Cross channel

Cross-channel marketing is about satisfying the customer experience through multiple channels, the most important thing being that the channels and departments are aligned. Other names for this marketing strategy is multichannel or omnichannel marketing.

When all channels are well aligned, your brand will be more recognizable. This creates a recognizable profile of your company. You can think of a banner, advertisement and website that are well connected in terms of form. If you see an advertisement in a magazine that matches the website, the customer will recognize these similarities faster.

Optimizing touch points 

There are an awful lot of channels that can be used in cross-channel marketing. Both offline and online. The most important cross channel channels are:

• Website and/or webshop
• Store locations
• Banner advertisements
• The social media channels (Facebook, Instagram, Twitter & LinkedIn)
• Email and newsletter
• Blogs
• Flyer
• Radio and TV advertising

So depending on the channels that are usable at your company, it is important that they form a whole. The banner ads should match the design of the flyer and website. Here, create a uniform look across all channels.

Multichannel, omnichannel or cross channel? 

The difference between multichannel and omnichannel lies in a number of aspects. Even though the two methods are broadly similar, there are differences. Multichannel distinguishes between different sales channels. Because the shopping experience can differ for each channel, some adjustments are made here and there. Omnichannel stands for a uniform organization of service, offerings and customer experience. Cross-channel marketing, in addition to "buying," is about after-sales service, the preliminary process and customer loyalty.

A uniform appearance is very important across all channels. Still, it is smart to look at each channel to see if a different approach is needed. After all, there are often different audiences on different channels. Offline advertising and channels are generally seen more by an older target group, while social media channels are often more focused on experience and less on commercial purposes. By looking closely at where each target audience sits and what they look like, you build a strong cross-channel strategy.