Is cross-channel marketing good for your business? Before you answer this question, consider the following…
Where are your customers? Decades ago, that wasn’t a difficult question to answer. Your customers were probably in your physical store space, or they were on the phone.
Or, if you had a wider reach, you could ask sales people exactly where those customers were.
But that has all changed, thanks to our expanding use of technology and our expanding notion of what is a customer.
Now, a customer may live halfway across a globe and you might not have anything that comes to mind when you think about where they live other than the data you have stored on them.
What that change in customer and change in marketing means is that, you cannot rely just on one type of marketing channel.
You need to have a multi-pronged approach that captures customers wherever they might be.
That’s what is known as multi-channel marketing. However, there are few striking differences between a multi channel marketing and a cross-channel marketing.
Multi-channel marketing means that, as a marketer you have a presence on more marketing channels.
Cross-channel marketing on the other hand, means to offer a seamless marketing experience across a combination of different integrated marketing channels.
Hence, cross-channel marketing is one of the best marketing strategy ever, because it offers you multiple integrated marketing channels that allows you to attract prospects and customers from around the world.
This graphic below explains more about it.