What is Cross Channel Marketing?

Marketers use a handful of channels at a minimum to reach their customers, including:

  • Email
  • Social media
  • Web (website, paid ads)
  • Mobile (SMS, push notifications, apps)

Most marketing teams are using a multi-channel strategy, leveraging two or more of these channels, but not focusing on creating consistent messaging from one to the next.
With the right technology in place, executing a powerful omni-channel strategy is possible.

According to Harvard Business Review reports, 73% of customers use multiple channels during their shopping journey. Across those channels, your customers expect personal experiences with your brand. You’ve got their data-use it to engage with them on a new level.

Unfortunately, most organizations don’t have an effective cross-channel marketing strategy due to disorganized internal processes and a lack of support from their technology platforms. Regardless of how much effort they are putting into their campaigns, these inefficiencies create a poor experience for customers.

In a lot of cases, an organization’s departments are siloed, working independently, leveraging different platforms and not sharing information with one another. Boston Consulting Group found that 80 per cent of the companies have inadequate cross-functional coordination. The result is a conflicting and disjointed experience for customers. When they have an interaction with your brand with no acknowledgement of previous interactions, it sends the message that you don’t care to understand them or provide them with a pleasing experience.

The more seamless you can make the experience from one channel to the next, the more gratifying it will be for your audience.

How Xeno engages your customers with your brand?

For B2C brands, the range of their customers and their preferred channel is very wide. A teenager engages on channels like Snapchat and Instagram, working-class professionals use email every day and a section of the audience is still quite active on SMS.

Xeno Marketing Cloud makes it possible for your brand to push ads to the customers on a channel they are more responsive to, making the brands achieve customer delight at scale.

Xeno Marketing Cloud has more than 15+ marketing channels integrated with the Xeno’s Cross Channel Delivery Engine like SMS, email, Facebook Messenger, Instagram, Google Ads, Twitter, Global Ad Network, Web-notification, etc.

All marketing channels are integrated into one solution, with data gathered in the same place, so marketers can create journeys based around customer engagement across touchpoints. Machine Learning and Artificial Intelligence (AI) capabilities are also being applied for marketing processes as they use touchpoints to identify the most impactful way to engage your customers, automating responsive one-on-one conversations and journeys based on behaviour and demographics.