How to Create a Successful Cross-Channel Marketing Campaign on Mobile Devices

In today’s digital age‚ reaching potential customers through a single marketing channel is no longer enough to stay competitive. In fact‚ a 2020 study found that marketers who use three or more channels for their marketing campaigns enjoyed a 287% boost to their sales rate than those who focused on a single channel! With so many people using different platforms and devices‚ it’s important to implement a cross-channel marketing strategy to ensure your brand reaches your target audience wherever they are.

Cross-channel marketing is a marketing approach that integrates consumer data and marketing tactics across different marketing channels to deliver cohesive marketing campaigns that unify the customer experience across channels‚ devices‚ and sessions. Each channel’s messaging is complementary and its sending cadence is coordinated with the overall customer journey.

Why is Cross-Channel Marketing Important for Mobile?

Mobile devices play a crucial role in deepening customer interactions and personalizing marketing efforts in cross-channel advertising; Mobile enables brands to deliver additional value through promotional offers or contests‚ especially when customers are engaged in activities like sporting events or concerts.

Mobile accessibility with the rise of mobile devices‚ digital marketing ensures that your campaigns are accessible to users on the go. Mobile-responsive websites and mobile-specific ad formats are crucial for reaching mobile users effectively.

How to Create a Successful Cross-Channel Marketing Campaign on Mobile Devices

Here are some tips for creating a successful cross-channel marketing campaign on mobile devices⁚

Unify your data. If you haven’t already clearly defined your customer persona‚ do so before diving into cross-channel marketing. Having a clear concept of your buyer persona is the starting point for any marketing effort.
Select a tech stack. There are a number of different technology stacks that can help you manage your cross-channel marketing needs. See the next section for more details.
Promote the channels and devices. An organization’s customers may not be aware of the channels and devices they can use to engage with the organization. Actively cross-promote channels and create campaigns designed to increase cross-channel engagement. This can include encouraging customers to sign up for an email newsletter through social media or promoting a store’s mobile application through email campaigns.
Optimize your content for mobile. Ensure your website‚ emails‚ and social media posts are optimized for mobile viewing. This means using clear‚ concise language‚ images that load quickly‚ and a layout that is easy to navigate on a small screen.
Use mobile-specific ad formats. There are a number of different mobile-specific ad formats that you can use to reach your target audience on their phones. These include banner ads‚ interstitial ads‚ native ads‚ and video ads.
Track your results and make adjustments. It’s important to track the results of your cross-channel marketing campaigns to see what is working and what is not. You can use a variety of analytics tools to track your results‚ such as Google Analytics‚ Facebook Insights‚ and Twitter Analytics.

Technology Stacks to Consider for Cross-Channel Marketing

Note⁚ If you’re interested‚ we recommend exploring customer data platforms (CDPs) for marketers. Most CDPs also let you segment your audiences for each campaign. For example‚ with Insider‚ you can use 120 traits and characteristics‚ including⁚ Standard‚ which includes traits like devices‚ operating systems‚ locations‚ demographics‚ and more. Predefined‚ which are automatically created audiences‚ like cart and browser abandoners‚ leads‚ mobile app users‚ people who’ve interacted with your brand on a specific channel‚ and more.

Here are a few technology stacks to consider for your cross-channel marketing efforts⁚

Iterable. Iterable is a cross-channel marketing platform that powers unified customer experiences and empowers marketers to create‚ optimize‚ and measure relevant interactions and experiences customers love. Leading brands‚ like Cinemark‚ DoorDash‚ Calm‚ Madison Reed‚ and Box‚ choose Iterable to power world-class customer experiences throughout the entire customer lifecycle.
Adobe Campaign Standard. This video explains which Adobe Campaign Standard features can support your mobile marketing strategy. Consumers use their smartphones for pretty much everything. More and more interactions‚ such as web browsing‚ messaging‚ social media‚ and even gaming take place on mobile devices. This connection is an opportunity for you to deliver real-time‚ contextually relevant experiences across channels.
Adjust. Adjust is a mobile measurement and analytics company specializing in mobile app tracking‚ attribution‚ and fraud prevention. It helps mobile app developers‚ marketers‚ and businesses measure the effectiveness of their mobile ad campaigns‚ understand user behavior‚ and optimize their marketing strategies.

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Examples of Cross-Channel Marketing Campaigns

Here are some examples of how cross-channel marketing can be used to reach customers on mobile devices⁚

A customer searches for a new pair of shoes on their mobile device. They add a few pairs to their cart but don’t complete the purchase. The store can use this data to send them a personalized email with a discount code to encourage them to complete their purchase. The store could also send them a push notification reminding them about the items in their cart.
A customer downloads a mobile app for a local restaurant; The restaurant can use this data to send them push notifications about special offers‚ new menu items‚ and events. They can also use email marketing to send them newsletters and updates about the restaurant.

Conclusion

Cross-channel marketing is crucial for reaching your future customers. By using a combination of channels‚ you can create a more engaging and personalized experience for your customers‚ which can lead to increased sales and brand loyalty.

By understanding how to create a successful cross-channel marketing campaign on mobile devices‚ you can reach your target audience wherever they are and create a seamless customer experience.