One of the characteristics of the digital ecosystem is that the number of contact channels and devices with which to connect with the customer has multiplied. At the same time the customers are also imposing a new kind of relationship with the brands, where there is no difference between using one channel or another.
This change forces the companies to distinguish whether the customer who sent an email request is the same as the one commenting on social networks about the purchase they are making. It is a change that boosts Cross-Channel Marketing strategies to get better results through online marketing campaigns.
Cross Channel Marketing is a practise that integrates the use of all available channels and devices to connect and engage with customers in a flexible and unique way and not separated into individual channels as was the case with previous marketing strategies.
7 characteristics of a Cross-Channel Marketing Strategy
An interesting aspect of Cross-Channel marketing strategy is that it allows you to incorporate both digital and offline channels. In fact part of the success will lie in finding the right integration of all of the channels that the brand has with its customers.
One common mistake that is made when creating Cross-Channel Marketing campaigns is using the same message for all of the channels. This strategy should be based on the adaptation of the message to fit each channel. Thus maintaining the coherence of the message throughout all channels.
Some of the characteristics that are displayed in different Cross-marketing campaigns are:
- Sending the right message to the right customer at the right time and through the right channel.
- Customised and interrelated content is displayed according to each channel and screen. What is shown on one channel can modify the content seen at another point of contact with the customer.
- The information, regardless of its source, is handled centrally and crossed with the analysis of the customers’ behaviour.
- Marketing campaigns are centralized in order to offer a better brand experience to the customer.
- Creating segmented customer profiles that are centred on their needs and not on the channels.
- Managing the data in real time, which you can use to adapt your marketing strategies when and where you need it.
- Automate contact with customers depending on the type of interaction they make.
At MDirector we have just launched the first Cross Channel Marketing platform that incorporates the programmatic buying (RTB) of display advertising online and on social media. You can see how it works in the following infographic.