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Cross-channel marketing for e-commerce is not just about using multiple platforms to engage customers. It’s about creating a seamless and consistent experience across all touchpoints. Unlike multi-channel marketing, where channels often fail to prevent gaps, cross-channel strategies integrate interactions so that customers receive personalised and relevant messages throughout their journey regardless of platform.
Whilst multi-channel marketing involves using multiple channels without integration between them, cross-channel marketing ensures a connected experience across all channels that the customer uses.
Adapting strategies according to business growth phase
The effectiveness of cross-channel marketing for e-commerce is closely related to the growth phase of the company. For small businesses, it is crucial to utilise cost-effective channels such as push notifications, in-app messages and email.
“It appears that businesses in their initial growth phase prioritise cost-effectiveness by utilising inexpensive channels such as Push notifications, In-app, Notification Inbox and Email. SMS and WhatsApp have higher costs compared to the aforementioned channels and become part of cross-channel marketing when companies grow in terms of monthly active users to justify the investment in them,” states CleverTap.
Specific details in regions or industries
Regional differences play a crucial role in channel performance for e-commerce cross-channel marketing. For example, whilst email remains dominant in the USA and Europe, SMS is particularly strong in regions such as China and the USA. WhatsApp, in turn, has a strong user base in South America and Asia. It offers unparalleled engagement opportunities, especially for e-commerce and fintech sectors.
When companies understand customer preferences, they will resonate better with local audiences whilst maintaining an interconnected presence. Knowing these details is particularly important when expanding.
Source: CleverTap
Optimising channel strategy
E-commerce professionals must optimise their channel mix based on industry specifics. For instance, the gaming industry sees high engagement rates through web push notifications, whilst e-commerce greatly benefits from in-app messages and push notifications. Conversely, the financial sector relies heavily on secure channels such as email.
A well-executed cross-channel marketing strategy for e-commerce increases not only initial conversions but also long-term customer engagement and retention. For example, integrating multiple channels can increase onboarding completion rates by up to 26% in the fintech industry and significantly increase engagement during the first month in subscription models.
In the gaming industry, combining email, push notifications and in-app messages can increase engagement levels by 13%, demonstrating the power of a multi-channel approach in supporting continuous user interaction.
Cross-channel marketing loves data
For e-commerce companies, it is essential to make data-driven decisions. By understanding regional preferences, industry specifics and other details mentioned above, you can create strategies that support meaningful engagement of the target audience. Increased conversions and customer loyalty could be a pleasant bonus. Consumer expectations are indeed higher than ever before, making effective cross-channel marketing for e-commerce more crucial than ever.
