Introduction: What is Cross Channel Marketing?
Cross-channel marketing is a marketing strategy that uses a mix of advertising channels to reach potential customers. Digital channels are used in cross-channel marketing as they provide the best way to reach potential customers and make the most of their time. Several digital marketing channels can be used in cross-channel marketing such as search engine optimization, social media marketing, messaging marketing, and email marketing. There are also a variety of different types of advertising channels that could be used like television, radio, or billboards.
What are the Benefits of Cross Channel Marketing?
Cross-channel marketing is a type of marketing that involves using more than one marketing channel to promote a product or service. It is an effective way for marketers to reach out to customers and prospects who are using different channels. The benefits of cross-channel marketing include higher conversion rates, increased brand awareness, and the ability to reach out to customers in different geographic locations. Cross-channel marketing also helps marketers save money on advertising costs by having a wider reach than single-channel marketing.
The term “cross-channel marketing” was first coined in 2002 by Greg Satell, CEO of eBates.com, a publicly traded company that specializes in providing cash back on retail purchases. The idea for cross-channel marketing comes from the idea of “customers as publishers” where companies can use the customer’s buying behaviors to sell products to other customers.
The first company that started cross-channel marketing was Procter & Gamble. They have used this strategy to identify and reach out to customers who are using different channels. It is an effective way for marketers to increase their brand awareness and save money on advertising costs because they will have a wider reach than single-channel marketing efforts.
Cross-Channel Strategies with 3 Common Approaches
The first approach is to develop a social media strategy for each channel. This is the most time-consuming of the three approaches. The second approach is to develop a social media strategy for all channels and then prioritize which channels are best for marketing based on their performance. The third approach is to use one social media channel and optimize it as much as possible.
Approach 1: Develop a Social Media Strategy for Each Individual Channel
This approach has the most time-intensive, but also has the highest potential payoff of all three approaches.
Approach 2: Develop a Social Media Strategy for All Channels and Prioritizing Which Channels Are Best For Marketing
This approach can be easier than Approach 1 because it doesn’t require as many resources, but it also doesn’t have as high of a potential payoff.
Approach 3: Using One Social Media Channel and Optimizing It As Much As Possible
This approach can be very effective if you have limited resources or time because you only have to focus on one channel. Social media channels that are good fits for this approach are Twitter and Instagram.
Understand the audience – Choose a person in your life who could be a potential follower of your account, someone who likes similar content as you do and would probably be interested in what you have to say
Select one platform – Twitter or Instagram, whichever platform makes sense for your target audience
Build an engaging profile – Include relevant hashtags in your profile
Cross-Channel Marketing Case Studies in Action – Lululemon Athletica
Lululemon is a Canadian-based athletic apparel company that focuses on yoga and running clothes. Lululemon has been able to grow its company through the use of cross-channel marketing.
In the past, Lululemon relied heavily on in-person interactions with customers to generate sales. They would have in-store promotions and events that would bring in customers and increase sales. This was their primary way of marketing their products. But with the rise of social media, this was not enough for them to keep up with other companies like Nike who were just beginning to make a mark in the industry.
To keep up with the competition, Lululemon had to implement a new strategy which was cross-channel marketing. They began by creating an online presence on Facebook and Twitter which allowed them to reach more people without having physical stores or distribution outlets across North America. With these new channels, they were able to give people access to their products without having them come.
What are the Challenges Facing Cross-Channel Marketing?
Cross-channel marketing is a strategy that has been around for decades. It is the process of combining different channels to promote a product or service.
The challenges faced by cross-channel marketing strategies are:
- The lack of data and analytics tools to help marketers identify the best channels to use
- The difficulty of measuring ROI on each channel separately, as they all work together to drive sales.
- The lack of time and resources needed to integrate these channels into one cohesive strategy.
Tips for Implementing Cross-Channel Marketing in Your Business
Cross-channel marketing is a technique that enables marketers to promote the same product or service in different channels. It is a strategy that integrates various channels of digital marketing such as email, social media, and search engine optimization (SEO) to reach customers.
Some tips for implementing cross-channel marketing in your business are:
- Creating a cross-channel messaging system: It’s important to develop a consistent message across your channels so that you don’t confuse your customers. For example, if you have an email campaign with a specific offer, then you should have the same offer on your website and social media.
- Creating an analytics dashboard: You need a system where you can track all of your campaigns and see which ones are working best for you. This will help you determine which channels to focus on when it comes time for budgeting next year.
- Developing an editorial calendar: You should have certain days set aside.
Conclusion: Adopting a Multichannel Approach to Reach Your Goals
It is essential to adopt a multichannel approach to reach your goals. This means that you will need different channels and strategies for different purposes. For instance, if you want to promote a product, you will use different channels than if you want to sell a service.
In the conclusion, it is important to adopt cross-channel marketing. You can always start with oChats, a cross-channel business messaging software that allows you to connect to your WhatsApp, Telegram, Facebook Messenger, Instagram, Shopee Chat, Lazada Chat, and more.