What is the cross-channel strategy?

The cross-channel strategy consists of using different communication channels to reach consumers in a coherent and harmonious way. For example, a business may use online ads, email marketing, social media ads, television advertising campaigns, and live events to promote its products and, or services. The cross-channel strategy aims to offer a consistent brand experience and maximize the impact of the marketing campaign by optimally using each communication channel.

Implement a cross-channel strategy

In order to implement a cross-channel strategy, several steps must be followed:

Identify objectives

What objective do we want to achieve by using the different communication channels? Is this a brand strategy? A strategy aimed at direct sales (with direct access to e-commerce)?

Study the audience

What are our audience’s favorite communication channels? Where can we reach them?

Determine the most relevant communication channels

Depending on the objectives and the audience, the communication channels vary.

Create specific content according to the targeted channel

The content broadcast on each communication channel must be adapted to the channel in question and the desired audience. For example, content delivered by email and on social media is often different.

Promote the strategy

The implementation of the cross-channel strategy is not, however, the last step in the process. Indeed, it is imperative to promote it in order to ensure that it reaches its audience as much as possible. By broadcasting your message on the different communication channels chosen, we maximize your chances of seeing customers follow us on the different channels simultaneously.

Analyze the results

Analysis tools such as Google Analytics are available to measure the effects of your cross-channel strategy and adjust it if necessary.

The advantages provided by a cross-channel strategy

Improve the customer experience

By using different channels, it is possible to offer a consistent and consistent brand experience to your customers, regardless of the channel they use.

Increase your visibility

By using multiple channels, it is easier to reach a wider audience and make yourself known to new customers.

Facilitate customer communication

By offering different means of communication, it is possible to respond to customer preferences and needs in the most effective way possible.

Improve marketing effectiveness

The cross-channel strategy makes it possible to better target marketing efforts and thus reach relevant customers more easily and more effectively.

Increase sales

By offering a rigorous brand experience across all channels, it is possible to encourage customers to make purchases more regularly, while retaining them over the long term.

What is the cost of implementing a cross-channel strategy?

The cost of implementing a cross-channel strategy is difficult to express because it depends on multiple factors. Indeed, the size of the company, the complexity of the strategy as well as the desired communication channels constitute factors which influence the total cost of implementing the strategy.

In addition, other elements will also play a role in the variation of the total cost:

• The cost of the tools and technologies necessary to implement the strategy (management software, marketing platform)…,
• The cost of training employees on these new tools and technologies,
• The cost of creating content and implementing marketing campaigns,
• The cost of optimizing the strategy over time.

Finally, it is possible to call on cross-channel strategy specialists, however this also represents an additional cost to take into consideration when implementing a cross-channel strategy.