It’s becoming more and more often that we hear marketing jargon that seems more complex than it really is. We hear things like conversion goals, bounce rate, UX and even cross-channel marketing. This blog is to give you a better insight into what cross-channel marketing is and how to drive more effective conversions.
Cross-channel marketing is the use of various channels or vehicles to get a consumer or buyer to the point of purchase/conversion. This could be through the use of many different vehicles or just a few. This really depends on the B2B or B2C market that you’re working in. Your efforts in social media, your newsletters, your website and more can all contribute to this. The key here is to you keep your branding and various elements similar in each medium so that the consumer completely understands the clear and concise goal that your business has in mind for them. You want to create an environment where the consumer or buyer has trust in your effort and fully understands their investment prior to purchase. Here’s a visual example below.
So let’s say brand X comes out with a new product. That new product will revolutionize the market. Brand X then develops a campaign to create conversions. That campaign consists of both a website and a consistent newsletter drip. The website has clear detail, has a minimal about an information and points the customer directly to the conversion goal. This website is essentially used as an end point for the consumer to click and purchase. The newsletter has a different goal in mind. Through the use of multiple newsletters were actually telling a story to the consumer that allows them to pull emotion into the purchase. By emailing up to three times – hopefully just one – the consumer will click through in some fashion and land on the landing page or website we discussed. So, essentially what we’re doing here, is that we’re looking at our marketing efforts as intangible team members. Each team member plays a different role in getting the consumer to convert. The team members look slightly different and deploy slightly different tactics as well yet their efforts are cohesive.
So, what will your next marketing campaign look like? Will you be using landing pages, emails, social media, or even old-school direct-mail marketing? Your opportunities are endless. Take a look at what companies like Nike, Geico, Seiko, TaylorMade and other experts in this area are doing. Keep in mind though that the more closely related your campaign items are the better they will convert. If you have questions regarding cross channel marketing and how to convert please feel free to reach out to us by contacting us here. We’re happy to answer any questions you may have.