Cross-channel Marketing In Details

Because modern world needs modern marketing strategies

According to Internet World Stats, every second person in the world is on the internet. People get information from the internet, go shopping online, and communicate in social networks. Digital marketing is what allows to influence all these people's needs and choices. Marketing tactics help to deliver the right message to the right person in right time using the right way and can diversify your influence beyond different channels like websites, social media, email, mobile apps, etc. In the modern world, the digital footprint of a person is a complex combination of various data, communication channels, and platforms. A standard user has profiles in social networks and messengers, uses a mobile phone and a laptop, and reads emails. So, marketing managers cannot afford to interact with them through only one channel - the attention will be quickly lost, because people rapidly switch between devices, platforms, and social networks. It is essential to follow the customers wherever they are and build cross-platform communication to engage users everywhere.

One of the marketing methods to engage the audience is applying marketing automation. We'll tell you about different marketing channels and how you could reach out to the target audience.

Firstly, here is a customer digital profile.

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The modern user is a big set of data that describes their interests, behavior, preferences, choices. This data could be gathered from their geolocation, social profiles, visited websites, devices, messengers data, etc. Using all available information, you can make your offers incredibly relevant and well-timed through automatic push notifications. The customer could use different devices for different purposes - it must also be taken into account.

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Moreover, it’s necessary to distinguish between different types of messengers and understand their features in terms of customer engagement. See the graph: each communication channel has a different intensity of interaction and engagement time. For example, in-app messages attract people’s attention immediately but briefly. An email message may be in the inbox for days before being read, so email messages have the longest engagement time, but it is a very slow channel in terms of message delivery. Customers also react very quickly to web and mobile push messages, but the engagement time is just a little bit longer than it is in the case of mobile in-app messages. If you focus on one channel only, you need to choose what is more important to you at the moment – the engagement rate or engagement time. However, the excellent news is that you don't have to choose between these two vital metrics anymore! You can get them both on a high level. Keep reading to know about combined communications and their features.

There are wide varieties of combined communications - it’s possible to mix push and in-app messages, emails, and Facebook Messenger, and so on. The choice depends on your product, marketing goals, strategy, and service you offer. For example, the combination of push and messengers gives sky-high engagement and increases the engagement time. Such communication works more effectively.

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Here you can find specific examples of how it works. John is a sports fan and is especially fond of Sharks team. To encourage him to buy a season ticket, team marketers send John several messages: first, he receives an in-app message explaining why it's beneficial for him to subscribe for push notifications. Then, John receives a push message with an announcement of the opening event. In case John doesn't buy a ticket, he gets a promotional email offering a Sharks Jersey with the ticket. After a while, John will see a reminder in his Facebook Messenger and will get a push message and special offer details with an in-app message when he taps the push, making it easy and compelling for John to buy a ticket.

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Pushwoosh marketing automation platform excels at customer communication and has all necessary tools to provide an excellent experience, including personalization, segmentation, mobile and web push notifications, in-app messages, emails, and Facebook Messenger as communication channels. See more details on our website or request a demo!