Today, consumers are more connected than ever before. They are always checking emails, social media apps, and even interacting online via voice technology. Not only are more people online than ever before, but they’re also constantly switching between different devices to get the experience they want.

According to Accenture report, 87% of consumers use a second screen device while watching TV. Google also reports that 90% of people switch between multiple devices to complete a single task. For today’s marketers, that means they need to give prospects a seamless, personalized experience across all channels.

Let’s talk about what cross-channel marketing actually means, as it sometimes confused with; multi-channel marketing. Multi-channel means having a presence on one or more channels, for example, presence on a website and a mobile app. On the other hand, cross-channel means to provide a seamless experience across a combination of several channels.

Cross-channel marketing takes the basic theory of multi-channel and elevates it to create an overriding and seamless brand experience – as opposed to a one-off or fractured brand message.

Benefits of Cross-Channel Marketing on Dochase Adx

  • Align with Consumer Behavior

One of the most effective forms of cross-channel marketing is when brands are able to create a connection between online and offline behavior – and even better when this is personalized. The average user spending seven hours per day consuming media across multiple screens (media multi-task). This, combined with the growth in situations whereby consumers research on mobile before shopping in-store, or vice versa, proves that user behavior is more fractured than ever before.

  • Increased Engagement 

Communicating with consumers on a single marketing channel might generate a certain level of success, but it also means that you are relying on a certain type of user behavior. “Checking your email when you wake up” for instance.

In contrast, using multiple channels means you are able to reach your target audience at different times of the day and also at different points of the purchasing cycle. For example, while an email might drive click-throughs, an email combined with a delayed push notification might be enough to remind a consumer to follow through on a purchase. Braze found that when customers received outreach in two or more channels, levels of engagement were 166% higher than a single-channel rate and 642% higher than for customers who received no messages whatsoever.

  • Improved Loyalty 

As customers engage with a brand on a regular basis, the chances of them becoming and ultimately staying loyal to that brand also increases. This is due to the consistency in messaging.

Unlike multi-channel, which treats each platform differently – cross-channel places all platforms under one umbrella. When it comes to eCommerce, for example, this level of consistency means that common pain points can be avoided, such as seeing a social media advert for a sale, only to find out that it has ended on the brand’s website.

Regardless of the environment, they are in, a cross-channel approach ensures that customers will have the same experience across the board. In turn, this is likely to increase satisfaction and lead to repeat interactions and engagements.

  • Customers Can Use Their Favorite Medium

Giving people choices regarding how they will interact with your business means they can use the medium they are most comfortable with, increasing your chances of seeing completed conversions.

  • More Touch Points

Having more touchpoints in your marketing funnel allows you to collect more data. This data can help you develop a better understanding of where your promotions work best and measure your success.

Difficulties of Cross-Channel Marketing

While providing customers with multiple mediums and channels to interact with your business as a tremendous advantage, there are some drawbacks:

  • More Moving Parts to Manage

With so many channels and so little time, it can feel overwhelming trying to harness your multitude of mediums. Successful cross-channel marketing also means managing cross-promotions and using integrated marketing so that different channels work in sync with one another.

  • Increased Time & Expense

Since there’s so much more to manage with cross-channel marketing, you’ll likely have to devote more time and may even need to hire additional staff members, but with Dochase Adx you can manage all from one live dashboard.

How to Succeed at Cross-Channel Marketing

  • De-Silo Your Channels

Coordinate cross-promotional efforts with integrated marketing in which different mediums compliment each other.

  • Set Control Groups

Test the effectiveness of your cross-channel marketing efforts by setting control groups that do not receive the cross-channel promotion. This will help you better measure your campaigns’ effectiveness.

  • Create Multiple Touch Points

As mentioned above, one of the advantages provided by cross-channel marketing is the ability to create a large number of touchpoints, which then provide additional data that can influence future marketing efforts. Touchpoints can include social media, SMS tagging, IVR(Interactive Voice Call), Robocall, email newsletters, mail-in items, etc.

  • Know Your Audience

What channels will work best for your business? Where does your key audience spend most of their time? This information should greatly influence your cross-channel marketing approach.

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