Customers no longer use a single channel when making a purchase. According to Harvard Business Review, 73% of today’s consumers employ multiple channels throughout their buying journey. This is why most businesses (54%) find it more effective to integrate 3-4 channels into their marketing strategies to reach their audiences (Invesp). By using multiple channels, brands can reach their customers at different stages of their decision-making process and deliver a more integrated experience across touchpoints.
But when utilizing cross-channel marketing, it’s crucial for brands to maintain a consistent experience since a sense of disconnect among channels can frustrate customers and reduce trust. To meet customer expectations and drive a high return on investment (ROI), companies must set their eyes on building a coherent customer journey across various channels.
There are at least four channels in this type of approach: web, social, email, and paid. Businesses can utilize two or more channels to connect with their target customers in this type of approach. To inform marketing decisions, these channels work together to pass valuable information between or among each other. Each one measures a different aspect of companies’ marketing performance. Let’s dive deeper.
What is web analytics? Web analytics is used to analyze the behavior of users on a website. Its main goal is to generate insights to optimize user experience.
What are the common metrics used? Pageviews, Bounce Rates, Sessions, New Visitors, Returning Visitors, Traffic Sources.
What are the top tools used? Google Analytics, Adobe Analytics, MixPanel, Optimizely, Amplitude
What is social analytics? Social analytics is the process of analyzing interactions on social channels. Its main goal is to measure social media performance to inform strategy.
What are the common metrics used? Reach, Impressions, Engagements, Sentiments, Conversions
What are the top tools used? SproutSocial, HubSpot, Keyhole, Zoho, HootSuite, RivalIQ
What is email analytics? Email analytics is the process of measuring how recipients engage with email campaigns. Its main goal is to determine the effectiveness of email campaigns.
What are the common metrics used? Open Rates, Click-Through, Conversions, Bounce Rate, Spam Rate, Growth Rate
What are the top tools used? MailChimp, Salesforce, HubSpot, SalesHandy, Salesloft
What is paid analytics? Paid analytics is the process of analyzing the performance of paid media efforts. Its main goal is to determine how paid spending affects business outcomes.
What are the common metrics used? Cost Per Click, Clickthrough Rate, Impressions, Reach, Conversions, Return on Investment
What are the top tools used? Marin, SEMRush, AdRoll, Adstream, Adobe Advertising Cloud, Klipfolio