Cross-Channel and Multi-Channel, although it does not sound anything familiar, there are two types of management of communication channels in a company. Transmitting relevant information to the environment (to other organizations or entities and the public, among others) plays a vital role in the development of the company. What is communicated from the company is much of what can be known about it. Thus, there are four different strategies to implement in terms of channels:

SINGLE-CHANNEL MARKETING: A SINGLE COMMUNICATION CHANNEL

It is the mode that has been most used in the past and is usually chosen when starting a new business since it is much easier to manage a single channel, a goal and a type of communication. However, this is an option that can not be maintained much over time. No customer is only in a channel and more and more they are looking for the company to be present in all the platforms in which they are.

MULTI-CHANNEL MARKETING: WORKING MULTI-CHANNELS INDIVIDUAL

ndependently, that is, they do not share a joint strategy. Each has its purpose and establishes a type of communication that can be very different from each other.

CROSS-CHANNEL MARKETING: WORKING SEVERAL CHANNELS IN JOINT FORM

All channels are coordinated with each other under a common goal. The strategy is configured with different messages that are adapted to each channel and can be complementary. The same user can receive information through several channels without being repetitive and unoriginal. In this way, what is done is to identify the channels in which the users are and how they may wish to receive the messages in each one of them.

On the other hand, each channel can be used for a different purpose, but in the end, all are information points and permanent contact with the company. That is, SMS are used for urgent notifications, social networks to keep up with all the news of the sector and the web as a showcase of the company and its services.

OMNI-CHANNEL MARKETING: THE USER IS AT THE CENTER OF THE PLAN

It will be the future of the Cross-Channel and consists of focusing the whole plan to the user, that is, studying it and knowing how it behaves, its desires and interests in order to anticipate its needs. The user should expect what is going to be found both on the web and on any other channel in the company. The omni-channel still has no place today as it is necessary to keep advancing the Big Data and that is available to small and medium enterprises.

Nevertheless, barriers still exist. One of the challenges facing a company’s channel management is that there are not many tools that allow managing each and every one of them: SMS, landing pages, retargeting, email, social networks… And this makes it difficult establish a good overall strategy.

Elena

Multiplatform journalist. Digital and social media.