How many times have you heard the term “multi -channel ” in marketing jargon? I’m sure you’ve heard it a lot! You may have also heard the concept of “cross – mia” when a marketer is presenting a strategy. In today’s advertising world, campaigns are design with a mix of “traditional” and “digital” mia. Agencies understand that impact on customers and buyers is achiev through different types of mia. Therefore, it is becoming more common for marketers to include both traditional and digital mia in their campaigns. This is known as cross -mia campaigns .
Keep in mind that the concept of “omnichannel”
Refers to strategies in which the customer interacts with a company outside of its physical store, on its website or mobile app, through a catalog, or through social mia. It’s not just about digital engagement . With an omnichan vietnam whatsapp number data nel campaign, potential customers can access products and services through a phone call, using an app on their smartphone, tablet, laptop, or computer. Each part of the customer experience should be consistent and complementary.
One of the problems facing cross-mia campaigns is that different strategies – even if execut in combination – are measur separately, in silos. This does not offer a complete view of the campaign and its results. Nowadays, it is not enough to have different views of the different mia that impact the customer or buyer. You ne to have a single view that shows the entire customer there are many news that journey. The customer, or prospect, may go through different touchpoints, traditional and digital, before buying or closing a deal. These touchpoints include internet searches, visits to an exhibition, a website, a store, engagement on social mia, watching videos, reading reviews, etc. All of these actions may be part of the same custo rich data mer journey, and if we do not measure them, we will get incomplete results.
In addition to cross-mia
There is the complexity of cross-device. According to Pawel Gershkovich, global senior product manager at GFK, 35% of people use two devices, and 22% use up to three devices in their product research and purchase interactions. So we ne to add two more complex dimensions: the first is the type of device (laptop/desktop/tablet/smartphones); the second is the country. This is because the way customers use different devices, and the way they move between them, varies from country to country.