in Marketing

Today, consumers are more connected than ever before. According to Google, the lines between different devices such as mobile phones, tablets, and desktops have blurred. 90% of the consumers switch between devices and screens to complete a task. If abandoned carts and dormant users are giving you sleepless nights, you should invest in cross-channel marketing automation.

Cross-channel marketing offers a seamless experience for customers across digital platforms and devices. Let’s say customer carts a t-shirt on the desktop website but abandons the cart. You can use push notifications or emails to remind him for completing the purchase.

Cross-channel marketing can be beneficial if done right. All you’ll need is a targeted strategy to understand the intent and reach out to the customer. A robust cross-channel marketing automation tool will streamline the execution for you.

Here are 5 things to help you get started with cross-channel marketing automation:

#1 The Tool Must Provide Unified Customer Profiles

The biggest challenge faced by marketers is the silos among different tools. Each platform stores behavioral data in different formats and doesn’t communicate with others seamlessly. For example, an email marketing tool provides insights on customer engagement for emails. A website analytics tool will give an overview of the customer’s activity on the website. The disintegration of data makes it difficult to get a holistic view of the customer’s behavior. This could result in siloed efforts at personalized marketing. A unified customer profile will help you assimilate data from various touchpoints. It delivers a holistic understanding of the customer’s behavior. This will help in segmenting user campaigns on multiple parameters. These parameters range from campaign response to last user activity. Thus making it simpler for you to plan the cross-channel marketing strategy. While selecting the tool, ensure that it offers a unified view of your customer’s profile.

#2 Personalization at Scale

Consumers prefer to engage with brands that offer hyper-personalized services. Small changes such as addressing the email recipient with their first name instead of ‘Hi’ have proven to increase click rates. The personalization makes the customer feel valued. However, marketers can offer personalization only when they are fully equipped. Without accurate and complete insight, personalization can be a challenge. A cross-channel marketing tool maps the user behavior and offers authentic insights. For example, MoEngage’s Dynamic Product Messaging uses Sherpa Interaction Graph to map the user behavior. This helps in delivering the personalized product, offers and content recommendations.

#3 Cross-channel Targeting

In 2015, Gartner reported that over 4.9 billion people use connected devices. It means marketers have a lot more possibilities to start 1:1 communication with the user. Using cross-channel targeting marketers can leverage this opportunity remarkably well. Marketers can approach users switching between devices and platforms with the same ease.
Cross-channel helps marketers in segmenting the audience with respect to their preferred channel. This improves user experience as users are now engaged on the platform of their choice. Make sure that your cross-channel marketing automation tool provides this option.

#4 Content Optimization

One challenge that marketers face is choosing the right content to share with the right audience. Marketers spend a significant amount of time analyzing the past performances of the campaigns. This helps in selecting the top-performing content. With cross-channel marketing automation tools, things become easier for marketers. They need not to manually analyze and choose the best-performing content. The tools automatically send the top-performing content to the right customer.

#5 Time Optimization

Timing is a crucial determinant for the success of a marketing campaign. A right message sent at the time when a user is inactive will make the entire exercise futile. To create a winning campaign, you need to be a step ahead of other marketers. Know the best time to engage the user and convert them with your message. This will help you to optimize the campaign better. Select a cross-channel tool that interacts with customers when they are most likely to engage, and convert. MoEngage’s Sherpa, for instance, allows you to trigger push notifications or emails after a customer performs a specific action. Using Intelligent Delay Optimization, you can set the delay duration for the campaign. This will enable you to reach out to customers even if there is a delay from their end.

Get Started with Cross-channel Marketing Automation

Marketers use cross-channel marketing to deliver marketing campaigns without compromising user experience. This results in seamless interactions with users. Understanding the importance of cross-platform integration helps in offering hyper-personalized customer experience. Thus it is essential that marketers embrace more innovative cross-channel marketing tools.

Want to implement cross-channel marketing for your organization? Drop us a line at hello@moengage.com. Our intelligent marketing cloud can help you engage, convert and retain your users.