Of course, direct sales force and telemarketing efforts have not vanished, nor have mass marketing strategies been totally discarded. Naturally, if a company is successful in acquiring new customers, then at some moment it will reach a large-scale context; consequently it will need mass approaches. In many companies, different marketing strategies are being combined to approach customers. However, it has been reported that there is a lack of cohesion between these strategies, which sometimes leads to confusion as customers receive multiple and uncoordinated messages through separate channels.