Multi-channel marketing has been around for a while, but cross-channel marketing is a relatively new term. So, what’s the difference? Multi-channel marketing involves using several channels to reach your target audience. Cross-channel marketing goes one step further and uses data from all of those channels to create a more personalized experience for each customer.
This guide will teach you everything you need to know about cross-channel marketing, including how to determine if it’s the right strategy for you, the benefits of cross-channel marketing, and how to put together your cross channel marketing campaign with the help of a paid search marketing company.
Cross Channel Marketing Explained
Cross-channel marketing is a data-driven approach to marketing that uses customer behavior to create a more personalized experience. By using data from all your marketing channels, you can get a better understanding of what your customers want and how they want it. This approach can be used in any industry, but it’s particularly effective in eCommerce because customers are often researching products across multiple channels before making a purchase.
For example, a customer might start their research on a product by reading reviews on their laptop, then continue researching on their phone while they’re in line at the store, and finally make the purchase using their tablet. With cross-channel marketing, you can track this customer’s journey and use that data to create a more seamless experience for them.
Cross-Channel vs Multi-Channel Marketing
The main difference between cross-channel and multi-channel marketing is the use of data. Multi-channel marketing relies on using multiple channels to reach customers, but it doesn’t use data from those channels to create a more personalized experience. Cross-channel marketing, on the other hand, uses data from all your channels to create a more personalized and targeted marketing experience to drive sales.
Is Cross Channel Marketing Right for You?
Now that you know a little bit more about cross-channel marketing, you might be wondering if it’s the right strategy for your business. The truth is cross-channel marketing can be beneficial for businesses of all sizes in any industry. However, there are some businesses that will see more success with cross-channel marketing than others.
ROI and sales are typically higher when cross-channel marketing is in play for:
- Ecommerce businesses: Customers are often researching products across multiple channels before making a purchase, so cross-channel marketing can be very effective in driving sales.
- Businesses with a large budget: Cross-channel marketing requires more time and resources than other marketing strategies, so it’s important to have the budget to support it.
- Businesses with a lot of data: To be successful with cross-channel marketing, you need to have data from all of your channels. This can be difficult for businesses that are just starting out or don’t have a lot of data to work with.
Why Use Cross Channel Marketing?
There are several reasons why you might want to consider cross channel marketing for your business. First, it can help you better understand your customers. By tracking their behavior across multiple channels, you can get a more complete picture of their needs and wants. Second, cross-channel marketing can help you save time and money by reducing the need for manual data entry. And finally, cross-channel marketing can help you increase sales by creating a more seamless and personalized customer experience that is unrivalled compared to any other paid search marketing strategy.
How Many Channels to Use?
There’s no magic number when it comes to the number of channels you should use in cross-channel marketing. The important thing is to use as many channels as you can without sacrificing quality or customer experience. In general, we recommend using at least three channels: one for acquisition, one for retention, and one for reactivation.
Implementing a Cross Channel Marketing Strategy
It’s time to start implementing your own cross-channel marketing strategy and boosting sales. The first step is to choose the channels that you want to use. As we mentioned before, we recommend using at least three channels for acquisition, retention, and reactivation. Once you’ve chosen your channels, it’s time to start collecting data.
You’ll need data from all your channels in order to create a cross-channel marketing strategy that works. The good news is, there are several tools that can help you collect and track data across all your channels. Once you have your data, it’s time to start creating targeted marketing campaigns that reach your customers where they are with a paid search marketing campaign.
With cross-channel marketing, the sky is the limit.
Get Started with Cross Channel Marketing and Schedule a Consultation With WSI
If you’re ready to get started with cross-channel marketing, we can help. WSI is a paid search marketing company that specializes in cross-channel marketing. We have the experience and expertise to help you create a cross-channel marketing strategy that will drive sales and conversions.
Schedule a consultation with us today and see the WSI difference.
