In digital marketing , companies have had to develop new tools in the face of the proliferation of distribution channels (SMS, social networks, e-mail, etc.) as well as their use by prospects. Numerous studies have confirmed that a cross-channel customer generates more spending than a single-channel customer. As a result, companies are resorting to an innovative strategy.
The cross-channel strategy proves to be the most effective technique to respond to this evolution in prospect behavior. Lead acquisition and digital communication are fundamental issues in commercial prospecting ; all effective means to develop the company's turnover are essential.
How does cross channel / omnichannel work?
Cross channel concept
The concept of channel is simple , the cross-channel concept defines the marketing method which aims to improve the customer experience by exploiting all the physical or digital channels used in a synergistic way.
Unlike the multi-channel strategy which involves developing new sales touchpoints, cross-channel extends further by merging the use of all channels. In other words, the cross channel serves to further satisfy the needs of prospects by adapting to their behavior and offering them additional and complementary services.
For example, in the e-commerce sector , the cross-channel strategy is manifested by “click-and-collect”. This technique is based on the combination of two (or sometimes three) channels: the web (digital) and the store (physical). The customer learns about the product in a paper catalog, places his order on the company's e-commerce site and collects it from the store.
Implementation of the marketing strategy
The first step to take is to know the needs and habits of your target. To do this, you can map your targets' journeys and interactions with your business, that is, the channels through which they used to interact with your services and products.
To have access to all this information, you can collect their opinions or analyze an entire information system. Distribute questionnaires to your customers, encouraging them to express themselves on their customer journeys as well as their suggestions for improvement which they think are priorities.
Case of B2B companies: how to integrate cross channel / omnichannel?
For B2B companies, some of them do not have an e-commerce site. As a result, the cross-channel strategy revolves more around the Inbound Marketing strategy, aiming to streamline its funnel. In B2B digital marketing, in order to attract leads , B2B companies can use a mobile application highlighting exclusive content.
The application would be available on social networks and various blogs. Companies can proceed with publications inviting targets to benefit from new podcasts or interesting video tutorials. The goal would be to make it easy for prospects to contact the company through the app.
Also, the combination of Outbond and Inbound marketing would be appropriate. For example, during a trade fair, a company could distribute interactive brochures containing a QR code (referring to the company's website or to the link of the previous application) while asking visitors to fill out a form for the receipt of newsletters.
The advantages of the cross-channel strategy – Omnichannel
Significantly improved customer experience
Considering the customer journey is essential for optimizing your commercial prospecting. When a prospect sees your offers on one channel, that connection shouldn't break when they move to another channel. This is where the cross-channel strategy comes into play.
Throughout the sales funnel, the cross channel makes it possible to optimize the decision-making process for your targets and thus accelerate the purchasing process by offering a certain fluidity in the customer journey. Remember that the customer journey encompasses different channels, namely:
- A website: to consult products and services;
- The store: collection of ordered products;
- Email: to contact the company;
- Social networks: possibly to submit their opinions.
Also, customer support is more privileged with cross channel, on all types of channels they use.
Customer acquisition via the interaction channel
When the company offers more interaction channels, it is undeniable that visibility increases and, thus, the entry doors multiply, accessing more prospects and consequently more business and potential customers . Also, prospecting on new channels is likely to also attract the interest of new prospects.
Increased notoriety and improvement of the company's image
The improved customer experience will inevitably lead to the satisfaction of prospects who will become customers. This will likely have a positive impact on the company, particularly on the brand's image and reputation.
Indeed, the richer the information available to prospects with a smoother purchasing journey, the more the targets will have a positive opinion of the company. Thus, the chances of concluding a sale with them will be maximum. In addition, the cross channel makes it possible to further expand the prospecting market and also to build customer loyalty. A satisfied customer will share their experience and will only benefit your business.
The cross-channel strategy constitutes a better lever in the marketing strategy whether for B2B or B2C communications. Its aim is to create complementarity between the different channels used by prospects. It is also an essential element in inbound marketing. This is justified by the numerous advantages that this prospecting strategy presents. If we refer to the development of technology and prospect behavior, cross channel is essential for the development of a business, accompanied by a direct marketing campaign .
