A recent study underscored the importance of the cross-channel strategy of a business, observing that businesses witness an up to 50% increase in conversion rates by using four or more channels as part of their strategies.

But what is cross-channel marketing? As the name implies, it’s all about using multiple channels to create a seamless and cohesive customer experience. Today, customers expect a unified journey across various touchpoints, from social media and email to in-store experiences. In cross-channel marketing, brands ensure their messaging is consistent and integrated across all platforms, creating a connected experience throughout the customer journey. For example, a direct-to-consumer brand may follow up on abandoned carts through both email and WhatsApp.

Cross-channel campaigns can also optimize the marketing funnel, ensuring contextual messaging and real-time engagement. Retargeting customers through multiple touchpoints, such as email and social media, increases conversion rates.

Successful implementation does however require a strategic approach, starting with a clear roadmap for how each channel works together. So make sure you are clear on the benefits of each and how they complement one another.