Interpreting And Using Cross-channel Marketing Data To Grow Your Business

In a utopian world, you always know what your customers want and when. You can engage them effectively and generate healthy interaction based on their online activities as well. However, the scenario is quite complicated in the real world. Understanding your customers’ requirements across multiple channels like social media channels, desktop, or mobile devices is challenging. Identifying such a vast array of online activities adds to the complexity of creating an accurate buyer’s persona. 

Without identifying your customers, your marketing campaigns tend to lose steam and fail to engage them efficiently. Subsequently, the cost and effort put into creating the campaigns falter in generating a healthy ROI. Leveraging the user data generated from your active campaigns can help you here, but you might face many bottlenecks without an accurate analysis.

So how to analyze and understand which aspect of the customers’ data is helpful and use them to create highly engaging campaigns? Let’s find out.

Cross-channel marketing- An introduction 

As your customers are active on multiple channels, they generate a massive amount of data. Unless you can analyze all the data points, getting complete user personas becomes tough. 

Cross-channel marketing is a useful technique that lets you control your marketing activities to generate favorable outcomes from them. It helps you engage your customers over multiple channels and devices with better degrees of personalization, relevance, and targeting accuracy while running your campaigns.

Cross-channel consolidates the data generated by each channel and device. It helps you reach your customers across channels without making your campaigns repetitive, leading to a better user experience. It also provides a better perception of customers’ activities and enables consistent delivery of customized experiences through seamless marketing communication.

cross-channel marketing

Having a cross-channel strategy helps you to understand and identify the usable parameters of the customer data. Before we learn how to do so, let me explain the importance of running cross-channel marketing campaigns. 

The importance of interpreting cross-channel data

As already mentioned in the section above, cross-channel marketing can engage your customers better. Studies show that 70 percent of customers prefer an integrated marketing approach, giving you a competitive edge in running engagement campaigns. Cross channel helps in achieving better results for your campaigns by:

  • Providing a connected view of customers.

Driving maximum customer engagement requires you to have as much user data, such as product preference, online activities, active channels, and the time of interaction, as possible. Insights from individual marketing channels are helpful, but it cannot provide a holistic view of your customers as they are not interconnected. 

Cross-channel marketing links the data from various marketing channels effectively. It helps you understand the customer’s online behavior and create accurate buyer personas. It also improves customers’ interests in your product by engaging them on most active touchpoints based on their online activities. Therefore, you can handle one channel’s shortcomings by investing more in another that gives you more engagement.

Having a 360-degree view of your customers gives you an idea of their buying persona accurately and reaches them accordingly. You can market and promote your product better if you know your customers’ behavior and target them accordingly by creating precise segmentations or cohorts. 

  • Making your communication seamless

In any form of marketing, communication plays an important role. The increase in the number of marketing channels could make communicating with your customers difficult at times. Cross-channel helps improve your campaigns’ visibility, relevance, and marketing budget management by making your communication seamless across channels.

Brand visibility is crucial in the initial stages of a customer’s product discovery roadmap. Customers move around a lot at this stage around the online marketplace. Thus, your engagement strategy and communications should be cohesive for convenient interaction with your potential customers. Even as your customers move down the marketing funnel, delivering personalized communication to provide value is essential. Using data like online activities, past transactions, and most active touchpoints can convey meaningful customer experiences. 

Understanding the customers’ needs lets you optimize your marketing channels and the budget better too. By analyzing the engagement rate and ROI of each channel, you can ensure smart budgeting for the most effective channels to create more impactful campaigns.

Cross-channel improves the interaction with your customers by understanding the customer journey across channels better. It makes your campaigns more resonant with your target audience and provides them with a seamless experience across channels.

Interpreting cross-channel marketing data

Modern customers generate a massive amount of data individually by leaving their digital footprints across channels. Factors such as their demographic information, social media profiles, browsing and transaction history, and active touchpoints help create precise customer profiles. A cross-channel marketing strategy allows you to identify all these parameters more efficiently and engage them accordingly. Let’s take an example to get a better picture of the situation here.

Let’s say you are trying to convert someone called Jack through cross-channel marketing. He is an early riser and likes to watch sports using online streaming on his mobile device. Moreover, he also plays a few games on his smartphone after having dinner. His online transaction history shows a propensity for buying sports goods regularly too. 

Using these data points, you can create buyers’ persona now and send him notifications, marketing emails, or promote your products through retargeting ads. You can schedule your messages according to the device or the platform he is active on at specific times. Since Jack is highly motivated to engage with sports products, the chances of converting him faster increase when he receives relevant and timely communication on the active channels. 

Let’s now take another situation that is devoid of accurate customer data interpretation. If you have sent the communications mentioned above to Jack without identifying his activity, the chances that it will not reach him or he will ignore it increases. However, you are still using multiple channels, so the effort or budget you use remains the same. Yet, the impact of your campaigns reduces.

cross-channel engagement
Among the vast amount of data generated against each customer, you only need a few to work for you. Identifying and using them is the factor that can make or break your marketing campaigns.

Strategies to improve cross-channel marketing

Creating successful cross-channel marketing campaigns can be challenging without a proper strategy. The following are a few practices that can help you to create effective cross-channel marketing campaigns immediately. 

  • Set up a cross-channel customer journey

It is the most crucial step towards having a functional and effective cross-channel marketing strategy. Before you launch or even design your campaigns, you should be able to visualize your customers’ journey path across channels effectively. It would help you deliver consistent customer satisfaction by understanding your customers’ needs and preferences better.

Once you have an idea of the customer journey map, you can communicate your brand message by offering them a solution to address their pain points. Analyze your customer data to understand their preference regarding timing, active touchpoints, and content formats. Using the insights, you can create consistent messages across channels. 

Since your marketing communication needs to be cohesive, you should also integrate your marketing channels to create an effective sales funnel. The integration helps you understand customer behavior on one channel and help you retarget them on another if they haven’t converted yet. 

Finally, you should also have a robust measurement mechanism of the cross-channel marketing campaigns too. You should keep a constant check on your campaign metrics’ performance and whether they are meeting your objectives. You should also track your campaigns in unison across channels rather than analyze them according to individual channels to have a complete understanding of your cross-channel marketing efforts.

  • Improve engagement and optimize marketing budget

Your marketing messages’ content plays a crucial role in attracting your customers’ attention to your business. Using cross-channel, you can curate seamless, personalized content using information like previous transactions, active touchpoints, and perceived interaction time can help you generate healthy engagement. 

When multiple marketing channels to communicate with your customers are at your disposal, using them needs an effective strategy. Channels such as email can help improve engagement with newsletter, follow-ups, promotional messages, and even a thank you message upon converting. You can use it either independently or by associating with landing pages, in-app notifications, and chatbots. 

Along with email, you can also use triggered in-app or app notifications to increase engagement. Notifications can deliver real-time values by inducing a sense of urgency and exclusivity based on relevancy. Based on the customers’ interaction with these messages, you can also run retargeting campaigns using partner websites, social media, and ad networks. 

Irrespective of the channels you use, your message should provide a unique user experience to your customers. You should curate your messages using hyper-personalized content using the customer data that appeals to their buyer’s personas. You can use different content types such as videos, dynamic notifications, high-quality graphics, and more to make your messages attractive to your audience. Besides, you should run A/B testing campaigns to optimize the performance of your messages.

Creating seamless communication across channels let you optimize your spending on campaigns and control your budget. It allows you to understand each channel’s performance individually and control the budget earmarked for your marketing channels as per need.

  • Predicting customer behavior to increase sales

Cross-channel marketing can be particularly useful in driving engagement and retention. It can also help generate recurrent sales and increase your customers’ lifecycle value by predicting your customers’ behavior. In other words, it lets you understand your customers’ interests in your products and allows you to convert them multiple times by communicating about relevant products to them.

Predicting your customers’ behavior can be possible by tracking the performance of your marketing campaigns. You can gather insights about your customers from their digital activities and transaction history through your cross-channel CRM. The CRM segments the data according to the user attributes and behavioral characteristics of your customers. It also enriches the data to generate ideal customer profiles for you to target accordingly.

Now, since you can perceive your customers’ shopping behavior efficiently and know the product they are interested in, you can accurately design your campaigns. Cross-channel also provides you a better opportunity to upsell or cross-sell your products by letting you know your customers’ buying affinity. 

Key Takeaways

Cross-channel marketing provides your customers with choices while engaging with your business according to their preferences. Subsequently, it becomes a lot less invasive to them. Creating an ideal world for your customers might still be impossible. Yet, cross-channel marketing helps you make them more comfortable with the buying process, leading to a better rate of completed conversions.

Also, cross-channel creates a conducive environment for marketers too. It can help them to create targeted buyers’ personas and make their communications engaging. Also, they have more freedom in planning their marketing budget and use marketing channels effectively. It also helps them to predict user behaviors better and has more chances of increasing their lifetime value.

You can visit our website or write to us at hello@vizury.com to learn more about cross-channel marketing or how to integrate them into your marketing plans.

Sandip Acharyya

A former metallurgical engineer, Sandip switched to be a digital marketer and writer. In Vizury, he shares his experience on retargeting and push notifications, to help entrepreneurs and marketers to improve their marketing ROI. He likes to spend his leisure reading books, watching movies, and making music. Get in touch with him on Twitter or LinkedIn.

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