Cross-channel marketing helps the consumer receive a consistent experience across multiple marketing channels. Cross-channel marketing makes the experience more personalized for each consumer, and this leads to better outcomes. Customers can be moved seamlessly on a journey from one of a companies’ channels to another. There are multiple ways to implement cross-channel marketing. The first way is to create buyer personas. Buyer personas help a marketing team understand who their customers are and what they are looking for. Secondly, using information mediums that compliment each other are crucial. A radio and mobile app may be compliments. A store and the mobile app may compliment each other. The website and the email may be compliments. Finding mediums that compliment each other leads to seamless customer transitions. Third, it is important to unify the data. Fourth, it is important to align the content with the buyers’ journey. Fifth, it is important to use the power of social media in modern times to engage customers. Sixth, retargeting or pay per click remarketing are great ways to create more precise strategies. Seventh, using control groups to test is a very useful way to get useful feedback. Eighth, it is important to invest in a great customer support team and help customers with their issues. Lastly, it is powerful to combine each of these tools, and find a way to implement each one into a cross-channel marketing plan.
- Invest time in creating buyer personas that include information about preferences, behaviors and purchasing habits.
- Make sure you have a strong presence on Facebook, Instagram, Pinterest and other social media platforms.
- Test the efficacy of your campaign with control groups that don’t receive your cross-channel marketing.
“Cross-channel marketing focuses on providing the customer with a consistent experience while interacting with your brand across multiple channels.”