Cross-channel marketing uses multiple devices and messaging channels like website, mobile app, mobile web, push notifications, in-app messages, email, SMS, WhatsApp, etc. to reach customers effectively across various communication touch-points. When a brand sends customer communications using more than one messaging channel in a coordinated way, it’s called cross-channel messaging. This approach results in stronger engagement levels than just using a single communication channel.
When a marketer employs a cross-channel strategy, they’re using email, push notifications, in-app messages, and whatever other traditional and contemporary methods they can, in a smart combination, to reach the right users at the right time with the right message at the right channel. To do cross-channel marketing well, organizations must communicate and collaborate – across teams – on their goals and priorities.
Cross-channel marketing is an increasingly large part of modern customer outreach.