Steps to creating an effective cross-channel marketing strategy


With the evolution of newer media, brands started adopting multiple channels to reach out to and engage with their target audience. But as soon as they turned on their information hose through these channels, customers essentially started ignoring and in fact ending up becoming increasingly dissatisfied as they expected a similar service and experience in each of these channels but what they received was far from it. This led to the evolution of cross channel marketing strategy, where the focus is on integrating multiple channels to achieve the same end goal. This approach requires orchestrating multiple touch-points of customer interaction – from email to mobile and providing an enhanced unified personalized experience to the customers.

As companies are struggling to migrate from a multi-channel to an integrated cross channel marketing strategy, we have outlined a step-by-step approach to help marketers adopt this discipline seamlessly in their organization:

  • Step 1: Set goals

Before implementing a cross channel marketing campaign, it is important to first decide on the end goals to be achieved from this exercise – whether it is increasing engagement rates, retention rates, reduction in costs, increase in positive feedback etc.

  • Step 2: Understand your customer and the buying cycle

The next step is to collect ample information about your customers – their tastes, preferences, demographics, past purchasing history, their wish-lists (if any) and more. The more information you have about them the better will be your communication to them which can be targeted to their tastes and desires.

  • Step 3: Analyze your marketing channels

The next step is to review your analytics and understand how your consumers use your distribution channels. Reviewing internal analytics will show you how consumers use channels to interact with your brand which will help you decide how a campaign is to be launched in all the channels simultaneously.

  • Step 4: Implement cross-channel campaigns

The next step is to actually implement campaigns across-channels. This does not mean that one simply replicates the content across channels; instead it means that after careful analysis, you divide your customer base based on the stage in their purchasing cycle, understand the devices they use for purchase and hit them with the right communication at the right time.

For instance, if prospects that are in the information seeking phase sign up for your newsletters after viewing your weekly blog posts and product demos, then you need to send them emailers and mobile campaigns giving them an incentive to push them further down the buying journey and become a customer.

  • Step 5: Set up tracking process

The next step is to set-up a tracking process either with the help of a content management system or a cross channel marketing platform; or a manual process which collects information at each of the consumer touch-points and feeds it back to the system.

  • Step 6: Collect data evaluate

If marketers are using a content management system, then the managing and tracking of campaigns is taken care of by the system. Others who do not use a tracking technology need to review their channel analytics (organic search, referral, website, social media, mobile etc) on a timely basis and observe any change in results.

  • Step 7: Review, revise & repeat

Once all the data is collected, the results need to be analyzed and overall performance along with performance of each of the channels need to be scrutinized and any channel that is not contributing to the end goal needs to be pulled up. The strategies need to be re-visited and finally repeated till you arrive at the perfect combination of content, channel and end goal.

Do you think these tips were helpful? Let us know in the comments below


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