Today’s customers no longer use a single channel when making a purchase. In fact, the majority (73%) utilize multiple channels throughout their purchasing journey (Harvard Business Review). This is the reason why most marketers (54%) find it more effective to integrate 3-4 channels into their marketing strategies (Invesp).
Yet while it’s vital for businesses to connect with their consumers across various channels, it’s also crucial that they build a consistent experience. A sense of disconnect among channels can frustrate customers and reduce trust. So companies must set their eyes on building coherent customer journeys across different channels to drive high return on investment (ROI). This is where cross-channel marketing comes in.
What is Cross-Channel Marketing?
Cross-channel marketing is the use of multiple, interconnected communication channels to build a cohesive and consistent customer journey. With each channel working together, cross-channel marketing allows businesses to connect with their consumers at their preferred channels, at the right stage of their customer lifecycle, and seamlessly move them down the funnel.
How is it Different From Multi-Channel Marketing?
In cross-channel marketing, communication channels are intertwined and the customer experience is unified and consistent. The channels work together and valuable data is shared across platforms, helping marketers make broader, more informed, and more integrated marketing decisions.
In multi-channel marketing, businesses interact with their customers using multiple channels that operate independently. Multi-channel marketing campaigns are disjointed; when customers switch channels, they don’t enjoy a smooth and seamless experience.
What are the Advantages of Cross-Channel Marketing?
Here are the main benefits of using cross-channel marketing that businesses must know:
It Increases Customer Interactions Through Tailored Experiences.
Through cross-channel marketing, businesses can create a more tailored customer experience across platforms. This, in turn, increases customer engagement. More than 72% of consumers are more likely to engage with brands that offer personalized experiences (SmarterHQ). For customers, this shows businesses understand their needs and expectations, making them feel more connected and engaged.
It Boosts Sales Through Strengthened Online/Offline Visibility.
Cross-channel marketing offers businesses greater visibility. The more channels used, the more opportunities to reach a broader audience segment. Cross-channel marketing also boosts brand awareness, which results in more sales for businesses. The more frequently customers see and hear from brands, the more likely they are to purchase from them. Consumers typically need to see information about a brand 7 times before buying (LocaliQ). So strengthening brand presence across multiple channels can help marketers reinforce brand recognition, encourage more sales, and harness customer trust.
It Builds Positive Customer Experiences to Achieve Brand Loyalty.
Cross-channel marketing offers marketers in-depth insights into consumers' journeys across platforms. Businesses uncover how their consumers behave and interact with their brands across different touchpoints through data collected from multiple channels. Cross-channel marketing analytics also reveal new touchpoints that businesses can use to further engage their audiences. Cross-channel marketing even helps marketers inform their optimization strategies so they can deliver better customer experiences. With a more frictionless customer journey, building long-term relationships with customers becomes possible.