August 04, 2014

93 Percent of Companies Failing at Cross-Channel Marketing

The emergence of new media platforms have changed the way marketers create, manage and share marketing campaigns. In the past, marketers were limited to billboards, print ads and radio spots. Today, however, they have access to numerous media channels ranging from social to video to mobile. However, the majority of marketers still find it difficult to utilize these channels effectively.

According to a recent study by Econsultancy, in association with Oracle Marketing Cloud, 93 percent of companies are ineffective at cross-channel marketing. Not to be confused with multi-channel marketing, cross-channel marketing is the process of using different messages across various channels to reach consumers.

In other words, cross-channel marketing takes multi-channel marketing to the next level by providing a seamless and consistent brand experience for buyers no matter what platform they use. For example, in your weekly eNewsletter you probably provide links to other channels such as your Twitter page or website. That way, you can track consumers as they engage from one channel to the next. That’s cross-channel marketing. 

Sounds simple enough, right? So why are marketers having such a hard time with cross-channel marketing? According to the study’s results, 22 percent cite a shortage of resources as the main culprit, followed by a lack of understanding about the consumer journey.

“Companies understand that the key to delivering an effective campaign lies in achieving a better understanding of the customer journey. However, less than half believe they are successfully monitoring the customer journey in order to inform their approach,” said Simon Robinson, senior marketing and alliances director at EMEA, Oracle Marketing Cloud, in a statement. “Keeping the customer ‘switched on' to your brand message is more challenging than ever before and this sentiment is highlighted in the report.”

So how do you cross-channel the right way? Here are a few tips:

1.Know your buyer: Creating a seamless experience for consumers across multiple channels is difficult, especially if you don’t have a pulse on your target audience. Use marketing analytics software to gather important information about customer’s habits and preferences and evaluate marketing performance.

2.Focus on content: The last thing you want to do is confuse your audience with misleading information. Keep content creation consistent across all channels and in line with your brand guidelines. Remember, the point of cross-channel marketing is to have consumers easily identify your brand.

3.Employ teamwork: Cross-channel marketing involves many moving parts, meaning teamwork is critical. Working closely with your sales department is especially important as they have valuable insight into buyers and know how to position your message effectively.

As more media channels emerge, cross-channel marketing will become even more complex. However, getting it down to a science can be done with the right team, technology and know-how. For more marketing tips and tricks, visit the Content Boost blog and featured article section. 

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