It is an oft-repeated saying that today's marketing efforts and content creation can’t be kept restricted to just one or two marketing channel. No channel can exist in a silo and no channel can be ignored. However, this certainly doesn’t mean that the same content has to be replicated across multiple channels. A successful marketer understands the unique challenges and opportunities of each marketing channel and creates content whose tenor and voice is in agreement with the overall brand voice but is in no way a simple imitation or replication.   

A successful cross-marketing campaign ideally integrates direct and indirect communication channels like websites, mobile media, social media campaigns, TV, newspaper, PPC, telemarketing, direct mailers, email, outdoor media, ambient media, and so on. In order to be successful, along with new age inbound marketing, particularly digital marketing, outbound marketing should also find a place in your campaign. Different channels may be used to target different or same customers. Each effort should reinforce the campaign. The customer should be able to perform the recommended action across a channel of his/her choice. The success of a campaign also depends on the ease with which a customer can operate across any channel and also switch effortlessly from one to another. 

How to succeed at cross-channel marketing?

In order to be successful, you need to set in place a clearly defined strategy. It should define the goals clearly. Is your campaign trying to retain customers, induce trials, increase sales, offer incentives or get them to subscribe to a particular service? Whatever the intended and expected action is, spell it clearly. There should be no ambiguity or doubts in the mind of the consumers regarding the overall message or the CTA. 

Here are few pointers that will help you to improve your cross-channel marketing efforts. 

1. Create a consistent customer experience across all the integrated channels:
It is not only important to provide superior quality customer experience across a channel but it has to be successfully replicated across every channel. Consistent service across all platforms is expected by today’s highly tech-savvy customers as they are used to accessing promotional content across multiple channels and platforms.

2. Connecting the silos:
A cross-channel marketing campaign won’t succeed unless the team leaders and the professionals responsible for the implementation and launch of the plan coordinate and connect on a regular basis. There has to be synergy among the various teams or departments in charge of the different marketing channels and a top executive should help streamline and synergize the channels.

3. Analyze the consumer media habits and various market trends:
A cross-channel marketing campaign would depend not only on the quality of the content but also on how well you understand the exact information needs and media habits of your prospects and leads and how well you provide them information across the channel of their preference. You will also have to analyze and understand how you can make your message interesting and not repetitive across different channels in the cross synergy communication environment that you have created.

A successful cross-channel marketer understands the requirements of seamless transition across channels and makes interaction across every channel enjoyable and empowering. If you want to create a similar environment for the best possible conversion rate, you will need to implement the above-stated tips. The results will be visible in no time.  Let us help you make a cross-channel marketing plan!