According to recent research, consumers receive 5,000 messages a day from more than 60 different communications channels. If you use only one channel, you’re getting lost in that clutter. But with cross-channel marketing, you improve your odds of being noticed … and inspiring the right actions.
While multi-channel marketing means communicating with customers through more than one channel, cross-channel marketing is something else. It involves a single campaign that coordinates a consistent message across a range of channels.
Messages from all channels share the same basic look and key points, whether the medium is a direct mailer, an email or a cell phone. The consistency reinforces recognition for your brand.
This issue focuses on some of the ways you can apply the cross-channel concept:
- Add personalized websites (PURLs) to direct mail and email to move your message across channels – they’re also a proven response-booster.
- Events and trade shows can be effective marketing channels when you follow these rules to build awareness and attendance.
- For most small businesses, direct mail is the most powerful channel if it’s properly targeted.
- The case study shows how a nonprofit with limited resources can still use multi-channel marketing to exceed their program goals.
