The purpose of your cross-channel marketing technique must be to inform all of your viewers and prospects a similar brand story across multiple channels. Nonetheless, you want accomplish that in a barely totally different means for every one whereas holding user engagement. Your story must be barely totally different for every channel as a result of the truth that folks on these channels work together with these channels in distinctive methods.
Meaning you’ll be able to’t simply blanket every channel with the identical precise content material. Whereas one channel may go extra successfully for video like social media, one other channel is finest suited by suggestions and lists of content material that ship useful recommendation as discovered on a weblog. Determine what works properly the place and you have got a winning cross-channel marketing strategy.
Nonetheless undecided? Listed here are 5 manufacturers with profitable cross-channel techniques:
Mercedes-Benz has a cross-selling technique that features digital and social media channels, together with paid media, owned media, earned media and content marketing. For instance, its “Generation Benz” online community was integral in developing a customer profile for Mercedes Benz that will assist them perceive which advertising and marketing techniques would work finest for every channel.
They decided that their campaign for their CLA model ought to embody a conventional advertising and marketing tactic, which was a Tremendous Bowl tv advert with Usher and Kate Upton. This was additionally chosen as a result of the sport was being performed at a stadium they sponsored: The Mercedes-Benz Superdome in New Orleans. Moreover, they leveraged a microsite for that mannequin and increased awareness across social media channels, together with the #clatakethewheel marketing campaign that focused these of their early 20s to early 40s.
Moreover, Mercedes-Benz used paid Fb adverts, which was linked to video content material additionally produced by the model concerning the CLA mannequin. When it comes to earned media, they partnered with Casey Neistat, a recognized key influencer among the many Millennial demographic, to cowl that channel.
The outcome was the best product launch for the brand in 20 years, a million guests seen the CLA content material on-line, and so they had extra guests to their MBUSA.com web site than at another level in historical past. Moreover, they achieved an 82% conquest fee, which was the proportion of latest consumers who had beforehand purchased different luxurious automobile manufacturers.
Starbucks and their Frappuccino Happy Hour campaign is an effective instance of a cross-channel marketing campaign that delivered outcomes. Starbucks up to date their web site and launched a tv industrial together with the 10-day marketing campaign. They used frequent imagery throughout all channels to tie collectively the varied techniques and messaging fashion they used for it. They included different techniques like an in-app message to prospects that inspired customers to textual content “WOOHOO” to search out out what the model had in retailer when it comes to summer time surprises they’d offer.
Starbucks continued to ship out common messages that had been cross-promoting their “My Starbucks Rewards” program to get extra folks to sign-up and use this loyalty program. The model additionally created their very own social media identities for Starbucks Frappuccino from its common Starbucks social presence. Each identities, nonetheless, labored to advertise the Frappuccino Blissful Hour marketing campaign with out simply copying the content material from one another.
The main target for achievement right here is to select one thing that’s value selling, restrict the time to create that exclusivity and demand to not miss the chance, and keep consistency throughout channels like Starbucks did with constant visuals however custom-made content material and supply mechanism.
In persevering with the emphasis on consistency as a key success issue for cross-channel marketing, Heineken’s Departure Roulette marketing campaign supplies a very good benchmark of this issue. Heineken’s marketing campaign centered on an interactive video that gives the viewer with a possibility to get entangled. They see those that participate and play the sport win an unique trip whereas people who opted to not take the problem go dwelling. The video was tied to a Net sequence known as “Dropped,” which furthers the concept that the perfect journeys in life are these which might be spontaneous.
The cross-channel tactics included advertising and marketing this video on its web site, YouTube channel, and different social media accounts like Instagram, Twitter, and Fb. The model’s brand and identification had been clearly indicated alongside the video content material however apart from that the main focus was on the visible engagement that the video supplied that didn’t concentrate on beer or the model. On this means, the advertising and marketing felt extra concerning the consumer and fewer about promoting them one thing. But, the consumer nonetheless linked the message of journey and spontaneity with the model that created the visuals and content material.
4. Land Rover
The luxurious automobile model created a steady model expertise with cross-channel advertising and marketing that included quite a few Google-related channels, together with utilizing the Google Show Community, homepage masthead and Masthead in Lightbox adverts on YouTube, and visibility via cellular, search and Google+. The model additionally centered on digital campaigns that centered on voyages like its “Bred for Journey” marketing campaign. This cross-channel effort additionally included conventional techniques like tv adverts.
The marketing campaign additionally included 4 totally different influencers who created visible content material for his or her blogs and Land Rover’s microsite. Every influencer took multi-day journeys to locations like Glacier Nationwide Park and the Appalachian Mountains. Land Rover additionally took visuals of the areas and included these on their web site and adverts, which supplied customers a means to take a look at the inside and exterior of their Discovery Sport mannequin. Their cross-channel efforts resulted in 100 million impressions from the YouTube homepage masthead, 11 million extra impressions on Masthead in Lightbox, and 10% improve in search advert CTR. Additional outcomes discovered that on-line leads from its digital channel efforts now account for 15% of the brand’s total sales.
5. Below Armour
Health model, Below Armour, understands the necessity to create a cross-channel consumer expertise. It combines its social presence, influencer advertising and marketing with admired athletes, and in-store content material and interactive engagement with its “UA Shop”, a lifestyle-based custom shopping app and its Linked Health group.
The app delivers a personalised expertise for patrons collected from information on every buyer, together with their athlete inspiration, exercise historical past, and former buy historical past. For instance, its partnership with numerous apps helps to ship information about what they’re doing fitness-wise with their linked health tracker and geographical location. The result’s that they obtain particular product ideas based mostly on that information.
Different advertising and marketing techniques embody the UA Play application, which permits customers to scan barcodes throughout the shop to study product particulars get different beneficial content material. It is a additional option to join the channels and draw the viewers to all channels for a memorable experience. The outcome has been elevated visitors and consumer engagement of their shops, on their web site, apps, and social media platforms.
Cross-channel advertising and marketing success comes from consistency, interactive components, and numerous content material supply methods. Whereas every thing digital rocks relating to advertising and marketing, these success tales additionally embody in-store and conventional advertising and marketing techniques that stretch the ability of cross-marketing and contact prospects and prospects in each means potential.