What is Cross Channel Marketing?
Posted: Sat Dec 28, 2024 3:56 am
The marketing community has proposed two new terms that embody the strategic orientation of adapting to this new and complex reality. These are the terms Cross-Channel Marketing and Omnichannel Marketing . Today we define the first of them.
As we mentioned in the post about multichannel marketing , there are three axes on which cross-channel and omnichannel marketing pivot:
– There has been a multiplication of interaction channels between the brand and the user: point of sale, direct marketing, call centres, web, social channels (Facebook, YouTube, Twitter), email, mobile phones, smart TV, etc.
– The user moves from one channel to another and interacts with the brand in real time.
– As a consequence of the two previous points, the brand gains prominence, with the channel taking a backseat.
In the following link you can download the Whitepaper Marketing Multichannel, Omnichannel and Cross Channel where this issue is developed in greater depth.
Cross-Channel Marketing.
Cross -channel describes the experience of a customer who has combined bosnia and herzegovina telegram phone numbers different channels in the same purchasing process. Let's see it with an example: a user sees a display ad for a product while browsing a newspaper website and clicks on it. He is instantly directed to a page where he can download a brochure for that specific product. Two days later he becomes a fan of the brand on Facebook and visits the website's product catalogue. After 24 hours, he receives an email with a specific offer for the product for which he downloaded the brochure, accesses the e-commerce site and makes a purchase.
Cross -channel aims to break down the boundaries that exist between channels and proposes an integrated vision of them, in which there is a single view of the customer through the different interaction channels.
Unlike multi-channel actions , which try to present the user with the same content on the different channels in which the brand is present, cross-channel aims to orchestrate the presentation of highly personalized and relevant content to a user through the different digital interaction channels. In other words, in the Cross-Channel strategy , an interaction on one channel affects what content will be shown on another.
As we mentioned in the post about multichannel marketing , there are three axes on which cross-channel and omnichannel marketing pivot:
– There has been a multiplication of interaction channels between the brand and the user: point of sale, direct marketing, call centres, web, social channels (Facebook, YouTube, Twitter), email, mobile phones, smart TV, etc.
– The user moves from one channel to another and interacts with the brand in real time.
– As a consequence of the two previous points, the brand gains prominence, with the channel taking a backseat.
In the following link you can download the Whitepaper Marketing Multichannel, Omnichannel and Cross Channel where this issue is developed in greater depth.
Cross-Channel Marketing.
Cross -channel describes the experience of a customer who has combined bosnia and herzegovina telegram phone numbers different channels in the same purchasing process. Let's see it with an example: a user sees a display ad for a product while browsing a newspaper website and clicks on it. He is instantly directed to a page where he can download a brochure for that specific product. Two days later he becomes a fan of the brand on Facebook and visits the website's product catalogue. After 24 hours, he receives an email with a specific offer for the product for which he downloaded the brochure, accesses the e-commerce site and makes a purchase.
Cross -channel aims to break down the boundaries that exist between channels and proposes an integrated vision of them, in which there is a single view of the customer through the different interaction channels.
Unlike multi-channel actions , which try to present the user with the same content on the different channels in which the brand is present, cross-channel aims to orchestrate the presentation of highly personalized and relevant content to a user through the different digital interaction channels. In other words, in the Cross-Channel strategy , an interaction on one channel affects what content will be shown on another.