{"id":8372,"date":"2023-06-15T19:57:00","date_gmt":"2023-06-15T19:57:00","guid":{"rendered":"https:\/\/leapgroupnetwork.com\/?p=8372"},"modified":"2025-02-14T22:21:37","modified_gmt":"2025-02-14T22:21:37","slug":"cross-channel-marketing-5-lessons-in-creating-a-unified-customer-experience","status":"publish","type":"post","link":"https:\/\/leapgroupnetwork.com\/logic-magic\/cross-channel-marketing-5-lessons-in-creating-a-unified-customer-experience\/","title":{"rendered":"Cross-Channel Marketing: 5 Lessons in Creating a Unified Customer Experience"},"content":{"rendered":"\t\t
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Cross-Channel Marketing: 5 Lessons in Creating a Unified Customer Experience<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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In our world of expansive ecommerce opportunities, today\u2019s consumers have a wide variety of platforms and channels to consult when searching for products or services. They might consult brand websites to research product options, Instagram for product recommendations and testimonials, and then reach out to a chatbot to ask questions and finalize their decision to buy. Because consumers are casting such a wide net to gather information and make purchases, it is vital that brands meet consumers where they\u2019re at by maintaining a presence across multiple channels, presenting a unified message and collecting unified data.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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What is cross-channel marketing?<\/span><\/span><\/h1>

\"\"To create a more cohesive customer journey, marketers cannot rely on a single-channel approach, but must embrace the challenge of understanding and connecting with customers at every step of the purchase process. Cross-channel marketing is a method widely used by marketing companies to connect with customers across multiple channels, including email campaigns, social media, targeted ads and SMS, and to present a cohesive message at every brand touchpoint. The method is designed to create experiences relevant to the user\u2019s place in their journey to encourage conversion.<\/p>

Cross-channel marketing requires brands to present unified brand messaging across these channels and touchpoints and analyze the resulting consumer data in one centralized location. By unifying brand messaging, brands can create a seamless user experience as well as nurture and guide customers through the logical progression of the marketing process. Unifying customer data gives brands more meaningful insights into customer behavior that can be leveraged to create more personalized marketing and customer service experiences.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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What are the challenges of cross-channel marketing?<\/h1>

Successful cross-channel marketing is much more than pushing content across multiple channels. Because this method requires unity of messaging and data, it can be challenging to begin. Rather than creating one campaign that dictates one basic customer journey and repurposing this content across multiple platforms, cross-channel marketing is far more complex. It can be difficult to select the most effective channels that will reach the right people at the right time with the right message. If the process of learning new media channels, generating personalized content and consolidating customer data feels overwhelming, brands may choose to partner with a marketing company that can help guide them through the process.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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How can I implement cross-channel marketing for my brand?<\/h1>

With time and practice, every brand can master cross-channel marketing and create a unified customer experience. The industry experts at Leap Group have put together five valuable lessons from the trade to get you started:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Cross-channel marketing isn\u2019t just for acquiring new customers<\/span>.<\/p>

While it\u2019s true that lead generation is one important benefit of cross-channel marketing, the process is intended to nurture and continue the conversation with existing customers and those across all customer life-cycle stages, from acquisition to loyalty to retention. Brands looking to utilize cross-channel marketing need to consider the typical behaviors, trends and patterns of their target audience to determine which platforms their audience frequent and what types of messaging they prefer.<\/p>

While new customers might be searching for educational videos about your products on YouTube, customers who are ready to purchase will benefit more from customized email campaigns offering incentives or discounts. Loyal customers might respond best to VIP offers or freebie Instagram contests. If, for example, you own a clothing brand, a customer may make first contact with your brand because of a blog about spring trends for 2023. You might follow up with a personalized email about a particular trend or offer a coupon or promotion for your new spring line via SMS. By unifying your messaging and data, you can provide a personalized brand experience for each customer at each step in their journey.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Cross-channel marketing is a must in 2023<\/span>.<\/p>

Brands that focus on a single marketing channel are missing out on a significant percentage of their target audience, while cross-channel marketing enables brands to connect with all of their potential and current customers. Cross-channel marketing also provides a complete picture of each customer\u2019s journey, which can show you exactly when and why customers are engaging with your brand. This unified data measurement and detailed information breakdown can drastically improve marketing budget efficiencies, sometimes by 15-20%<\/a>.<\/p>

Additionally, focusing on one channel can create a poor customer experience. The messages needed to onboard a new customer are very different from the messages needed to finalize a sale or delight a loyal customer with a surprise offer. A cross-channel strategy ensures consistent and relevant communication with customers that meets customers where they are in their customer journey. You can give them the attention and content they crave, when and where they want it, and create a seamless experience that will keep them coming back for more.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Cross-channel marketing is not the same as omni-channel marketing<\/span>.<\/p>

While omni-channel, or multi-channel, marketing uses several marketing channels to interact with customers, the method is a generalized approach that uses multiple, disconnected campaigns and lacks unity. Cross-channel marketing, however, is a unified strategy that is specifically designed to guide customers through the buying process. Cross-channel marketing uses a single campaign across multiple channels to create a connected consumer experience. For instance, when a customer visits a brand\u2019s website and asks questions via chatbot, the next step in cross-channel marketing would be a follow-up email offering tips, product insights or even promotional discounts. Recognizing a customer\u2019s individual journey enables brands to meet them where they\u2019re at each step of the way, creating a more cohesive brand experience.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Cross-channel marketing has been proven to increase engagement, boost customer loyalty and secure a high ROI<\/span>.<\/p>

\"\"Today\u2019s consumers are often bombarded with frequent, unwanted, or irrelevant ads, so much so that ad fatigue has become a very real phenomenon. Seeing so many marketing banners, posts and emails can be slightly annoying and leave consumers with a negative impression of a brand. By personalizing content that meets your target audience at each point in their customer journey, brands can highlight their unique value and connect with, rather than get ignored by, consumers. For example, personalized CTAs perform 202% than generic CTAs<\/a>.<\/p>

Building emotional connections with consumers through personalized and cohesive cross-channel marketing not only increases CTA engagement, but it also drives brand loyalty and conversions. Because consumers interact with brands across multiple online channels, providing a clear, connected experience across every channel shows consumers that your brand knows exactly what it stands for, can provide solutions to problems and is an overall good investment of their time and money.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Artificial intelligence has the potential to revolutionize cross-channel marketing<\/span>.<\/p>

Marketers are already using AI in their work to predict and respond to customers in real-time.\u00a0When applied to cross-channel marketing, AI software can be used to conduct and automate the time-consuming, data-intensive tasks required to compete in today\u2019s digital advertising channels.<\/span><\/p>

Even more notably, AI can be used to organize and merge consumer data to create a full picture of the customer journey. For example, many brands task individual teams with gathering data\u2014social media teams measure likes and impressions, email campaign teams focus on opens and CTA responses\u2014yet no one gathers this data and analyzes the whole picture to determine exactly which piece of the puzzle is working and which need to be adjusted. But when AI is applied to cross-channel marketing, brands can generate strong consumer insights that take all aspects of consumer data into account and develop a more integrated view of their marketing strategy.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Cross-channel marketing with Leap Group<\/h1>

Diving into cross-channel marketing may feel daunting, but with these five lessons, your brand can begin to create a unified customer experience across all your digital channels. Partnering with a veteran marketing company like Leap Group is a simple, effective way to ensure your cross-channel marketing strategy is grounded in your brand\u2019s voice and values and geared to reach your target audience. If you\u2019re curious about the ways cross-channel marketing can provide a more cohesive presence across all your brand channels and gather unified data and insights to inform future marketing decisions, connect with a Leap Group team member today to learn more!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

In our world of expansive ecommerce opportunities, today\u2019s consumers have a wide variety of platforms and channels to consult when searching for products or services. They might consult brand websites to research product options, Instagram for product recommendations and testimonials, and then reach out to a chatbot to ask questions and finalize their decision to […]<\/p>\n","protected":false},"author":40,"featured_media":8375,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[253,1],"tags":[],"issue":[],"collection":[],"class_list":["post-8372","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-old","category-uncategorized"],"acf":[],"gutentor_comment":0,"_links":{"self":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/8372","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/users\/40"}],"replies":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/comments?post=8372"}],"version-history":[{"count":5,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/8372\/revisions"}],"predecessor-version":[{"id":8379,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/8372\/revisions\/8379"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/media\/8375"}],"wp:attachment":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/media?parent=8372"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/categories?post=8372"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/tags?post=8372"},{"taxonomy":"issue","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/issue?post=8372"},{"taxonomy":"collection","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/collection?post=8372"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}