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Multi-channel or cross-channel marketing: which is better?
The differences seem subtle on the surface, but the results are vastly different. Multi-channel marketing tends to be simplistic – merely defining the ability to reach customers via multiple channels – whereas cross-channel marketing denotes the ability to drive coordinated, consistent campaigns across channels.
By moving from multi-channel to true cross-channel marketing:
- AXA Bank doubled its conversion rates;
- Packard Bell increased average customer value by 50 percent; and
- Beauty retailer Sephora doubled response rates without increasing spend.
Neolane's new white paper, titled, "Multi-channel Marketing Hits the Wall," describes the perils of over-reliance on simplistic multi-channel campaigns, explains how to build the foundation for true cross-channel marketing, and includes real-world examples of organizations that made the transition.
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