How to Create the Foundation for Effective Cross Channel Marketing

For cross-channel marketing to be effective, your business must be set up correctly to deliver it. We look at the two fundamental questions marketers need to ask themselves to ensure that their strategy is effective.

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Cross channel marketing has moved beyond the hype to become a reality for marketers. In fact, it has become the new normal. Why? Our online behaviours have evolved - constantly checking emails, social media apps, and even interacting online via voice technology. To reach consumers effectively, a marketer must have the message in the right place at the right time.  

However, setting up cross channel marketing within a business is far from easy – especially when defining what the marketing strategy will be. If marketers are not prepared, or poorly set up as a team, budget and time will simply be wasted with no positive impact on the revenue or customer satisfaction.  

To ensure this doesn’t happen, there are two fundamental questions marketers need to ask themselves. If they cannot answer these successfully, all the other processes or changes they put in place simply won’t be effective and cross channel marketing will not truly work within their business.  

  • Has your marketing team shifted its mindset?
  • Are you clear on your whole multi-channel marketing approach?

Historically when marketers need to launch a campaign or look to communicate with their customers, they look at each channel separately and consider how, when and what content to utilise. This mindset needs to shift entirely. Marketers need to focus on the entire buyer journey, and how channels ought to work together to maintain a consistent experience. Only then will they design campaigns that will capture attention.    

Marketers need to be 100% clear on every stage of the cross channel approach to ensure it will work effectively. So take a step back and interrogate the plan. Does your team all agree on how to define cross channel marketing? Does your team all agree on where it starts? How many channels are included and how ultimately cross channel marketing will be measured?    

Once marketers can answer these questions and have whole team singing from the same hymn sheet, they will be ready to tackle the barriers to cross channel marketing.  

First and foremost, this involves breaking down silos. This is one of the biggest challenges for any brand. Different teams are responsible for social media, ecommerce, contact centres etc and usually each team has a different focus, a different way of collecting and analysing data and different processes to reach desired outcomes.  

The other biggest barrier to being able to achieve a single view of the customer and a major reason for that is limitations in technology. Stories abound of external providers who don’t understand their client’s business model and data, or take on a technology implementation project that’s either too big or not big enough.  

Regardless of the hurdles to overcome, cross channel marketing is happening and the choice marketers have is how effective their brand can be in achieving it. Only with buy-in from the whole team do marketers have the strong foundation they need to ensure customers are engaged, building loyalty and generating revenue.


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