[UPDATED FOR 2024]
When it comes to marketing, simple is generally better. Simpler designs, simpler messaging; in a world where things keep getting faster and more complicated, we crave streamlining. And as the marketing supply chain has grown increasingly complex, we’ve taken on a mission to simplify it for our marketers. There’s no need to spread your time and energies among multiple disconnected agencies to manage your physical marketing and digital marketing when you can work with one proven vendor who understands and capitalizes on the intricacies of both. That’s us.
Simplify With Integrated Channels
By partnering with a tech-driven, cross-channel team, not only do you save the hassle and headache of working with multiple vendors, but you reap the benefits of better, more closely integrated cross-channel strategies. Let’s get started.
- What Is Cross-Channel Marketing?
- Multi-Channel vs. Cross-Channel
- Why Take a Cross-Channel Approach
- Go Cross-Channel!
What Is Cross-Channel Marketing?
This approach represents the seamless integration of various marketing channels including branding, messaging, and online and offline touchpoints, which are deployed strategically as consumers move down the customer sales funnel (through their buyer’s journey). With a cross-channel strategy, customers enjoy a seamless, consistent brand experience from start to finish.
Related: Untangling the Marketing Supply Chain in 2024
Multi-Channel Vs. Cross-channel
While multi-channel and cross-channel are similar in intentions, cross-channel dives deeper into the customer experience. Multi-channel strategy allows consumers to become aware of your organization through print, online, and in-store marketing efforts. However, when consumers are in one of these channels, they are often unaware of the others, creating branding silos. Cross-channel strategies go a step further with intentional integration to ensure a seamless experience across multiple touchpoints. For example, as consumers change devices, and visit online and offline platforms, messages are shaped by prior encounters and transition from one to the next invisibly. Cross-channel communication and strategies enable an organization to focus on the customer journey and connect each channel for an impact stronger than the uncoordinated combination of multi-channel messaging.
Why Take a Cross-Channel Approach
We see multi-channel all the time. Marketers may get their large format signs made in one place, get their promotional products another place, and have their digital marketing efforts handled by a third place. As you can imagine, this leads to big inconsistencies, inefficiencies, and bad branding.
On the flip side, a cross-channel approach helps you crush your marketing with:
- Stronger Brand Recognition: Consistent, identifiable brand tone bolsters brand recognition. Consistency is one of the most important things for brands to follow while creating and delivering marketing messages. Brand consistency makes your messaging credible, recognizable, and memorable. With a cross-channel marketing approach, all marketing messages have the same look, feel, and tone. With one cross-channel partner, you’ll ensure all materials and assets will be unified and true to the brand. That is our promise as a cross-channel partner.
- Increased Consumer Engagement: People love personalized messaging! It’s human nature to feel special when we see something personalized or customized just for us. Cross-channel communication uses the power of personalization to deeply engage customers. We harness data-driven strategies to make that personal connection, whether it’s through variable data printing (VDP) on direct mail, personalization tokens on email campaigns, or even personalized animations on videos. When you make the effort to personalize cross-channel communications, customers respond with greater loyalty and engagement.
- Content That Responds to Feedback: Cross-channel marketing enables your team to react in real-time to past interactions and the current state of the buyer’s journey. As a consumer moves down the sales funnel and through the buyer’s journey, their needs change. They are looking for different content that informs and impacts their buying decisions at that particular point in their decision-making process. Whether they are in the awareness, consideration, or decision stage, a cross-channel marketing strategy can tailor the message and medium to match where they are. We deploy predictive analytics to craft content that does exactly that.
Related: Boosting Direct Mail ROI With Predictive Analytics Tools - Streamlined Communication: There’s nothing more annoying than searching through a swamp of emails trying to find where you last left off for this project or that. With a cross-channel marketing partner, businesses harness streamlined communication through one point of contact. It’s easy to know where you stand with a project by keeping track of just one line of communication. In a world where things move fast, this saves tremendous time and energy.
Go Cross-Channel!
You’ve seen how cross-channel marketing can make a measurable difference. If you’re interested in deploying this powerful strategy, Ironmark can help. As a full service marketing partner, we are dedicated to streamlining marketing efforts from design to delivery. We strive to simplify success for our clients through a complete package of physical and digital marketing offerings including marketing strategy, brand management, commercial print, creative design, digital advertising, lead intelligence, branded merchandise, predictive analytics, data modeling, warehousing, shipping, advanced mail services, and more. We’ll help you leverage the power of cross-channel marketing to crush your marketing goals and make the experience better for your customers and team!
