Guest Post: A Guide To The Foundation Of Cross-Channel Marketing  

This week, we feature an article by Juan Jaramillo, Performance Marketing Director for Cordial, a cross-channel marketing and data platform. He shares how cross-channel marketing helps organizations offer consistent messaging across various media and devices.

Marketers have talked about multi-channel marketing for years. Customers engage with businesses through various means, such as email, social media, and text. The multi-channel marketing concept has limits because it assumes that customers will choose a preferred channel and stick with it. 

In contrast, cross-channel marketing describes a buyer’s journey that leaps from one channel to another. Savvy marketers understand that customers won’t follow a single track during every engagement. Marketers must keep track of the customer and offer them consistent messaging across various media and devices. 

Data: The Foundation of Cross-Channel Marketing

Cross-channel marketing introduces more complexity but can reward marketers who approach it with the right strategy and tools. Research uncovered almost 300 percent more sales and about 90 percent higher engagement rates for companies with cross-channel marketing strategies. 

Cross-channel marketing offers a realistic view of today’s consumers, who often alternate between various devices and media during the buyer’s journey. For instance, the customer might:  

• Click through to a sales page after engaging with a social media post 
• Browse the product information, navigate to the home page, and chat with an online rep for more information 
• Switch from email to text messages for greater mobile access 
• Make a mobile purchase in response to a promotional message 
• Chat online with customer service to resolve an issue 

No matter which media or device customers employ, they need to receive the right message at the right time along their path to remain engaged. Thus, marketers need accurate, real-time information to keep customers engaged. 

Real-Time Data Supports the Five Pillars of Cross-Channel Marketing

An effective cross-channel marketing strategy relies upon these five pillars. 

#1: The four w’s 

Data must inform marketers of what, when, where, and who for each conversation on every channel. Real-time data collection ensures customers receive the appropriate message and lets marketers make on-the-spot adjustments. 

#2: Key customer insights 

Timely data lets businesses gain key insights, such as: 

• Where customers first engaged with the brand and what they’ve learned since that first engagement 
• How many steps and how much time has passed before the customer commits to a purchase 
• Exactly which channels a customer engaged with along the way 

Current, actionable data allows businesses to deliver timely, relevant messaging and keep up with inevitable customer behavior changes. 

#3: Consistent messaging across channels and content types 

Ensure customers recognize they’re seeing the same core messaging that attracted them in the first place. At the same time, content containing the messaging may vary to reflect its source and goals. For instance, social media influencer campaigns to promote brands will differ from text messages announcing promotional offers. At the same time, all communication should reflect the brand’s core identity and values. 

#4: A call to action that reflects the customer’s shopping stage 

The right call to action will depend upon the customer’s stage in their buying journey. After viewing a social media post, the call to action may propel customers to visit a sales page or enroll in a promotional subscription list via email or text. In contrast, subscription messaging might strive to close sales through promotional offers or notifications of new products. Data can inform the appropriate call to action, and marketers must ensure it’s easy to spot and understand. 

#5: Test-and-learn approach 

As with any marketing, perfect cross-channel marketing campaigns are made and not born. Data offers marketers the information they need to constantly measure and adjust campaigns to serve customers better and optimize conversions and sales growth. 

How Can Businesses Capture and Employ the Data They Need?

Effective cross-channel marketing doesn’t just rely on any data. It requires tools that provide actionable, real-time information that marketers can use to offer personalized, engaging experiences, make rapid adjustments, and uncover opportunities to perform better. Customers enjoy better experiences, no matter how they engage with a brand. In turn, brands benefit from higher sales and conversion rates. 

Juan Jaramillo is Performance Marketing Director for Cordial, a cross-channel marketing and data platform. He has 13 years of experience in the industry and focuses on performance marketing, search engine optimization, and analytics.

For more articles from Shep Hyken and his guest contributors, go to customerserviceblog.com.

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