From 2010 to 2014, the average number of channels used before conversion increased from 1.25 to 3.25. Shoppers no longer just shop in person and regularly use more than one channel to make purchases. For example, a consumer may see a pair of jeans that he likes in the store, but decide not to buy them until he gets more information. Research jeans online before using your phone to make a purchase.
A company without a multi-channel marketing strategy would have little chance of converting the mentioned consumer. With only one in three consumers buying through a single channel, and new consumers often using three or more channels, businesses need to market across multiple channels now more than ever.
In addition, it is very useful to use the channels to offer differentiating aspects, especially if you want to promote a specific product or service. For example, imagine that you are offering a product for free so that people can try it out and get used to what is offered. In a particular industry like online entertainment, offering free games for pc It is an ideal way to differentiate yourself from the competition. Not charging to enjoy the games is something that not all companies offer in the market.
Below, we take a look at the different measures you can take to get the most out of cross-channel marketing.
Use social media to push leads to your post-click landing pages
Companies are building a strong following on social media by offering industry-relevant content and answering consumer questions. Companies can take advantage of their followers in the facebook social networks and Twitter to market your post-click landing pages for e-books, product demos, etc. After these potential customers complete the post-click landing page form, the business can email them new offers.
Be clear about the intentions of the clients
The first step in managing all the moving parts is to build a single view of the customer. Companies with a single view of the customer can track customers and their communications and purchases across all channels. This allows a company determine a potential customer’s preferences and offer them a more personalized marketing experience.
Potential customers change and grow over time and any business must respond as their needs and goals change and they move through their marketing funnel. Maintaining a single view of the customer enables companies to be responsive by tracking customer data over time.
Now that you know what your potential customers prefer, you need a way to quickly implement those preferences in your marketing campaign. The company must be able to run a campaign across multiple channels from a single location. In this way, you can easily access aspects such as the campaign management, advanced analytics, response attribution and digital marketing. Adobe and Intercom are two platforms that allow users to market to potential customers through multiple channels.
Your business should strive to produce a consistent experience across all channels so potential customers know what to expect from your brand. A successful marketing campaign across multiple channels will offer consistency in everything from color schemes to customization.