Cross-Channel marketing is a strategy many 
marketers are beginning to implement in order to extend their reach as well as to provide consumers with a more seamless experience. So what exactly is cross-channel marketing? Not only does it consist of using multiple channels, from online marketing to TV marketing, but it allows you to integrate your marketing efforts so the various channels you use complement one another.
Cross-Channel Marketing
So why is cross-channel marketing so important? Think of it this way - different sections of your target audience are going to be more effectively reached via different channels. And it's not just a matter of running TV ads to reach consumers that watch a lot of TV - it's about integrating your marketing over numerous channels to help make the customer experience that much better - because customers tend to use different channels to reach your brand at different times. It also makes it easier to keep your brand consistent across all channels. The following are some examples of how cross-channel marketing can work:
- Online and Mobile - The most obvious form of cross-channel marketing is creating a mobile friendly website so that both desktop users and mobile users can access your site without any issues. Considering the amount of people that surf the net via their tablets or mobile devices these days, a mobile-friendly website is an absolute necessity.
- PPC Ads and Mobile - PPC ads run off of searches, but this doesn't mean that they can only reach computer-bound audiences. Customers may stumble on your PPC ad while doing a mobile search. So how can you market across these channels? Include a phone number in your PPC ad mobile users can click on to call.
- Print and Online - Direct mail and print ads can still be effective, but when you run them, you should include links as well. If you send out a coupon via direct mail, many consumers will prefer to make the purchase online - including an online code allows them to do this.
- TV Ads and Social Media - It's rare that consumers go anywhere without their smartphones - they even have them nearby when watching TV. Have you noticed how many reality TV shows or sports programs ask their audience to Tweet comments with a certain hashtag? The same can be done with your TV ads - by including a hashtag, you encourage your audience to engage with you on social media while they are watching TV.
The use of cross-channel marketing allows you to reach a broader section of your audience and provides them with multiple ways to engage. This means that you're giving them the option to choose the channel they want to use. Not to mention that by implementing cross-channel marketing, you'll have more touch points in your marketing funnel, which allows you to collect more data about your audience. If you're interested in learning more about cross-channel marketing, call us at 702-270-8772.
