Cross-channel audience analysis and behavioral profiling are key in better targeting recipients and improving conversion in direct marketing and beyond. Marketers who wish to interact with their target groups in a relevant manner analyze - in a systematic and structured way - the behavior and patterns of people in their lists. It is key in establishing successful dialogue marketing programs that respond to the needs of consumers.
At the same time it has become clear that marketers can no longer work and think in silos. We live in a cross-channel communication landscape where people always want more control and are channel-agnostic in the way they interact, with mobile devices as the perfect integrated environment. Obviously this also has its consequences for 'audience analysis' practices.
It is no longer sufficient to analyze isolated channel-centric lists to find trends and patterns in order to improve the conversion, even if we cross the data in our lists with data from for example CRM programs or third party databases.
From a cross-channel interaction point of view, combining various details from all possible contact moments and touch-points is crucial. But it must not only be intended to optimize the efficiency of a channel. Marketers who aggregate online and offline data must also use them to improve their cross-channel strategy.
Or, in other words: you must also see how the different channels strengthen one another based on a set of key performance indicators, behavioral profiling, etc.
Let your customer and channel data strengthen each other
The influence that different marketing tactics such as email marketing have on social media marketing - and vice versa - for instance, must form part of a cross-channel audience analysis. The same applies for search engine marketing, online bannering and all possible other channels, including offline.
After all it is well known that offline campaigns can give a 'lift' to online actions and reversed. The same applies for various forms of online marketing and communication.
An integrated cross-channel marketing strategy is aimed at making use of the interactive channels that people use. But they must also strive towards a total result whereby the entirety is greater than the sum of the parts.
If you know how various campaigns strengthen one another you can use these insights -especially from the behavior of the target group viewpoint to strengthen other channels and for remarketing/retarging purposes. It is important that you look further then the channels themselves. Combine details about your channels with data about your clients.
Audience analysis should therefore happen across all media and email marketing and interactive CRM can play a pivotal role here. Or, in other words: also think cross-channel when performing audience analysis.
Today's customer is cross-channel and he/she is at the centre of sales and marketing.
Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.
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