Understanding the Aesthetics of Cross-Channel Marketing

Understanding the Aesthetics of Cross-Channel Marketing
By Kym Gordon Moore

Does your business or organization capitalize on the opportunity to incorporate cross-channel marketing strategies into your marketing campaigns? Nowadays, it is literally impossible for an organization or business to function successfully, without using cross-channel marketing tactics. Companies are encouraged to implement practical measures needed to run a successful multi-channel marketing operation for long-term customer engagement.

Organizations utilizing multiple marketing channels are more likely to see lucrative success than businesses that only use a single marketing channel source. You can deliver your brand in a number of ways to engage your customers in networks they frequently interact with. Communications should remain consistent however, regardless of what channels you decide to use. This strategy will keep customers from becoming befuddled and overwhelmed with too many message variations that could hurt your business.

A few decades ago, the dominant means of marketing and promotional channels came through newspaper or ROP advertisements, radio, television, magazines, direct mail or billboard communique. Today, cross-channel execution has taken on a techno-savvy approach to communications. Customers are interacting with a variety of social exchanges that were not readily available in years past. Social media networks, mobile marketing, email marketing campaigns and other internet-related connections help most professionals use multiple channels to promote to their segmented customer base. Although there are hundreds of social media channels out there, marketing staffs should select the avenues best suited for their industry.

Quite often insufficient staff, educational ineptitude and an inadequate marketing budget sabotages an organization’s ability to effectively execute their cross-channel campaigns. Think about which systematic strategy will be best suited for your customers and help to increase conversion rates. Customers are unique and they respond in a variety of ways. Do not fall into the trap that just because one medium is proven successful, you should continue to execute that one avenue for every consumer base scenario.

Kym Gordon Moore, author of “Diversities of Gifts: Same Spirit” and “Wings of the Wind: A Cornucopia of Poetry” is an award winning poet, author, speaker, philanthropist, certified email marketing specialist and an authority in strategic marketing. http://www.kymgmoore.com She is co-founder of Favorite Things for a CAUSE http://www.favoritethingsforacause.com and was selected as one of the 2012 U.S. World Book Night Volunteer Book Givers.

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