Comprehensive Strategies To Stay On Top Of The Marketing Game
What’s the key to winning at the marketing game today? Targeted, personalized, and real-time messaging across marketing channels. How do you make that happen? Through cross-channel marketing - a strategy that helps deliver a truly integrated experience to prospects and customers alike. The strategy breaks the silos, bringing together all the individual units of your marketing team together to share data and individual learnings to make the magic of delivering a unified experience happen.
It is the practice of utilizing multiple channels like email, social media, SMS, website, app, and more to manage data, analytics, customer segmentation, and campaign orchestration. Each channel is connected and communicates with one another to provide a cohesive personalized experience.
So, cross-channel marketing
empowers you to:
01Deliver a more relevant message to your customer
02Increase brand loyalty by using multiple messaging channels in a connected, thoughtful way
Email helps to send targeted messages - the right message to the right prospect at the right time, and it thus occupies a special position among all communication channels.
What adds the icing on the cake is the capability of intelligently segmenting and automating emails. Automation enables trigger emails to be sent based on predefined trigger events – like birthdays, loyalty programs, offers, abandoned carts, and more – on other channels.
By analyzing email campaigns, you can draw insights from them to fuel cross-channel marketing.
Email can be used to encourage subscribers to visit your website, follow you on social media, or download your app.
Email can be sent to your subscriber list to collect valuable information (birthday, anniversary, job profile, likes, and dislikes) that will go a long way in creating a unified experience across channels.
You can integrate your email marketing into your CRM and other tools to gain insights into customer behavior and send the right messages across channels at the right time.
Ask yourself: what data is essential for email personalization, what attributes drive your segmentation, and what platform will be the system of record for the consolidated customer profile to get started.
Walk yourself through your customer experience to uncover new ways you can capture customer information, like unique discounts or offers, to grow your audience.
73% of consumers shop on more than one channel - Harvard Business Review
Query your customer database to understand who has engaged in which channel, the recency, and frequency to narrow in on key segments to customize cross-channel journeys for.
62% of consumers who engage their favorite brands on 10+ channels make weekly purchases, says a study by Fluent.
Channel Strengths : When combined, these channels are far more powerful for your business
Use email, along with your other marketing channels, to create relevant and intelligent experiences that deliver the revenue outcomes you want and need for your brand.
45% of consumers believe retailers don’t deliver multichannel experiences fast enough, according to Periscope.
32% of consumers will walk away from a brand they love after a single bad experience - PWC study
86% of senior-level marketers agree that it’s important to create a cohesive customer journey across all touchpoints and channels - states a study by Salesforce and Linkedin
Test and iterate until you find what works best for your customer. And remember, customers and buying trends continue to evolve, so even once you hit the sweet spot, keep fine-tuning.
Customers expect consistent interactions across channels
Promotional batch messages work well across channels when a consistent message is used just like Revolve has nailed it with their website, email, and mobile push notification messages.
Today’s customer wants much more than just promotion from brands, they want experiences that are consistent, personalized, and dynamic based on their needs, wants, and likes. To ensure that your customers receive the experience they desire in a digital-first, connected landscape it’s imperative to go beyond the tunnel view of siloed marketing channels.