Defining Cross-Channel Marketing: Beyond the Buzz

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Defining Cross-Channel Marketing: Beyond the Buzz

Marketing Innovation

There is a lot of buzz around marketing across channels and reaching your audience “on the right screen, at the right time.”

But what does this look like in practice, and where can you find real value?

Read on as we delve deeper into the characteristics of true cross-channel marketing, and why it makes a real difference for marketers.

Clarifying Cross-Channel and Multichannel Marketing

We often hear multichannel and cross-channel used together, but Joanna O’Connell, formerly at AdExchanger warns against the “trap” of conflating the two different terms.

O’Connell explains that:

  • Multichannel is buying several channels concurrently to broadcast the same, or nearly the same, message.
  • Cross-Channel is connecting with a consumer across a range of channels to move that consumer through the customer journey.

Ideally, multichannel and cross-channel tactics should work together, but play distinct roles. Multichannel is a top of funnel (TOFU) strategy, great for building interest amongst people who don’t know you or your products.

Cross-channel marketing is about building a relationship with a prospect or customer once you begin to recognize them through interactions at different touch points, using behavioral clues and purchasing signals to offer more relevant messaging across multiple channels.

For most marketers, multichannel marketing is an important first step towards increasing reach. But cross-channel is the next level, allowing them to guide their audiences sequentially towards conversion.

The Four Benefits of Cross-Channel Marketing

Reaching your customers seamlessly across channels with tailored messaging should prove valuable enough by definition, but nonetheless here are some of the tangible benefits to adopting a cross-channel strategy:

  1. Greater relevance – by reaching a customer based on what you know about them and what they have signaled interest across different devices, you are able to send the most relevant message
  2. Staying top of mind when a consumer stops engaging with your brand on one device and moves on to another, cross-channel marketing allows you to reach the consumer where they left off and stay on top of mind
  3. Consistent messaging while more channels usually increase complexity with the separate touchpoints with your brand, cross-channel marketing helps you avoid inconsistency in messaging to your different audience segments
  4. Higher Efficiency– all of the above lead to better results from your marketing campaigns, measured as higher response rates, conversion, and sales lift for a better return on ad spend

Moving forward

Now that you know how valuable cross-channel marketing can be, how do you move forward?

For starters, make sure that your data is connected, because you can’t reach your audience consistently unless you have connected data streaming between your marketing channels.

Interested in how that works?

Download our complimentary one-pager on Cross-Channel Marketing here.

Next, look forward to our upcoming blog on cross-channel marketing best practices, which will feature input from our partners Adobe, Yeildmo, Videology, and more.