Cross_Channel Marketing, What should Marketer notice

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an app and put their menu on it, but you can never find the right dish from the app because the data on the app is outdated but they never changed it.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.