‘Three reasons why brands should improve their cross-channel marketing’ – EConsultancy

Jeff Rajeck says, “It is always a challenge for brand marketers to optimize campaigns, even in a single channel.

Coordinating campaigns across many channels is even harder, though, according to a recent Econsultancy research report, produced in association with IBM Marketing Cloud.

When asked whether their organisations ‘could effectively deliver cross-channel marketing’, fewer than one in ten (6%) brand marketers indicated that they could to any great extent.

Yet in the same report, marketers also stated that brands should endeavour to improve their cross-channel marketing and gave three good reasons why.

1) To increase conversions

Consistent, well-orchestrated messaging across channels is always worthwhile – doing so produces a better customer experience. Cross-channel marketing also, according to a recent Nielsen Norman Group report, builds user confidence, sets correct expectations, and earns users’ trust”.

Three reasons why brands should improve their cross-channel marketing

EConsultancy