{"id":9445,"date":"2021-09-13T15:28:52","date_gmt":"2021-09-13T13:28:52","guid":{"rendered":"https:\/\/careerfoundry.inbearbeitung.de\/en\/?p=9445"},"modified":"2022-07-21T17:16:34","modified_gmt":"2022-07-21T15:16:34","slug":"cross-channel-marketing","status":"publish","type":"post","link":"https:\/\/careerfoundry.inbearbeitung.de\/en\/blog\/digital-marketing\/cross-channel-marketing\/","title":{"rendered":"What Is Cross-Channel Marketing? Your Complete Guide"},"content":{"rendered":"

As digital marketing takes the marketing world by storm, experts are finding more ways to reach, engage, and convert people to customers. One such method is cross-channel marketing, which we\u2019ll explain from start to finish in this guide.\u00a0<\/span><\/p>\n

If you\u2019re wondering how to harness this marketing approach, or how it differs from similar methods such as omnichannel marketing, you\u2019re in the right place. We\u2019ll also consider how cross-channel marketing can maximize the impact of your marketing efforts, and what it takes to create a cross-channel marketing campaign.<\/span><\/p>\n

Want to jump to a specific section? Here\u2019s a clickable table of contents:\u00a0<\/span><\/p>\n

    \n
  1. What is cross-channel marketing?<\/span><\/a><\/li>\n
  2. What\u2019s the difference between cross-channel marketing and multi-channel marketing?<\/span><\/a><\/li>\n
  3. What are the benefits of cross-channel marketing?<\/span><\/a><\/li>\n
  4. What are some examples of cross-channel marketing?<\/span><\/a><\/li>\n
  5. What goes into a cross-channel marketing campaign?<\/span><\/a><\/li>\n
  6. Key takeaways<\/span><\/a><\/li>\n<\/ol>\n

    But first, how does cross-channel marketing work?<\/span><\/p>\n

    1. What is cross-channel marketing?<\/span><\/h2>\n

    Cross-channel marketing is all about using different marketing channels in tandem to achieve a common goal. Marketing channels are the different platforms through which you promote your product or service. Think SEO marketing, content marketing, email marketing, and social media marketing as examples. You\u2019ll find a <\/span>complete guide to the main marketing channels here<\/span><\/a>.<\/span><\/p>\n

    Rather than using just one channel or platform to connect with your audience, cross-channel marketing takes an interconnected approach; you utilize a blend of channels to create a holistic and cohesive experience throughout the entire customer journey.<\/span><\/p>\n

    Let\u2019s illustrate this with an example. Imagine you want to create a cross-channel marketing strategy for a company which sells healthy, pre-prepared meal boxes. How might the user journey look? <\/span><\/p>\n

    First, a lead (i.e. a potential customer) sees a paid Google ad about your healthy, hassle-free meal boxes. Intrigued but not ready to buy, they click the link which takes them to a blog post that explains the importance of balanced meals, and then compares some of the most popular meal box providers on the market. They enjoy the post, so decide to sign up to your email newsletter via the pop-up window that prompts them at the end of the blog article. They\u2019re now on your mailing list! <\/span><\/p>\n

    The first email they receive follows up on the journey they\u2019ve already started, explaining how your product or service can improve their life and help them solve a specific problem (such as wanting to eat healthily but not having time to cook). All these marketing channels work in unison with a single target\u2014<\/span>addressing one pain point<\/span><\/i>.<\/span><\/p>\n

    Many people confuse multi-channel marketing with cross-channel marketing, but they aren\u2019t quite the same. Multi-channel marketing also uses many marketing channels at once, but they each have different goals. Let\u2019s explain the difference between these two approaches in more detail.\u00a0<\/span><\/p>\n

    \"A<\/p>\n

    2. What\u2019s the difference between cross-channel marketing and multichannel marketing?<\/span><\/h2>\n

    While both cross-channel and multichannel marketing involve using multiple marketing channels, they aren\u2019t exactly the same. The difference between cross-channel and multi-channel marketing is in the way they use the marketing channels.<\/span><\/p>\n

    Cross-channel marketing uses several channels to lead the buyer to one specific purchase or conversion. On the other hand, multichannel marketing<\/a> uses many channels for different conversions. For instance, the brand\u2019s Twitter account may lead you to join their mailing list, but their YouTube account focuses only on getting you to subscribe to the channel and grow their following.<\/span><\/p>\n

    In multi-channel marketing, efforts aren\u2019t single-goal directed as they are with cross-channel marketing.<\/span><\/p>\n

    What about omnichannel marketing?<\/span><\/h3>\n

    Besides multichannel and cross-channel marketing, there\u2019s also omnichannel marketing<\/a>. This also involves using multiple marketing channels, but in a super integrated way.\u00a0<\/span><\/p>\n

    This kind of marketing focuses on creating a seamless customer-brand communication process. In omnichannel marketing, a user can switch from a company\u2019s website on their computer to using the app\u2014with minimal to no disruptions.\u00a0<\/span><\/p>\n

    3. What are the benefits of cross-channel marketing?<\/span><\/h2>\n

    We\u2019ve seen how cross-channel marketing works, so it\u2019s easy to imagine the benefits of this marketing method. But if you\u2019re still unconvinced, we\u2019ll share a few.<\/span><\/p>\n