Four advantages of cross-channel marketing
Cross-channel marketing (also known as multi-channel marketing or omni-channel marketing) refers to the marketing process to engage with your customer or prospect across every digital channel and any device. In 2017, 72% of consumers preferred this marketing approach.
This is an ideal marketing approach today as most consumers are engaging in emails and are active on social media.
Econsultancy columnist Nikki Gilliland has shared five key advantages of adopting a cross-channel marketing approach.
Gilliland says, “Communicating with consumers on a single marketing channel might generate a certain level of success, but it also means that you are relying on a certain type of user behaviour. Checking your email when you wake up, for instance.
In contrast, using multiple channels means you are able to reach consumers at different times of the day and also at different points of the purchasing cycle. For example, while an email might drive click-throughs, an email combined with a delayed push notification might be enough to remind a consumer to follow through on a purchase.
Research suggests engagement levels are marginally increased with cross-channel messaging too. Braze found that when customers received outreach in two or more channels, levels of engagement were 166% higher than a single-channel rate and 642% higher than for customers who received no messages whatsoever”.
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