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Consumers Define Your Cross-Channel Strategy
By: Kaitlin T. Gallucci
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While the cross-channel approach is proven to be quite successful, it comes with its difficulties as well. It requires a more complex understanding of users’ unique needs across channels, and consistency between all. As Kevin Gibbons of Econsultancy explains, “consumers have far higher expectations…If you aren’t catering to their platform of choice, you risk frustrating them and devaluing your company.”
It’s true; if your brand has, say, a boring Twitter account, it could now put your entire brand at risk. Different consumers have different channel preferences. If your target consumer typically uses Twitter, it can’t be considered a second-tier channel with precedence given to more traditional methods. It needs to be given a higher priority. If your target consumer equally likes to watch TV and use Twitter, your Twitter strategy needs to have as in-depth a strategy as you dedicate to your TV ads. Your consumers’ preferences determine the power of a given channel.
For instance, regardless of your brand’s name recognition, it’s very common for consumers to navigate to a website through search engines. Now, even if you have created the best website experience possible, your search engine strategy needs to be just as well optimized. Otherwise, consumers could become lost, distracted, or even disappointed before they even reach your actual website. For those that use search engines, the search results page is your first potential touch-point. Consumers are smart; they know they can Google you and find the desired promotional or discount information on affiliate websites without even visiting yours. You need to give them a reason to choose yours first.
Wherever your consumers congregate, whether it’s across two channels or five, those are the channels that deserve your closest attention and best strategies. Rather than choosing your own channels, the consumer chooses for you.

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About the Author
Kaitlin T. Gallucci is a New York based direct and digital marketing strategist. She tweets here.
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