Getting Started with Cross-Channel Marketing

As the media landscape becomes more fragmented and diverse, the consumer journey is becoming more and more complex. Not only are consumers spending more time using a greater multitude of devices, but they have come to rely on a greater variety of media sources as well.

From desktops and laptops to smartphones, tablets and even things like smart TVs and Fitbits, consumers are engaging with content through apps, web sites, social networks, streaming video services, and more. For marketers trying to figure out the best way to connect with their desired audiences, it paints a confusing picture, to say the least.

Cross-channel marketing has become a necessity in today’s digital landscape. But what is cross-channel marketing, and how can marketers turn it to their advantage?

Cross-channel marketing: a definition

Sometimes called omnichannel marketing or multichannel marketing, cross-channel marketing is just what it sounds like: the practice of using multiple channels to reach customers. Most marketers use the term in the context of digital marketing, to include channels such as email, search, social, mobile and so on, but it can also be expanded to include offline channels including brick-and-mortar storefronts, direct mail, print ads, telemarketing, and more.

Why is cross-channel marketing important?

Cross-channel marketing is important because it deals with the realities of today’s consumer journey. As the number and variety of marketing channels continues to grow (and there’s no doubt that these will), it will become increasingly important for brands to embrace cross-channel marketing as a core business strategy. Here are some of the reasons to start on your cross-channel marketing strategy right away, if you haven’t already:

  • Reach consumers based on personal preferences. Some consumers shop on their tablets. Others shop on their laptops. Some research on their smartphones but purchase in stores. Cross-channel marketing allows you to reach customers on any channel at any time, depending on where they are and when they are there.  
  • Maintain consistency across campaigns. If your campaigns don’t have a consistent voice, message and offer across multiple channels, your customers will be left confused as to what your brand stands for.
  • Keep a single view of the customer. Customers typically interact with brands across a multitude of channels, and it’s crucial to understand how they behave across all these various touch points. Cross-channel marketing enables you to build a single, unified view of customer behaviors.
  • Deliver a seamless experience. Cross-channel marketing enables brands to deliver a seamless, cohesive consumer experience as their audiences move from device to device and channel to channel, so that they can pick right back up where they left off the last time.
  • Create more touch points. When you conduct cross-channel marketing, you give yourself more opportunities to reach consumes across more touch points. And more touch points means more data. And more data leads to a better understanding of your customers and their behaviors.

Getting started with cross-channel marketing

RadiumOne helps brands conduct cross-channel marketing that gets results. By combining signals from across mobile, social, the web and other channels, we get a unified view of consumer behaviors, which we then use to predict consumer behaviors and activate across our massive media network.

To learn how we can help you with cross-channel marketing, contact us today.