Cross channel marketing is the evolution of marketing sophistication driven by access to more and more data every second of every day coming from the proliferation of means to access and channels through which we can touch the customer.
This sophistication is borne out of the ability to harness that data and gain personal insights into what customer are doing as well as what they might do in the future. It’s a real-time and predictive cycle that requires you to know where the customer is at any point in time and where he/she might be going … i.e. what means of access and what channels should be in your cross channel strategy.
The rapidly growing numbers of channels can be daunting in making the true cross channel experience seem unreachable. Throw the mobile and Smartphone means of access into the mix and the sophistication levels jumps another level. But, think about it. You’ve been doing it in incremental phases since the day you started marketing. Cross channel is just the next phase. There will be others.
Experian provides a nice visual of what we are talking about.
The biggest issue you face is changing from optimizing 15 separate channels individually in multi-channel to accounting for the interplay between those 15 channels in omni-channel. It’s the interplay between channels and the introduction of new means of access, mobile and Smartphone, which forces changes to how you plan your campaign. Now, your content must be consistent across channels as well as presented in ways that are mobile and Smartphone friendly. Smartphone considerations have taken on new importance in light of Google’s algorithm change of April 21, 2015. Google will penalize your site for not being mobile friendly if the customer is searching for content that relevant to your brand. You will be listed much lower in SERP rankings resulting in the customer never seeing your content.
The Smartphone statistics for the UK demonstrates the folly of not paying attention to being mobile friendly.
Three fundamentally sound campaign best practices are a common core to every campaign you organize be it single channel, multi-channel, or omni-channel:
- Know Your Objective
Have you really considered what your desired outcome is with this campaign? Do you want the consumer to buy something, maybe educate the consumer on some key points, or just download a white paper? Yeah, it seems logical but do you actually do it. It’s fundamental stuff. Simply put, if you know where you’re going, it’s much easier to get there. Having a clear objective in mind allows you to pick the right key performance indicators (KPIs) to measure your progress. If you know the right KPI’s, the metrics and associated data you need to gather is crystal clear.
- Target your Audience in every Channel
The strategy for most marketers is to expose the campaign to the widest audience possible. Hey, it’s easier. I get it. However, your return on ad spend (ROAS) will be abysmal which in turn reduces your ROI. Be smart about your marketing. Have you identified the high value 20% of your customer base that will generate most of your ad spend? Have you identified that next tier of customers with the incremental spend potential that feeds your metrics and KPI’s? It’s fundamental. It’s the difference between having a million impressions on your display ad with a 1% conversion rate and getting 500,000 impressions on that same display ad with an 8% conversion rate. Your ROAS is up, ROI is up, and the cost per conversion (CPC) is down. That’s all good news to the C-suite.
- Mobile First, Customer First
If the numbers on the Statista chart weren’t enough to convince you, read the tealeaves, smell the roses, or do whatever you have to do to motivate your company to adopt a mobile first, customer first marketing strategy. Your mobile friendly landing page has to be engaging and targeted specifically at the objective of the campaign. Creative has to be tuned in, analytics has to be focused, and most of all, the call to action has to be compelling. Be prepared for the mobile customer.