Defining cross channel marketing
The key today is to put the customer at the center of the strategy (this is what is called Customer Centric or Single Customer View ), something that the precursors of relational marketing have been defending for decades.
What is new is how these interactions have partners email lists moved to a digital level, and now brands can track and identify these touchpoints and interactions with the customer.
These changes directly affect the role of email marketing. From a cross-channel marketing process, email marketing must be understood as a “point of contact.”
In the past, email or newsletters were understood as a channel through which content and information were delivered to the user. Today, we are talking more about email marketing becoming a customer-oriented contact point , analyzing how the customer interacts with the brand and in what way.
In this sense, email marketing is an essential part of “user journey mapping” , a type of path or connection points that analyzes where the user begins to interact with the brand and that leads to a specific action - for example, an online purchase.
How do you understand your email marketing strategy?
If you are only focused on the channel , you are most likely leaving aside all the benefits that you could capture from a cross-channel marketing strategy, taking your newsletters or email marketing campaigns as one of the first - and most important - points of contact with the user.
Among the essential points of this “ customer journey ” or “ user journey mapping ”, email marketing will provide us with the following:
Classify the different “People”: whether they are leads, prospects, clients, recurring clients, among others.
Define the time frame of the client's processes: by hour, day or week.
Stipulate the types of interaction and what the user does in each of them.
Structure the channels where interactions occur
In this new era of cross-channel marketing, as you see it, email marketing is more important than ever. Do you think so too? Share your opinion.
