Cross-channel marketing is the combination of various marketing channels in such a way that creates a more logical progression for your target audience to move from one stage to another. These different channels have to work together and provide context for the messages your persona receives when they move from one channel to another.
One should know that cross-channel marketing is not the same as omnichannel marketing. Omni-channel marketing may utilize several marketing channels just like cross-channel marketing, to interact with customers, but they lack unity.
In Omni-channel marketing, you inform your customers about an upcoming deal through an email, and at the same time, run ads on social media to improve brand recognition, and possibly publish a blog post on topics that are related to your business. These methods are effect way s to nurture leads, but in multi-channel marketing, they are considered as independent entities. In multi-channel marketing, emails have their goals as well as others such as social media ads, and blog posts. This will make your marketing efforts operate independently, making it difficult to tie any particular effort back to ROI.
In cross channel marketing, these different channels are unified with each other so that they can build up each other and thereby increasing their impact. Consider, for example, A lead reads a blog post on a topic, next a marketing email comes in, and it provides a testimonial from someone who used the product for that same issue you read on the blog post. Then when next the lead visits the social media, they’ll see ads with a headline about how your product can solve that issue they read about.
Instead of sending fragmented messages to your potential customers about the advantages of the product, they are getting the content that is relevant to their needs across a variety of channels
Why Use Cross-Channel Marketing?
- Increased Engagement
- Greater Customer Loyalty
- Proven ROI
How to Get Started with Cross-Channel Marketing
Cross-channel marketing is a dynamic system; this means that you need to continuously change your approach and optimization as you grow more in cross-channel marketing. The more data you collect, the more you grow in understanding your customer cross channel buying experience. Doing this will give you more insight towards making better adjustment across each channel.
- Unify your data.
It is essential that you define your customer persona before going into cross-channel marketing. Have a vivid understanding of your buyer’s persona is the starting point for any marketing effort.
- Clarify your customer segments.
Your CDP should help you create concrete and detailed reports across customers that will enable you to visualize and understand the data. Despite doing some number crunching by hand, another step to getting started with cross-channel marketing is to understand the varying segments within your customer persona.
- Use smart content to unify your interactions.
Integrating your CDP with your content management system will make it easier for your cross-channel marketing to operate independently. Sometimes even when they are integrated, you can still be successful with cross-channel marketing: this may require more effort and hands-on work to personalize your content.
How Will You Grow with Cross-Channel Marketing?
Using cross-channel marketing will not only make your team be able to execute powerful marketing strategies but when you unify data within a customer data platform, it will give you more information on your customer behavior. Gaining this knowledge will enable you to be able to carter for your sales, marketing, and customer service interaction to every one of your contacts. Accessing this information will put you on the right track, making your customers always satisfied. From this junction, you can grow to wherever you want to.