Today, there is a myriad of connecting devices and platforms that customers use in their daily interactions. As a brand, your objective is to reach the customers across different channels. This is ideally what cross-channel marketing is. It is the ability to seamlessly reach your customer across multiple channels or touch points. There are various ways that businesses can harness the benefits of cross-channel marketing. For starters, it is important to know why you need it. Your business stands to benefit from cross-channel marketing in the following ways:
Cross-channel marketing allows for increased engagement. While interacting with your customers on one channel can yield a certain level of success, this can be improved through the use of multiple channels. Again, relying on one channel can be restrictive because you are mostly making assumptions that potential customers will use that channel at the time when you engage them.
In contrast, cross channels give you a wider reach, and you can catch your customer’s interests during different times of the day. Again, there are different points in a purchasing cycle and relying on multiple channels ensures that the customer follows through until they purchase the product. Research has continued to show that more engagement with your customers yields better results.
Improved Brand Loyalty
At any one time, there are different brands competing for the attention of customers. In most cases, the winning brand is the one that engages with them more. More customer engagement fosters brand loyalty. This is mainly attributable to the consistency in messaging across different channels. The more your brand is in their face, the more they will remember it when making a purchase.
It is easy to lose customers if you only rely on one channel or one device. Customers are constantly upgrading their technology devices and signing up on different social media platforms. Today, millennials and the younger generation are more into platforms such as Snapchat and Instagram. Older or more mature buyers are more on Facebook or Email. Using all these platforms helps you to bag different customers and explore multiple niches. Regardless of the platform, cross-channel marketing ensures that you give customers the same experience. The result of this is repeat purchases, which ultimately leads to brand loyalty.
Learn and align with customer behaviour
Through the use of different channels, you can learn customer behaviours and patterns. Cross-channel marketing allows you to create a synergy between offline and online behaviour. This becomes better when the marketing efforts are personalised. Today, there are apps where customers can find product information. The app also collects information by scanning barcodes. From here, it is easy to target a customer based on their browsing patterns. This means that you can suggest to them products that they are already interested in. Learning and aligning with customer behaviour patterns helps you to close deals much faster and increases customer interaction and loyalty.
While there is a lot to gain from cross-channel marketing, it is good to ensure that these channels are actually working for you. This calls for a strategy and ways to measure success. Again, not all channels will work for your business. Conducting a survey based on the demographics of your target audience can help you concentrate your efforts on channels that are beneficial to you. Remember that cross-channel marketing has cost implications. It is prudent that you only invest in what can give you results. At first, you may have to be experimental with various channels. However, as you collect feedback, you will gain more insight.