Six Ways To Boost Cross-Channel Engagement | by Dan Kersley | Jul, 2023

Customers now expect seamless and consistent experiences across all channels, whether that be in-store, online or on social media. This is why delivering cross-channel experiences is a must for brands and businesses. But this requires the integration of multiple channels to provide a unified and cohesive experience. Of course, by delivering such experiences, businesses can improve customer engagement and drive sales.

Here are some reasons why cross-channel engagement is important for your brand:

Increased brand presence

Cross-channel messaging gives your brand a meaningful presence across as many places, platforms, devices and operating systems as possible.

Customised user experience

Launching a cross-channel strategy allows you to tailor your user experience to your target audience based on their preferences and behaviours.

Correct communications

Cross-channel messaging brings the benefit of having multiple touchpoints to communicate with your users. This allows you to deliver quality brand communications rather than unwanted flurries of messages via a single channel, which risks turning users off your brand.

Now that you understand the upsides of providing a cross-channel experience, let’s look at how you can optimise your cross-channel engagement strategy.

1. Understand your customers

The first step in delivering cross-channel experiences is to understand your customers’ needs and preferences. To do this, analyse data from various channels to gain insights into how customers interact with your brand. This will help you identify the channels that are most popular among your customers and the type of content they engage with. Armed with this information, you can create personalised and targeted content that resonates with your customers and delivers a consistent experience across all channels.

2. Develop a strategy

Developing a cross-channel strategy is essential to ensure that all channels are integrated and working together to provide a seamless experience for customers. The strategy should outline the customer journey and touch-points across all channels, including social media, email, website, and in-store. The strategy should also include guidelines for messaging, branding and tone of voice to ensure consistency across all channels.

3. Use personalisation to your advantage

Personalisation is another key element in delivering a successful cross-channel experience. Customers want to feel like you understand them and are delivering content and offers that are tailored to their needs and preferences. Use data and analytics to create personalised experiences for your customers including personalised notifications, targeted advertisements and custom landing pages.

Our client Sportsbet.io saw a dramatic increase in click-through rate (CTR) by using influencers to deliver personalised messaging experiences to customers.

4. Optimise for mobile

Mobile devices are becoming the preferred choice for consumers when it comes to interacting with brands. To deliver a great cross-channel experience, you need to ensure that your website, emails and social media profiles are optimised for mobile. This means using responsive design, ensuring fast load times and simplifying the user interface.

5. Leverage technology

Technology plays a crucial role in delivering cross-channel experiences. With the right technology, businesses can automate and streamline processes, allowing for real-time interactions with customers across multiple channels. Customer relationship management (CRM) systems can be used to collect and analyse customer data, which can be used to personalise content and deliver targeted messages across channels. Other technologies such as chatbots, attribution tracking, and marketing automation can also be used to enhance the customer experience.

6. Measure and optimise

Measuring the effectiveness of your cross-channel strategy is essential to ensure that you are delivering a consistent and seamless experience for customers. Analytics tools can be used to track customer behaviour and engagement across all channels. This data can be used to identify areas for improvement and optimise the customer experience.

Delivering cross-channel experiences is essential to boost customer engagement and drive sales. By understanding your customers, developing a strategy, using personalisation, leveraging technology, focusing on customer service and measuring and optimising, you can create a cohesive and seamless experience for customers across all channels.

2mee offers all of the tools required to deliver seamless experiences across all digital touch-points, from your native app to email marketing. Our intuitive platform allows you to create engaging content for a range of different use cases including:

● Offers

● Onboarding

● Re-targeting

● Acquisition

● Retention

● Cart abandonment

● KYC (Know Your Customer)

One of our clients, BetVictor, used a hologram to deliver a third of all new player acquisitions for the month of April despite the hologram message only being active for one week.