What is Cross Channel Marketing?

The marketing community has proposed two new terms that embody the strategic orientation of adapting to this new and complex reality. These are the terms Cross-Channel Marketing y Omnichannel Marketing. Today we define the first of these.

As we discussed in the post on multichannel marketingThere are three axes on which cross-channel and omnichannel marketing pivot:

- There has been a multiplication of interaction channels between the brand and the user: point of sale, direct marketing, call centres, web, social channels (Facebook, Youtube, Twitter), email, mobiles, smart TV, etc.
- The user moves from one channel to another and interacts with the brand in real time.
- As a consequence of the two previous points, the brand gains prominence, with the channel taking a back seat.

In the following link you can download the Whitepaper Multichannel, Omnichannel and Cross Channel Marketing where this issue is further developed

Cross-Channel Marketing.

The Cross-Channel describes the experience of a customer who has combined different channels in the same purchase process. Let's look at an example: a user sees a display ad for a product while browsing a newspaper website and clicks on it. They are instantly directed to a page where they can download a brochure for that particular product. Two days later, they become a fan of the brand on Facebook and visit the site's product catalogue. 24 hours later, they receive an email with a specific offer for the product they downloaded the brochure for, access the e-commerce site and make a purchase.
The Cross-Channel aims to break down the boundaries that exist between channels and proposes an integrated view of channels, in which there is a single view of the customer through the different channels of interaction.
In contrast to the actions multichannelThe aim is to present the same content to the user in the different channels in which the brand is present, the Cross-Channel aims to orchestrate the presentation of highly personalised and relevant content to a user across different channels of digital interaction. In other words, in the strategy Cross-Channel an interaction in one channel affects what content will be displayed in another.

source:  ZMOT (Zero Moment Of Truth)