According to a report by Statista, almost 70% of the world’s population were using smart phones by the end of 2023. In such a situation, the channels to interact with brands have also widened. Consumers interact with brands across multiple channels, from social media and emails to mobile apps and websites. For marketers, managing these interactions effectively requires a unified approach like that of cross channel marketing automation. This technology enables brands to deliver personalised, consistent messages across all touchpoints, resulting in improved customer engagement and higher conversion rates.
What is cross channel marketing automation?
Imagine this; you are running a shop and you want to tell everyone about the commodities that you are selling in the shop. Some of your friends live in the neighbourhood near you, some are at the park while others are living in other parts of the city. Instead of going to everyone and telling them personally, you can adopt different ways to reach all of them at once. You deliver flyers to the ones in the neighbourhood, send a text to the ones at the park and an email to the ones living in other parts of the city. Now, everyone knows about your shop, no matter where they are. Cross-channel marketing automation is like this but for businesses. They use special tools to send messages to people in different places, like on their phones, computers, or in the mail, all at the same time. This way, everyone hears about what the business is selling, no matter where they are, and it saves time because everything happens automatically.
It refers to the use of technology to automate and coordinate marketing activities across different channels, ensuring a seamless customer experience. Instead of managing campaigns on each platform individually, marketers can create a unified strategy that leverages data from all channels to inform their messaging. This approach allows for more personalised interactions, as customer data from one channel can influence actions on another, creating a cohesive journey for the consumer. A study by Harvard Business Review shows that 73% of customers use multiple channels during their buyer journey.
One of the key benefits of cross-channel marketing automation is the ability to personalise content at scale. By leveraging customer data, marketers can segment their audience based on behaviour, preferences, and demographics. This segmentation allows for targeted messaging that resonates with specific groups, enhancing the relevance of the communication. Research from Epsilon indicates that 80% of consumers are more likely to make a purchase when brands offer personalised experiences.
While the benefits of cross-channel marketing automation are mentioned above, there are challenges to this that marketers must navigate. One significant challenge is data integration. To create a seamless customer experience, data from various channels—such as email, social media, and mobile—must be integrated and analysed in real-time. This requires robust technology solutions and a clear strategy for managing and interpreting data. Another consideration is ensuring message consistency across channels. With multiple touchpoints, there is a risk of overwhelming the customer with redundant or conflicting messages. Marketers need to carefully coordinate their campaigns to ensure that each interaction feels relevant and timely.