Determining the Intensity of Your Organization’s Cross-Channel Marketing Tactics
By Kym Gordon Moore
There are too many businesses and organizations vying for the same customer. How do you determine the level of channels your company needs in order to successfully apply cross-channel strategies to your end-users? Quite often, cross-channel marketing creates a challenge for many businesses and marketers. Determining your organization’s level of multi-channel strategies, will depend on your resources and accessibility to the tools used to analyze, study, measure, optimize and test multiple channels, that would help drive and deliver brand differentiation.
Before executing cross-channel strategies, it is imperative that marketers first understand their customers’ needs and behavior. After determining any pertinent information beyond the basic profile information of your customer base, there are two critical points to consider: 1) Does your organization have sufficient staff to gather, analyze and measure the results from the best tools chosen to reach those consumers and 2) Do you have an adequate budget to invest in the cross-channel tools needed to reach and convert your customers in a personalized way?
There needs to be consistency when implementing any cross-channel marketing platforms in your strategic plans. Research and testing is essential when determining the multiple channel tools that best suits your organization’s marketing goals. As marketers seek long-term loyalty and repeat patronage from their customers, marketing channels need to have the same type of staying power, without becoming passe and ineffective. Technology is the key to a successful cross-channel marketing campaign. Delivering incentives and personalized communication through the use of electronic devices like Smartphones, computer tablets, game consoles, desktop or laptop computers and digital billboards, will help to engage your current and target customers.
Businesses can grow their customer base and profiles by integrating multiple channels in their overall marketing strategy. Successful cross-channel tactics drives differentiation and optimization through insight, communication, engaging their customer base and in the decision-making process. Encourage customers to interact with your brand through email marketing campaigns, social media and mobile marketing channels. Improve channel distribution through testing, interaction and making informed decisions to deliver product and consumer segmentation. The bottom line is to increase loyalty through customer analysis, customization, their shopping experience, their buying patterns and life cycle.
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.