Cross-channel marketing is the art and science of reaching and interacting with the right audience by conducting coordinated media campaigns with consistent messaging across various marketing channels at each stage of the purchase funnel. The goal is to achieve more efficient and cost-effective acquisition results by looking at marketing efforts holistically rather than individually within each channel..
Never in the history of mankind has there been so many communication channels, devices, screens or technologies available for consumers to evaluate and interact with a brand, product or service. The diversity of available digital channels combined with the wide range of data points available throughout the prospective customer journey creates a big headache for marketers. At the same time, I believe it can provide a unique and important opportunity to enhance and extend a brand’s message and value proposition.
For marketers judged daily by the end-goal of customer acquisition, it is essential to understand how various communication channels interact, assist and impact one another. Unfortunately, performance evaluations are often restricted to individual campaigns or channels, resulting in a linear (and limited) view of success. This last-touchpoint or last-click reality delivers a limited view of the influence that each channel provides in converting a prospect. It’s like attempting to understand a painting by looking at only the lash brush stroke, or critiquing a film after only viewing the final one-minute clip.
When tracking correctly, marketers realize the trifecta of today’s cross-channel digital marketing success is not so different from the classical funnel marketing approach:
Create brand awareness in upper-funnel campaigns
Reinforce brand value proposition and messaging in mid-funnel campaigns to generate consideration and demand
Be there to capture the demand when and where the consumer is finally ready to take action
It’s one thing to describe it, but how does this visually appear for the educational funnel? Probably something like this:
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About the Author
Akeel Haider is the Vice President of Innovation and Strategy at Digital Media Solutions (DMS), an industry leader in providing end-to-end customer acquisition solutions that help clients grow their businesses and realize their marketing goals. In this role, Akeel leads the product and service development strategy for Sparkroom performance marketing technology. The proprietary award-winning Sparkroom performance marketing technology integrates marketing data, automates marketing processes and provides marketing analytics that drive smarter decisions and a more optimized budget. Since its inception, DMS has evolved into a full-service performance marketing company that services firms within highly complex and competitive industries including mortgage, education, insurance, consumer brands, automotive, jobs and careers. DMS has achieved incredible year-over-year growth, which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016 and 2017.
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