Cross-channel
marketing or multi-channel marketing or omni-channel marketing or whatever term
you prefer is all about engaging with your customer or prospect across every
digital channel and any device.
From the inbox
to social networks to the web, and across laptops, tablets, and smartphones,
today’s consumer moves seamlessly and fully expects you to be there with them,
providing a true integrated experience.
However there are 2 things I believe that
marketers should be aware of.
1)
Privacy
Privacy is the most important thing for marketers to make customer
feel. For some organization we just feel like we can trust them, but for some
organization with bad reputation, a cross channel approach with your personal
information can be bad experience. I know a friend once want to buy a good
looking pen from a small website that she never visited before. After she
bought that pen, her credit card information is been stolen. She has to contact
the back to fix the problem. After that, whenever she got the email from that
pen selling website, she will complain about their past mistake, and never look
into any of its promotion plans. I think such mistake for a company try to do
cross channel to their customer can be vital.
2)
Convenient
The cross channel effort from an organization must be
convenient itself. I know a restaurant that created an app and put their menu
on it, but you can never find the right dish from the app because the data on
the app is outdated but they never changed it. This is so inconvenient for a
customer. This definitely can be a bad example for whoever want to do cross
channel.
