Cross channel marketing

Cross Channel Marketing is a marketing technique that focuses on creating an integrated marketing strategy that brings together, in the same campaign, several channels so that the end result will be better.

For example, by creating a message adapted to each different social media platform, email marketing campaigns and Google Ads actions, a broader goal may be achieved (for example, improve the conversion index).

1. Cross Channel Marketing strategies

Cross channel marketing strategies can be varied and differ depending on the market or niche to which they are applied, but for all cases, the following points should be taken into consideration:

– Campaigns on social media You should work with social media, as they not only give us the desired visibility, but also allow us to generate confidence and be present in future purchase decisions.

– Email marketing campaigns. Sending a newsletter is vital to reach more people and guide them through the sales funnel. But always for a segmented and very specific audience, to succeed.

– Get to know your audience. The first thing is to identify the profile of the users you want to achieve and their interests. Only then can you focus efforts on the right channels to reach them.

– Take care of content marketing. You must adapt the message to the different channels in which it is released, so that it is correctly contextualized, personalized and offers added value to your target audience.

– Remarketing. It is vital to work to capture infromation from all users who visit us and don’t perform any action, recovering possible leads is very important.

– Don’t forget to work with SEO. It is an excellent way to redirect traffic; it doesn’t work only for websites, so it should also be taken into consideration in the rest of the channels.

2. Cross channel marketing, multichannel and omnichannel

With regard to marketing strategies, three different types can be differentiated, depending on how the user uses the different communication channels that are available to them:

Crosschannel

Customers use multiple channels before making the purchase, but receive an integrated experience.

For example, the customer could visit a store and then buy the product online, or the opposite.

Multichannel

In this case, there is no direct relationship between marketing channels. For example, the customer buys online and then visits a local store to get information about the online order, but the seller can’t see information about the purchase, because the channels are independent.

Omnichannel

In this case, the concept of simultaneity is added, where a channel is aware of what happened on the other channel and customers have real information, regardless of the channel they are using at that time.

For example, the customer could discover an online product, but receive information about what they are looking for by maintaining contact with the company through other channels. They could make the payment in the store and receive the product at home just as it would happen if they had purchased the product online.