Features  |  Pricing  |  Solution  |  Why Octane  |  Resources  |  Digital 2019  |  Company  |  Contact Us     No Spam

Cross Channel Communication

Marketers feel a constant need to innovate their communicating methods as people are constantly producing enormous data using numerous devices and channels.

With the evolution of digital marketing, we have got multiple channels for marketers to communicate and find new audience. Earlier marketers aimed to choose a single channel usually the one which works the best for them, but now they have started making use of Cross-channel Communication. This has eliminated the need for businesses to choose between different modes of communication (online/offline) and aims to maximize success by conveying the same message across various channels using varied strategies.

The most common mistake that marketers do is to treat their multi-channel campaigns as the cross-channel ones due to un-clarity between both the concepts. Actively posting on multiple channels with similar messages is a multi-channel campaign and not a cross-channel campaign. A cross-channel campaign is when your social posts are displayed in front of the people who have also received your newsletter, keeping the message slightly different but complementary so that each channel can get the support of other channels. The key here is to make your channels communicate with each other.

Transition to cross-channel

For successful cross-channel approach you need to have a Single customer view (SCV), so as to treat people as individuals. A single visitor may have up to 4 email ids, 2 social media accounts and 2 mobile numbers, for a SCV you need to join up your data to have an individual image rather than a list.

Building a SCV allows you to segment your data and customize your campaigns accordingly. Also, combining cross-channel strategy with segmentation further enhances the effectiveness of your campaign and generates a better customer experience.

Convey your message clearly

Focus your efforts upon conveying a clear message to your audience through your campaigns irrespective of the channels. Although, each channel will require varying efforts based upon the kind of audience you want to reach but do not forget to consider the interests and values of your audience and align them with the core values of your brand.

While tailoring your campaigns for different channels, make sure that the core message remains intact.

Tailor your strategies as per channels

Make use of SEO and SEM to drive new audience to your website. Also, do not hesitate to opt for PPC (Pay Per click) campaigns to assist your SEO efforts.

With all this in place, keep your content strategy on point to avoid higher bounce rates. Paid retargeting can also be considered to remind visitors about your brand once they leave your website.

For, social media the best strategy is to show your brand’s human side as you want viewers to connect with your posts. Avoid making a ‘salesy’ post on social media and try to engage audience with personal and non-promotional content. Building connection will make them post content on their own social media channel using the social share buttons available at your website. This will instill a better sense of trust in their social circle about the company, as people tend to trust their friends more and will act as a great promotional tool.

For your promotional campaigns Email marketing is the ultimate weapon, all you need to ensure is to keep an engaging subject line and an attractive CTA in the first section of your email.

A word of caution, avoid click-bait emailing.

It’s all about timing

Here is when things get a little messy, as each channel has its typical time frame when maximum users interact with the campaigns, getting all these timings right is a little complicated. For this you can take help of scheduling tools like Hootsuite/Buffer once you decide upon the release time for each post. These tools will also help you in monitoring the performance of all your campaigns.

Effective implementation of Cross-channel Communications Strategy

For successful implementation of cross-channel strategy make sure that your campaign reaches your audience on all channels at the same time. If you plan on using SEO and paid advertising, do not forget to consider the time frame post which these methods come into effect.

You can make use of scheduling tools as mentioned above to ease your work and get insightful information about the engagement created using a single dashboard.

Regularly analyze results to check whether you are still on track to achieve your goal or not. If your strategies are not working towards goal attainment then keep adapting your strategies to achieve your goal.