Updated on June 7, 2021
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 high-performance 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, its impeccable customer experience keeps me coming back to ‘em for more.
For this reason, to have your user and shoppers 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 defines cross-channel marketing as a part of a digital marketing strategy that upholds a user-centric marketing framework. This helps brands to give a consistent customer experience while interacting with them via multiple digital channels.
- Keep in touch with your customers on their favourite channels
- Augment conversion rates
- Beat your competition and augment customer loyalty
- 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 customer preferences.
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.
The outcome of endorsing cross-channel marketing would pave the way for you to connect with customers on all their preferred channels and improve your efforts on rendering a seamless experience.
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 omnichannel marketing brands. And believe it or not, multichannel marketing and customer management can yield a 24% greater return on investment than single-channel campaigns.
3. Beat Your Competition and Augment Customer Loyalty
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 and retention.
One of the most feasible means to accomplish this is through omnichannel marketing. Really, if you would invest in cross-channel marketing capabilities, 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 omnichannel marketing for your retail stores, you are neither limited by time nor location. You can easily reach your audience and customer segments 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 a cinema with family, you can send out personalized marketing messages.
And here’s the interesting part.
With advanced technology like geofencing and real-time location services, you can optimize hyper-targeted campaigns for consumers and go beyond customer expectations.
- Create customer profiles
- Integrate cross channels for marketing
- Create relevant content that is in sync with customer journeys so as to increase customer satisfaction
- Define control groups for testing
- Use the right technology
- Collate the results
- Rinse and repeat
1. Create Customer Profiles
Before creating your omnichannel marketing strategy, you need to first understand your customers. To do this, you need to create something called buyer personas or customer personas. This audience discovery and these audience definitions can go a long way in understanding common audience destinations and how your cross-channel marketing would factor in.
Ideally, the buyer persona would have details regarding your customer’s likes, buying habits, behavior, the preferred mode of marketing communications, and so on.
To craft your buyer persona, Hubspot offers a free tool. But if you need something like a Customer Data Platform (CPD) wherein you can store all information about your customer interaction, try Ingage. Or if you have a social following already, you can even opt for social listening to get that valuable insight into customer profiles.
Did you know?
With Ingage, you can build your own loyalty programs, execute B2C or B2B marketing automation, 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 omnichannel marketing strategy.
2. Integrate Cross Channels for Marketing
Be selective while selecting the channels for your omnichannel 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 and through which you can give an integrated experience.
I have some insights here, to give you a leg up. While our team here was developing Ingage, they concurred upon four different channels.
- Mobile apps 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 and run campaigns for customers with key messages that align 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 to take the action you want them to.
4. Define Control Groups for Testing
Ideally, a control group refers to clusters of customers 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 the wrong campaign to everyone at once.
5. Use the Right Technology
Just two words, but trust me, analytics is indispensable for your omnichannel marketing. If you need actionable insights to gauge your customer preferences, you need customer 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 multichannel marketing is just one phase of the overall strategy. But analyzing the results of your marketing efforts can change your marketing game dramatically. So, glean your findings to better customer satisfaction.
You might want to ask some questions in the likes of:
‘Is my social media marketing 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.
As human intelligence has augmented, the number of quality cross-channel marketing tools at your disposal is also many. APIs, SDKs, and integration platforms have made this much easier.
Unfortunately, this means a difficult decision-making phase for retailers while choosing the best cross-channel marketing tool for their business. Don't worry, this is exactly why I have handpicked and categorized the cross-channel marketing tools.
Here we go.
1. Cross Channel Marketing Tool for Communication and Marketing Automation - Ingage
Ingage is an omnichannel customer engagement platform that helps you enhance the performance of your cross-channel marketing campaigns.
Marketers can communicate over SMS, e-mails, WhatsApp chats, and push messages - either by scheduling their messaging or by triggering them when their customer performs a desired activity. In addition, they can combine the cross-channel marketing tool with the journey builder to automate customer lifecycle marketing.
2. Cross Channel Marketing Tool for Social Media Platforms - AgoraPulse
AgoraPulse is a social media campaigns scheduler and digital marketing analytics dashboard that works across Facebook, Twitter, Instagram, LinkedIn, and YouTube.
This social media cross-channel marketing tool's content reports allow marketers to identify posts that achieve the best reach, engagement and clicks for any given period. One can schedule as many posts as they want and build their pipeline all while getting detailed reporting and analytics to improve the performance of their ROI.
3. Cross Channel Marketing Tool for Advertising - AdEspresso
For performance marketers who need to manage hundreds of ads and ad variations across multiple channels - AdEspresso is the best choice. It comes with automation features to enable marketing capabilities that save time while increasing conversions
Unleash marketing capabilities across Google, Facebook, and Instagram using AdEspresso!
- Push notification marketing
- E-mail marketing
- SMS marketing
- WhatsApp marketing
1. Cross Channel Marketing Campaigns with Push Notifications
With a colossal subscriber count, you can enhance your brand’s visibility and deliver personalized experiences 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 multi-channel marketing rolling with push notifications.
- Map the 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 potential customers can’t refuse
Read our blog on how to augment customer engagement using push notification strategies for more insights.
2. Cross Channel Marketing Campaigns with E-mails
What is E-mail Marketing?
A popular email marketing strategy is a subset of your overall digital marketing strategy. And as the name suggests, you send out emails to your customers from an email marketing platform to give them a consistent experience with your brand.
But why the effort?
It turns out that an effective email campaign helps to convert prospects into customers and one-time buyers into a loyal, evangelistic customer base.
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 the transactional nature of marketing 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 promise great outcome expectancy of potential revenue!
3. Cross Channel Marketing Campaigns with SMS
What is SMS Marketing?
Put simply, SMS marketing is used to give an integrated customer experience by sending 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 customer behavior, 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 multi-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.
4. Cross Channel Marketing Campaigns with Whatsapp
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 move them down the sales funnel with WhatsApp marketing.
Benefits of WhatsApp Marketing?
- Render better customer engagement models
- Promote and advertise
- Develop a marketing survey
- Build a marketing 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 and move prospects down the marketing funnel
- 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 effective cross-channel campaign, Adidas created a great deal of customer engagement. And you know what, some of the best footballers of London were recruited to 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 variety of channels as you build your multi-channel marketing campaign. This way, you’ll be able to create brand awareness, generate leads, drive higher sales, and build your fort of loyal customers.
But ensure to create a customer service that aligns well with each of these channels so that your audience experiences a smooth transition while you try to solve the customer pain points.
Keep testing and refining your strategy for this is a complex decision-making performance game. If you need a hand, our team can help you understand the aesthetics on customer engagement with our cross-channel marketing tool, Ingage.