Cross-channel marketing is a core principle in the marketing world today, and for good reason. There are significantly more channels to reach consumers than there were five years ago, and marketers must constantly reach out to the market in as many ways as possible. Marketers must strive to get thoughtful, consistent messages across to customers wherever they may be: Online and off, on the road and at home, through lean forward media, like the web, and lean back media, like television. Those customers can interact with brands on their own terms, at the times that suit them.
However, we are not in an ideal world, and marketers have had their share of problems with cross-channel marketing over the years. In June 2008, Forrester evaluated the cross-channel marketing practices of 16 large companies. Shockingly, none of the companies received a passing score, based on Forrester's Cross-Channel Review methodology (57 criteria). There were four criteria that all the companies failed:
- "Is text legible?" (website)
- "Can customers get a confirmation of their phone conversation in another channel?" (phone agent)
- "Can the user complete her goals in all required channels?" (channel transition)
- "Can the user control how he interacts with the company?" (channel transition)
With new marketing channels emerging, many organizations find themselves falling into one of two categories. Either they become comfortable with a marketing mix that has worked in the past and hesitate to branch out, or, in a mad dash to keep up, they lose focus and cause more confusion in the marketplace.
If you fall into the first category, it's time to wake up. It's imperative to experiment with new channels for reaching your customers online. Standing still while your customers are light years ahead of you is practically a death sentence, not to mention a competitive disadvantage. Each new tool in your arsenal must provide a service to the message you are trying to convey. Test and measure each new strategy thoroughly, and take action on what you measure.
If you are madly dashing in category No 2, it might be time to go back to the drawing board. Each new marketing channel you pursue may not map directly back to your overall business goals and therefore may not be helping your bottom line. The next time your Web 2.0-savvy customers have you racing to keep up, take the time to determine how this new channel can directly and quantifiably help you succeed. This will help ensure you are getting the most bang for your buck, and will also help promote a consistent message and brand image.
Once you develop your marketing mix, take a walk in your customers' shoes. You should test each channel individually and in various combinations to find out for yourself how easy or difficult it is to find what you are looking for. How many steps does it take for a customer to change their mailing address through your customer service line? How many clicks does it take to get from the Facebook app to the conversion page?
Finally, err on the side of consistency. We pay such close attention to how things get done that we fail to see how the end result will be perceived by the target audience. With dedicated teams focused on different media, the direct mail group creates a new discount offer, the banner ad crew is enthralled with landing page optimization, and the radio squad plans a new contest. The creative for all of these must be controlled from one central point, because these media are the transport, not the message. The target audience may see some or all of the media and the opportunity for confusion is assured.
Reach your audience in as many ways as you can, and be consistent to leverage the impact of the same message delivered in multiple ways. Your prospective customers will come to see you as laser-focused on the benefits you provide, and they will know when to take you up on your offers.
Jim Sterne is the producer of the eMetrics Marketing Optimization Summit and chairman of the Web Analytics Association.
