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Mar 24 2023
Assume you downloaded a popular fashion retailer's mobile app and received an onboarding email with a new app user discount. To avoid missing out on the limited-time offer, you select some items from their website, enter the discount code from your email, and complete your purchase.
This is only one example of how cross-channel marketing can help increase sales.
Cross-channel marketing is the strategy of communicating with customers via multiple channels, such as email, SMS, mobile apps, and social media.
Cross-channel integration can be critical for stimulating sales growth because it helps brands create consistent messaging while providing customers with relevant, personalized content.
Continue reading to learn more about the value of cross-channel marketing and how it can help your company grow.
You'll dive into the following topics:
Cross-channel marketing allows brands to interact with customers via multiple channels, including the web, email, mobile app, SMS, call center, direct mail, and in-person interactions.
This approach allows your brand to send relevant marketing content to your customers via each channel of their shopping experience. Cross-channel marketing tactics can be used at different stages of the customer journey, from acquisition to retention.
Cross-channel marketing will allow savvy marketers to add more touchpoints to the user's buying journey. Continue reading to learn more about developing a cross-channel marketing strategy and how it differs from multichannel and omnichannel marketing.
Brands today understand the importance of engaging with customers through a variety of communication channels, but why is this so? Here are the 4 most important advantages of cross-channel marketing for your business:
One of the most significant benefits of cross-channel marketing is that it helps businesses achieve a higher ROI. Cross-channel marketers can determine which channels aren't producing conversions by analyzing customer data.
Your brand can improve its channels to keep customers coming back after identifying weak points. This increased retention across multiple, interconnected channels may result in a higher ROI. Marketers who use at least 3 channels for their campaigns retain 90% more customers than those who use fewer channels.
A cross-channel strategy enables marketers to identify their users' preferred channels and offers at various stages of their purchasing journey. Marketers can serve a shopping experience in the format that the customer prefers after examining the customer's ideal channel preferences. If users prefer SMS, for example, you can take advantage of rich media messaging opportunities.
Cross-channel marketing uses customer data to create personalized messages in addition to delivering content on the user's preferred channel. This feature is extremely useful, as 80% of customers are more likely to purchase from brands that send personalized messages.
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Cross-channel marketing employs multiple communication channels to deliver a single campaign, necessitating the seamless integration of multiple platforms. A receipt from an in-store purchase, for example, is added to a customer's mobile app. Soon, the mobile app will display relevant offers based on their previous purchases.
From mobile apps and emails to live e-store chats and in-person interactions, today's consumers demand seamless shopping experiences across the growing number of channels they use. In fact, 87% of customers believe that brands must invest in a unified omnichannel experience.
Cross-channel marketing is one method for your company to deliver the seamless, multichannel campaigns that customers expect.
Cross-channel marketing creates a recognizable brand identity and the desired public perception of your company by communicating a brand's messages across multiple channels. This identity is formed by both tangible and intangible elements, such as your company name, logo, fonts, messaging, and colors, as well as relationships and experiences.
Businesses can analyze consumer data to develop a consistent brand identity that attracts their target market. When your brand identity is consistent across all channels, customers become acquainted with your company's voice and products. This positive brand identity can then lead to customer loyalty.
You can't just create an app, a website, and an email campaign and call it a day when developing a cross-channel marketing strategy. Rather, your approach should include several different phases, ranging from initial strategizing to ongoing tailoring.
The following are the 7 steps to developing a successful cross-channel marketing strategy:
The first step is to create user personas, which are representations of your target customers and can help you gain insight into their behavior. To represent a diverse range of customers, you'll frequently need to create up to four user personas.
Beginning with user personas allows everyone in your organization to understand who your customers are. It also aids in determining which products and messages will be most appealing to your target audiences on each channel.
Once you've determined what your customers want, you'll need to understand what your communication channels require and ensure that each has its own team. This is due to the fact that a one-size-fits-all approach will not always work across channels.
Sending push notifications to loyal app users, for example, will necessitate different marketing efforts than onboarding new customers via an email campaign. A solid cross-channel marketing strategy should employ a unique approach for each channel.
To make data analysis easier, keep all of your information in one place with a customer data platform(CDP). Rather than siloing data across departments, a CDP unifies all customer information under a single management system, allowing brands to create optimal customer experiences based on data.
Because nearly one-third of marketers report that access to data is a challenge when personalizing messaging, a CDP is even more important. It provides marketers with previously inaccessible data, enabling them to create data-driven, cross-channel campaigns.
According to an Accenture survey, 91% of consumers are more likely to buy from brands that provide personalized offers and recommendations. A successful cross-channel marketing strategy can assist businesses in developing this desirable, personalized content.
Here are some personalization messages to include in your communication channels:
Because modern consumers expect customization, it is critical that your cross-channel marketing campaigns feel personalized and relevant.
A/B testing will ensure that your cross-channel marketing campaigns achieve your objectives. This method compares two campaign variations to determine which is more effective for specific segments of your audience. For example, you could see if a two-step mobile app tour is more successful than a five-step tour.
When running A/B tests, it's a good idea to include a randomized, representative control group that hasn't seen your campaign yet. This control group establishes a standard for measuring the success of your strategies. 
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Quality customer service is now more important than ever. According to Microsoft's 2017 report, 96% of respondents said customer service determines their brand loyalty, and 90% expect companies to offer an online self-service option.* Given its significance, you should incorporate customer service into your cross-channel marketing strategy.
Prioritize both offline and online customer engagement to provide excellent service. Employees in-store can answer questions immediately, but questions submitted via your website or social media may take longer. This risk can be mitigated by ensuring that support staff is available to answer questions across all channels.
It is critical to remember that developing a cross-channel marketing strategy is not a one-and-done process. Your methods can (and should) evolve in response to your findings over time. When analyzing customer data, you must constantly tailor your strategy to ensure that users remain engaged across channels.
If you notice a drop in active users on your app, you'll need to devise an effective re-engagement strategy. This could include increasing user personalization, soliciting feedback, or sending special offers via email or SMS. The most effective cross-channel marketing strategies are fine-tuned using personalized data.
Investing in cross-channel marketing may be the best strategy for businesses looking to make better use of their communication channels. Integrating multiple channels provides customers with a unified, personalized experience, which can boost customer retention and ROI over time.
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