How do you balance all of these? That’s the tricky part,

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and a number of companies still struggle with it. A study conducted by Forrester, and cited by Fast Company, showed that “while most (78%) companies believe [cross-channel marketing is] important or very important, more than half (51%) still believe their current marketing efforts fall short due to a lack of analytics that provide cross-channel data.” Indeed, there is still not a perfect integrated solution out there that allows you to manage all your channels in a streamlined manner. It’s a matter of experimenting with the different ingredients, and seeing what sticks best in the end. But fret not, there are actually a few simple ways to remedy this, including this step-by-step approach:

Set goals: With any marketing effort, before embarking on your new venture write down what it is exactly you are trying to accomplish (generate awareness, leads, revenue?), along with target numbers not just for the overall campaign, but for each channel that you plan on using.
Get buy-in: Building an integrated marketing plan requires a decent amount of work and patience before seeing results, so make sure anyone that has a say in the matter is aware of your plan, the opportunities and risks involved, and gives you the thumbs-up to move forward.
Bridge silos: You might not be the owner of all the channels that will be going into your cross-channel marketing plan (for instance, Sales might own the telemarketing aspect, while PPC ads belong to demand generation). So coordinate with each team leader so everyone knows which part they have to play. Also, determine how credit will be given to each team if the campaign proves successful.
Keep everything consistent: Note that this strategy is called cross-channel, not cross-message. Keep your communications consistent across all channels to avoid confusing your audience, as well as faithful to your brand guidelines, so that your intended recipient knows all these touches are coming from the same company (preferably yours).
Set up sound tracking processes: There isn’t one absolutely foolproof way of measuring the success of such campaigns (yet), as the Forrester report pointed out. So use the tools proper to each channel, and check for any increase in clicks or conversions. Google Analytics is actually a good starting point to serve as hub for your integrated reporting, as you can create dashboards based on lead source as well as perform some basic funnel analysis.
Rinse, repeat: Whether your campaign is ongoing or has come to an end, make sure to keep an eye on your results by channel and tweak as needed.
These Guys Did it, You Should Too!





The team at VerticalResponse uses cross-channel marketing. By leveraging our email and social tools, along with the content we create, we’re able to generate higher engagement for our marketing campaigns. For instance, not only are we able to significantly increase the number of guides downloaded from our Resources page, but also our number of signups. We use various channels to inform both our leads and current customers of the availability of a new guide. By linking to the Resources section in both our emails and social media posts, we offer recipients different ways to access this new guide, as well as build awareness. Once prospects are on a web tunisia whatsapp number database page to download a guide (which includes a call-to-action button to sign up as well), they’re greeted with a form asking to fill out additional information before retrieving the guide. We then use this information to follow up, with the ultimate goal of getting readers to sign up for our service.



Walgreens, the 112-year old pharmacy giant, has also recently found success implementing their own integrated marketing plan. With over 7,700 stores throughout the country, (seriously, is it possible to walk 2 blocks without finding one?), they keep adapting to an ever-evolving market, including having sound digital and cross-channel marketing strategies in place. “Consumers are growing more comfortable with technology, and they have a great desire to do research on their own before they buy — in any channel,” says David Lonczak, Walgreens’ VP of e-commerce in Chief Marketer’s article by Brian Quinton. “That makes it imperative that potential customers can access Walgreens in any form, when and where they want to.” Whether it be mobile (optimized site, text alerts, mobile apps), online (acquisition of Drugstore.com to expand their line of products, launching web pick-up, having pharmacists available for chat) or in-store experience (offering coupons for customers that check in with Foursquare), Walgreens stepped up their game and were met with tremendous success along the way. “We’ve found that 50% of the 1 million visitors to our e-commerce sites say their next action will be to go to a Walgreens store,” says Lonczak, “and 82% of customers who have used our live pharmacist chat report that they’re likely to fill prescriptions with us.” Read more of Chief Marketer’s article, “Walgreens Powers Multi-Touch Strategy with Mobile, Social and ECommerce,” here.