Cross-channel marketing has been a trendy word for the past few years, and oftentimes people think of different things when they refer to it. However, when we talk about this, we refer to interacting with your customers across all available channels, both online & offline, in a way that does not isolate the channels from themselves, but actually integrates them in a coherent system.
What’s more, the data generated from the engagement from all of your channels is processed centrally in a single hub, giving you the power to have a full overview over the entire user journey of your customer.
This being said, you can notice with no doubt that the benefits of using marketing automation technology are plenty. Make sure you are paying enough attention to it if you want to leave your mark in today’s cross-channel world and deliver an exceptional user experience.
Some marketing automation statistics that will blow you away:
I’m sure you will agree that whenever implementing new technologies or strategies in your business, the speed of the ROI is of tremendous importance when making a decision to go with it. See below the numbers that speak about successful marketing automation:
- A study conducted in 2018 by Marketo, a leading B2B marketing automation platform, has found that 44% of companies that implement marketing automation see a return on their investment within 6 months of implementing it. What’s even better, 76% of the companies saw a return on their investment within the first year.
- A study done on almost 2 billion emails, by Omnisend, a cross-channel marketing automation platform, has found that campaigns that were customized for different audience segments generated 34.7% higher open rates when compared to sending campaigns to a non-segmented audience. At the same time, they also generated 26.5% more purchase orders!
- In the same study done by Omnisend, they also recorded that brands that were using 3 or more channels to engage their customers had on average a 250% higher purchase rate compared to brands that were using a single channel. I would say that in the business world, where 95% of companies rely on making successful sales to survive, ignoring such astonishing numbers can be nothing but foolish.
- Braze did research on all of their clients’ engagement metrics and found that brands recorded on average a 179% increase in customer engagement when sending messages in 1 channel, compared to not sending messages at all. However, the really unbelievable stat is that they also recorded an amazing average of 844% increase in engagement when brands were using cross-channel messaging to interact with their customers!
I believe these numbers speak for themselves that audience segmentation is a crucial part of a proper marketing automation strategy & using automation can enable you to greatly enhance your audience segmentation capabilities.
Knowing that engagement is the backbone of successful customer relationships, these numbers are more than proof that brands should not even think about introducing cross-channel marketing to their strategies, they should already be doing it!
Wrap Up
All these numbers look very impressive – but how does a company go about introducing cross-channel marketing automation?
If you are interested in this and want to learn more about marketing automation, we will actually be talking more about how companies implement it successfully and why some of them fail at it during a webinar next week.
The topic is “Automating Cross-Channel Marketing”.
You can register HERE. It’s next Thursday (January 23rd) at 3 PM CET. Looking forward to seeing you there.
If you have any additional questions, feel free to email me at: hristina.spasovska@alite-international.com.
