{"id":2689,"date":"2014-04-07T07:52:05","date_gmt":"2014-04-07T07:52:05","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=2689"},"modified":"2014-04-07T07:52:05","modified_gmt":"2014-04-07T07:52:05","slug":"que-es-el-cross-channel-marketing","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/que-es-el-cross-channel-marketing\/","title":{"rendered":"What is Cross Channel Marketing?"},"content":{"rendered":"<p style=\"text-align: justify;\">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\u00a0<strong>Cross-Channel Marketing<\/strong>\u00a0y\u00a0<strong>Omnichannel Marketing<\/strong>. Today we define the first of these.<\/p>\n<p style=\"text-align: justify;\"><strong><a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/marketing-multicanal-marketing-omnicanal-y-cross-channel-marketing\/\" target=\"_blank\" rel=\"noopener\">As we discussed in the post on multichannel marketing<\/a><\/strong>There are three axes on which cross-channel and omnichannel marketing pivot:<\/p>\n<p><!--more--><\/p>\n<p style=\"text-align: justify;\">- 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.<br \/>\n- The user moves from one channel to another and interacts with the brand in real time.<br \/>\n- As a consequence of the two previous points, the brand gains prominence, with the channel taking a back seat.<\/p>\n<p style=\"text-align: justify;\">In the following link you can <a href=\"https:\/\/www.digitalresponse.es\/en\/marketing-omnicanal-multicanal-crosschannel\/\" target=\"_blank\" rel=\"noopener\"><strong>download the Whitepaper Multichannel, Omnichannel and Cross Channel Marketing<\/strong><\/a> where this issue is further developed<\/p>\n<p style=\"text-align: justify;\"><strong>Cross-Channel Marketing.<\/strong><\/p>\n<p style=\"text-align: justify;\">The\u00a0<strong>Cross-Channel<\/strong>\u00a0describes 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.<br \/>\nThe\u00a0<strong>Cross-Channel<\/strong>\u00a0aims 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.<br \/>\nIn contrast to the actions\u00a0<strong>multichannel<\/strong>The aim is to present the same content to the user in the different channels in which the brand is present, the\u00a0<strong>Cross-Channel<\/strong>\u00a0aims 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\u00a0<strong>Cross-Channel<\/strong>\u00a0an interaction in one channel affects what content will be displayed in another.<\/p>\n<p style=\"text-align: justify;\"><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/03\/ZMOT.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-2695 aligncenter\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/03\/ZMOT.png\" alt=\"ZMOT\" width=\"624\" height=\"334\" \/><\/a><\/p>\n<p style=\"text-align: justify;\">source:\u00a0\u00a0<a title=\"zmot\" href=\"http:\/\/www.thinkwithgoogle.com\/collections\/zero-moment-truth.html\" target=\"_blank\" rel=\"noopener\">ZMOT (Zero Moment Of Truth)<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>La comunidad de profesionales del marketing ha propuesto dos t\u00e9rminos nuevos que encarnan la orientaci\u00f3n estrat\u00e9gica de adaptaci\u00f3n a esta nueva y compleja realidad. Se trata de los t\u00e9rminos\u00a0Cross-Channel Marketing\u00a0y\u00a0Marketing Omnicanal. Hoy definimos el primero de ellos. Como coment\u00e1bamos en el post sobre marketing multicanal, tres son los ejes sobre los que pivotan el marketing [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,38],"tags":[],"post_folder":[],"class_list":["post-2689","post","type-post","status-publish","format-standard","hentry","category-blog","category-cross-channel"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfQu\u00e9 es el Cross Channel Marketing? - Digital Response<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalresponse.es\/en\/que-es-el-cross-channel-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfQu\u00e9 es el Cross Channel Marketing? - Digital Response\" \/>\n<meta property=\"og:description\" content=\"La comunidad de profesionales del marketing ha propuesto dos t\u00e9rminos nuevos que encarnan la orientaci\u00f3n estrat\u00e9gica de adaptaci\u00f3n a esta nueva y compleja realidad. Se trata de los t\u00e9rminos\u00a0Cross-Channel Marketing\u00a0y\u00a0Marketing Omnicanal. Hoy definimos el primero de ellos. Como coment\u00e1bamos en el post sobre marketing multicanal, tres son los ejes sobre los que pivotan el marketing [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/que-es-el-cross-channel-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Response\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/digitalresponse\" \/>\n<meta property=\"article:published_time\" content=\"2014-04-07T07:52:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/03\/ZMOT.png\" \/>\n<meta name=\"author\" content=\"Jordi Puig\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dresponse\" \/>\n<meta name=\"twitter:site\" content=\"@dresponse\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jordi Puig\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/que-es-el-cross-channel-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/que-es-el-cross-channel-marketing\/\"},\"author\":{\"name\":\"Jordi Puig\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c842b4b9fb8424de8ad957333085c3da\"},\"headline\":\"\u00bfQu\u00e9 es el Cross Channel Marketing?\",\"datePublished\":\"2014-04-07T07:52:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/que-es-el-cross-channel-marketing\/\"},\"wordCount\":411,\"commentCount\":9,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/que-es-el-cross-channel-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/03\/ZMOT.png\",\"articleSection\":[\"Blog\",\"Cross Channel\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/que-es-el-cross-channel-marketing\/\",\"url\":\"https:\/\/www.digitalresponse.es\/que-es-el-cross-channel-marketing\/\",\"name\":\"\u00bfQu\u00e9 es el Cross Channel Marketing? 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