Learning the Ropes of Cross-Channel Marketing
Cross-channel marketing (also known as multi-channel marketing) is about interacting with your clients across various digital channels, implementing different strategies in order to get the most out of your desired messaging.
Whether it’s via email, search or display forms of marketing, the key to the success of your marketing efforts is tracking. All too often marketers employ a large amount of guesswork to build their ideal marketing campaign. However, this is not always based on fact or logic, so it cannot always be trusted to deliver the largest return on investment your campaign is capable of. Tracking allows you to monitor the success of your marketing efforts and will paint a clear picture of how your target audience is interacting with your products or services.
Some important questions that arise from the aforementioned technologies are:
- What devices are your clients using to find and interact with your marketing platforms?
- Are there any consequences of not having a particular form of marketing?
- How can you use this data to understand your industry and improve on what you are already doing?
Devices are usually a wired desktop computer, a smartphone or a tablet. It is important to have a clear view of how these are working for your campaign efforts as different people search in different ways. It is also paramount in today’s day and age to have a website that fully formats itself to all possible end users, which is called a ‘responsive’ website. Responsive websites adjust their parameters to fit the screens of devices allowing for smaller files and, as such, easier downloads of your content.
There are many different forms of marketing for you to utilise. However, for the sake of keeping this blog compact, I will only cover the two most commonly implemented channels:
The most common forms of display advertising are Facebook, Instagram and specific display advertising campaigns via Google AdWords. Display advertising allows you to visually interact with your clients using specific images of your products or services. This form of advertising has a strict character or text limitation, and is usually only allowed if less than 20% text is available in the images used for the campaign.
Display advertising does allow for a colourful and often dramatic way to get your message across. Many display platforms allow you to specifically target by sex, age group, interests, hobbies, religious beliefs, ethnicity or even socio-economic backgrounds. As the individuals you are targeting with this kind of advertising aren’t necessarily looking for the products you are offering, it is usually accompanied by a cheaper cost per click, or charged per number of impressions.
This form of marketing is currently cornered by the all mighty Google. It is a highly competitive but necessary form of marketing and should be implemented in most multi-channel campaigns. This depends, of course, on your targeting message and ultimately dictated by your available budget. As this is fundamentally based on keywords used by people that are actually looking to purchase a specific product or service, it is a more expensive form of advertising. It does, however, allow you to build a campaign around a targeted message, and gives you access to the largest search network on earth, seconded by YouTube (which is also owned by Google since their purchase of the platform in November 2006). You can build a campaign to speak to a specific city, state, country or even via different languages internationally. It’s important to note there are strict guidelines that must be adhered to using search advertising that should be thoroughly researched before launching your campaign.
In conclusion, none of these platforms can deliver you specific results unless you are tracking the interactions that result from your campaigns. It is highly recommended that you use conversion pixels, Google Analytics or tracking codes to gather data for you, or your marketing agency to interpret and manipulate, in order to get the best you can out of your chosen form of media.
Thank you very much for reading and as always. Happy campaigning!