How Cross-Channel Messaging Transforms Engagement Experiences?
The emergence of multiple channels brings vital opportunities for brands and marketers. It is empowering both users and businesses to connect and communicate through various channels.
However, its greater impact lies in empowering businesses by providing a holistic view of their targeted customers. From identifying their preferred platforms to active engagement rates on these channels, cross-channel messaging is better optimized for a personalized user experience.
In short, it offers several benefits that businesses can leverage through the implementation of cross-channel messaging. Without further ado, let's get started!
What Is Cross-Channel Messaging and Why Is It Needed?
Cross-channel messaging refers to communicating with users through more than one channel. In this approach, brands and marketers leverage various channels, such as email, SMS, or push, to connect with customers. The aim is to provide a seamless user experience across the customer journey.
Why is it needed?
In today’s world, consumers have access to different types of devices and platforms. They use these devices and platforms as per their requirements and convenience. As a result, the presence also varies, and thus, using multiple channels for communication becomes essential.
Here is a list of popular channels for cross-channel messaging:
- SMS
- Web push
- Mobile push
- In-app messaging
Benefits of Cross-Channel Messaging
1. Increase visibility
A study from Harward Business Review on 46,000 shoppers reveals that 73% of users shop on multiple channels.
Thus, we can say that any business's targeted audience is not limited to one platform. If they are on social media, then chances are that they will be using mobile, desktop, or both. In such cases, targeting one channel will not bring the desired result; instead, it will give your competitors room to engage users.
Apart from this, implementing real-time communication has a beneficial impact on brand visibility. For example, web push notifications prompt users as they open the browser or website. Similarly, push notifications on mobile help restart users.
So, if you want to stand out, use multi-channel messaging so your visibility increases across different platforms, devices, and operating systems.
2. Consistent communication
Cross-channel communication promotes consistency in communication. Unlike traditional email communication, the innovation of SMS and Push opened gates to broaden communication.
Let's say that if you have a fitness app, you can engage users not only through push messages but also through emails. From onboarding users to encouraging them to achieve their goals, you can follow up on different channels.
However, you need to ensure that you strategise the communication. Because if you overwhelm users with notifications, they might feel annoyed and want to get rid of you.
3. Improved user retention
The motive of cross-channel messaging is not only to acquire new customers but also to maintain user retention. It can be done by mapping the user journey and their responses. An API service provider will provide you with these details. Especially if you leverage Notifly, you can send cross-channel messages using a single platform.
Further, Notifly specifically provides the delivery status of your messages. Whether they are sent, failed, opened, clicked, or other relevant metrics can be seen on the dashboard.
4. Improved user experience and engagement
Cross-channel marketing brings big advantages by making the user experience and engagement better. When brands connect with users on different platforms, it creates a smooth and enjoyable experience for customers.
This not only makes people more loyal to the brand but also helps businesses connect with a wider range of people. It expands the audience and makes interactions with different types of customers better. This, in turn, builds a stronger connection between the customers and the brand.
In summary, cross-channel marketing does more than just being consistent; it actively makes the brand more widespread, giving users a richer experience. This contributes to customers being happier and more loyal.
5. Personalisation and segmentation
Another advantage of using this approach is that it makes personalisation and segmentation easy. A Google study shows that 49% of smartphone users prefer to shop based on recommendations made based on their past purchases.
Further, strategising messaging campaigns also becomes feasible as it provides you with segmented data on your users. Leveraging this data, marketers can effectively personalise notifications for their targeted users for their preferred device, platform, or operating system.
For example, you can create multiple segments of users who opted for email, SMS, or push notifications.
6. Improved ROI
Cross-channel marketing means reaching out to customers using various ways, like social media, emails, and ads, all at the same time. This helps businesses because it keeps the message the same on different platforms, making the brand more recognizable and increasing how loyal customers are. This leads to better sales and more people buying.
Also, looking at how customers respond on different channels gives useful information. This helps businesses improve their marketing plans to work better.
In simple terms, cross-channel marketing makes the most of resources, making the money spent more worthwhile. This happens by having a well-planned and effective way of communicating with people.
Single Tool for Cross-Channel Messaging
Looking for a powerful cross-channel messaging tool? Try Notifly! It is a one-of-a-kind tool that enables you to send notifications and messages across multiple platforms, devices, and operating systems without switching to another module. If you are curious to know more, feel free to contact us!
