Digital Marketing Masterclass: Unite & Conquer with Cross-Channel Marketing

You may or may not have heard of cross-channel marketing before. Today we will start with 1) what is cross-channel marketing, 2) how to get started, and 3) why you should consider this strategy.

  • What is cross-channel marketing?

Cross-channel marketing or some people say omnichannel marketing, either one works. Basically, it provides your target audiences with consistent messages and experience across all different channels while they are interacting with your brand, such as website, email, social media or ads etc..

  • How to start cross-channel marketing?

Step 1. Developing a User Profile

First of all, understanding your customer’s persona by pulling out the data such as their online behaviour, purchase history, and market research from various sources. The more data you collect, the better you will understand your customers’ buying experience. These insights are important for informing and developing insights to make better decisions across different channels.

Step 2. Experimenting with New Techniques

Secondly, from this newly informed understanding of your customers, you can apply different techniques into multiple touch points and use this information to follow the customer’s journey. The best thing about this is that if it’s not working, you can change it.

Step 3. Reach New & Existing Customers in New Ways 

Thirdly, execute new plans for reaching customers based on these observations. Using the information from customers’ touch points, their journey and their persona’s and behaviour, you can identify the best ways/channels to reach your customers.

Step 4. Monitor & Adjust Accordingly.

Finally, based on all the ongoing data, make the most of every advertising dollar you spend by watching what works and changing what doesn’t. To optimise your decision making it’s important to understand what is motivating your customers and their traffic. Ensure that you adjust the budget across different channels to your customers’ needs. Note: making sure you have a proper attribution model to understand which channel leads to conversion, both online and offline. Please don’t rely on the last touch model.

  • Why should you consider a cross-channel marketing strategy?

Cross-channel marketing helps businesses to provide personalised and consistent messages and experience to their customers. It helps businesses to support the customer. 

Today the majority of customers are not making a purchase at their first port of call. Visits and revisits across different channels are likely to occur. For this reason it’s very important that your digital presence shows a consistent and persistent message across channels.

  • Be with your customers every step of the way with a consistent cross-channel strategy.

It shows that you care, could lead to a conversion and keeps you competitive in the market.

Put it this way, your competitors are probably hoping you don’t have a cross-channel, digital marketing strategy.

A cross-channel marketing strategy is a powerful and effective way to reach your customers. It establishes brand awareness, develops leads and phone calls, or even increases the value of your sales.

In summary:

The keys to success are seamless-ness & relevancy.

Make sure that all your messages or customer service are all aligned with each channel to provide a seamless experience and smooth process.

Want to learn more? Here’s How to Use Google Analytics To Define Your Customers’ Journey:

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