What is multi-channel? How about cross-channel? Marketers themselves seem confused according to this article by Mediapost. It’s been defined as “data-enabled targeting”, linked to “behavior” and “customer lifecycle”. We’re going to throw our hat in the ring, with CEO George Schlossnagle’s detailed definitions on multi-channel and cross-channel, in articles featured on Mashable.

Email marketers looking to go cross-channel: Start by listening

Experian provides some advice for marketers nervous about dipping their toe into cross-channel marketing. Begin cross-channel listening first, then use that data to optimize email campaigns based on how customers choose to engage with the brand.

Got Questions For Brands on Twitter? Expect A Response 38% of the Time

If you are providing customer service through multi-channels, what do customers expect in terms of response time? This study by Steven Van Belleghem, in association with SSI and No Problem has the answer.

VanBelleghem-Customer-Service-Response-Times-by-Channel-June2013

Compare this with an earlier Socialbakers study and we see the disconnect.

  • Brands only answered 38% of questions posed to their Twitter account after an average lag time of 6.5 hours.
  • Brands were more responsive on Facebook, answering 60% of question posted there, but took almost an entire day.

Email Should Not Be a Lost Channel: Messaging To The Purse

In the rush to adopt cross-channel marketing, email should not be forgotten. Here are a few tips to optimize your email campaigns.

  • Use data to drive testing
  • Use a control group and segment customers when testing new strategies
  • Make sure you are using marketing automation effectively
  • Ensure a seamless transition from email to website by ensuring that the landing page content corresponds to the email offer

Four key cross-channel marketing challenges from Digital Cream

Here are four key challenges marketers face in cross-channel marketing:

  • Data analysis and attribution is a challenge in integrated cross-channel marketing
  • Disparate systems are major technological barriers
  • Diverse customer databases means that customer segmentation is a problem
  • Organisational hierarchies can prove a barrier to cross-channel marketing

And here are some stats from Google on how multichannel journeys begin and progress.

google-multichannel-blog-full

Infographic: How Email Integrates Multi-Channel Marketing

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Find out more about The New Communications Standard – drive engagement by combining email with mobile messaging!

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