Marketing is rarely about that one viral ad or big giveaway.
What powers your campaigns is coherent, cohesive effort and investment. The channels where you choose to deploy your ad campaigns need to be consistent. They also have to be cohesive with other channels’ messaging. This means that your ad campaigns for one channel cannot be isolated from the other channels in their reach and messaging.
That’s where Cross Channel Marketing Strategy comes in.
Your audience is everywhere, in that their buying journey is no longer linear but omnichannel. Naturally, your ads need to be everywhere too. But when we say everywhere, we mean you need to have a coherent Cross Channel Marketing Strategy.
Cross Channel Marketing allows today’s omnichannel customers to transition back and forth from different channels. It helps in building a consistent, cohesive strategy across channels.
4 Cross Channel Marketing Strategy
Strategy 1: Build Customer Personas That Are More Elaborate Than Your Starbucks Order
There’s no such thing as having “too much information” about your customer. Every little detail contributes to a comprehensive picture of your target segments, which fuels your ad campaigns.
Understand how your customers are engaging with your brand on different platforms.
Pull together these insights to make a platform-agnostic and platform-specific customer profile or buyer persona. Firstly, you know how to target them on different platforms. Secondly, you allow all the data across the channels to interact with each other, which only enriches customer profiles further.
Your insights vis-à-vis consumer patterns and behavior will be in-depth and multi-tiered with this holistic data.
A customer data platform (CDP) will be valuable in this mission of building your customer persona. It will help you make sense of all the data you collect on your consumer.
Strategy 2: Allow Data To Do The Heavy Lifting
Everyone always says data is the new oil. But we consistently add to this expression with the question – do we have an efficient refinery for it?
You need a robust refinery, such as a CDP. Then, you will allow your data to take the driving seat when structuring your targeted ad campaigns.
The data will help you identify our target audience. It will also help you identify their preferred channel. You will have insights into how they behave on those channels. You will know whether consumers interact with your competitors and how they respond to your brand’s messaging.
The answers to all of these will come from the data you collect across your channels. When your decisions are backed by data, your ad campaigns will be relevant to your buyer’s experiences. Therefore, they will be far more likely to succeed.
A CDP will connect the path between the data you collect and the decisions you make regarding your marketing efforts. It does this by segmenting audiences through data intelligence.
Strategy 3: Treat Cross Channel Marketing Strategy as a Job, Not a Task
Cross Channel Marketing Strategy may be a subset of marketing, but it can be the clincher for your campaigns.
Therefore, it is necessary to have a dedicated team of experts well-versed in the intricacies surrounding Cross Channel Marketing Strategy.
Naturally, you will have someone who knows how to optimize each channel and make all the channels interact with each other. Therefore, your decision-making will then be more nuanced and insight-led.
All of this will lead to customer-centric ad campaigns that make the most out of each channel’s reach.
Strategy 4: Make marketing KPIs your bread and butter
Newsletter subscriptions conversion rates, the average value of orders, and engagement on social ads are a few marketing outcomes that you have to keep tracking and optimize for consistently.
Know why you are considering a specific event as a KPI. There needs to be clarity regarding the role of that KPI in your overall analytics and campaign measurement process.
Align your KPIs with your strategic business goals and targets, and keep evaluating and revisiting their relevance at various stages. Optimise for your KPIs at every juncture of a customer’s journey. Then, you can generate insights that can propel your campaigns from personalized to hyper-personalized.
Once you have your KPIs in place, you can enable Cross Channel Marketing Strategy campaign schematics. Also, you can manage each customer’s journey and each ad’s outcome in real-time.
We get it. Cross Channel Marketing is critical.
Your customer data platform can distil insights that will help you achieve unified marketing goals. Focus on understanding how each channel plays a role during a campaign and how the channels interrelate with each other.
Naturally, you want to understand your customers better and get a thorough view of why a campaign succeeds or fails to hit the mark. So, consider adding a CDP to your marketing roster. Maybe ask us for a demo first? We’re here to help you navigate through this new world of cross Channel Marketing Strategy.