You’ve probably stumbled across the terms omni channel marketing, multi channel marketing, or cross channel marketing in the last year or two. While they all sound different, they fundamentally all mean the same thing. Omni, multi, and cross channel marketing refer to marketing messages that are broadcast cohesively across several different channels.Those channels can be anything from direct mail marketing and print advertising to social media and email marketing. It is meant to be a seamless integrated experience for the customer regardless of where or how they view the message.
Example:
Start with a direct mail piece. Include something like a personalized URL on the direct mail piece. This will take recipients online where they can further their engagement and experience. You can even take it a step further, by sending an email as a follow-up to the direct mail piece. The key is to be consistent and cohesive as you execute your marketing campaign.
Tips for Cross-Channel Marketing Success
- Remember it isn’t about you, but about your customer
The number one rule, especially in 2016, is that marketing is no longer about the company, but about the customer. Take the time to define your customer and get to know and understand their lifestyle. Find out what they like and where they hang out. You may like an idea or want your brand presented in a certain way, but realize what you like and what your customer likes may be two different things. - Be consistent
Make your marketing campaign consistent in all touch points. The same campaign should be visible in print marketing, your website, social media profiles, and email efforts at the very least. Consider making it a part of your out of home signage and media schedule as well. Mixed messages can lead to confusion and frustration. A solid across the board message gives a better, more professional impression. - Give them a reason and make it easy
If you are giving your audience a call-to-action, make sure that it is easy and convenient for them to do. Now more than ever people are aware of marketing and advertising trying to get information or sell a product. People need an incentive to go out of their way to participate or engage in a campaign. Also, make sure that everything is continuous, flows well, and is easy for them to do. If there is inconsistency, or if a link doesn’t work people will not participate,get frustrated, and move on quickly.
Ready to start your first cross channel marketing campaign?