There is a reason why I spend my dough on Starbucks more often than I could on CCD. Well, besides its amazing and aromatic caffeine marvel, Starbucks’ loyalty program is my primal driver. You might argue that CCD also has a good loyalty program in place. But how is it that Starbucks attracts me more? Thanks to its well-executed cross channel marketing strategy.
You see, I get a free rewards card that I can use whenever I make a purchase. What’s more, I can reload my card through Starbucks’ website, app, and in-store!
Indeed, Starbucks’ cross channel marketing strategy for its loyalty program keeps me engaged with its brand. No wonder, I keep coming back to ‘em for more.
For this reason, to have your customers coming back to you for more, you definitely need a cross channel marketing strategy.
Through this blog, I’m going to help you create your own cross channel marketing roadmap. So, buckle up! Lots of tricks and tips ahead!
Table of Contents
SmartInsights claims that cross channel marketing is a strategy upholding customer-centric marketing techniques. This helps brands to give their customers a consistent experience while interacting with them via multiple digital channels.
Even EConsultancy has a similar way of defining cross channel marketing but with additional information. Here we go:
“Do not confuse cross channel marketing with multi-channel marketing. While the latter calls for brands to have a presence on multiple channels, the former indicates a seamless experience across a combination of varied channels”.
- Keep in touch with your customers on their favourite channels
- Augment conversion rates
- Beat your competition
- Lower your customer acquisition costs
- Be available 24/7/365
1. Keep in Touch with Your Customers On Their Favourite Channels
These days, your customers aren’t static on their desktops. They’ve got various devices and applications. And keep this in mind, each of these platforms serves a unique purpose and holds distinct preferences amidst the customers.
After all, an average digital consumer is connected to about 3.64 devices. That said, if you are going to send out marketing messages on just one channel, you will only hit a small portion of a customer’s countless daily digital interactions.
Therefore, endorsing cross channel marketing would pave the way for you to connect with customers on all their preferred channels.
2. Augment Conversion Rates
You will witness a higher engagement rate when you strategize your campaign across various devices and platforms.
Because stats say so!
In fact, 72% of customers say that they prefer cross channel marketing brands. And believe it or not, this can cross-channel marketing can yield 24% greater return on investment, as opposed to single-channel campaigns.
3. Beat Your Competition
Trust me, your retail business has to catch up with the reality of this connected world. Otherwise, it’s scarcely possible for you to engage your customers across all channels. So, overcome all the challenges you face in the likes of non-connected tech, fragmented data, etc.
Let me also present an interesting finding here that supports my point. As it happens, brands that leverage display, social, video, and mobile marketing simultaneously can ace up to 500% improvement in ROI.
How does that sound? Fascinating, ain’t it?
4. Lower Your Customer Acquisition Costs
When you target customers in the right place at the right time, you automatically have a greater likelihood of customer conversion.
One of the most feasible means to accomplish this is through cross channel marketing. Really, if you would invest in cross channel marketing, you could be among the 52% of cross channel marketers who usually or always reach their financial targets.
5. Be Available 24/7/365
With cross channel marketing, you are neither limited by time nor location. You can easily reach your customers and prospects across social channels, email, desktop, and mobile throughout their daily journey.
Irrespective of whether your customers are commuting to work or at a concert with friends, or at a cinema with family, you can send out personalized marketing messages.
And here’s the interesting part.
With advance technology like geofencing and real-time location services, you can optimize hyper-targeted campaigns to consumers.
- Create customer profiles
- Integrate cross channels for marketing
- Create content that is in sync with the buyer’s journey
- Define control groups for testing
- Use the right technology
- Collate the results
- Rinse and repeat
1. Create Customer Profiles
Before creating your cross channel marketing strategy, you need to first understand your customers. To do this, you need to create something called buyer personas or customer profiles.
Ideally, the buyer persona would have details regarding your customer’s likes, buying habits, behaviour, the preferred mode of communication, and so on.
To craft your buyer persona, Hubspot offers a free tool. Check it out, here. But if you need something like a CPD wherein you can store all information about your customers, try Ingage. Or if you have a social following already, you can even opt for social listening.
Did you know?
With Ingage, you can build your own loyalty programs, automate your marketing campaigns, create cross channel marketing campaigns, and even endorse AI-powered customer segmentation.
The options are endless. But ensure to get started with customer profiles while planning your cross channel marketing strategy.
2. Integrate Cross Channels for Marketing
Be selective while selecting the channels for your cross channel marketing plan. Certain channels perform better than others. But the name of the game is to be on all the channels through which your customers most interact with your brand.
I have some insights here, to give you a leg up. While our team here was developing Ingage, they concurred upon five different channels.
- Mobile push notifications
3. Create Content That is in Sync With the Buyer’s Journey
Every customer undergoes a distinct buying journey. Accordingly, you need to treat your consumer base.
How do you go about that?
Well, they didn’t say that content is king without a reason. So, create a content strategy that aligns well with your buyers’ journeys.
Let me give you an example to help you understand this concept.
Imagine a scenario where your customer abandons the cart on your online store. At that instance, you can send out an email offering a discount. Likewise, when a customer makes a purchase, you can send out a thank you note.
In this manner, you can engage your customers with your specialized content offers to take the action that you want them to.
4. Define Control Groups for Testing
Ideally, a control group is a group of users who do not receive your marketing ads. To evaluate the effectiveness of your marketing campaign, use different control groups that you do not target with cross channel marketing.
Your control groups can be used to measure the impact of engagement. This way, you’ll know what works and what needs to be optimized. At the same time, your control groups will tell you when to refrain from using a particular campaign for a particular segment of customers.
Post testing your marketing campaigns, you can send the same campaign to the control group. After all, it’s always better to test the efficiency of your campaign in small batches instead of sending a wrong campaign to everyone at once.
5. Use the Right Technology
Just one word, but trust me, analytics is indispensable for your cross channel marketing. If you need actionable insights to gauge your customer’s preferences, you need analytics. So, choose the right marketing technology - one that gathers accurate and high-quality data.
Heads up! Automation is a key functionality to consider while determining the marketing tool that suits the needs of your retail business.
Besides, your marketing techniques should help you optimize when to show ads, which channels they display their ads, and the messages to use while interacting with the target audience.
6. Collate the Results
Creating your cross channel marketing is just one phase of the overall strategy. But analyzing the results can change your marketing game dramatically. So, glean your findings.
You might want to ask some questions in the likes of:
‘Is my social media strategy supporting my e-commerce strategy?’
‘Am I reflecting the same message on all channels?’
‘If campaign X better than campaign Y?’
7. Rinse and Repeat
As always, see what works and what doesn’t. Optimize and repeat that which yields you a great ROI.
- Push notification marketing
- E-mail marketing
- SMS marketing
- WhatsApp marketing
Cross Channel Marketing with Push Notifications
With colossal subscriber count, you can enhance your brand’s visibility in the online market. But the road to this sweet success is often a rocky one.
So, let me show you how to get your cross channel marketing rolling with push notifications.
- Map user’s on-site activity
- Determine the best pages to launch the push opt-ins
- Write concise permission messages
- Leverage other communication channels to persuade subscriptions
- Use the right buttons and clickable URLs for opt-ins
- Ensure to add CTA on pages with high traffic
- Make an offer your customers can’t refuse
Read our blog on how to augment customer engagement using push notification strategies for more insights.
Cross Channel Marketing with E-mail Campaigns
What is E-mail Marketing?
E-mail marketing is a subset of your overall digital marketing strategy. As the name suggests, you send out emails to your customers and customers.
But why the effort?
It turns out that an effective email campaign helps to convert prospects into customers and one-time buyers into loyal, evangelistic customers.
Benefits of E-mail Marketing?
- Get a greater return on investment
- Make an instant impact and see tangible results
- Reach an audience across all time and geographic boundaries
- Easy for you to get started and measure results
- Easy for your customers to forward your emails to friends and family
- Send out targeted messages
- Drive more revenue
- Increase customer engagement
- Achieve impeccable results at low costs
- Availability of plenty of email marketing suite
How to Create an E-mail Marketing Strategy?
- Choose your e-mail marketing platform
- Segment customers and determine your target audience
- Create your e-mail campaign calendar
- Set your e-mail marketing goals
- Determine the types of e-mails to send to your audience
- Craft compelling e-mail content
- Optimize your email and hit send
- Run A/B tests
- Measure the results
- Act upon the report
E-mail Marketing Example - Jack Wills
Jack Wills is a UK clothing retail brand. Believe me, its email marketing strategy is epic.
As you can see from the image above, Jack Wills uses transactional e-mails to promote sales. In this e-mail, Wills suggests that buyers can avail free delivery when they check-out their abandoned carts.
What’s more, it also highlights a sale that’s happening with a discount of up to 50%. This e-mail enhances the chances for customers to come back to Wills’ online store and hunt for these discounts.
Abandoned cart e-mails can tap potential revenue!
Cross Channel Marketing with SMS Campaigns
What is SMS Marketing?
Put simply, SMS marketing is used to send promotional or transactional messages for marketing purposes through short message services.
Benefits of SMS Marketing
- SMS is a direct channel that connects you with your customers
- Helpful in building your database
- Can be integrated with other marketing channels
- Offers a vista to learn more about your customers
- Responses help to monitor customer activity, track behaviour and improve campaign
How to Create an SMS Marketing Strategy?
- Ask for the readers’ permission and allow them to opt-out anytime
- Abide by the standard SMS protocols
- Keep it limited, less is always more
- Send your SMS messages at the right time
- Segment your audiences
- Create an urgency
- Make it jolly
SMS Marketing Example - Starbucks
If you thought SMS was a boring cross channel marketing strategy, well, Starbucks will prove you wrong.
The caffeine king uses SMS to delight its customers through quirky memes, rewards, and trivia rewards. The above image that you see, is Starbucks’ SMS campaign from 2013. It creates urgency by rewarding the first 100 correct responders.
This is a brilliant SMS marketing strategy, you might want to mimic.
Cross Channel Marketing with Whatsapp Campaigns
What is WhatsApp Marketing?
WhatsApp marketing is also a messenger marketing that helps you to promote your brand. You can reach an enormous audience, build fruitful rapports, and increase sales with WhatsApp marketing.
Benefits of WhatsApp Marketing?
- Render better customer engagement
- Promote and advertise
- Develop a marketing survey
- Build a team
- Send global WhatsApps
- Can integrate with mobile CRM
- Excellent customer support system
How to Create a WhatsApppp Marketing Strategy?
- Create an engaging brand persona and build a buzz
- Deliver one-to-one help to share about new products
- Build a broadcast list and distinct groups to deliver more value to customers
- Offer discreet services and offers to high-value customers
WhatsApp Marketing Example - Adidas
Adidas’ Rent a Pred campaign is one of the most innovative WhatsApp marketing tactics out there. Under this campaign, Adidas is helping London football teams to solve the hassle of unreliable playmates.
Here’s how Adidas does it.
Whenever a player cancels a match on short-notice, the understaffed football team can WhatsApp Adidas with the phrase Rent-a-Pred. The WhatsApp bot asks a few questions to understand the location and time of the impending match. Then on the morn of the matchday, Adidas offers a “100% unfair support” from a substitute player, fully sponsored with Adidas Predator20 Mutator equipment.
Through this campaign, Adidas created a great deal of customer engagement. And you know what, some of the best footballers of London were recruited support the understaffed team in a 100% unfair way.
The interesting part? Even the world star Kaká was part of the substitute team!
Leverage the aforementioned channels as you build your cross channel marketing campaign. This way, you’ll be able to create brand awareness, generate leads, and drive higher sales.
But ensure to create a customer service that aligns well with each of these channels so that there your audience experiences a smooth transition.
Keep testing and refining your strategy until you achieve perfection.