In this article, we examine the benefits of targeting customer loyalty across different technological devices and communication channels and offer some expert tips on how to do this.
What is cross-device/channel marketing and how is it relevant to customer loyalty?
People might see an ad on Facebook for your products, use their laptop to visit your website, then drop into your physical store a week later to make a purchase. Cross-device or cross-channel marketing (also known as multi-channel marketing) acknowledges there are multiple touch points along a person’s journey to purchase and attempts to engage them at all of these.
If you’re looking to increase interaction with your brand, you’ll need to increase engagement at every stage of the buyers’ journey, which means your customer loyalty program should target all the channels people use to interact with you.
Only 51 per cent of marketers run marketing campaigns across multiple channels.
Why cross-device and cross-channel loyalty is so important
Research indicates that multi-channel marketing is crucial for increasing customer loyalty. Experian research has found the following:
- As the ways in which brands can interact with customers increase, so too are your customers’ expectations.
- Brand loyalists are more likely to respond to mobile campaigns and buy products advertised to them through social media, so it’s no longer enough for your company to simply offer a loyalty program focused on accruing transactional points.
- Your customers need to be engaged with at all stages of the customer journey.
Incredibly, Experian found only 51 per cent of marketers run marketing campaigns across multiple channels. There is a lot of missed opportunity here.
Engaging in multi-channel marketing is critical if you want to reach your customers where they are. The channels they use will depend on the products and services you’re offering and the demographic you’re targeting. Deloitte’s Media Consumer Survey Report reveals 59 per cent of Australian baby boomers rate TV as their favoured device, followed closely by smartphones (56 per cent). When marketing to this demographic, you’ll definitely want to consider using both of these channels to maximise reach and impact.
Cross-channel marketing is people-based. In other words, it’s all about adapting to your customers’ needs and the platforms they are using on a daily basis. As the devices and channels that people interact on change, so too do brands need to adapt so that they are reaching prospective customers on these platforms. And ultimately, addressing the customers’ needs has benefits for your business. Signal points out that having a cross-device marketing strategy that is customer-centric will:
- Give you visibility over the entire customer journey, enabling you to map personal identifiers to a single lead or customer across screens and respond in the right way to their wants and needs at every touch point in their journey to purchase.
- Allow you to target better. By being able to recognise a customer across several devices, you can see which ones are having the most impact and adjust your marketing strategy accordingly.
- Maintain a dialogue with potential customers throughout their journey to purchase. If you can recognise consumers as they switch between devices, you’ll create upsell and cross-sell opportunities, and increase a customer’s lifetime value.
Top tactics to employ to maximise customer engagement across channels
Here are some expert tips so you can tailor your marketing and loyalty program to a multi-channel strategy:
- Choose your channels wisely: Use channels people are engaging with and adapt to their preferences. There’s no point targeting customers on Instagram if yours are all on Twitter, or directing people to your website when they’d prefer to come and talk to you in-store. Find out what your potential and existing customers actually use, and start from there.
- Be strategic: Got a lot of potential buyers on Facebook, but haven’t really used it in your marketing before? Instead of diving right in, analyse how your competitors are using it first.
- Pair the right channels: Some channels work well together, and others … not so much! Sema Group points out that computer and mobile work well together Monday-Friday 9 a.m.-5 p.m., as people browse the web at work and check their smartphones. After work, however, you might be better off targeting television and mobile.
- Collect data: Consumers adapt to new devices and channels, which means your marketing has to as well. To ensure you have consistent visibility over what your customers are using to interact with your brand, ensure you’re collecting data to see which channels are working well and which aren’t.
Muulla can help you optimise your loyalty program across devices and channels. Find out more by getting in touch with our friendly team today.