Without even realizing that you’re doing it, you’re probably reaching out to your customers via multiple avenues. For example, if you have a storefront, you greet them and give them great service when they visit you in person. If someone reaches out to you via the phone, then you’re providing another avenue of service, too, by attending to needs even though you can’t see them face to face.
That, of course, is the essence of cross-channel marketing: offering different avenues and different information for people to meet them where they’re at. What’s different now, of course, is that technology has broadened that reach and made cross-channel marketing activities infinitely more complicated but with infinite possibilities, too.
Well, because the same efforts that you used for one channel—say, on Facebook—might but won’t necessarily work on another channel, even if it’s social media. And you can’t ignore one channel, such as Instagram, simply because you don’t find a need for it. Potential and current customers might, and you have to help meet them where they are.
In order to do that, of course, you need to find out where they are and there are a number of ways to do that. You can monitor other competitor sites in order to figure out what their audiences are saying. You can pose questions to your audience or visitors to different sites, or responses to email campaigns. And you can also start tracking data about interactions with emails and other communications in order to figure out what works and what scores a home run (and what is a dud).
How do you do that? This graphic helps explain some options. Study and enjoy.
Major Essential Elements of Cross-Channel Marketing Campaigns You Must Be Aware Of
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