How to create a cross-channel (integrated) marketing strategy?

Digital Marketing is rapidly evolving and the primary factor which drives the evolution is based on how people respond to an effective marketing campaign. So to further understand how you can create an effective Integrated Digital Marketing strategy, let’s try to define the perfect channel mix.

What is a Channel Mix?

A Channel mix would be the combination of Targeting the Right Person, on the Right Channel, at the Right Time with the Right Frequency.

To succeed in implementing an effective Cross-Channel plan, a marketer needs to understand two things:

1. Which channel helps to engage and create active users?
2. Which channel actually drives the business impact (mainly ROI)?

Marketers who are unable to grasp the above, often end up spending millions in creating what is called – NOISE, instead of great AWARENESS.

Smart Marketing Technology Experts are now coming up with out-of-the-box Integrated Digital Campaigns with the help of Marketing Automation tools which help get a unified view of the customer and measure high impact channels.

Here are 4 easy steps to create an effective cross channel strategy:

1. Find out the key channels that convert

You need to track multiple activities that are performed by your customer across channels. A user might come on your website and not purchase the item on the Web, but might click on the push notification and then land on the app and purchase the product. Studying such behaviour of the users, helps you create a look-alike audience and target similar users in the same manner.

2. Define and understand your target audience

Many Marketers segment users based on their demographics and products purchased, but it is also very important to understand the behaviour of these users. A segmentation based on the mix of behaviour and demographics, helps you create the perfect target audience. Furthermore, leveraging the historic data here allows you to understand what type of content will work the best.

3. Keep your content and digital strategies aligned

Targeting, re-targeting and amplification are the key ingredients. With an effective mix of organic and promotional campaigns your key ingredients would always be synchronised well. Content plays a vital role here – your content strategy must be such that it fits well with different stages of customer engagement that you have in your digital strategy.

4. Ideate, Implement, Execute, Analyse and Optimize

This is the best time for Marketers as there some of the best Analytics, Marketing Automation and Optimization tools along with some really great Marketing Technology Experts available today. A study conducted by Forrester showed that “while most (78%) companies believe cross-channel marketing is important or very important, more than 50% still believe their current marketing efforts fall short due to a lack of analytics that provide cross-channel data”. So, measuring campaign performance is a key part of this process that allows you to produce smarter and result driven content.

For Digital Marketers and Marketing Technologists, giving customers a “Wow Experience” is everything.

If you’re immediately looking for an integrated, cross-channel marketing strategy, talk to us today!