How to create an effective Cross-Channel Marketing strategy

Everything is changing and so is Marketing, marketers are now switching to cross channel marketing instead of multi channel marketing. What is it and how to make it work, this article will help.


Cross-Channel Marketing focuses on integrating multiple channels to reach out to and engage with targeted audience. This approach requires orchestrating multiple touch-points of customer interaction – from email to mobile and providing and enhanced unified personalized experience to the customers.

As companies are struggling to migrate from a multi-channel to an integrated cross-channel marketing strategy, we have outlined a step-by-step approach to help marketers adopt this discipline in their organization:

Cross channel marketing
With the evolution of newer media, brands started adopting multiple channels to reach out to and engage with their target audience

1. Set goal

Before embarking on outlining a cross-channel strategy, it is significant to decide on the goals to be achieved from this exercise – whether it is increasing engagement rates, retention rates, reduction in costs, increase in positive feedback,…

2. Understand customers and the buying cycle

Cross channel marketing
Understand your customer and the buying cycle

In the next step, marketers need to collect ample information about customers – their tastes, preferences, demographics, past purchasing history, their wish-lists (if any) and more. The more detailed information you have about them the better will be your communication to them which can be targeted to their tastes and desires.

3. Analyze marketing channels

The next step is to review analytics and understand how consumers use your distribution channels. Reviewing internal analytics will show you how consumers use channels to interact with your brand which will help you decide how a campaign is to be launched in all the channels simultaneously.

4. Implement cross-channel campaigns

Cross channel marketing
The next step is to actually implement the cross-channel marketing campaigns

After setting the goal, having good understanding of your customers and analyzing marketing channels, marketers are ready to actually implement campaigns across-channels. This does not mean that one simply replicates the content across channels; instead it means that after careful analysis, you divide your customer base based on the stage in their purchasing cycle, understand the devices they use for purchase and hit them with the right communication at the right time.

For instance, if prospects that are in the information seeking phase sign up for your newsletters after viewing your weekly blog posts and product demos, then you need to send them emailers and mobile campaigns giving them an incentive to push them further down the buying journey and become a customer.

5. Set up tracking process

Tracking process help collects information at each of the consumer touch-points and feeds it back to the system. This often get the help form a content management system or a cross-channel marketing platform or a manual process.

6. Collect data evaluate

Cross channel marketing
Collect data evaluate

If marketers are using a content management system, then the managing and tracking of campaigns is taken care of by the system. Others who do not use a tracking technology need to review their channel analytics (organic search, referral, website, social media, mobile etc) on a timely basis and observe any change in results.

7. Review, revise & repeat

Once all the data is collected, the results need to be analyzed and overall performance along with performance of each of the channels need to be scrutinized and any channel that is not contributing to the end goal needs to be pulled up. The strategies need to be re-visited and finally repeated till you arrive at the perfect combination of content, channel and end goal.

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