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The Move Towards Cross-Channel Marketing

Posted on July 10, 2013 by Glenn Gow


Brands and buyers have a special way of interacting with each other. The times have changed and buyers expect a lot more than many businesses can and are willing to accommodate. “Customers demand a seamless experience regardless of the channel or device they use to interact with the brand.”

Social media, smart phones, tablets and new devices, and limitless access to data have created a new type of buyer – the “always on, connected consumer.” This information overload gives power to the buyer in their relationship with a brand; the brand must consistently meet all buyer expectations in a reliable fashion. Your job as marketers it to put your buyers first, but how many of you actually stay true to this?

The progression from multi-channel marketing

Traditionally, the focus on connecting with your buyers was executed through individual channels like email, mobile, catalogue, or web. Then you moved into multichannel marketing because it allows for improved communication “by producing targeted strands of campaigns that suited the individual circumstance.” But how do you execute effective and consistent campaigns across all your channels? Enter cross-channel marketing.

Cross-channel to no channel – marketing with a consumer mindset

As you move towards integrating your marketing teams, you need to ensure your buyers receive a standard brand message. Make sure everyone is on board with the same information and not offering buyers information or products they’ve already refused. “84% of consumers would walk away from a company that doesn’t link up, understand and respond to their engagements across channels.”

The best approach as a brand is to cover as many touchpoints as possible across your channels. This can look like buyer specific ads on your social channels that drives buyers to a call-to-action and further engagement with your brand. Once a buyer shows interest and acts on the call-to-action, you are able to capture data and start further dialogue (such as an outbound email showing your thanks for their interest and any other relevant information). This becomes a consistent voice and interaction for the buyer, and has a higher chance of leading to repeat business.

Data is the key to cross-channel success

“With effective cross-channel marketing techniques and tools, the ability to manage all interactions through a single platform to gain a new level of knowledge and insight around who your customers are and how they interact with your brand across multiple channels is the paradigm brands should aspire to.” This allows you to have a complete understanding of your buyer – their intentions, purchasing habits, social community engagements and web visits.

(Marketing Tech)

Glenn Gow

Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on TwitterLinkedInGoogle+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.


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