Birds do it. Bee’s do it. But what the heck does marketing have to do with it?
Insects, birds, wind and even water are all vehicles for pollen, and they make cross-pollination possible. In nature, cross-pollination can produce stronger and more vigorous plants than those produced by self-pollinated plants. For example: butterflies need pollen for food and plants need butterflies to spread pollen, so each species has developed traits to aid in these goals. Plants that attract butterflies have developed very bright colors while butterflies have developed a strong sense of sight to see the colors. Without cross-pollination, this symbiotic relationship couldn’t be possible.
Now think of your marketing strategy. What vehicles are you using to spread you marketing message to your customers? Website? Weekly print ads? Bag stuffers, text messages, email, Facebook or Twitter? When you try a new vehicle do you put it to the test with help from other vehicles or do you have a “sink or swim” philosophy?
Our department has witnessed many times a key to a successful campaign is one that uses a cross-channel strategy to provide consumers with a user-friendly experience. Who do you know gets their news only from watching the news on TV? Many people now get news through several sources: TV, radio, online, word of mouth. Many use what is easy and available. Retailers shouldn’t expect customers to change their channel or device preferences; they should optimize the brand experience around the customer. Most of the time the experience is online AND offline. “Your customers and prospects move from channel to channel when interacting with you, and so must your marketing efforts.” – AMA
Cross-channel marketing is any campaign from any channel that ultimately drives visitors to the store with an objective of converting that visitor to a paying customer. Your customers are executing cross-channel campaigns every day. Even online customers don’t just read blogs, or just search on Google, or just read emails, or just follow a Twitter feed. We focus on creating simple and integrated marketing solutions. When we say integrated, it means integrating all of these channels, then comparing the numbers to see what works.
Consider the benefits of having just one vendor that will provide a full suite of services that gives you a one-stop shop to work with. A suite of service that you can select from according to your business needs.
We provide an end-to-end solution. We are your extended team with staff that is always there, always available, always getting you what you need, and works as a partner of YOUR organization!
If you deploy different service providers for different support services, you face a challenge, which is even more critical than managing multiple vendors. You will have to ensure that all the vendors understand your business goals and manage your campaigns in a consistent fashion. This requires even a greater level of coordination and management skills to add to your daily schedule.
With a one-stop partner like us your team can talk seamlessly with us to provide them with all the information they need. Your web design team would work in-sync with your online marketing team. And all these teams are trained and managed by a single manager. These integrations are key and can only be provided by a centralized support system.
We want your message and your brand to be focused and clearly communicated. And your marketing strategy should cover it all. Websites. Landing pages. Email blasts. Print ads and direct mail. Maybe you want to create a YouTube channel, and increase your rankings through effective video marketing… but you don’t have access to a studio or professional equipment like we do. Or maybe you know that the Facebook account you created isn’t producing the buzz you hoped, and evenmore, it hasn’t added a single dollar to your bottom line… despite all the hours you’ve spent working on it. With a Cross-channel marketing strategy that integrates a full array of services, you’ll get more traffic, more conversions, and more traffic.
A growing trend is the significance of data in marketing. Data fragmentation poses a great problem as new technologies and data sources arise. Smart targeting, measurement and modeling techniques are redefining the capability of retailers to reach the optimal audience and invest in the highest-ROI campaigns. The industry’s fragmentation is keeping data siloed and preventing companies from using their data intelligently across channels. If a retailer can successfully reverse this trend by creating a single unified platform for all marketing, it can take advantage of huge amounts of this untapped information and use it to their benefit to move more product.
What are some examples of cross marketing campaigns that you have experienced where one channel strengthened the other for better results than expected? It happens here in our advertising/marketing department all the time.