Wrap your head around and answer this question. What is your SINGLE dedicated advertising goal?
Enhanced Traffic. Enhanced Sale.
Yes, that’s RIGHT.
You are going balls to walls to let your audience know what’s new you are offering them.
But, if you have not implemented cross-channel marketing for your brand — you must think about it now.
Tagging along after your audience wherever they are — is an important part of online marketing, or your audience might start considering your brand stinking to the high heaven.
It is a prerequisite for any advertising goal to reach your target wherever they are, and deliver them with content & information that they are looking for — at The RIGHT TIME & in the right way. That is where the concept of Cross-channel marketing comes into play with its powerful interconnected approach reaching your customers wherever they are.
But, cross-channel marketing is not just about publishing your content through different media, but it is more about creating a seamlessly unified experience.
Let’s just dive a little deeper to discover to understand more about cross-channel marketing:
What is Cross-Channel Marketing?
The process of blending together various marketing channels to bring about some meaningful advancement for your audience from one level to the next. It provides a platform for advertising wherein marketers work on different channels in unison, reaching out to their customers in a similar context.
There’s a fine line between multi-channel marketing and cross-channel marketing — one should not get confused between the two. Whereas both multi-channel marketing and cross-channel marketing makes use of multiple channels, the former lacks coherence & unity while introducing t products and offers to their customers.
Multi-Channel Marketing Vs. Cross-Channel Marketing.
Multi-Channel Marketing Demonstrated:
In the case of multi-channel marketing — every channel through which you are reaching your target will have a different goal and are going to be treated as different entities. You may run some ad campaigns about an upcoming product or deal, and at the same time writing blog posts that are relevant to your business. Advertising through each of these channels aims at nurturing your audience, but each of them can have different goals & objectives. The emails you send have a different objective and the social media ads that you are running have some separate goals. This inconsistency largely pulls back your traffic from driving ROI.
Cross-Channel Marketing Demonstrate:
In cross-channel marketing, there is a more logical approach. It works on the process of assimilating the idea into & and floating over the message through all those channels available. In nutshell, cross-channel marketing is about creating a SINGLE robust channel that acts as a common space for sharing the same message at a particular time on different channels.
Here’s how Cross-channel marketing works.
For instance, if a customer went through a Facebook ad that talks about an upcoming offer that your company is planning for, cross-channel marketing will take this customer to your blog post that talks about the same offer that he came across on Facebook. In the second moment when he opens up his email, he finds something in his inbox that talks about the benefits of availing that offer. That’s how cross-channel marketing works by strengthening customers’ trust in your product through different channels.
How Cross-Channel Marketing Unifies your Brand’s Voice?
Putting a band-aid on the bullet wound won’t do — advertising a product, deal, or an offer is about convincing the audience in a way that it triggers hitting the call-to-action button. Presenting fragmented messages — is just an inadequate approach. Put your content through a variety of channels and it will give unbelievable results. It gives a seamless user experience and a more clear way of calculating marketing ROI.
In cross-channel marketing, the advertiser utilizes multiple channels coherently to bring about an impact on the audience. In today’s digital marketing era there are innumerable channels that can be utilized to reach out to the consumers. Some of these important online advertising channels include Direct, Mobile marketing, PPC, blogging, email marketing, social media marketing, and more.
Advantages of Cross-Channel Marketing.
Scattered marketing efforts without any knowledge of who and where your target audience is — will never bring home the bacon. Understanding the target audience and its persona is crucial to your marketing efforts. In this age of digital marketing when the Internet savvy’s are bombarded with different forms of advertising, you need to be too SMART.
As an advertiser, your marketing strategies must include analyzing consumers’ interaction & behavior with different brands, how they are responding to it, and how they are making the buying decisions. Before getting into deploying your plan, you must have all the knowledge from where your audience is happy receiving the information. In addition, you must study their behavior to work out ways to overcome banner blindness, active ad blocking, and any such activities they are into. If you want to know effective ways to overcome banner blindness, we have got you covered.
Cross-channel marketing is an effective strategy that bridges the gap between your brand and those who are looking for it. It helps follow your customers wherever they are with the help of dedicated quality content through different channels.
Reasons why cross-channel marketing work:
- Breaks down the silos
Cross-channel marketing is an important move that helps you to keep away from falling into the trap of vanity metrics. It gives a cleaner & clearer picture of your marketing by contextualizing efforts that give accurate information on the success of your marketing strategies. When looking out at your marketing efforts from a single channel — the social media marketing team would be busy getting likes & shares. Blogging team would be busy with finding blog views and shares, and so on. Whenever there is a lead generated, there would be proof of each of these channels pouring in, as the reason for this win. With Cross-channel marketing, you can clearly map out important points to find out how each of these channels worked and how the lead became a buyer. You can easily & effortlessly contextualize how each of these channels is working.
- Enhances Engagement.
Do you read every email in your inbox? How do you respond to them? How do you decide which one to discard and which one to read through?
Like millions of Internet users, you must have now developed the habit of specifically deleting most of these emails first thing in the morning — because you want to see just the relevant ones. This is similar to keeping your wardrobe relevant & clean — you just want to keep the ones that add value to your style.
Similarly, in the case of online advertising, it is important to overcome banner blindness & Adblocking — you want to keep the ones that add value to your search. How cross-channel marketing helps is by enhancing engagement. For instance, if you have been looking for some great collaboration software for your team to connect virtually during COVID-19 and you have found a one — showing an ad that talks about its benefits — will make the consumer confident about the decision he has made.
- Gets your Customer Loyalty.
Cross-channel marketing adds to the consumers’ delight with improved user experience. This delighted customer turns into a brand’s loyal customer — which is the most crucial end result for any form of advertising strategy. For a customer, it is more convenient to buy, order, and interact with brands that they already know. The unified cross-channel marketing strategies gain you more loyal customers — as it keeps your brand in front of your customers’ minds making use of advertising strategies from different channels.
Achieve Your Goals with Cross-Channel Marketing!
Cross-channel marketing is an effective way of reaching out to your target and achieving your goals. It helps with enhancing brand awareness, improved traffic generation, increased number of sales, and more. For making a smooth transitioning from one channel to the other — all you need to do is make sure that your content is in alignment with every channel. At AdMedia we promote your brand via multiple platforms and devices. Content is everywhere these days, and with our cross-channel advertising, you can be sure that your ad is reaching as many users across as many platforms as possible.
Do you have anything else to add to this information? If you have anything else in mind about cross-channel marketing — share it with us and our readers in the comment box.