The Science of Cross-Channel Performance Marketing
Is cross-channel performance marketing a puzzle for you? Have you been struggling to put together an effective cross-channel campaign? Or Are you yet to execute campaigns across multiple channels?
It’s not who advertises more, it’s who advertises better. It’s a game between introducer, influencer, and closer. It’s about marketing, re-marketing, and retention. It’s a consumer’s world.
Traditional marketing might not be the key here. Why? Because consumers are looking for tailored, more personal interactions with brands, and are quite active in voicing their opinions. They want brands to use the information to make campaigns more relevant for them. That’s where the concept of cross-channel marketing is relevant.
What is cross-channel marketing?
Cross-channel marketing is marketing, selling and interacting with consumers using multiple channels. For example, if a consumer plans to buy your product through your app and for reason, can’t complete the purchase. You can remarket the same product through different channels like ads on websites and social media, e-mails etc. It’s like starting the conversation, where you left.
Here’s how yebhi.com remarkets its product to the consumer. I was recently looking for shades (Sunglasses) and stumbled on an article (Below) through Google Search. Unfortunately, before I could complete the purchase, my laptop’s battery died. Luckily, I’d signed up.
The next day, an e-mail (above) from yebhi.com lay in my inbox with the subject, “Let us help you complete your shopping”.
Here’s another example of how flipkart.com uses cross-platform marketing to market, sell, and interact with customers:
I’d want to complete the order, wouldn’t you?
Consumer behavior has changed over time and brands are struggling to maintain relevancy and importance to consumers. While it’s just not the consumer behavior that’s an issue, but some marketers are reluctant to employ cross-channel performance marketing.
25% of marketers are yet to execute a cross-screen ad campaign, with tracking issues cited as the main reason holding them back (Source: thedrum.com)
Here’s how you can compete and the crucial ingredients between advertising more and advertising better.
Set Goals: Before you come up with a marketing strategy, write down the Why, where, who, and how, of what you want to accomplish. Add numbers to it. Set goals for each goals along with target numbers. That’s a key difference between advertising more and advertising better. You can’t be shooting in the dark.
Content creation and marketing: Content is king. You should know what content works for you? Writing lines and sharing, is not going to help advocate your brand. Then, each channel might have its own content demands.
Organic content, is your window into consumer’s world. It speaks straight. It gives you direct insight into what works. If you are a brand, you must understand what your influencers are sharing and liking. Use this Intel across other platforms.
Here’s how to make use of the Intel:
If you own a travel agency, use Facebook insights to see, which posts are getting shared and have been most influential, that is, received more likes, shares, and comments.
Get consistent: Keep the consistency going. Don’t get your user’s confused by throwing different sales content on different channels. Keep your communications consistent on all channels.
Understanding Customer’s Psychology
It’s a consumer’s world. A consumer is more informed, sudden, and dynamic- key attributes to execute buying decisions. Marketers and brands are finding it hard to rise above the noise.
You may not be in control but you can be ready to respond. Your goal must be to keep consumers engaged with your brand as much as possible. When a consumer is ready to buy or his/her colleagues or friends are ready to buy-your brand should be at top of mind, at the right time and in the right place.
How to be more efficient, have effective marketing and engage more customers through cross-channel marketing?
The Right Approach is the answer.
Cross-channel marketing, unlike traditional marketing, allows for better marketing campaigns-content messaging and timing-driven by the consumers themselves. Marketing campaigns change with consumer’s behavior and preferences.
Cross channel marketing starts with customer’s permission, contact details, and multiple channels preferences. So, how do you get more efficient and engage more customers?
Get an integrated marketing and consumer information model, which
Helps you understand consumer’s behaviour and preferences at any point of time.
Helps you optimize and automate your marketing campaigns.
Plus, a practical framework for effective cross-channel marketing campaigns might be required.
It’s easy to get hold of cross-channel marketing dynamics, the challenge lies in understanding, how to run a successful cross-channel marketing campaign and choose the most influential moments and channels?
