What is Cross-Channel Marketing?
Cross-channel marketing is the activity of managing your brand's exposure across social media, mobile apps, websites, email and word-of-mouth recommendations.
What is the multi-channel customer experience?
Multi-channel customer experience refers to user interaction with a brand through a number of channels. Customers today have access to companies on demand, 24 hours a day, and 7 days a week. Between multiple channels these consumers have created a world where they are in control of a vast majority of the sales process. It is up to brands to catch up.
These customers are ready to engage with brands across a variety of platforms on any given day. They read emails on smartphones, comparison shop on tablets, research on social media and purchase in person. That is why cross-channel marketing becomes so important.
As Experian Marketing Services says, “Your customers see a brand, not a channel.” Regardless of where your customers interact with your organization, they want to have a consistent experience.
How is the multi-channel customer experience changing marketing?
According to Deloitte Digital, by 2016 mobile technology will be influencing in-store retail sales by $689 billion. Brands need to understand how to build campaigns that take into account customers who comparison shop or redeem coupons on one platform, and then make the actual purchase in another. They must learn how to properly note response attribution. They must make sure that campaigns are coordinated so that customers in store can discuss their mobile promotions with someone informed and aware.
Creating a successful cross-channel marketing strategy requires entire brands to get behind the commitment. There will be changes in every department from product development to sales. To successfully make the transition, the brand leaders need to understand the necessity of this step and be behind developing a coherent strategy for their organization.
How to prepare for cross-channel marketing?
- Pull customer information from a wide variety of sources, including browsing history, responses to past campaigns, purchase history, loyalty behavior and customer/market research to begin to create accurate metrics.
- Plug this information into technology that allows you to interpret multiple touch points to follow the customer’s journey.
- Base your decisions on analytics, not on gut feelings. With so many different dimensions to cross-channel marketing, you need to trust the data.
- Understand important touch points and the best ways to reach customers using the data that originates from your technology and combine it with your buyer personas.
- Properly attribute channels that lead to conversion, both on and offline-- not relying on the outdated ‘last touch’ method.
Customers today engage with brands on a variety of channels. For brands to be able to effectively market, however, they need to be able to understand where their customer came from and what brought them there. Only when they have this information can they successfully go out and find more. In the cross-channel marketing world, however, where every customer takes a different journey, it can be challenging. Keep the above advice in mind and help your brand prepare for the marketing of the future.