One of the biggest and most innovative challenges for today’s companies is the integration into their Cross Channel Marketing strategies. Even when it is a very effective campaign with a strong impact on any brand, it is still a little explored terrain.
However, this could be the key to success for those who dare to innovate, allowing them to take a privileged position against potential future competitors. But to better understand what it is, how it works, what its characteristics and benefits are, first, we will start by distinguishing it from similar ones.
Single, Multi, Cross and Omni Channel
These are 4 variables of the work that a marketing strategy displays on the available channels. They may be familiar to you, but, in practice, each of them has its own characteristics that are differentiable from each other.
It is usually the initial marketing strategy that new companies usually implement. It is about focusing all resources on a single channel or medium. Among its advantages we can mention, domain of the selected channel or, the fact that it requires a reduced budget. Even the possibility of reaching a position of power over the channel you have chosen for your strategy.
However, this is also its greatest weakness since its scope will be limited in the face of increasing media diversification.
It consists of communicating the same message using different means. And, when we talk about media we mean email marketing, Social Media, CRM, etc. Its benefits include the fact that by multiplying the communication channels, it has a greater possibility of reaching a wider number of users.
The Omni Channel aims to eliminate borders between media altogether. So it aims to provide the user with a global experience of the brand without distinction on the sales channel. It also positions the customer as the center of all the strategy’s actions. Here, the company must anticipate its needs and the means it will use in order to finalize a purchase.
Currently, the Omni Channel is considered as an advanced formula. It requires a significant investment and, until now, it has only been implemented by some multinationals. In a country like Spain, where SMEs predominate, this is a method that has not begun to be exploited.
Cross Channel Marketing
Cross channel marketing, unlike the previous ones, reflects the total customer experience that has combined different channels within a purchase process.
For example, while reading the news in a digital newspaper, the banner of a product catches your attention. By clicking on it, you are redirected to a website where you are offered to download an ebook for free that describes the qualities of the product. Shortly after and after seeing a couple of spots on YouTube, he likes his Facebook page. One day later, you receive an email with a timely offer for that same product. Then, access the store and buy it.
In short, in cross-channel marketing, all channels are intercommunicated with each other sharing a common goal. Unlike the multi channel, the cross channel marketing strategy is structured based on the development of messages adapted to each particular channel. By this we do not mean that different products are sold or promoted per channel. The key lies in the way of transmitting the content. In such a way that, the user receives the related information, but in an original way.
The main difference between multi and cross channel lies in the way of managing big data and interaction channels. In cross channel marketing, resources are worked in a comprehensive manner.
On the other hand, thanks to the crossing of data, the behavior of the same user is analyzed with respect to the way in which it interacts with the different channels.
Cross Channel Marketing Features
Presence and coordination in multiple channels.
Centralized information (information crossing)
Panoramic view of behavior / user
Custom content according to the target and channel
Centralized marketing campaigns.
Data management in real time.
Segmentation based on user profile and needs (above the channel used)
Automation of contact with the user according to the medium.
The characteristics of the cross channel bring with it a series of advantages:
Direct strategies towards a larger target audience: Increase the chances of impacting more potential customers, increasing business options.
Improvement of global results: Greater scope + Diversification of alternatives + Increase in conversions = Rise in ROI
Database optimization: Expanding the target audience, you get more specifications related to customers. This has a positive impact on both future marketing campaigns and the development of result tests.