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Cross-channel marketing: How it helps your business grow

May 17th 2023

Camilla Bass

By Camilla Bass

Senior Content Marketing Manager

Cross-channel marketing

We keep hearing it — consumers are busy — and we know it’s true because marketers are busy people, too. Our schedules are packed — we’re one snowflake away from tumbling headlong into nature’s next great avalanche. How can we reduce our customers’ load? How can we make it easier for them to find and purchase the things they want and need? One approach that has gained significant traction is cross-channel marketing.

A consistent, personalized cross-channel shopping experience significantly enhances the ease with which consumers can discover and purchase products they want and need. Cross-channel marketing leverages customer data and advanced analytics to tailor your marketing interactions and product recommendations across all touchpoints, improving the customer experience and fostering brand loyalty.

This blog post will explain what a personalized cross-channel marketing strategy is, how it can help with customer engagement, how it’s different from omnichannel marketing, when you need cross-channel vs. omnichannel marketing, what the benefits are for cross-channel marketing and how Fresh Relevance can help with both.

What is cross-channel marketing?

Cross-channel marketing is a customer-focused digital marketing technique used by marketers to provide an integrated and seamless customer experience across multiple channels. It involves understanding the customer’s journey (i.e., Where does your customer connect with your brand during the purchasing process?) and strategically placing your marketing messages and interactions across those channels to ensure maximum reach and engagement.

The core idea behind what is a cross-channel marketing strategy lies in its ability to seamlessly integrate various marketing communications, allowing for a unified customer experience regardless of the platform or channel. This approach not only amplifies the reach of your marketing efforts but also enhances the relevance of your messages, driving higher engagement and conversions.

Cross-channel marketing, while effective, has its challenges and potential drawbacks:

  • Managing multiple channels can be complex and resource intensive. Coordinating messaging, creative assets, and campaigns across different platforms requires careful planning and execution. Choose an AI-powered cross-channel marketing automation platform that algorithmically decides the type of experience each customer will have when interacting with you across channels.
  • Maintaining a consistent brand message and image across channels can be challenging. Different platforms may have different audience demographics and communication styles, making it difficult to ensure uniformity and consistency. With Fresh Relevance, prepare, review, test and schedule cross-channel campaigns in one intuitive user interface, so you can see and edit campaigns before they are published.
  • Integrating data from disparate sources may require specialized tools and expertise, and there’s always a risk of data silos hindering a holistic view of the customer journey. Fresh Relevance collects and unifies data from sources across your tech stack, including your ESP, DMP, CRM, POS, APIs, ERP, app, eCommerce platform, and ratings and reviews platform.
  • Bombarding customers with messages across multiple channels can lead to message fatigue and annoyance. Choose a vendor that helps you strike the right balance with relevant, timely, customer experiences based on personification or identity, behavioral, demographic and geographic criteria, as well as seasons and events.
  • Tracking and attribution accurately can be challenging. It’s often difficult to determine which channel or combination of channels contributed most to a conversion, making it harder to optimize marketing efforts. But Optimization is easy with Fresh Relevance: You can identify and deploy your best-performing content quickly for maximum ROI with auto-ending A/B testing and AI-driven optimization.
  • Managing cross-channel marketing campaigns can be a technology-dependent nightmare. Dependence on third-party platforms and software can introduce risks related to reliability, security, and compatibility. With Fresh Relevance, you get one platform to analyze customer data and personalize and optimize customer experiences across channels.

Addressing these challenges requires careful planning, ongoing optimization, and a cross-channel marketing automation solution that provides the flexibility you need to adapt to changing market dynamics and consumer preferences.

The difference between cross-channel and omnichannel marketing

While the terms cross-channel marketing and omnichannel marketing are sometimes used interchangeably, there are distinct differences between the two approaches that are crucial for businesses aiming to maximize their marketing effectiveness and grow their brand.

Cross-channel marketing involves engaging with customers across multiple channels. The focus here is on breadth, ensuring that a brand’s message reaches its audience across as many platforms as possible. This approach recognizes the varied preferences of consumers and aims to increase touchpoints, potentially boosting engagement and conversion rates by meeting customers where they are.

On the other hand, omnichannel marketing takes the concept a step further by not only engaging customers across multiple channels but also ensuring that these channels are completely integrated, providing a seamless and unified customer experience. This means that every interaction a customer has with a brand, regardless of the channel, is connected, creating a cohesive narrative and brand experience. For example, a customer might receive an email about a product, look it up on a mobile app, and make the purchase in-store. In an omnichannel approach, the transition between these channels would be seamless, with each step informed by the previous interactions.

The key difference lies in the integration and consistency of the customer experience. Omnichannel marketing is about creating a holistic experience that reflects the customer’s interactions across all channels, making it more personalized and cohesive. This strategy requires a deeper level of technology integration and data analysis to track customer behavior across channels and tailor interactions accordingly.

Both strategies offer significant benefits, but the choice between cross-channel and omnichannel marketing depends on a business’s specific goals, resources, and the level of customer experience they aim to deliver. Omnichannel marketing, with its emphasis on a seamless customer journey, requires more sophisticated data management and technology but can lead to higher customer satisfaction and loyalty, ultimately driving growth for the business.

Fresh Relevance is here to help with your cross-channel marketing and omnichannel marketing needs by providing data collection and integration across your tech stack.


Why use cross-channel marketing? 

Consumer expectations are higher than ever. Personalization and consistency across channels are not just advantageous, they are essential because consumers use a diverse range of channels to interact with brands, from traditional websites and email to an array of social media platforms, influencer content and online marketplaces.

While the exact number of channels varies widely from person to person, their assumption is a seamless experience as they move from one channel to another. By using cross-channel marketing, you can reach your customers where they are, providing consistent service, pricing, and brand messaging wherever they encounter your brand. This elevated experience fosters a deeper connection between your brand and its customers, increasing the likelihood of developing brand loyalists.


Benefits of cross-channel marketing

Cross-channel marketing can significantly benefit your business growth in several ways, including: 


  1. Personalized customer experience: Integrated data from various sources enables marketers to personalize their marketing messages and offers.
  2. Increased sales: Cross-channel marketing enables you to guide customers through the purchase journey by providing relevant and timely messaging across different touchpoints. By delivering the right message to the right person at the right time, you can increase conversion rates and drive more sales.

  3. Increased reach: Marketing messages on multiple channels — social media, email, and offline channels such as print and events — help connect your brand with new customers who may not be active on one platform but engage on another. Being present there keeps you top-of-mind until they’re ready to buy.

  4. Improved customer engagement: Each channel offers a unique opportunity to engage with your audience. For example, social media provides real-time conversation, while email enables personalized communication. By using a mix of channels, you can engage with customers at different stages of their buyer’s journey to provide tailored experiences.

  5. Optimized customer experience: Cross-channel marketing lets you deliver a seamless, cohesive experience across all touchpoints. This consistency builds trust and fosters positive customer experiences. By delivering a superior customer experience and staying ahead of trends, you can attract and retain customers in a crowded marketplace.

  6. Data-driven insights: By tracking customer interactions across channels, you gain valuable insights into their behavior and preferences. Analyzing data from various sources provides a holistic understanding of how customers engage with your brand and which channels are most effective in driving conversions, allowing you to refine your marketing strategies, optimize campaigns, and allocate resources more effectively.

 Cross-channel marketing allows you to maximize your marketing efforts by reaching a wider audience, engaging customers across multiple touchpoints, and delivering personalized experiences that drive growth and foster long-term relationships with your audience.


What Fresh Relevance can do for you

Fresh Relevance is a powerful cross-channel marketing platform that helps businesses implement effective cross-channel marketing strategies. Fresh Relevance integrates seamlessly across email, web, mobile, and social media.  

 It helps marketers create a unified, personalized customer experience by leveraging real-time data and behavioral analytics. Marketers can use Fresh Relevance to automate and customize their marketing messages, ensuring that each customer receives relevant content and offers, regardless of the channel they are using. This not only enhances the customer journey but also increases engagement, conversion rates, and ultimately, customer loyalty.  

 By providing tools for segmentation, personalization, and analytics, Fresh Relevance supports marketers in executing effective cross-channel marketing strategies that are data-driven and customer-centric.



Mastering cross-channel marketing is more than a strategy; it’s a necessity for growth and customer satisfaction. Through this comprehensive exploration, we’ve unveiled the essence of cross-channel marketing, its differentiation from omnichannel marketing, and its unparalleled benefits. Fresh Relevance stands out as a pivotal tool in this marketing evolution, offering businesses a unique capability to harness data across various channels and touchpoints, thus crafting personalized, engaging customer journeys.

By implementing a cross-channel marketing strategy, businesses can meet consumers’ growing expectations for personalized and seamless experiences. This approach not only enhances customer engagement but also significantly boosts brand loyalty, driving conversions, and ultimately, fostering sustainable growth. The insights and capabilities provided by Fresh Relevance enable marketers to navigate the complexities of today’s digital landscape with ease, optimizing each customer interaction to its fullest potential.

As we look toward the future, the importance of a coherent, data-driven cross-channel strategy cannot be overstated. In an era where customer preferences and digital technologies evolve at breakneck speed, aligning with a platform like Fresh Relevance ensures your marketing efforts remain agile, impactful, and ahead of the curve. The journey toward realizing the full potential of cross-channel marketing is both exciting and challenging, but with the right tools and strategies in place, businesses are well-positioned to thrive in this dynamic environment.

Camilla Bass

By Camilla Bass

Senior Content Marketing Manager

As Senior Content Marketing Manager at Fresh Relevance, Camilla leads the global content strategy and manages, writes and edits user-centered content that helps marketers in the eCommerce and travel spaces get their jobs done.