Cross -Channel Marketing is one of the most suitable approaches to today’s context, in which user-company relationships pass through a multitude of channels and languages, 24 hours a day, 7 days a week.
And above all, it is an approach that fits perfectly with the possibilities of tracking data and collecting information offered by digital.
It is a marketing capable of “crossing” and interconnecting different channels and all the data coming from them.
Would you like to know more?
In this article you will find answers to these questions:
- What is Cross-Channel Marketing? What changes from Multi-Channel Marketing?
- How Does Cross-Channel Marketing Work?
- Some practical examples of Cross-Channel Marketing
- What are the benefits of Cross-Channel Marketing?
What is Cross-Channel Marketing? What changes from Multi-Channel Marketing?
This approach is based on the fact that today users connect to many different channels and different devices on a daily basis. Both to seek information and for entertainment.
Today, people read emails from smartphones, compare companies and shops by visiting their websites , read online news organizations, research information, products and people on social media , listen to podcasts and streaming music , and much more. All without abandoning traditional media , TV and radio above all.
It is therefore necessary to take into account that today’s marketers can no longer afford to produce rigid and immutable strategies. On the contrary, a mature approach involves using the various channels in a coordinated and strategic way .
Thus, Cross-Channel Marketing emerges , that is an integrated approach that aims to relate to users through multiple channels (push notification, in-app message, e-mail …) and devices (PC, smartphone, tablet …).
Warning : there is often confusion between Cross-Channel Marketing and Multi-Channel Marketing .
The latter aims to connect with users using different channels, which however are not connected at all , but completely independent from each other.
On the contrary, Cross-Channel Marketing also creates a direct connection between the different communication channe
How Does Cross-Channel Marketing Work?
The functioning of a Cross-Channel Marketing strategy is based on 3 steps :
- the collection of data from different platforms
- their analysis
- the creation of one or more campaigns
The aim is to create communications based on the insights identified by the study and analysis of the collected data. All to convey hyper-personalized messages tailored to the various users and channels.
The collected data will be used in such a way that devices and channels interact with each other in a fluid and synergistic way, optimizing the target of the campaigns and the tone of the communication.
Some practical examples of Cross-Channel Marketing
A practical example is “ Cross-Channel Messaging ”.
It works like this: a user logs into an in-app event , is inserted into an email campaign, and finally receives a push notification (or ping ).
For example, if we are watching a certain TV series on Netflix , we may be notified by email when a new episode is released.
And again: let’s imagine visiting a sales app to search for a product of our interest. In this case, the Cross-Channel Marketing campaign could involve offering us items similar to what we are looking for purchased by other users before us (not only online but also in physical stores).
To understand the potential of Cross-Channel Marketing it is important to understand the use of data behind its strategy. Since these come from different channels , they will offer a whole new, almost holistic view of the audience.
In this way, the marketing team will not only be able to better define the buyer personas, but also to calibrate their campaigns both on the devices and on the most popular media, according to methods that are based on the previous behavior of users. It will be enough to analyze their past actions and the results obtained.
What are the benefits of Cross-Channel Marketing?
A Cross-Channel Marketing strategy is decisive for 3 main reasons:
- observe the audience of users from a new, more complete and interconnected perspective
- transforming unsuccessful campaigns on a given channel into a source of strategy analysis and review. All thanks to a panoramic view of user behavior on all platforms
- create increasingly personalized campaigns tailored to the actual needs of users. This is thanks to the learning of information resulting from every single interaction and to their analysis and re-elaboration with a viewto future interactions .
For the user , a well-designed Cross-Channel Marketing campaign equates to a more satisfying and personalized shopping experience, receiving recommendations that are actually interesting and relevant communications from the brand.
For the company , Cross-Channel Marketing has the potential to increase the conversion rate while reducing the cost. The reason is simple: the accurate analysis of the information that underlies this approach allows marketing communications to be made more specific and targeted.
In conclusion, the integrated data system at the base of Cross-Channel Marketing allows to increase the ROAS (Return On Advertising Spend) because it is channeled in a specific way in a single and well-defined strategy.
Of course, this is not a simple or intuitive approach. But it remains one of the most interesting and in line with today’s times. Especially considering that the markets are now increasingly competitive in wanting to offer the target super-customized experiences.