Single-Channel vs. Cross-Channel Customer Engagement

Single-Channel vs. Cross-Channel Customer Engagement

Marketing world has changed a lot in the past few decades, with computers and then mobile phones becoming our main resources for communication. As a result of our evolution into an interconnected society, our marketing tools and approaches have also evolved into better interconnected networks, using multiple channels to communicate and sell to our customers.

In modern times, an average consumer is learning about your products from display ads, researching your brand on social media, and signing up for your email campaigns to get the latest product updates. Therefore, it is important to define how your business engages with customers across several channels.

Your audience wakes up in the morning and reads brand messages in their inboxes. They check their Facebook accounts and scroll pass sponsored posts. On the commute to work, they hear commercials on their favorite podcasts.

Instead of picking one channel to connect with customers to keep them informed, leading marketers maximize relationships with users by continuing the conversation across different channels.

Cross-channel marketing is about building meaningful experiences and using fine-grain personalization to deliver the right message, at the right time, across the right channel, and to the right individual. It’s also important to stress the concept of delivering messages at the right time, which may not necessarily equate to real time.

Sending notifications via a single channel can increase a customer's likelihood to purchase, purchase rates, and overall retention.  That is why, omni-channel marketing is the most advanced type of marketing, and not only does it use multiple channels that communicate back and forth with each other, but these channels actually work seamlessly together and often at the same time, to provide customers with a comprehensive experience across all channels.

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