03rd Nov, 2021
, , Designation
- On the back of rising omnichannel trade and digital native customers, businesses need robust cross-channel digital marketing to maximize brand visibility and sales
- Cross-channel digital marketing encompasses a variety of digital components, including emails, social media, website, search engine, BI analytics, and more
- Companies must begin with creating ideal buyer personas, build customer databases, and map content along specific buyer’s journeys to create a winning strategy
Cross-channel marketing, also referred to as multichannel or omnichannel marketing, is a customer-centric digital marketing technique. Businesses use it to engage with customers across different digital channels and devices. The purpose is to interact and offer a consistent experience to digital-savvy customers or prospects on their preferred mediums. From the email inbox to social platforms and across computers, smartphones, or tablets, customers today move seamlessly and expect businesses to keep a tab on them. They want a targeted, smooth, and integrated experience.
Implementing a cross-channel strategy is complex but vital for businesses to reap maximum benefits from their marketing resources. Businesses need to identify and manage multiple channels while drafting campaigns to maximize the ROI. However, before diving deep into the steps to create successful cross-channel marketing, let’s understand its importance for businesses.
Why should businesses consider cross-channel marketing?
Cross-channel marketing goes beyond the scope of traditional field and telemarketing strategies. In an increasingly digital world, businesses must manage multiple online channels concurrently to stay ahead of customer demands. Depending on the target customer base, businesses can use a variety of channels like email, social media, website, etc. Customers jump from one channel to another in time. They can go from website to social media to email in no time, and therefore, companies must develop an omnichannel strategy creating a seamless customer journey. Also, it is important to create a consistent brand voice and messaging across all channels.
It enriches customer experiences through personalization. It allows enterprises to stay connected with their customers across multiple channels to ensure uninterrupted brand visibility. It helps maintain active sales funnels on different channels, and marketers can pick up the campaign right from where it stopped on a different channel. Companies can either build an internal engine to implement omnichannel marketing or enlist the help of a third-party digital marketing agency for a focused approach.
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Sure-fire tips for a successful cross-channel digital marketing strategy
With new digital marketing avenues surfacing every day, having a cross-channel marketing strategy is a necessity to maximize brand visibility and sales prospects. Let’s look at some industry-proven tactics that will help create a successful cross-channel marketing strategy:
#1 Create buyer personas
Understanding the target audience is essential to creating a marketing strategy for them. Marketing teams must collate valuable data about their customer’s preferences, buying habits, and preferred communication channels to develop detailed buyer personas. Social listening is a method used by companies to extract vital audience information like needs, desires, and pain points. Brands must move beyond the traditional customer behaviour patterns to create a diverse range of buyer profiles.
#2 Use channels that complement one another
While selecting mediums for cross-channel marketing, identify those that complement one another and allows for seamless campaign integration. Businesses must incorporate all channels through which their target customers or prospects interact with them. It gives them a chance to expand their brand reach in all directions and maximize the ROI by targeted messaging.
#3 Coalesce data using CRM and social analytics
Data is the backbone of all marketing strategies, and it is imperative for businesses to collect and streamline data using sales force automation software. Also, it is fundamental to have a robust BI analytics tool available with the sales force automation software to process and analyse customer data. Moreover, businesses can use tactics like enabling browser cookies on the website or tracking URLs to establish connections between online actions with a prospect’s profile.
Enterprises must also track and analyse the emails sent to customers or prospects and identify the ones they have interacted with. Also, tools like Facebook Pixel and Google analytics helps retarget ads to ideal customers/prospects. Considering the complexities of this tactics, businesses could deploy services of a digital marketing agency to improve the ROI and achieve sustainable results.
#4 Align content along a specific buyer’s journey
Every buyer’s journey is different, and each of them must be treated differently. Content is a vital cog to attract, engage, convert, and retain customers within the digital ecosystem. Businesses must design content specifically for their target customers based on their expectations and buying habits. Also, personalized content holds the key to improve sales. For example, sending out personalized product recommendations or discounts based on their purchase history is more likely to get converted than pushing out generic emails and offers that do not resonate with them. Almost
84% of customers say that being treated as an individual is critical for winning their business.
#5 Social media marketing
Social media network is the most crucial arm of cross-channel digital marketing strategy. Popular platforms like Facebook, LinkedIn, etc., expose businesses to an ever-increasing user base with tally running in multiples of millions. Leveraging such a deep and varied user base, companies can boost their brand awareness, engagement, and conversions on a global scale. Social media can also be a medium to establish direct contact with customers and offer them an integrated customer-support experience.
Furthermore, businesses can leverage the benefits of paid social media campaigns to promote their products and services beyond their limited follower base. Tools like Facebook Pixel, Google AdWords, etc., help target customers who visit specific web pages or search specific keywords with relevant content.
Businesses need a data-driven cross-channel digital marketing strategy to reap sales success in the future. By leveraging BI analytics to derive actionable insights from marketing campaigns, companies can constantly improve their strategies to drive tangible results. Moreover, with recent market disruptions and transformations, the omnichannel model is the way forward for brands worldwide. From creating brand awareness to online lead generation, and customer retention, a cross-channel marketing strategy is a force to reckon with.
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