In today’s society there are more ways than ever to reach customers, and just as many ways for businesses to benefit from that. In order for your message to be beneficial you must be where your customer’s are- and they are everywhere! This is why cross-media marketing plays a vital role in a marketing campaigns success; because it is the practice of interacting with customers using a combination of indirect and direct communication channels.
Websites, direct mail, social media, catalogs, email, mobile, and retail stores are all communication channels that businesses hope will enable customers to take action in response. Multi-channel marketing allows for customers to choose the channel that best suits them and by giving them choices you will actually increase your response rate.
Reason being is that multi-channel customers spend about 3 times more than single channel customers do. They have more control over their buying process so the more options available to them increases the chances of them buying your product or service. Another benefit is that multi-channel marketing allows for interactive marketing to become more prevalent and creates multi-faceted, stronger filled campaigns. This allows for communication to build brand awareness, customer loyalty and brand loyalty.