Cross-channel marketing unifies your brand voice.
With so many ways to connect with your customers, how do you manage all your marketing channels? How do you provide a cohesive, unified voice for your brand? A cross-channel marketing strategy allows you to recognise your audiences, understand their needs and deliver personalised, rewarding engagements quickly and effectively with a single voice.
Your customers are on a journey. They're on a journey to discover how well your brand meets their demands. This journey does not take place through a single channel. Web, email, point-of-sale, social media and display all contribute to the story that your customers experience, whether they're on a desktop, a mobile device or in your store. Cross-channel marketing allows you to manage all those experiences and speak in a unified voice in a personal way.
Break down the silos of multichannel marketing.
Advancing the customer journey through multiple channels is more effective than single-channel marketing. However, the traditional multichannel approach is typically built in silos, each with its own management, optimisation, analysis and reporting structures.
Enterprise managers using a multichannel approach are often looking at metrics that serve their individual objectives:
- Display ad managers focus on reach and click through rates
- Search managers are focused on impressions
- Email marketers look at open rates and deliverability rates
- Mobile marketers watch app downloads
- Social media managers track the number of likes or followers
But your customers want their experiences to be seamless. To offer experiences where, when and how your audiences expect them takes a cross-channel marketing strategy. This approach allows you to deliver one-to-one, personalised messaging to targeted audiences by using a single toolset — a unified marketing cloud.
For instance, if a customer uses a mobile site to research a product but doesn't move to checkout, a cross-channel marketer may continue the customer journey by remarketing the product he viewed through display ads on another channel or platform, such as web or social media. Breaking down the silos that separate search from social, email from mobile and so on allows you to collaborate and manage channels more effectively and leads to a more consistent experience.
In order to be effective, marketers must evaluate each channel before executing on their optimal marketing mix.
Evaluate cross-channel performance.
In order to be effective, marketers must evaluate each channel before executing on their optimal marketing mix. Performance analytics provide you with insights that can drive smarter marketing decisions.
Adobe Campaign and Adobe Analytics, for example, help you to continually sharpen your focus and fine-tune your messaging, resulting in lower spend for channels that aren't producing results. Attribution models help to define strategies that will improve spend decisions across different channels and programmes.
Attribution modelling is used to assign credit to each of these marketing touch points. For example, a user's journey might include:
- Receiving an email
- Viewing a display ad
- Clicking a sponsored social post
- Visiting your mobile app
- Purchasing in store
Rather than analyse the performance of each channel on its own, cross-channel analysis allows you to see the impact of each channel as it relates to buying behaviours. In other words, you'll be able to not only identify how many emails have been opened, you'll also discover which opened email led to a visit on your product page, which then led to a purchase.
As a result, cross-channel performance data allows you to adapt content and delivery to customer demand. This can lower cost per acquisition and increase ROI for your marketing campaigns.
Connect data to create a single customer view.
Data is critical to a successful cross-channel strategy. Cross-channel marketing provides a high-resolution view of your customers by connecting data from your online and off-line channels. An integrated set of solutions, such as those found in the Adobe Experience Cloud, allows you to integrate anonymous and authenticated data into a single view.
For example, marketers can combine data from mass media activities, direct marketing and social media conversations to reveal individuals and audience segments who can be targeted for specific messaging. Audience Manager allows you to monitor anonymous customer data from channels such as ad display, search and video. Adobe Campaign, on the other hand, collects data where your customer is identified or authenticated.
These solutions are powerful individually, revealing distinct traits and behaviours of the customer view, but they rely on each other to provide a singular, high-definition view. Even more beneficial, data is captured and organised in real time, so the customer view you see is current.
Deliver one-to-one personalisation across entire audiences.
Digital natives expect you to know who they are and how to create a story that's personal to them. Cross-channel marketing gives you the vision that allows you to target customers in a personal way. The Adobe Experience Cloud organises your data to provide that vision and the integrated tools to deliver one-to-one personalised campaigns.
For example, connecting campaign management in Adobe Campaign with programmatic ad buying in Advertising Cloud helps you to deliver relevant display ads that meet customer needs revealed by actions and personal traits. Adobe Target and Adobe Campaign work together to create personalised campaigns to your most high-value audiences based on dynamic, real-time data like customer location, context, preferences or use of a channel. And Adobe Experience Manager works with Adobe Campaign to help you to deliver the most relevant content at the right moment.
By understanding your customers personally, you can provide a relevant value exchange without being "creepy". Using real-time engagement metrics and campaign optimisation tools, you can act on data insights to deliver personalised experiences at the right moment through any channel. Whether it's email, mobile, point of sale, web or direct mail, you're able to connect individual experiences and present a unified, consistent voice.
Take action where it's needed.
Now that you know your customers, you're able to deliver personalised, relevant messaging. The next step is identifying where your story isn't living up to its potential. Cross-channel marketing using the Adobe Experience Cloud allows you to make adjustments where they are needed in real time.
Marketing across channels and platforms involves many moving parts, but with channel management, analytics, targeting, media optimisation and audience segmentation combined into a single toolset, you're able to quickly and seamlessly complete tasks such as:
- Identifying areas of focus
- Segmenting audiences
- Testing messaging
- Delivering meaningful messages across all your channels
You're able to track conversion rates within customer journeys and respond when your content isn't as engaging as expected. Within milliseconds, you can swap out content or add effective images and copy from your email campaign to your website. As your analytics engine provides insight, you can improve targeting and messaging almost simultaneously.
Cross-channel marketing brings you closer to marketing maturity.
To become more effective at marketing through multiple channels, your audiences must experience a consistent, rewarding journey. Cross-channel marketing unifies your voice through analytics, media optimisation, campaign management and other tools rolled into a single platform. You connect your data across the tools you use to create and deliver better experiences. Using the Adobe Experience Cloud, you can maximise the returns from all your channels while delivering an engaging, relevant experience.
Adobe can help.
When you share your brand story across off-line and online channels, it's important to do it with a unified voice. You're going to need a data-driven, integrated set of solutions to manage it all. The Adobe Experience Cloud gives you the power to understand your audiences, respond immediately to their demands and deliver an authentic and meaningful experience.