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... [...]

In this multi-device, marketers are facing challenge to reach customers on computers, tablets and mobile. When it comes to mobile, it has created a huge opportunity for the markters to reach all – young and old who are connected to Internet almost all the time. Markters have realized this and so according to an eMarketer report, 57% of them plan to focus more on cross-channel measurement in 2017. Here are more findings presented in the report: 40% marketers intend to occupy their time on advertising content 38% plan to spend more on programmatic media buying Around 22% marketers are going... [...]

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... [...]

Laura Forer says, “As a marketer, your bag of tricks may include content, email, and social marketing. But what about events? Event marketing can increase your bottom line by boosting your digital marketing, your brand, and your sales, an infographic released by NCC Home Learning points out. For example, event marketing helps brands collect demographic information, which can then be used in other marketing campaigns, the infographic explains. Another benefit? Customers can experience your brand at events, and those offline experiences play a big role in online searches, according to one... [...]

Alan Colville says, “More than ever, customers expect better experiences when interacting with businesses. Digital has changed the connection between people and business, transforming existing commercial models and creating disruption. Like wildfire, this disruption is sweeping through all sectors of business. New ways of thinking and working are needed to respond to the ‘Mobile mind-shift’ and the digital habits of millennials. Millennials are the generation born between 1980 and 2000, who have grown up with technology and expect the right service, in the right way, at the right time... [...]

Donna-Marie Bohan says, “A majority of companies in Australia and New Zealand say that cross-channel marketing has a ‘major impact’ on business objectives. This is according to our new Cross-Channel Marketing Report produced in association with IBM Marketing Cloud. Cross-channel engagement is a modern marketing reality. Today, step-by-step approaches are not enough and success depends on every channel integrating with and supporting each other. For customers, there is only one brand experience. As they move seamlessly across channels, marketers need to be where their customers are. Our... [...]

Kevin O’Reilly says, “While much has been said about complementary media strategies, the secret to making it truly work is cross-channel attribution. And to make cross-channel attribution successful, marketers must think about two things: 1) the technology used to make it happen; and 2) the role of business-critical elements (media, marketing and so on) and how they work together. First, let’s look at multi-touch attribution (MTA) and marketing mix modeling (MMM) and what they can tell marketers. MTA vs. MMM: What about both? Recently, there’s been a lot of noise around cross-channel... [...]

Ginny Marvin says, “AdStage, the platform for managing search and social pay-per-click campaigns, is set to expand the number of channels it supports and add integrations with marketing automation and customer relationship platforms for campaign targeting, optimization and reporting. AdStage V2 launched on Thursday, along with the AdStage Universal Data API, which lets advertisers import cross-channel campaign data into other platforms for reporting and intelligence. The company says AdStage V2 will soon support more channels such as Snapchat, Pinterest and DoubleClick and integrate with... [...]

Tamar Weinberg says, “Giving your site visitors the option to chat with a sales representative is a key driver in increasing revenues. If you don’t yet have live chat set up on your business website, then you’re missing out on major impact potential, both in terms of conversion optimization and loyalty marketing. Research indicates that 85 percent of US online consumers like to give repeat business to e-commerce companies that resolve their issues quickly with live chat. If that’s not enough to convince you, another study from Forrester shows that 44 percent of online consumers say... [...]

ML team says, “Regardless of channel, consumers and prospects have more refined appetites for marketing and higher expectations. They expect and desire more than a generic product experience — they want to feel an affinity for their investment and attraction to a brand. There’s an opportunity for marketers to build better, lasting relationships with consumers and prospects by consistently delivering content that inspires engagement rather than just begging for conversion. This guide from Oracle outlines how to start creating the most cohesive, valuable and frictionless customer experience... [...]