The present-day consumers have become more connected where they tend to switch between different marketing channels and devices to get the best services for them. Consumer preferences and behavior too have changed over the years due to which it has become necessary for the e-commerce marketers to develop cross-channel marketing strategies to ensure customer loyalty and brand advocacy.
Cross-channel marketing helps in building meaningful experiences and initiate personalization to deliver appropriate messages to individual consumers at the right time and across the right channel. Read below to know the ways in which you can implement cross-channel marketing campaigns to build personal experiences for your customers:
Understand Individual Requirements of Your Customers
E-commerce marketers need to understand their audiences and how they engage with the brand on a real-time basis. You should have an idea about the platforms that the customers use the most. Research on how your competitors are using the online channels to engage with a specific category of audiences. Even the slightest of information about your customer can make a huge difference in building their trust toward the brand.
E-commerce websites have millions of consumers who visit their brand daily. However, each customer has unique interests which is why your campaigns and marketing strategies should be tailored to these interests. In other words, should be personalized. This can be achieved by initiating a testing process that would help in understanding customer segmentation and address their problems quickly.
As you deliver their individual requirements over time, you will automatically be able to build trust and hence gain loyalty.
Operationalize Experiences so the Customers Can Easily Navigate Your WebsiteIt has been observed that people often trust brands that make things easy for them. For instance, you can initiate an email campaign for customers who might have abandoned their shopping cart so that they get the product that they desire or re-target using display campaigns for those who have viewed specific products on your e-commerce store website. Providing optimized experiences will make it easy for them to navigate through your e-commerce website.
Recognize Your Customers who Access Your Website through Multiple Channels
In a recent study, it was found that consumers who interact with the brand through different channels have 30% high lifetime value than those who shop on only one.
We live in an era where consumers can reach out to a brand through multiple platforms such as desktop, tablet, or mobile web – whichever way they feel the most convenient. Also, it is consumer psychology to look out for consistent experiences where they can easily access the website and get what they want instantly. Thus, it is essential that you recognize individual visitor journey and fulfill their requirements to ensure conversions and increased engagement with the brand.
Track These Cross-Channel Campaigns
By monitoring the reports and metrics that you care about most for your e-commerce business in real-time you can analyse the areas where you need to pay more attention.
For instance, you can keep track of the preferred products by customers, type of devices used by them to access your website, sales made through a specific campaign, and much more to devise marketing strategies that would garner conversions.
Real-time analytics will help you to keep track of business-related metrics using which you can understand the individual requirements of the customers and provide them with better personalized experience.
On a final note, with technological advancements, customers have become smarter and use multiple channels to get what they want instantly. So, it has become necessary for e-commerce marketers and business owners to stay proactive and provide a seamless experience to the customer who is willing to purchase your product. Initiating cross-channel campaigns will boost conversions in such a scenario and maintain customer engagement.
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