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В России кросс-маркетинг начали использовать в начале 2005 года, а за границей он появился ещё в 90-х. С каждым годом этот спопосб продвижения продолжает набирать популярность.

Виды и направления кросс-маркетинга

Кросс-промоушен

Самый популярный вариант кросс-промоушена: магазины предлагают клиентам скидки у партнеров после покупки. Обещая партнерские товары и услуги по сниженной цене, компании обмениваются аудиторией и зарабатывают больше. 

Идеальными союзниками для взаимного пиара могут стать, например, салон красоты, фитнес-клуб, частная клиника, стоматология и вегетарианский ресторан — все, кто строит бизнес в категории «красота» и «здоровье», а также бьюти-блогеры. 

Авиакомпании широко используют кросс-маркетинг — выпускают кобрендинговые карты с банками, сотрудничают с отелями, сервисами для бронирования и страховыми компаниями. Это помогает многократно расширить аудиторию и получить высокий охват.

Совместная реклама

Помогает брендам экономить на крупных рекламных кампаниях и показах рекламных роликов на телевидении. Основное условие партнерства: сообщение должно быть интересным для целевой аудитории обеих сторон. 

Бренды могут делить рекламные носители и сократить затраты на размещение или объединиться и создать рекламный ролик, посвященный сразу двум продуктам. Удачный пример — недавний союз Coca-Cola и Мираторг, которые, как оказалось, отлично уживаются на одной кухне.

Совместный конкурс

В Инстаграме блогеры часто объединяются с интернет-магазинами, чтобы провести розыгрыши. Главное условие победы — подписка на всех организаторов. В результате выигрывают все: партнеры обмениваются аудиторией, экономят на стоимости промоушена, повышают ценность приза и привлекают еще больше новых подписчиков, которые с удовольствием участвуют в конкурсе.

Партнерские продукты

Бренды с сильными маркетинговыми коммуникациями часто делают коллаборации, выпуская мощные партнерские продукты и проекты. 

В 2017 году на территории ТЦ «Мега Химки» появилась площадка, объединившая бренд сотовой связи Tele2 и сеть кофеен Cofix. Для клиентов обеих компаний были подготовлены скидки и специальные предложения.

Сбербанк и Яндекс запустили собственный маркетплейс «Беру», собрав на площадке тысячи продавцов. Сервис

Что такое кросс маркетинг?

Здравствуйте, уважаемые читатели и гости блога . Тема сегодняшней статьи кросс-маркетинг — принципы и основы его использования.

Кросс-маркетинг

Продвижение товаров и услуг требует все большей изобретательности: при относительно стабильном уровне спроса по большинству сегментов предложение растет. Следовательно, ужесточается конкуренция. Все актуальнее становится для представителей малого и среднего бизнеса, где маркетинговые промахи могут стоить слишком дорого, поиск эффективных способов выделить свой товар среди сотни аналогичных.

Но мир бизнеса, во многом, имеет те же свойства, что любое иное человеческое сообщество. И если есть конкуренты, то должны быть и товарищи. Конечно, о крепкой безусловной дружбе говорить тут вряд ли придется, но партнерство на основе взаимовыгодности вполне «имеет место быть». И такое взаимовыгодное партнерство можно направить на привлечение ЦА. Две и более компании, объединившие свои усилия ради продвижения и развития, — воплощение КРОСС-маркетинга в действии. Что это за КРОСС рядом с маркетингом, что это даст бизнесу, когда это хорошо, а когда не очень – обо всем, но не сразу –  ниже. Кто «не в теме» — познакомим, кто уже относит себя к «гуру КРОСС-маркетинга» — приглашаем подискутировать.

Начнем с того, что определимся с понятиями.

• Что есть «кросс-маркетинг»? Это совместное продвижение товаров несколькими компаниями, продукция которых дополняет друг друга. В окружающей действительности с таким явлением мы сталкиваемся постоянно: купившему шампанское – скидка на конфеты, при приобретении абонемента в спорт-комплекс – дисконт в сеть магазинов спортивной одежды, оформление автостраховки непосредственно в салоне продаж автомобилей и т.д. Зачастую, при грамотном подходе к делу, потребитель не задумываясь, автоматически, как само собой разумеющееся приобретает весь спектр продуктов (под продуктом в данном контексте понимается товар или услуга или симбиоз товар+услуга). Отправляясь за шампанским, Вы не планировали приобрести еще и шоколад, но тут скидка, и ведь прекрасное дополнение… Вуаля! Дело сделано! И в итоге, вполне вероятно, что именно данная марка конфет, которую при других обстоятельствах Вы не выбрали бы на полке магазина, станет для Вас предпочтительнее остальных. Ход мыслей понятен, цели и методы кросс-маркетинга тоже. По крайней мере, в общих чертах. Продолжаем разговор.

А следующим пунктом у нас стоит вопрос рассмотрения выгод компаний, участвующих в кросс-маркетинговых акциях. Какие преимущества получит каждый участник от совместного продвижения, помимо разового массированного привлечения потребителей? Как показывает анализ результатов таких кампаний, преимущества имеются – многочисленные и неоспоримые. Рассмотрим наиболее очевидные.

• Во-первых, совместное проведение рекламных акций позволяет сократить расходы на эти самые акции. Пусть и не вдвое, как оптимистично уверяют некоторые источники, но, тем не менее, довольно ощутимо. Совместная площадка, общие баннеры, буклеты, промоутеры и т.д.

• Во-вторых, больший отклик у ЦА. Привлечение потребителей происходит сразу по нескольким критериям, что, несомненно, увеличивает вероятность расширить спрос.

Рекомендация: подробная инструкция по работе в системе Сбербанк Онлайн.

• В-третьих, больший охват потребительского рынка. При пересечении интересов есть хорошие шансы привлечь к своему товару тот сегмент рынка, который ранее не входил в круг Ваших потребителей. Пример? Пожалуйста! Человек не любит, не носит и, соответственно, не покупает кроссовки. Следовательно, он не входит в число потребителей сети магазинов спортивной одежды. Но человек этот заинтересован в укреплении своего здоровья и возможности стать привлекательнее в глазах окружающих. На этом мотиве может сыграть фитнес-клуб, который привлечет Клиента к себе, а Ваша совместная кросс-акция приведет к Вам нового покупателя в лице этого Клиента фитнес-клуба.

• В-четвертых, установление сотрудничества на долгосрочной основе. При стабильном пересечении интересов разовые кросс-акции могут перерасти в «крепкую мужскую дружбу» двух бизнесов. Конечно, для продолжительного партнерства желательно пересечение целевых аудиторий и максимальная взаимозависимость товаров.

И, наконец, кросс-акция повышает узнаваемость товара, улучшает репутацию компании и благотворно влияет на её имидж.

Что же такое кросс-акция, вы можете узнать, прочитав следующую статью.

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However, no matter the CDP a company chooses, its marketers should have access to analytics data that reveal all lead touchpoints. 90003 90082 Determine the customer segments 90083 90002 After unifying the data, businesses should understand the different segments within their target audience.Marketers can scrutinize touchpoint data to determine whether there are evident failures, trends, or successes. By assessing customer data and getting a clear picture of the existing segments, businesses will know what channels to prioritize and the type of message that performs best across the various communication channels. 90003 90082 Unify interactions with smart content 90083 90002 Now that your customers are segmented, companies need to customize their content to match the needs of customers.The best way to do this is to use smart content — dynamic messages determined by a particular set of criteria. 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Let’s highlight these methods and how companies can leverage them: 90003 90012 90013 90024 Email.90025 SendPulse has a comprehensive email service that enables businesses to create and send successful email marketing campaigns. For better performance, make use of personalization, segmentation, A / B tests, and other instruments. 90014 90013 90024 Web push notifications. 90025 Businesses can re-engage with and drive customers back to their site by using this feature. Some of the advantages of using web push notifications by SendPulse include offline notifications, easy personalization, and in-depth segmentation.90014 90013 90024 SMS. 90025 If a company is keen on incorporating effective text communication into its communication channels, then this feature will come in handy. It allows a business to send marketing SMS campaigns across the globe fast. 90014 90013 90024 Chatbots. 90025 With SendPulse, you can create chatbots for Facebook Messenger and Telegram app. Chatbots help promote products, automate answering users ‘everyday questions, collect their orders, and register them for events.90014 90019 90002 It is worth mentioning that marketers can use Automation 360 feature to send triggered emails, SMS, and web push notifications depending on events, variables, and actions that their subscribers take. Doing this amplifies the overall impact of the cross-channel marketing strategies a business adopts. 90003 90010 Cross-channel Marketing Best Practices 90011 90002 Here are the essential things you should do to get the most out of cross-channel marketing: 90003 90070 90013 Define the most effective channels for your audience.90014 90013 Choose a professional marketing platform that is integrated with analytics, marketing automation software, and a retargeting tool. 90014 90013 Segment the audience wisely to nurture leads effectively. 90014 90013 Optimize and develop customer touchpoints. 90014 90013 Eliminate departmental bottlenecks that hinder effective coordination of cross-channel campaigns. 90014 90079 90010 Cross-channel Marketing Examples 90011 90002 Below are some brands that run effective cross-channel marketing.90003 90002 As evidenced by these pictures, KFC implements cross-channel marketing by using email and Facebook advertising, among other methods. 90003 90002 90145 90003 90002 90148 90003 90002 Netflix advertises its products via email and Instagram, among other effective communication channels. 90003 90002 90153 90003 90002 90156 90003 90010 References 90011 90070 90013 The article «What is cross-channel marketing and why do you need it?» on Econsultancy sheds light on the differences between cross-channel marketing and multi-channel marketing and highlights the benefits of the first approach.90014 90013 The article «Four Key Principles Of Cross Channel Marketing» on Forbes considers 4 primary keys that help succeed in cross-channel marketing. 90014 90013 The article «The Ultimate Guide to Cross-Channel Marketing» on HubSpot defines the term, explains why it’s worth implementing and provides tips on how to get started. 90014 90079 90002 Last Updated: 2020-04-27 90003 90002 User Rating: 90024 5 90025/90024 5 90025 (11) 90003.90000 What is cross-channel marketing? | Adobe Glossary 90001 90002 90003 90004 A: 90005 90006 To get started, a marketing team needs to evaluate their technology stack. You often see marketers using decades-old marketing technologies to communicate with their customers. 90007 90002 For example, there could be a team and a piece of technology that helps marketers send communications via mobile to their customers. And then there is another team and piece of technology that’s used to send an email to a customer, and so on.We’re seeing that this is an unsuccessful approach, because the marketing messages are often not on brand or they’re each communicating different things. And on top of that, the data is all siloed. 90007 90002 The first step is for marketing teams to understand what technology they’re using for each channel. And then on top of that, look at all the teams, because there could be a team for email, a team for mobile, a team for direct mail — internal teams often are not talking to each other. 90007 90002 Companies need to evaluate how they think about their customer data.A customer might respond better to a direct mail campaign than an email campaign, but they keep receiving emails. If a company’s technology is siloed, they will not know that the customer prefers direct mail. Marketers need to understand where their customers are in the journey, and not only who they are, but also what channels they’re using. What channel should a marketer use to target a customer segment that will get the highest rate of conversion? 90007 90002 Companies should approach cross-channel marketing as a phased approach.They can start by identifying a few channels they would like to improve or focus on. If they want to improve their email campaigns, for example, they can begin by sending email campaigns based on where the customer is in the journey. And once they have that down, and they want to increase their marketing maturity, then they can start adding in additional channels that make the most sense for their consumer base. 90007 .90000 Cross-Media Marketing | What is Cross-Media Marketing? 90001 90002 Cross-Media Marketing 90003 90004 Explore the Strategy of Cross-Media Marketing 90005 90006 90004 People are inundated with advertising nearly everywhere they turn. Whether they’re scanning the toothpaste label as they squeeze out a dollop, or wearing a t-shirt with an Old Navy logo on the front, they’re affected by a form of marketing.Marketing professionals are familiar with the «rule of seven» -the idea that it takes a consumer at least seven times to see a product or company advertising before he or she feels compelled to make a decision-and leverage it. 90005 90009 Cross-Media Marketing Guide 90010 90004 In this article … 90005 90004 Related … 90005 90004 That said, people may deliberately ignore certain forms of advertising because, let’s face it, they can be obnoxious.The challenge for marketing professionals, then, is to slide the marketing and advertising into the consumer’s awareness without being irritating, or simply ignored. The goal of cross-media marketing is to put a company’s name and product front-of-mind continually, catching consumers in a variety of mediums. 90016 (See also Integrated Marketing) 90017 90005 90019 What is cross-media marketing? 90020 90004 Cross-media marketing is what the name suggests-it involves using a variety of media forms to integrate your marketing message into peoples ‘consciousness.Using a variety of media puts your company’s message in front of more consumers more often. Rather than marketing a product exclusively on a website, cross-marketers use a combination of mobile apps, paid search engine returns, link ads, television commercials, YouTube videos, content marketing, print brochures, radio and television ads, social media, and trade -show marketing. Many forms of cross-media marketing are so subtle that consumers often do not realize they are being marketed to. 90016 (See also Stealth Marketing) 90017 90005 90004 It would be foolish to spend an entire marketing budget on a website and not market that website through social media channels.In fact, one of the foundational principles of Internet cross-marketing is to spread your name, products, and links in as many places as possible. It’s difficult to determine who’s going to click through to your website from a comment on a blog; but when it happens, it’s yet another opportunity to invite activity. 90005 90004 Likewise, using multiple social media sites is a best practice. Die-hard tweeters may not resonate with LinkedIn, and Facebook fanatics may shy away from expressing themselves in 140 characters on Twitter.However, people with a product or service to sell should not be picky about their social mediums; all customers are welcome. 90005 90019 Who employs cross-media marketing? 90020 90004 Nearly every organization or company uses at least two forms of media to market their products or services 90016 (See also Multichannel Marketing) 90017. For example, moviegoers and television viewers do not often register product placement, which is just one form of cross-media marketing.When a viewer’s watching 90016 American Idol 90017, he or she might not realize that the judges are drinking from prominently placed Coca-Cola cups to advertise Coke. 90005 90009 5 BrainBurst Ideas 90010 90004 Cross-media marketing begins with creative brainstorming. Use these effective strategies to get started: 90005 90041 90042 Ask yourself just before going to sleep, «How can I market my product best?» In the morning, you may have a fresh idea.90043 90042 Ponder ideas while exercising. Moving shifts energy, and ideas come quickly with doses of endorphins. 90043 90042 Play on Pinterest. Looking at other bursts of ingenuity and creativity tend to spark your own. 90043 90042 If blocked, work on another project or take a break. Anxiety and stress are creativity killers. 90043 90042 Consider every idea. If you get an inspiration, keep your mind open. There may be something there. 90043 90052 90004 Likewise, it’s no coincidence that while Disney puts out a new movie, the shelves at Target are being simultaneously stocked with a new line of dolls and toy figures featured in that movie-nor that schools and pediatricians suddenly have a vast supply of free Disney movie stickers to hand out to children.Cross-media marketing from one Disney movie extends to fast-food toys, backpacks, lunch boxes, clothing, shoes, coloring books, free prizes, and even «free swag» for new mothers leaving the hospital. Additionally, online cross-media promotion for a Disney film might include a smart phone app, a gaming website, a Facebook page, an online code to earn points or win a prize from an interactive website, and even advertising in school sponsorships. 90005 90004 Many companies use cross-media promotions and marketing campaigns to grow their business by placing themselves in front of customers ‘consciousness as often as possible.Grocery and other retail stores use Facebook to announce sales and promotions, while also sending retail circulars by mail or email. Retail stores will also often use Facebook to ask customers what they want to see more of in stores, while simultaneously running a huge direct mail campaign and running television commercials featuring celebrity designers 90016 (See also Facebook Marketing) 90017. Many companies give away products through contests on blogs and also buy content marketing in the form of reviews.90005 90004 This strategy works in other arenas as well. Many authors create cross-media promotions by offering calendars, CDs or podcasts of speeches, and giveaways through book tours and blog tours. Likewise, political organizations and candidates, non-profits and charities, and religious organizations also use cross-media marketing to grab the attention of potential donors, voters, and churchgoers. 90005 90019 For what kinds of customers is cross-media marketing effective? 90020 90004 Every person is confronted with cross-media marketing on a daily basis.The more often they see a company message, the more they begin to identify with the company or product. Often repeatedly seeing or hearing about a company mitigates any original skepticism about a new product or company. As an example, people generally disbelieve any diet pill or supplement claim-until it’s featured as effective on Dr. Mehmet Oz’s television show, and offered for sale on his website. In other examples: 90005 90009 10 Popular «As Seen on TV» Products 90010 90041 90042 Ped Egg (pedicure scraper) 90043 90042 Pet Rider (car blanket) 90043 90042 Edge of Glory (knife sharpener) 90043 90042 Slim Away (zippered girdle) 90043 90042 Deep Romance (gem jewelry) 90043 90042 Aluma Wallet (security wallet) 90043 90042 Slice-O-Matic (vegetable slicer) 90043 90042 Lint Lizard (vacuum attachment for dryer) 90043 90042 Sticky Buddy (lint roller) 90043 90042 OrGreenic ( «green») Fry P an 90043 90052 90004 90016 Source: Huffington Post, «As Seen on TV: The Ten Hottest Products Right Now,» April 30, 2012 90017 90005 90041 90042 A working mother might see a car with logos for a housekeeping service, noting the clever name and the claim that it’s a green company.She then might receive a coupon inviting her to try the service for 50 percent off, in a direct mail piece. She might finally decide to call, once she sees a sign on the front lawn of her neighbor’s house. 90043 90042 A child who has seen a Disney movie will ask for a doll or figurine for their birthday, beg to sport a character backpack on the first day of school, and be simply gaga over a fancy princess dress and tiara. Parents tend to give in to frequent pestering-which is another reason why cross-media marketing is so effective.90043 90042 Insomniacs might be persuaded that a new mop really is magical, or that a special knife will never ever dull, because of an «as seen on TV» (look right) infomercial. Then they see content marketing in the form of a blog review and are further persuaded. Once they finally come across the item at a local retail store, they finally purchase the product. 90043 90052 90004 Customer awareness of a product grows every time they’re confronted with a form of advertising about the product.Each time it makes an impression and further solidifies the product as legitimate and well-known. Each impression increases the likelihood of a potential customer becoming an actual customer. 90005 90019 How is a cross-media marketing campaign developed? 90020 90004 Every business needs a comprehensive marketing strategy in place, and that strategy will almost certainly include cross-media marketing.A recent study conducted by Harvard Business School reported that retailers using cross-media marketing are more profitable than those that use only one channel for promotion. 90005 90004 The first step in building a strategy is to form a cohesive, consistent message that can be used across all media outlets. Making different claims, in different tones, across different outlets confuses consumers and causes suspicion 90016 (See also Brand Marketing) 90017.How you want to present yourself as a company is also a consideration. You will not see Toyota promoting their cars on the Shopping Channel; yet, the Snuggie made millions of sales with their goofy low-budget television commercials and Internet sidebar «As Seen on TV» ads. 90005 90009 PopTweet 90010 90004 Can success be measured by Twitter followers? Here are some of the most popular tweeters: 90005 90041 90042 Lady Gaga, 27,000,000+ 90043 90042 Justin Bieber, 25,000,000+ 90043 90042 Katy Perry, 24,000,000+ 90043 90042 Rihanna, 23,000,000+ 90043 90042 Britney Spears, 19,000,000+ 90043 90042 Barack Obama, 18,000,000+ 90043 90052 90004 90016 Source: twittercounter.com 90017 90005 90004 Using a comprehensive array of research tools will help you discover how to target your audience in the most effective ways. The Nielsen Company, for example, makes it its business to know who’s buying what, from where, and how best to keep your customers ‘attention. Nielsen can tell you which television shows 12- to 17-year-olds are watching, or that breaded chicken breasts sell better at Albertsons than Walmart because of product placement and $ 1.00-off in-store coupons. 90005 90004 Additionally, social networking sites and search engines, such as Google, can be fantastic sources of information to discover what people are talking about and where they’re gathering. There are even research tools which help you determine what time your target audience is hanging out on Facebook or Twitter, which in turn allows you to set up social media posts at prime times. You can also glean information from the analytics of your own website, such as which posts are getting the most traffic, which geographic location readers are coming from, which tools and links they are clicking through to, and your general demographic.90005 90004 When creating cross-media campaigns it’s best to designate a desired action. For example, your goal may be to strategize your cross-media campaign so that it drives readers to your website to pay for a print or online subscription. Therefore, to accomplish this you might create mobile applications, email newsletters, Facebook and Twitter accounts, YouTube videos with commentators, and podcasts with editorialists or financial experts; or, you might employ popular bloggers, and attempt to get links from other media sites.All of these marketing outlets can drive customers to the website; however, it’s important to determine in advance what strategies will actually work, rather than «throwing everything at the wall seeing what sticks.» 90005 90004 Depending on the size of your company, each of these steps may either involve one person wearing many hats or a staff of graphic designers, mobile app and tablet developers, website developers, copywriters, marketing managers, research analysts, and social media specialists.In a larger company, each of these players will have their own roles, while working together as a cohesive team to spread a web of marketing. 90016 (See also Careers in Marketing) 90017 90005 90019 What career titles work with cross-media marketing strategies? 90020 90009 Marketing Managers 90010 90004 Marketing Managers may direct cross-media marketing campaigns as part of an overall marketing strategy.They often also oversee a marketing staff. 90005 90004 90150 What do they do? 90151 90005 90041 90042 oversee the overall marketing campaign, creating tone and feel, crafting an effective message 90043 90042 keep up on various new media and identify ways that cross-media marketing might be used effectively in those venues 90043 90042 develop creative strategies to introduce products and services in as many ways as possible, so that it stays in the forefront of people’s minds 90043 90042 negotiate agreements between third-party media sources such as bloggers, publications, media advertising departments, and cross-promotion companies 90043 90052 90004 90150 Education and experience 90151 90005 90009 What type of salary should I expect? 90010 90041 90042 90150 Marketing Manager 90151 90173 Median annual pay: $ 116,010 90173 Top earners: $ 187,199 + 90043 90042 90150 Social Media Specialist 90151 90173 Median annual pay: $ 35,550 90173 Top earners: $ 71,000 + 90043 90042 90150 Graphic Designer 90151 90173 Median annual pay: $ 43,500 90173 Top earners: $ 76,910 + 90043 90052 90004 90016 Source: U.S. Bureau of Labor Statistics; Mashable 90017 90005 90004 The majority of marketing managers have, at minimum, a bachelor’s degree; however, the number of marketing managers with master’s degrees is on the rise. Managers have usually held a variety of marketing positions prior to managing the department. While in school, students cans benefit from the hands-on experience and mentoring an internship can provide. Often an internship can get a future marketer’s foot in the door of that particular company as well.90005 90009 Social Media Specialists 90010 90004 Social Media Specialists strategize and run social media marketing campaigns designed to inform consumers about a product or service and drive them toward a specified action. 90005 90004 90150 What do they do? 90151 90005 90041 90042 keep up on the latest, ever-changing, social media trends by watching consumer attention shifts; and by reading industry blogs, magazines, and other news outlets 90043 90042 strategize and implement social media marketing campaigns, utilizing tools such as TweetDeck, Network Blogs, or HootSuite 90043 90042 respond to consumer feedback on social media sites, as well as monitor analytical data containing trackable and provable results of the social media campaign 90043 90052 90004 90150 Education and experience 90151 90005 90004 Social media specialists generally have a marketing, business, communications, or advertising degree.However, much social media experience is hands-on, and learned through trial and error. Many people use social media in their daily lives and are already familiar with the tools. While an entry-level marketing position, work as a social media specialist can lead to project management and marketing manager positions within a company or agency. 90005 90009 Graphic Designers 90010 90004 Graphic Designers design the elements of a cross-media marketing campaign, maintaining consistency between media to encourage brand recognition.90005 90004 90150 What do they do? 90151 90005 90041 90042 design websites, logos, individualized Facebook and Twitter pages, banner ads, button ads, and other collateral to appeal to customers and deliver a consistently recognizable brand 90043 90042 keep up on the latest design techniques, and adjusting visual design elements accordingly 90043 90042 integrate function and usability into websites, social media accounts, and other forms of advertising using html and CSS code 90043 90042 design brochures, banners, signs and other forms of print collateral consistent with the brand 90043 90052 90004 90150 Education and experience 90151 90005 90004 Graphic designers usually have bachelor’s degrees in art and / or software development, although some may start with associate’s degrees from an art school.Designers will develop a portfolio with which to display their abilities; this can be built through internships as well as through their own personal projects. 90005 90019 How can a marketing school help you in this field? 90020 90004 Communication is an integral part of cross-media marketing and promotional efforts, as it involves addressing a message to different audiences across a multitude of media outlets-from social media to television, websites, and strategic product placement.Marketing coursework focuses on teaching students to communicate in a way that elicits a desired response: buy, read, click, vote, join. 90005 90004 Marketing programs also instruct students how to acquire and interpret data. Marketers must know where they are most effective and most ineffective. They need to be able to look at analytic results and calculate conversion rates to interpret what adjustments must be made to improve results. A marketing school will give students ample opportunity to learn and employ various methods of data acquisition and interpretation.90005 90004 Investigate several marketing programs before committing to one. Marketing programs also have specializations within the department, so sure to sign up for courses in several specializations prior to picking your particular specialization-you never know which set of skills will spark something in you. 90005 .90000 What is cross-channel marketing and why do you need it? — Econsultancy 90001 90002 90003 Today’s consumers are more connected than ever before — constantly checking emails, social media apps, and even interacting online via voice technology. 90004 90005 90002 For brands, the challenge is to cut through the noise to be able to reach consumers at the right time. This is where cross-channel marketing comes in: an approach that allows brands to seamlessly communicate with consumers across multiple touchpoints.90005 90002 So, what are the benefits exactly? Here’s what you need to know. 90005 90010 What’s the difference between multi-channel and cross-channel? 90011 90002 Before we get into it, let’s think about what cross-channel marketing actually means, as it can often be confused with another common practice — multi-channel marketing. 90005 90002 There are a key few differences. The first is that multi-channel means to have a presence on one or more channels — let’s say a website and a mobile app.On the other hand, cross-channel means to provide a seamless experience across a combination of several different channels. 90005 90002 For example, perhaps a customer might browse on the web, before being targeted via an email that they read on their mobile device. In this sense, cross-channel takes the basic theory of multi-channel and elevates it to create an overriding and seamless brand experience — as opposed to a one-off or fractured brand message. 90005 90002 So, what are the real benefits of a cross-channel approach? 90005 90010 Increasing engagement 90011 90002 Communicating with consumers on a single marketing channel might generate a certain level of success, but it also means that you are relying on a certain type of user behaviour.Checking your email when you wake up, for instance. 90005 90002 In contrast, using multiple channels means you are able to reach consumers at different times of the day and also at different points of the purchasing cycle. For example, while an email might drive click-throughs, an email combined with a delayed push notification might be enough to remind a consumer to follow through on a purchase. 90005 90002 Research suggests engagement levels are marginally increased with cross-channel messaging too.Braze found that when customers received outreach in two or more channels, levels of engagement were 166% higher than a single-channel rate and 642% higher than for customers who received no messages whatsoever. 90005 90010 Improving loyalty 90011 90002 As customers engage with a brand on a more regular basis, the chances of them becoming and ultimately staying loyal to that brand also increases. This is largely due to the consistency in messaging — one of the main features of cross-channel marketing.90005 90002 Unlike multi-channel, which treats each platform differently (and is therefore likely to be inconsistent in terms of tone of voice or the message it is sending) — cross-channel places all platforms under one umbrella. When it comes to ecommerce, for example, this level of consistency means that common pain points can be avoided, such as seeing a social media advert for a sale, only to find out that it has ended on the brand’s website. 90005 90002 Regardless of the environment they are in, a cross-channel approach ensures that customers will have the same experience across the board.In turn, this is likely to increase satisfaction and lead to repeat interactions and engagements. 90005 90002 90037 90005 90010 Aligning with consumer behaviour 90011 90002 According to MediaOcean, 53% of all UK adults now ‘media multi-task’ on a weekly basis, with the average user spending seven hours per day consuming media across multiple screens. This, combined with the growth in webrooming and showrooming (whereby consumers research on mobile before shopping in-store, or vice versa) proves that user behaviour is more fractured than ever before.90005 90002 As a result, one of the most effective forms of cross-channel marketing is when brands are able to create cohesion between online and offline behaviour — and even better when this is personalised. 90005 90002 One good example of this is Under Armour, which allows users to find out product information by scanning barcodes via its app in-store. On the back of this data, it is then able to retarget customers based on browsing and purchasing behaviour, which also contributes to increased engagement and loyalty.90005 90002 90048 90005 90010 Barriers to overcome 90011 90002 While an increasing number of brands are beginning to recognise the benefits of a cross-channel marketing strategy, there can still be big barriers when it comes to implementation. 90005 90054 Breaking down silos 90055 90002 One of the biggest obstacles can be existing siloes within organisations. A brand might have one team for email, another in charge of social media, and another dedicated to ecommerce or customer engagement — with each team focused on a different set of goals and outcomes.According to Experian, this is the case for 58% of UK brands. The solution is therefore to try to break down these siloes, and to establish a single set of KPIs that all teams work towards — only then can overall success be measured. 90005 90054 Lack of single customer view 90055 90002 As a result of silos within organisations, siloed data can also occur. This means that it will then be impossible to achieve a single customer view — a vital step for delivering a consistent and personalised customer experience (often referred to as ‘omnichannel’).Without a SCV, customers are likely to be met with a fractured (and differing) experience at various touchpoints, rather than a seamless one. 90005 90054 Limitations in technology 90055 90002 Finally, marketers might also struggle to achieve a single customer view due to a lack of technology — and / or the skills required to interpret and act on data. Problems can also occur when new channels come into the mix, meaning that fresh technology will need to be integrated and new processes learnt. 90005 90002 90003 90068 Related reading: 90069 90004 90005 .