When it comes to marketing, email has been a go-to tool for many companies. It’s easy to use, and it’s also easy to reach a large audience through this medium. Emails, however, can easily be forgotten. Along with the fact that many people send the majority of the emails they receive into their spam or trash folder, an individual email contains one message and after it’s read, the reader will move on if there is no reinforcement or reminder. For that reason, marketing through email is simply not always enough to reach your clients. Cross-channel marketing, however, could very well be the future of your marketing efforts.
So what is cross-channel marketing?
It’s exactly what it sounds like. Cross-channel marketing is creating a strong brand among many different channels. Let’s face it, with today’s access to all things technology, people are researching and purchasing in many different ways. From email, to social, to mobile commerce, etc., the means in which a person can access your brand are almost limitless…So, that means you need to be accessible without any limitations. It’s time to consider a CCCM or cross-channel campaign marketing. According to Marketing Tech News (https://www.marketingtechnews.net/news/2016/jul/25/why-cross-channel-future-email-marketing/), a CCCM is “a lifecycle of personalized content and interactions across any digital channel, fueled by a 360 degree view of custom behavior and delivered in real-time.” The most successful B2C companies are really focused on reaching the customer and are honing in on providing the customer with a positive and interactive experience. In order to use a CCCM, Marketing Tech News explains that “advanced analytics, real-time interaction management (RTIM) and digital channel delivery” are important.
At the core of cross-channel marketing is the idea of providing the user with a connection or comfort when moving from desktop website to mobile website or from email to social media channel. It should work synonymously where the channels register the user’s preferences so no matter how the user decides to interact with a particular brand, they will feel like the brand knows them and understands their needs and wants.
Now that you have a basic understanding of what cross-channel marketing is and why it’s used, try to look at your own business and start developing ways to link your presence on all different mediums. Email might be the easy choice, but if you want to take your brand to the next level, you have to flow with the changing times.