Each week, marketers from around the world join the ExactTarget Nexus partner ecosystem on Twitter for a conversation about trends and best practices in the interactive marketing industry. We call the virtual coffee chat the Nexus Café.Recently we chatted with Eric Hannon, Product Manager, and R.J. Talyor, Product Marketing Director, about cross-channel marketing. With an ever changing digital marketing environment, it’s no longer possible to operate marketing campaigns in silos. Our chat focused on how to best engage customers through integrated communication channels. Below is a summary of the conversation:
@ETNexus: Cross-channel marketing is getting lots of buzz. What is it?
- @EricJHannon: Cross-channel marketing is communicating to your customers through the channel that they prefer.
- @amandaberkey: Cross-channel marketing means looking at the big picture, giving your subscribers content they want, when they want it.
- @EricJHannon: Great tips here: ET just released a Field Guide to Cross Channel Marketing.
@ETNexus: Which is the correct term: multi-channel or cross-channel? Is there really a difference?
- @rjtalyor: I think that multi- means multiple channels, but doesn’t indicate channels working together
- @ETNexus: Cross-channel is a more coordinated effort of multiple channels in a campaign
- @EricJHannon I agree. Cross-channel means a single message delivered consistently across multiple channels.
- @caleb616: Whichever my exec likes to use. :)
@ETNexus: What are some recommendations for building a cross-channel campaign?
- @EricJHannon: Collect data so you know where your customers are. Here are some free tools.
- @rjtalyor: Start with goals and metrics! Then start small with a test. Fail often, then fix!
- @elliottshultz: A single message, tweaked for the strengths for the specific channel.
@ETNexus: What is “King”? Content? Data? Relevancy? Resonance?
- @rjtalyor: Results are king.
- @EricJHannon: I think it always has to start with the content. Everything builds on that.
- @elliotshultz: Finding a scrap of paper with my password on it (content) is only interesting if I’ve forgotten it (relevance). Relevance wins!
- @spencerabrams: I think you need multiple kings. Without content being relevant and quality, it’s hitting my trash can.
@ETNexus: When tracking subscriber feedback and results, which Key Performance Indicators are good to follow?
- @kkestler: I look for short-term indicators suggesting long-term results.
- @EricJHannon: We hear more and more marketers moving from Clicks and Opens to Conversions and Results
- @rjtalyor: Yes, but it’s so tough to come up with solid cross-channel metrics, especially if you’re B2B or have a long sales cycle.
@ETNexus: What are some great resources for marketers to study up on cross-channel marketing?
- @EricJHannon: “The Now Revolution” by @jaybaer and @AmberCadabra is a great resource for Social Strategy
- @rjtalyor: I also think that your fellow marketer is the BEST resource. Share, learn, steal, borrow from your colleagues!
- @spencerabrams: Check out @joelbook’s recent blog post on customer engagement through cross-channel marketing
- @jvanrijn: Follow the #emailtip hashtag, good tips coming by there daily.
To view the entire conversation, check out the full chat transcript.
Follow @ETNexus and join us for #NexusCafe every Thursday from 11am - 12pm EDT to discuss emerging topics and trends from across the digital marketing world. Add the hashtag to your tweets to join the conversation.
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