Three benefits to cross-channel marketing

Cross-channel marking is an opportunity for businesses to cut through the online noise to reach consumers at the right time, according to Econsultancy blogger Nikki Gilliland. It’s a great way to provide users with a seamless experience across a combination of many different channels, she says. And it can make a big difference for dealers, especially when it comes to engagement, brand loyalty and connecting with consumer behaviour.

Here are a few of the benefits:

  1. 1. Increasing engagement: Multi-channel marketing will definitely help boost user engagement for your brand, but adding the cross-channel aspect may prove even more rewarding. Studies suggest engagement levels “are marginally increased with cross-channel messaging.”
  2. 2. Improving loyalty: Multi-channel can help improve brand loyalty, but cross-channel could have a bigger impact. This is because multi-channel marketing treats each online platform differently, and can therefore ensure that the message being sent to consumers is consistent.
  3. 3. Aligning with consumers: Another effective result of cross-channel marketing is when a brand creates a connection between online and offline consumer behaviour, and then adds a touch of personalization to it. This can be achieved by analyzing user data and then using it to target (or retarget) customers based on their browsing and purchasing behaviour, for example.

It sounds simple enough, but Gilliland says there are many barriers that businesses still need to overcome. This includes working to ensure that all parts of the marketing team are working towards the same goal; getting the team to focus on a single customer view; and improving any limitations a dealership might have when it comes to technology.