Cross-Channel Marketing: Impact of Using Different Marketing Platform

A recent survey found that today’s consumers have more power than they have ever had. This presents marketers with a challenge: they must engage with their target audiences wherever they are, at the relevant platforms. 

It is not possible to attain a complete picture of your audience with a single channel strategy, which becomes a challenge to design a tailored client experience. However, it is possible to take every touchpoint into consideration while cross-channel marketing to provide the customer with more attention to detail at each stage of the interaction. 

In this article, we will learn how a cross-channel marketing approach can help the business to grow more smoothly. So scroll down the article to know more. 

Cross-channel marketing approach

The results quickly showed that relatively few SMB clients use several channels (Facebook, Google, and Microsoft).

Many people simply stick to Google, as they think that they should be here, but this is not always the ideal case for all the businesses, and it can be vital to digital marketing success when you are seen across several touchpoints – or at least test out numerous channels.

The cross-channel marketing report 2015 found Facebook to be the most cost-effective and feedback-driven channel for SMBs, but Microsoft was the first to reach a more professional and affluent audience.

The findings emphasized the importance of your target audience being predetermined. Thus, it’s definitely worth considering what you are attempting to do with your ad spending and whom you are actually trying to get to when choosing the channel or cross-channel marketing platform for your business.

Setting the proper goal

It is crucial to think about your ultimate aim and ask yourself, who are the clients you are searching for and how you get to them most efficiently.

Existing research has shown that for SMBs acquiring new customers, the ‘generation of awareness,’ ‘producing lead,’ and ‘retention of consumers’ is the most sought-after aim on their journeys.

Based on this, the Cambridge team identified the combination of the traditional sales funnel with the customer lifecycle model to be the optimum way for an SMB to pursue its overall marketing objectives.

The team was able to then estimate the impact of costs on the different marketing channels through overlapping resolution methods. SMBs could assess which platform is best used in the event of similarities in this way.

Throughout the investigation, it was observed that both the CPM and CPC were most affected by choosing the channel itself. Therefore, further study has been carried out to identify the average CPM and CPC over Google, Facebook and Microsoft ads, following a relationship between channel and cost-specific KPIs.

While the most economical channel for SMBs, in general, was Facebook, it was recommended that companies should always consider other channels’ click rates to see whether other criteria, such as industry or geographical location, would significantly change.

However, if you choose between Google and Microsoft, the findings reveal that Google is used because of its high reach and low cost; Microsoft could also be helpful, especially given that it offers high-level targeting and demographics ideal for specific enterprise types.

Successful campaigns are created by learning from prior experience and applying that knowledge to the current situation. Multiple KPIs should be monitored across the entire marketing funnel. Knowing how effective marketing initiatives are in terms of their ROI helps marketing teams to make informed decisions about how to continue to optimize their campaigns in the future. In this way, you could properly use the cross-channel marketing approach

The meaning of your ads

The sense of communicating is another issue that many companies may not take into account when deciding on a platform.

This was another area when the research team analyzed the data where the ad appeared depending on the channel.

When Microsoft achieved a good CTR of 4.2 percent, it indicated that it was the most popular platform, compared to the neutral ones at 3.6 and the negative ones at 3.3 percent.

Of course, the reverse was true of Google advertising, where the negative feeling was most common among users. The rate for neutral and negative messaging was 6.5 percent, compared to 5.7 percent.

Again, it emphasizes how crucial it is to take that time to test your announcements and understand what works best for your target clients to get the most of your expenditure.

The uniqueness of every business

It’s no secret that one size does not necessarily work for all methods. All companies are diverse; thus, their publicity expenditure and usage will naturally differ.

Some people, like all of us, want to go with statistics and what has been proved historically works for businesses, but while you can keep this in mind, it will not work for all enterprises. It is so crucial to always remember to take the time to evaluate where and to whom you are spending time.

Plus, there are also (and lesser) locations to list your ads, like Reddit, Amazon, and industry-specific sites such as Capterra, although Google, Facebook, and Microsoft ads are the more prominent internet advertising platforms. These can be nonetheless useful despite having fewer users, as it is frequently simpler to reach your particular target demographic and can serve to complement your core platform. Therefore cross-channel marketing should be practiced if you want to get ahead of your competitors. 

Final words

You must have got the idea that you should never just focus on Google for marketing your business. In order to ensure a consistent customer experience across all marketing channels, a firm uses a cross-channel marketing strategy. Today, firms may utilize powerful tools that help them execute more targeted marketing. This enables them to focus their efforts and hone their marketing strategies more precisely. 

To help guide customers through a unified campaign experience, you must regularly monitor campaign success and ensure that branding and content are consistently applied across all touchpoints during the campaign. Cross-channel marketing is the new trend that is growing in this digital world, and you should adapt to this beneficial change.