In the dynamic world of digital marketing, reach the right audience, at the right time, through the right channel, became more than just a simple strategy – it is a necessity. In a scenario where communication options multiply, how to ensure that each interaction is validated? This is the central reflection of the new report from theCleverTap, digital marketing platform specialized in user retention and engagement, “Unveiling the Cross-Channel Marketing Strategy”, which highlights the importance of adapting marketing approaches to connect more effectively with different audiences around the world
When analyzing more than 600 global companies, the report reveals that the success of an omnichannel strategy is directly linked to the understanding of local nuances and the specificities of each sector. It's not just about choosing multiple communication channels, but to find the perfect combination that resonates with the audience at each stage of the company's growth and customer lifecycle. In this context, one of the most powerful insights shows thatcompanies can see an increase of up to 49% in conversion rates when using four or more channels in their strategies.
Among the main results, stand out:
- EngagementThe email combination, push notifications and in-app messages resulted in a 23% increase in engagement on Fintech platforms, while on subscription platforms, this combination can increase engagement by up to 20%. Already on gaming platforms, the channel mix increased engagement by 13%
- Conversion RatesIn the Fintech sector, the adoption of a cross-channel strategy led to an increase of up to 31% in conversion rates. For Subscription Apps, push notifications and in-app messages increased conversions by 16%, while in the Games industry, the growth was 10%
- Adherence to ApplicationsFintech platforms that use more than three channels saw a 28% increase in adherence, while subscription platforms, like streaming services, recorded an increase of up to 70%. In the gaming market, the adherence grew by 32% with more than three channels
Reflecting on the discoveriesJacob Joseph, Vice President of Data Science at CleverTap, note that many organizations still approach customer engagement in a limited way, focusing on few channels. He emphasizes the importance of a broader and more strategic approach, using a mix of channels to truly boost engagement and the effectiveness of campaigns. "Our report shows that a complete MarTech stack is essential for marketers facing the challenges of navigating multiple channels". This holistic approach not only improves engagement, but also ensures that each touchpoint is optimized for success, affirms
For those seeking more insights on how to effectively apply these cross-channel strategies across different industries, the complete report is available fordownload.
