the cross-channel/omnichannel approach: a lever for marketing strategy

With the cross-channel/omnichannel approach in digital marketing , companies have had to develop new tools to cope with the proliferation of distribution channels (SMS, social media, email, etc.) and their increasing use by potential customers. Numerous studies have confirmed that a cross-channel customer generates more spending than a single-channel customer. As a result, companies are adopting innovative strategies.

A cross-channel strategy is proving to be the most effective technique for responding to this evolution in prospect behavior Lead generation and digital communication are fundamental aspects of sales prospecting ; all effective means of increasing company revenue are essential.

How does cross-channel/omnichannel work?

Cross-channel concept

The concept of cross-channel/omnichannel is simple ; the notion of cross-channel defines the marketing method that aims to improve the customer experience by exploiting all physical or digital channels used in a synergistic way.

Unlike a multichannel strategy that focuses on developing new sales touchpoints, cross-channel goes further by merging the use of all channels. In other words, cross-channel aims to better meet the needs of potential customers by adapting to their behavior and offering them additional and complementary services.

For example, in the e -commerce sector, the cross-channel strategy is manifested by "click-and-collect." This technique relies on combining two (or sometimes three) channels: the web (digital) and the store (physical). The customer learns about the product in a printed catalog, places their order on the company's e-commerce website, and then picks it up at the store.

Implementation of the cross-channel/omnichannel marketing strategy

The first step is to thoroughly understand the needs and habits of your target audience. To do this, you can map their journeys and interactions with your company—that is, the channels they used to interact with your services and products.

To access all this information, you can collect customer feedback or analyze an entire information system. Distribute questionnaires to your customers, encouraging them to share their experiences and suggestions for improvements they consider priorities.

Case of B2B companies: how to integrate cross-channel / omnichannel?

For B2B companies, some do not have an e-commerce website. Therefore, their cross-channel strategy often revolves around inbound marketing, aiming to streamline their sales funnel. In B2B digital marketing to attract leads , B2B companies can use a mobile application that highlights exclusive content.

The application would be available on social media and various blogs. Companies could use it to post content inviting their target audience to access exclusive podcasts or engaging video tutorials. The goal would be to allow potential customers to easily contact the company through the application.

Also, combining outbound and inbound marketing would be appropriate. For example, at a trade show, a company could distribute interactive brochures containing a QR code (linking to the company website or the previous application) while also inviting visitors to fill out a form to receive newsletters .

The advantages of a cross-channel – omnichannel strategy

Significantly improved customer experience

Understanding the customer journey is essential for optimizing your sales prospecting . When a prospect sees your offers on one channel, that connection shouldn't be broken when they move to another. That's where cross-channel strategy comes in.

Throughout the sales funnel, cross-channel marketing optimizes the decision-making process for your target audience, thereby accelerating the purchasing process by offering a seamless customer journey. It's worth remembering that the customer journey encompasses various channels, namely:

• A website: to view products and services;
• The store: collection of ordered products;
• Email: to contact the company;
• Social media: possibly to post their opinions.

Also, customer support is more prioritized with cross-channel, and this applies to all types of channels that the customer uses.

Customer acquisition through the concept of cross-channel/omnichannel interaction

When a company offers more interaction channels, visibility undeniably increases, multiplying entry points and thus providing access to more prospects, and consequently, more business and potential customers . Furthermore, prospecting through new channels is also likely to generate interest from new prospects.

Increased brand awareness and improved company image

An improved customer experience will inevitably lead to increased satisfaction among prospects, who will then become customers. This will likely have a positive impact on the company, particularly on its brand image and reputation.

Indeed, the more information prospects have access to, and the smoother their buying journey, the more positive their opinion of the company will be. This, in turn, maximizes the chances of closing a sale. Furthermore, omnichannel marketing allows you to expand your prospecting market and also fosters customer loyalty. A satisfied customer will share their experience, which will only benefit your business.

Cross-channel strategy is a powerful lever in marketing strategy, whether for B2B or B2C communications. Its purpose is to create synergy between the different channels used by prospects . It is also a key element of inbound marketing. This is justified by the numerous advantages this prospecting strategy . Considering the development of technology and the evolving behavior of prospects, cross-channel is essential for a company's growth, especially when combined with a direct marketing campaign .