Multi-Channel Marketing means that your brand has presence in more than one channel, however, Cross-Channel Marketing means that you have integrated multiple channels to sell to your consumer, seamlessly integrating two or more of the channels being used. We can say it is the next level of Multi-Channel Marketing.
Over 2/3rd of all shoppers use multiple channels to make a purchase. For example, you have often caught yourself trying a camera on Best Buy to later purchase it online for a better price. But how do companies like Best Buy fight this phenomenon? The key is having the following elements:
- Having a consistent message across all platforms.
- Use and collect customer data to improve their journey.
- Integrate platforms and services to seamlessly fulfill your customer’s needs.
Remember, the key is to tailor the customer journey the best possible way to your target group, no matter the channel they are exposed to.