Apple, Starbucks, Disney, Under Armor, and Mercedes share something that makes them the big giants they are today. You’re no genius if you could guess it right. They all make huge millions of sales while offering an enigmatic client experience via cross-channel marketing. 

Today, we will take you through how these organizations are prevailing with cross-channel marketing. But first, let’s understand what cross-channel marketing is all about. 

What is Cross-Channel Marketing?

Cross-channel marketing is a subset of what we call Omni-channel or multi-channel marketing alludes to how products are conveyed to a buyer from a retailer. This involves utilizing different channels, especially the channels that your clients use the most. In a nutshell, it’s all about meeting the needs of your customers where they live; whether that is via social media networking, a mobile application, emails, over SMS, or on the telephone. 

The objective of your cross-channel marketing system must be to tell the crowd a compelling brand story over different channels. Be that as it may, you need to do this in a somewhat unique manner for everyone, while taking care of user engagement. Your story must be slightly tweaked to fit different channels because of the individuals on those channels associated with them in their own unique ways. 

Meaning you can’t simply cover each channel with the exact same content or post. While one channel may work all the more adequately for a video (think social media), another channel is probably meant for tips of something that convey a complete message, as found on a blog. Figure out what functions well were and you have a successful cross-channel marketing strategy.

Now let’s go back to see how these brands are going about it.

1. Mercedes-Benz

With its unique cross-selling strategy involving the use of various digital and social media channels (paid media, owned media, earned media, and content marketing), Mercedes takes the trophy when it comes to multi-channel marketing. They understood that their CLA model campaign also needed some traditional marketing tactics. That’s when the world saw the Super Bowl TV ad with Usher and Kate Upton. Now, what most don’t know is that they did during the time when the game was organized in a stadium that they had sponsored, The Mercedes-Benz Superdome, New Orleans. That’s not it. They did all they could to create awareness on all social media channels and called it the #clatakethewheel campaign, targeted towards adults.

Further, they used Facebook ads linked to videos about the CLA model. They also hired Casey Neistat, a key influencer, to promote the campaign. The result? It became the best product launch for Mercedes-Benz in 20 years, with one million views and an 82% conquest rate (new buyers).

2. Apple.

Apple-cross-channel-marketing-Xeno

Apple is regarded as a “click-and-mortar” retailer. This means that Apple works with both retail and online stores. While most businesses do this, Apple’s case with physical retail locations is special. As opposed to being intended for sales, Apple Stores are essentially intended to complement Apple’s eCommerce business, which records for most of the total number of sales. 

Apple’s physical stores work as client touchpoints that help create an excellent Apple experience. Since the physical stores aren’t really centred around retail, clients can visit Apple Stores without feeling like they always have to buy something. What’s more? With customers making continuous trips to physical stores, Apple can drive brand immersion.

Apart from this, Apple has also concentrated on creating services to build more interest for Apple equipment, while giving extra revenue streams, such as Apple News+, an excellent news membership service, and Apple TV+, a Netflix-Esque streaming service, accessible only on Apple hardware.

Apple’s physical stores work as client touchpoints that help create an excellent Apple experience. Since the physical stores aren’t really centred around retail, clients can visit Apple Stores without feeling like they always have to buy something. What’s more? With customers making continuous trips to physical stores, Apple can drive brand immersion.

Apart from this, Apple has also concentrated on creating services to build more interest for Apple equipment, while giving extra revenue streams, such as Apple News+, an excellent news membership service, and Apple TV+, a Netflix-Esque streaming service, accessible only on Apple hardware.

Apple’s multi-channel marketing methodology is worked around explicit marking rules. This enables Apple to keep up a steady visual style overall promoting channels, such as Apple’s site, applications, services, and retail locations. This does a great deal to give customers a very “Apple” experience regardless of which sales channel is conveying it.

3. Starbucks

Starbucks-Channel-marketing-xeno

Almost everything encompassing Starbucks’ client experience has been deliberately intended to urge patrons to keep visiting the coffee place. A valid example is the Starbucks Rewards system, which reliably ranks as truly outstanding for customer loyalty programs. 

With the program, clients win points or “Stars” with each purchase. You can collect these Stars to eventually get free beverages and food. Furthermore, the collection of Stars opens higher levels of the Starbucks Rewards program. Every level accompanies considerably more advantages like free refills and, in the long run, the Starbucks Gold Card. When opened, the Gold Card — which is in reality only a gift voucher with the client’s name on it — can be managed and reloaded by the organization’s essential client touchpoints: the Starbucks site, the Starbucks application, via phone, or at any Starbucks store. 

At that point, the card can be “transferred” into the client’s cellphone, enabling them to pay from their gadget without the physical reward card. By encouraging reward program clients to have the application on their smartphones for simple instalments, Starbucks makes it easy to share coupons, discounts, and limited-time offers with its most steadfast clients. 

4. Under Armour

Fitness brand, Under Armor, understands the significance of cross-channel client experience. It consolidates its social presence, influencer marketing with celebrated athletes, and in-store content and intelligent engagement with its UA Shop, lifestyle-based custom shopping mobile app and its Connected Fitness community. 

The app delivers a customized experience for clients by collecting data, including their athlete inspiration, exercise history, and purchase history. The outcome is that they get explicit product proposals depending on that information. 

5. Disney

Visit the Disney site on any portable device and you’ll have an incredible experience. This is mostly the result of their responsive website design. Disney’s site can consequently change in to ideally fit whatever gadget you’re using. Nonetheless, Disney’s marketing advancements go well past simply ensuring its site looks great on any screen size. 

The Disney site gives speedy, simple access to the majority of the organization’s verticals, including the shopDisney online store, Disney’s Vacation Planner, and access to an immense inventory of their darling entertainment. In particular, every one of these functions and sites (even the Vacation Planner) are completely utilitarian on any device. 

The Vacation Planner is without a doubt one of the site’s most noteworthy components, making it simple to plan an outing to Disney’s parks and attractions. Clients are taken through the whole procedure: choosing a recreation centre (or various parks), hotels, and building the schedule with My Disney Experience. 

My Disney Experience enables you to book shows, discover extraordinary events, and schedule a FastPass for your preferred rides. At the end of the day, everything having to do with an excursion to Disney World from booking to planning and dealing with your schedule is available by means of the site or mobile application.

Final Thoughts

If implemented successfully, cross-channel marketing will do wonders for your business. You need to maintain consistency and come up with different strategies to use on different channels. Like Mercedes, even you might require traditional marketing tactics sometimes to ensure that you’re delivering the message as you intend.

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