Cross-channel marketing is the interaction between different channels and sales tools, their integration to increase the conversion and improve the customer experience. Marketing strategies of successful companies have long been built on the interaction of various media spheres.
The Web, Email, social networks are three whales, on which the world of marketing stands. According to the survey conducted among marketers, most of the time and effort is directed to the development of advertising precisely among these channels.
The core of cross-channel marketing
The essence of cross-channel marketing lies not in the number of channels you use, but how effective you can get to tell the legend of your brand through the channels that suit you. Different channels work in different ways. Some of them are easy to use, others require more careful planning and work, and each requires its own type of content. Only taking this into account, you can effectively use each specific channel.
Cross-channel marketing presupposes coordinating of various channels and taking full account of interactions between them. First and foremost, this approach requires an understanding of the impact that each marketing activity has on each step in the buyer’s journey and the equal distribution of the budget, according to the needs of each step. This is the basis of the algorithm for compiling reports in cross-channel marketing. Thus, all marketing signals are coordinated among all common signals of the user’s interaction without disagreements. For example, when a visitor comes through a certain campaign in AdWords, but does not make a purchase or does not interact with the site, the retargeting takes place, showing the same in terms of content advertisement on another channel, for example, Facebook.
Cross-channel marketing is effective only if you know your target audience and consumers’ preferences.
The main difficulties in working with cross-channel marketing are the following:
- Forming the right message;
- Determining the correct time to start;
- Usage of the right channels.
It takes a little time for analysis and planning, and willingness to try. It will not be superfluous to use suitable software. So, start with the choosing the channels that will bring you the most benefit. Later, if needed, you can increase the number of channels, but start with the resources that you can already use effectively. Then, create content for each channel, with the help of which you can tell about yourself in the best way. Use the features of each channel to intrigue your audience.