Cross Channel Strategy


Consumers today are more empowered than ever, and marketers need to reach their audience where they are by determining which platforms they interact with and when. A single-channel approach won’t give you a complete understanding of your audience, making it difficult to create a personal and personalized customer experience. With cross-channel marketing, you can consider every touch point, allowing you to improve your message at every stage of the customer’s interaction with your brand.

What is cross-channel marketing?

Cross-channel marketing is the combination of different marketing channels to create a better customer journey for your target audience. Channels must work together to make a connected message that leads from one to another. By engaging with consumers across a variety of touchpoints, marketers can use persona marketing to build a comprehensive profile that helps personalize the customer experience. and creating loyalty.

Why Cross Channel Marketing?

Today, there are more ways than ever to reach and interact with consumers, and marketers can uncover deeper insights through a comprehensive approach that considers every channel. Here are some key benefits of channel marketing:

1. Improve the customer journey

Taking a holistic view of the customer journey has a huge impact. Holistic, cross-channel advertising has been proven to improve marketing budget performance by 15-20% by accurately targeting marketing strategies and customer behavior or emotions. In addition, a survey of 46,000 people showed that 73% of consumers buy across multiple channels. 

As a marketer, you need to be where your customers and prospects are, ensuring that the customer journey goes through online and online channels. For complete monitoring of how customers interact with channels, a silent approach will not suffice. In an interconnected world, marketers must ensure that their campaigns are not fragmented. Instead, marketers should use integrated databases that store customer data in one central location. 

2. Create a strong brand to build better relationships

Multiple channels give you additional visibility, allowing you to create a strong brand and build customer trust. Consider Apple: they have physical stores, their website, TV commercials, and digital media. By sticking to a consistent brand and style guide, they can maintain a consistent message across every hand. 

Different channels support each other – for example, a physical store works as a support for the Apple ecosystem, and customers do not expect to buy something when visiting a physical store. This helps create a complete experience with the brand, rather than just relying on the moment of purchase. Each channel complements the next, working together to create an immersive brand experience. 

3. Increased participation

Multi-channel customers are very valuable to your business: 62% of survey respondents interact with sellers across 10 or more channels and buy once a week or more. The emotional connection between consumers and brands is built through social interaction, and they are often the determining factors that can turn your audience into loyal customers. in things.

Customers interact with brands across a variety of channels, so if you want to foster successful engagement, you need to put your brand in front of the customer rather than waiting for them to find you. Consider using hashtags strategically and encourage users to share content with marketers. Anything that encourages people to interact with your brand will help build connections.

The challenge of Channel Marketing

Cross-channel marketing can be difficult because it turns a simple, simple customer journey into something complex and complex. The first implementation of cross-channel advertising requires checking a long list of advertising channels – the number of channels continues to grow. Many brands find themselves lagging when it comes to adopting new platforms, which leads to some challenges.

  • Reach the right audience at the right time

With so many media channels, it can be difficult for marketers to choose the right strategy to reach their target audience at the right time. With so many options, it can be difficult to predict the best place and time to reach consumers, especially since many of these platforms are susceptible to changes in user intent and advertising capabilities/ market.

According to 40% of marketers, their biggest challenge is using advanced techniques to reach their target audience at the right time. Media planners should choose the right time to show ads across channels, and follow best practices for each channel. In advertising, what works for TV stations will not work for Facebook advertising, planners need to know which message will be good for each channel. 

  • Choose the right media channel

Choose the right media. Social media can be a challenge for many organizations because of the difficulty in determining where your audience spends the most time and when. Not all platforms will reach your target audience, so understanding the consumer at a granular level is critical. When creating a cross-channel strategy, campaigns should work together with the channels your target audience engages in to increase the chances of delivering your message in front of them at the right time. 

When choosing a media channel, consider the value of each channel and its place in the customer journey. It is also important to keep in mind the main objective of the campaign: is it to capture the leads? Create an impact? Update engagement? Either way, you need to check the channels that will give you the results you are looking for.

  • Choosing a marketing strategy 

Many companies are still behind when it comes to marketing and data quality. Consider the following: 

Only 21% of marketers have developed a brand identity and use it regularly in their campaigns.

Less than 1 in 2 business plans mention data and research in their business plan. Marketers continue to track metrics such as click-through rates and update other metrics. If 1% of viewers click on an ad or link, 99% of people who see the ad and don’t click on it may not count, even though the ad may influence conversions later. and pipelines. Media mix modeling (MMM) and multi-touch attribution (MTA) both have limitations in terms of marketing research. They cannot be linked, provide direct data, or provide aggregated information about campaigns. Instead, marketers should take a holistic approach to identity by combining raw data with human-level insights.

3 Tips to build a successful cross-channel strategy


  • Use the right marketing techniques

Robust analytics is what gives us actionable insights into our customers’ preferences, so you must choose marketing technology that collects high-quality and accurate data. Automation is another key factor to consider when figuring out which software will best meet your business needs. With the right marketing performance solutions, marketers can gain a complete understanding of their audience. Among other things, marketing technology must allow marketing teams to leverage: 

  • When they give an advertisement, 
  • What channels do they advertise on, and 
  • The information they use to communicate with their audience. 

An effective marketing technology package should streamline communication and help create a cohesive customer journey that identifies and aligns channels and messages with your target audience. 

  • Create customers with a collection of person-level data

A comprehensive customer profile can help analyze your audience’s motivations and buying behavior, and get a better idea of what and who they interact with. By combining aggregated customer data at the individual level, you can uncover patterns and commonalities across groups, allowing you to identify segments within your audience. This information can be used to generate plans and messages and create repeatable success.

  • Create clear job positions & defined leadership roles 

In market research conducted by Gartner, 60% of the organizations indicated that they make their peers have a level of management that is completely dedicated to multi-channel marketing. In the same survey, nearly all survey respondents said they have a multi-channel marketing manager at least at the director level or higher. 

About 30 percent of CMOs are responsible for this role, while 56% of respondents report directly to the C-suite. Cross-channel marketing can be complex and detail-oriented, and it mustn’t be viewed as an extension of marketing strategy, but rather as the marketing strategy itself. A designated leader helps keep the whole team on track and has a clear understanding of each channel’s role.


A cross-channel marketing strategy allows organizations to create consistent customer journeys across all marketing platforms. Today, organizations can take advantage of advanced solutions that can do the heavy lifting for them, allowing them to optimize marketing campaigns for continuous improvement. By ensuring consistent campaign success and ensuring that branding and content are consistent throughout the campaign, your organization can guide its customers through a cohesive experience that encourages engagement. hand and promotes brand loyalty and retention.

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