What is cross-channel marketing?
Cross-channel marketing is a type of marketing that uses multiple channels, both online and offline, to reach and engage with customers.
By leveraging different channels, brands can ensure that their message reaches a wide variety of potential customers on their channel of choice. Cross-channel marketing also enables marketers to track user behavior across multiple channels, allowing them to better understand their target audience and tailor messaging accordingly.
Additionally, it helps create a unified customer experience across all touchpoints by ensuring that customers have the same consistent and relevant experience regardless of channel.
What are the most common channels marketers use in cross-channel campaigns?
- Digital ads
- Direct mail
What is an example of a cross-channel campaign?
CUE Clothing Co. is an Australian-owned leading retailer in the fashion industry.
CUE had a bold vision: to achieve “Commerce Anywhere” and bridge the gap between physical and digital retail.
To do this, they needed to integrate customer insights across multiple touchpoints to deliver relevant personalized experiences that convert engagements into sales.
The brand accomplished this by using a host of new initiatives to provide a best-in-class hybrid experience. These included:
- Video-based styling platform for personalized styling sessions.
- Multi-channel wish lists which could be used within marketing programs like “Price Drop,” “Back in Stock”, and “New in Stock.”
- The ability to sell any product from any location through any touchpoint .
What’s the difference between multi-channel, cross-channel, and omnichannel?
In simple terms, “multi-channel” refers to campaigns that are executed manually in multiple channels without marketing automation tools.
Cross-channel marketing, however, includes the use of marketing automation tools to deliver campaigns across multiple channels.
Omnichannel marketing differs from the other two in that it typically uses customer engagement platforms or customer data platforms to consolidate and leverage customer, sales, and product data from multiple sources.
This unified data is can then be used to create a single customer view which enables marketers to create specific audience segments and orchestrate sophisticated omnichannel campaigns, often with the help of AI and predictive intelligence.
Leading brands choose Emarsys to execute cross-channel campaigns
Emarsys works with leading brands like PUMA, Pizza Hut, and Nike to increase their acquisition, purchase frequency, average order value, and retention by unifying their customer, sales, and product data and enabling personalized cross-channel execution.