Each company’s cross channel marketing campaign will likely look different, because different products attract different demographics, and different demographics will use different marketing channels. Each of those channels, though, can bring in more data and help the company move the customer one step farther down the sales funnel.
For example, one company might rely almost entirely on their online store. Visitors to the site register an account before making a purchase, which provides the company with contact information it can use for additional interactions. At the same time, the company tracks the products the customer views and purchases. With this information, the company can send personalised ads for other products in which the customer might be interested via standard mail and email. The company can also invite customers to visit a website using unique URLs that personalise the site using the user’s name and preferences.
Some of the most common channels used in cross channel marketing efforts include web, email, SEO, advertising, mail, and even word of mouth. Among these, marketers consider email (30%), website (22%) and SEO (12%) to carry the highest value.
Marketing efforts don’t exist in a vacuum, and the benefits of cross channel marketing extend beyond just sending out several different versions of the same marketing message in the hopes that one will stick. All of these different steps work together to gather data and encourage the customer to progress down the sales funnel.
Each traditional marketing arm influences the others, and together, they build a clear picture of the overall terrain. The biggest benefit is that by sharing the data gathered through each channel, companies can see how their marketing efforts influence things on a higher level. The greater the quantity — and quality — of the data, the greater the company’s understanding.