expectations of Gen Xers and Millenials are important to take into consideration when developing marketing and sales strategies. Not only are these younger professionals increasingly growing into decision-making roles, but it is now apparent that members of older generations have also evolved to having similar sales and marketing expectations. In their simplest form, among their key expectations are: