Cross-channel means that you’re seamlessly and interchangeably using multiple channels to market, sell, and interact with customers. For instance, when a customer uses your mobile app to look at a product but doesn’t complete the purchase, you can use a cross-channel approach to re-market that product by serving up ads for it even when the customer is on another channel or platform (say email or social media).
That way, even when they’re reading their favorite news website or checking their email, they’ll be able to see your ad which has the product they were originally looking at. And when they click on the banner, they’ll be taken to the product page and continue browsing or shopping where they left off on mobile.
As you can see, cross-channel takes multi-channel to the next level so that the customer gets a seamless and consistent brand experience no matter what device or platform they’re using. (1)
H&M Cross-channel Example – Be relevant, timely, and concise
You’ve probably heard this one before, but it’s nonetheless important enough to mention again. Stop sending everyone with the same, generic marketing messages. Now that you have more profile data on who your users are, you have an increased responsibility to craft your messages so they are personalized, punctual, and to the point. (2)
For example, let’s say I just visited an H&M store and purchased a jacket. A good push and in-app message would incorporate this information and show me other complementary items to buy a few days later:
References
- The Key Difference Between Multi-Channel and Cross-Channel and Why You Should Care, http://www.admedia.com/blog/2013/11/the-key-difference-between-multi-channel-and-cross-channel-and-why-you-should-care/
- 4 Best Practices for Creating Captivating, Cross-Channel App Marketing Campaigns, http://info.localytics.com/blog/4-best-practices-for-creating-captivating-cross-channel-app-marketing-campaigns-plus-examples
