A Harvard Business Review report found 73% of shoppers use more than one channel to shop.
Creating cross-channel campaigns can help marketers ensure their message finds the right audience in relevant and actionable ways. The HBR study found businesses that used four or more channels performed 300% better than companies using only one or two mediums.
Before creating cross-channel campaigns, marketers should have a clear goal for each customer touchpoint. They should also make sure their goals are achievable, as businesses need to tailor their approach and efforts for each channel. Brands must listen to customer needs and preferences to create compelling campaigns.
Marketers should also make sure that each customer touchpoint is trackable, and every effort measurable to create effective follow-up plans. However, marketing professionals should avoid assuming that traditional channels are always appropriate for each campaign. TikTok, for instance, is more effective than LinkedIn to reach young audiences.
[10 minute read]