What is Cross-Channel Marketing?
Cross-channel marketing (also called multi-channel or omni-channel marketing) involves managing your brand's exposure across social media, mobile apps, websites, email and word-of-mouth recommendations. Cross-channel marketing provides customers an integrated, consistent experience across your brand.
What is the multi-channel marketing campaign?
Multi-channel customer experience refers to user interaction with a brand through a number of channels. Customers today have access to companies across a variety of platforms, 24 hours a day, 7 days a week. They read emails on smartphones, comparison shop on tablets, research on social media and purchase in person. Between multiple channels these consumers have created a world where they are in control of a vast majority of the sales process.
Cross-channel marketing allows brands to keep pace with the desires of customers. 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?
Brands need to understand how to build campaigns that account for customers who comparison shop or redeem coupons on one platform, and then make the actual purchase in another. They need to learn how to properly note response attribution. Also, they must make sure that campaigns are coordinated so that customers in store can discuss their mobile promotions with informed employees.
Creating a successful cross-channel marketing strategy requires the entire brand 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 data 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, they need to be able to understand what channels their customers are coming from and what brought them there. Only when a brand has this information can they successfully find and convert more customers. 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.