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5 Cross-Channel Marketing Tips for Every Company

April 10, 2013

Think about the last time that you attended a concert, baseball game, or any other large event. How did you hear about it? From email newsletters and direct mail pieces to social media posts, radio advertising, and more, there are multiple channels that marketers use today to convey their message. This is also known as cross-channel marketing.

So how do you pull this type of marketing off successfully? The Lure Creative team recently attended a Kansas City Direct Marketing Association presentation featuring Pat Friesen, author of The Cross-Channel Copywriting Handbook. Here is a recap of her top cross-channel marketing tips!

View New Technology as an Opportunity

Pat began her cross-channel marketing tips cautioning marketers to avoid the statement, “I don’t need to know about X.” This X can be substituted for any new technology such as Twitter, QR Codes, Pinterest, and the list goes on and on. While your company may not need to use this channel, it is still important that you know about it. Why? More than likely, your consumers will begin to use this new technology to discuss your brand, product, or service.

Relate & Integrate Across Channels

Relating and integrating your message across channels are important components to successful cross-channel marketing. Pat referenced a marketing campaign used by Ikea. This innovative furniture store continued their innovation tendencies in their marketing when they created a smartphone application to enhance the consumer’s experience. Nearly every page of their catalogue contained an image of a phone that, when scanned, led consumers to the same interactive application. This type of integration is a powerful marketing tool that helps increase consistency and the end result sales.

Repurpose What You Write

Can your blog post also be used as an email to your database? How about using it as a press release? When you have powerful content, do not waste it by marketing it through one channel. If you are not 100% confident in repurposing your content, consider trying it as a test to see how your target market will respond. Your results will be able to tell you if repurposing content in the future should be a part of your marketing strategy.

Response is the Common Denominator

There is one common denominator that comes with cross-channel marketing and that is the response. It is what you want your reader to do as a result of reading your marketing message. Do you want them to make a phone call to your company, visit your website, or come to your store? In a successful cross-channel marketing campaign, all of your mediums will lead to the same response.

Revisit Direct Marketing Roots

Pat’s last piece of advice was to remember the roots of direct marketing. These roots encompass the basics:
·      Promote the offer and not the service
·      Include a call to action
·      Focus on the benefits of a product not its features.

The key concepts of direct marketing provide a solid backbone for cross-channel marketing.

Are you successfully taking advantage of cross-channel marketing? Follow these tips and you will be in no time! For more information about this marketing strategy, give Lure Creative a call at (913) 649-4040.

About the Author

Scott Christian

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