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Cross-Channel Marketing: How Does It Benefit Businesses?

A man looking at his laptop trying advertise his business on several platforms.

Consumers now are more connected than ever before, constantly checking emails and social media. Technology has evolved so much that they can even converse online through voice-based searches.

For brands, the issue is to break through the clutter and be in front of customers when they are most receptive. Cross-channel marketing is a strategy that enables businesses to engage with customers effortlessly across several touchpoints. Continue reading as we walk you through how to leverage cross-channel marketing to your advantage.

Table of contents :

What Is Cross-Channel Marketing?

Cross-channel marketing enables businesses to communicate with customers over a variety of platforms, including the web, email, mobile apps, SMS, call centers, direct mail, and in-person interactions.

With this strategy, your company may transmit pertinent marketing information across every channel of your client's buying journey. Cross-channel marketing approaches may be used throughout the consumer experience, from acquisition through retention.

Cross-channel marketing is a powerful tool that smart marketers should employ to extend the user's purchase experience with extra touchpoints.

What Is The Difference Between Cross Channel Marketing And Multi-Channel Marketing?

Before we begin, let's take a moment to assess what cross-channel marketing truly entails as it is sometimes mixed up with multi-channel marketing, a widely utilized technique.

There are several significant distinctions. First, multi-channel refers to having a presence on one or more channels, like a website and a mobile app, for example. Contrarily, cross-channel refers to the delivery of a seamless experience across a mix of numerous various channels.

For instance, a consumer could explore the web before being targeted by an email that they receive on their mobile device. In this way, cross-channel builds on the fundamental principles of multi-channel advertising to produce a unified, seamless brand experience rather than a fragmented or one-off marketing message.

Why Is Multi-Channel Marketing Alone Insufficient For Brands?

A person checking their emails on a laptop.

In order to engage and connect with customers, multichannel marketing refers to the use of a range of marketing channels. These channels do not, however, offer a seamless or linked user experience because they operate independently of one another.

The fundamental shift in current consumers' buying habits is the primary factor making multichannel marketing an ineffective marketing tactic today. Customers nowadays could come across a Facebook advertisement, follow your business on Instagram, shop at your website, read testimonials, sign up for your email, and more. They might go through seven or more touchpoints before eventually making their first purchase.

The main question here is how are you going to deliver a seamless experience if all of these touchpoints aren't connected and operating as a unit.

What Are The Benefits Of Cross-Marketing?

Increased engagement

Even though communicating with customers through just one marketing channel might be successful, it also places a heavy reliance on the user's behavior.

Contrarily, leveraging several channels allows you to connect with customers during the course of the day and at various stages of the buying cycle. For instance, while an email could encourage click-throughs, an email along with a postponed push notification might be sufficient to remind a customer to complete a transaction.

Improves return on investment

Cross-channel marketing can increase ROI for firms. Marketers can identify which channels aren't generating conversions by studying client data.

Your brand may strengthen its channels to attract more clients after determining its weak spots. This rise in retention across numerous connected channels may result in better ROI. Customers are retained at a 90% greater rate by marketers that use at least three channels in their campaigns than by those who use fewer channels.

Deliver a seamless experience

In order to successfully deliver a campaign using many communication channels, cross-channel marketing necessitates the successful integration of several platforms. For instance, a customer's mobile app receives a receipt from an in-store transaction. Their recent purchases will soon be used by the mobile app to provide pertinent offers to them.

Consumers now are striving for seamless shopping experiences across the widening range of channels they use, from emails and smartphone applications to in-person encounters and live e-store chats. In actuality, 87% of consumers think that firms must spend money on a flawless omnichannel experience.

One strategy for implementing the seamless, multichannel campaigns that customers expect from your company is cross-channel marketing.

A better understanding of customers

Companies must learn about the demographics, behaviors, and intentions of their target market in order to deliver the content they like in a cross-channel marketing initiative.

Marketers may study both the overall demographics of their consumers as well as more specialized information by micro-segmenting clients into narrow groups. This data includes the most recent time a user launched an app, how frequently they visited it, their past purchases, and their motives.

The combination of these specific data points enables your brand to understand and surpass the expectations of your target market.

Customizes the shopping experience

Cross-channel marketing employs the utilization of consumer data to provide customized messages in addition to offering information on the user's preferred channel. Since 80% of consumers are more inclined to make a purchase from a company that sends individualized messaging, this feature is quite helpful.

How To Utilize Cross-Channel Marketing In Your Digital Marketing Strategy?

An iPhone showing 20 unread emails on the app

Build user personas

The first stage is to develop user personas, which are fictionalized depictions of your target consumers that may be used to understand the behavior of different audiences. To represent a wide range of clients, you'll frequently need to establish up to four user personas.

Starting with user personas makes it easier for everyone in your firm to grasp who your clients are. Additionally, it aids in identifying the items and content that your target audiences would find most appealing on each channel.

Make use of a customer data platform (CDP)

Using a customer data platform will allow you to centralize all of your information, which will make data analysis simpler (CDP). With a CDP, all customer information is combined under one management system rather than being siloed by many departments, enabling companies to create the best possible customer experiences that are based on data.

Customize content

In an Accenture analysis, 91% of customers stated that they are more inclined to purchase products from companies that make tailored offers and suggestions. Businesses may provide this appealing, personalized content with the aid of a strong cross-channel marketing plan.

To add personalized messages to your communication channels, consider the following:

In text messages and email subject lines, use customer names

Example: Hi Brian, take a look at our recently launched fall collection!

Offers that are customized to the customer (new customer, loyal customer, etc.)

Example: Hi Sarah, here’s 10% off your first purchase!

Remarketing notifications regarding products they recently viewed or items in their shopping cart

Example: Oops! Looks like you left something in your cart, Andy. Make the purchase now before it runs out of stock!

Location-based advertising

Example: Craving for Chinese? Your next meal is just 15 minutes away!

Evaluate your campaigns

A/B testing is something you should do to ensure your cross-channel marketing strategies are successful. By contrasting two marketing iterations, this technique determines which is more successful with different audience segments.

When running A/B testing, it's a good idea to include a randomized, representative control group that hasn't yet seen your campaign. This group will be able to establish a standard against which you may more precisely gauge how effective your methods are.

Continue to customize your strategy

It's critical to keep in mind that developing a cross-channel marketing plan requires ongoing effort. Your approaches should evolve in response to your results. Your approach needs to be continually adjusted as a result of consumer data analysis to ensure that users are interested across all channels.

You'll need to develop a successful win-back plan if you see a drop in the number of people actively using your app. Increasing user personalization, requesting feedback, or disseminating exclusive offers by email or SMS are a few examples of this technique. The most successful cross-channel marketing plans are adjusted using individual data collected.

What Further Developments Can We Expect In Cross Channel Marketing?

The next wave of cross-channel marketing will heavily use machine learning and artificial intelligence (AI). AI is increasingly being incorporated into technological products, as is evident. A key element will be being able to foresee and react to consumers better in real time.

Without a doubt, it’s been proven that a cross-channel marketing strategy helps businesses to design a unified consumer experience across all marketing channels. Organizations may now take advantage of cutting-edge technologies that can handle the grunt work, giving them the freedom to fine-tune marketing strategies for continuous optimization.

Brands may lead their consumers through a seamless experience that promotes engagement and fosters brand loyalty and retention by regularly tracking campaign success and making sure that branding and content are in line with each and every touchpoint during a campaign.


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.

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