Cross-channel marketing focuses on building a strategic channel plan to reach your customers, and can include email marketing, SMS messaging, push notifications, in-app messages, direct mail, and other channels, based on your audience’s preferences.
Cross-channel marketing focuses on building a strategic channel plan to reach your customers, and can include email marketing, SMS messaging, push notifications, in-app messages, direct mail, and other channels, based on your audience’s preferences. When incorporating a cross-channel marketing plan into your growth marketing strategy, you need to focus on the individual user to understand their communication preferences, and then build your campaigns accordingly. A/B testing can help you first understand that a particular user responds to push message offers at a 60% higher rate than email marketing offers, for instance, so you can customize future campaigns to focus on push offers. It's also valuable to build a holistic marketing plan that integrates multiple channels, so that you will be able to engage with your audience wherever they are, using contextual campaigns that help you understand their past behavior across each platform.