4 Cross Channel Marketing Stats Marketers Need To Know Going Into 2017

As 2016 winds down and we all look forward (hopefully) to some time off from work and spending time with family and friends, I thought it a good time to give some marketers some cross channel marketing stats to get to know up close and personal as we head into 2017. 

Let's dive right in shall we?

1. Two-thirds of all shoppers regularly use more than one channel to make purchases. 

A Wharton study found multi-channel shopping behavior—defined as a consumer’s usage of more than one channel all or most of the time somewhere in the shopping process—is the norm for a majority of consumers. Note the operative word "norm" in the previous sentence. The study also found that 1/3  of consumers regularly alternates between two channels to purchase, and another 1/3 regularly uses three or more channels when they buy. Only one out of three shoppers exhibits consistent “mono-channel” purchase behavior, using just a single channel to buy.

2. The average shopper makes on average 9.5 visits to a retailer’s site before deciding to buy.

Just let that one sink for a minute. Nine and a half visits to a website before deciding to buy. And rest assured said visits are being made across multiple channels i.e. mobile, desktop, etc. 

3. Customers who shop on more than one channel have a 30% higher Lifetime Value than those who shop on only one. 

This, perhaps more than any other stat, speaks to the clear and present need for a solid, robust cross channel marketing strategy. Marketers simply must be where there consumers are to fully reap the benefits. I know that sounds overly simplistic but it is the cold, hard truth.

4. A mere 5% of marketers say they are “very much set up to effectively orchestrate cross-channel marketing activities.”

This last stat comes courtesy of Econsultancy via their annual cross channel marketing report. Another key finding from the report showed that while over two-thirds of responding companies agree their 'priority is for all key marketing activities to be integrated across channels’, only 39% say they ‘understand customer journeys and adapt the channel mix accordingly'.

Keeping Pace

Here's another cold, hard truth: Marketers must keep pace with the modern customer – who is fast, digital and unstructured – to outpace the competition.

Today’s customers frequently interact with brands across multiple channels and devices leaving a trail of identifiers (like email addresses, loyalty accounts, browser cookies, and mobile device IDs) littered amongst the various technologies that power those customer interactions

In order to keep pace with customers in real time and effectively personalize each customer’s experience, it’s up to marketers to bring all of a customer’s interactions, preferences, and behaviors across channels together in a way that allows them to get a complete profile of each customer that’s up-to-date.

It's also up to marketers to download Cross Channel Orchestration Fundamentals: Aligning Web With All Marketing Channels. Download this brief to learn how you can deliver the most meaningful, positive, and consistent customer experiences across all channels that enhance loyalty and deliver results.

Oracle Blogs | Oracle Marketing Cloud

When Should You Use Employee Email Signatures as a Marketing Channel?

When Should You Use Employee Email Signatures as a Marketing Channel

Whether you’re a marketer at a startup, scaleup, or enterprise company, creating meaningful marketing messages and finding new channels to promote those messages is key—but it’s hard work! With more and more digital channels being introduced to the market, it’s often hard to ensure your company’s most important initiatives are communicated broadly to your audience of prospects, customers, and partners. But more than that, you need to ensure your messages are noticed and actionable.

Employee email has been a mainstay in the marketing toolbox, and it’s no wonder: Email remains one of the hardest workers, with each employee at a company sending approximately 10,000 emails per year. So for a company of just 25, that’s 250,000 emails per year. And what do all of those 250,000 emails include? An email signature.

While email has been a workhorse for communication for years, research from the Radicati Group still has traditional email growing by at least 26 percent by 2019 to 5.59 billion users—up more than one billion email users from today. Because of this volume, email signature marketing can be an incredible distribution channel to promote your company’s most important initiatives, including content, upcoming events, company news, product demos, and more.

What Exactly Is Email Signature Marketing?

Solutions like Sigstr’s email signature generator combine a cohesive email signature with engaging campaigns, which can be easily managed by a single administrator.

  • Signatures: Individualized, employee-specific names and titles. Centrally controlled branding, content, and information.
  • Campaigns: Campaign banner integration highlights latest marketing content.

email signature 1

Email signature marketing allows your company to gain control of employees’ email signatures to ensure proper formatting and branding on every single employee email signature. No longer will you have to worry about outdated signatures, formatting issues, or wrong uses of colors or fonts. The best part? Get the data to see what’s working so you can continually improve.

Here’s just a few examples of branded employee email signatures:

email signature examples

For marketers that are evaluating new digital channels, there are a few questions to ask in order to determine if email signature marketing is something your company should consider, whether now or in the future. How do you know when the time is right?

When Email Signature Marketing Makes Sense

  • Do you use Gmail or Outlook for your company’s email client?
  • Do you have a growing team?
  • Does each new deal have the potential to produce significant revenue for the company?
  • Do you have a complex product that needs further explanation to understand value?

What Are the Value Propositions?

Does Your Team Produce Lots of Content?

Does your marketing team have content to promote (at least quarterly, ideally monthly), and do you know where a click on an email signature call-to-action banner will lead your audience? (landing page, form, website, video, etc.)

“As an analytics company, we thrive on innovation and using data to make decisions. Email signature marketing has opened a new channel for us to share customer case studies and industry content in a measurable way. Now, we are more strategic than ever with our employee emails.”

– EVP of Marketing, Springbuk

Do You Invest in Tradeshows, Events, or Webinars?

Events are another key use case for email signature marketing. If you attend trade shows, conferences, or host webinars, every email your team sends lets your key stakeholders know about events and gives them the opportunity to register or request a meeting.

“Distributing up-to-date content and ensuring brand consistency is a challenge for any marketing team. Now, each of our 270 Account Managers have an email signature that contains a branded call-to-action to a key customer event. In 6 months, we had over 2 million displays, and it drove far more visits to the landing page than any other marketing activity.”

– Director of Marketing, Angie’s List

Need to Reign in Branding on Signatures?

If you don’t have at least a half-dozen events or content resources planned, then the value prop for email signature marketing is a consistently branded signature that employees don’t have to update.

“Email signature marketing has allowed us to create a unified front when our employees are emailing with our most important contacts: our clients, prospective clients, referrals, and many others.”

– VP of Marketing and Brand Excellence, Brooksource

If the answer to any of the above is “Yes,” or if your company, team, or product/services are growing, then maybe it’s time to start leveraging your employees’ email signatures as a new digital marketing channel. (highlight to tweet)

Start experimenting, whether you invest in a tool or not. Find out what works for your company or team. And if you want to learn more, check out this recent episode of Marketing Marvels on how to get more from employee email signatures.

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Convince and Convert: Social Media Consulting and Content Marketing Consulting

Snapchat’s Discover channel is quietly ruining the social network

I am not what you would call Snapchat’s target audience. I still read newspapers, I have subscriptions to expensive and largely pointless print magazines, I don’t know anyone between the ages of 14-22. But I do have Snapchat on my phone, and I do occasionally tune in to watch DJ Khaled do absolutely nothing and get paid handsomely for it. You can see some of those gems over on this Twitter account paying homage to his “greatness”. While the app, which has been around since 2011, is undoubtedly aimed at ‘the kids’, what I’ve never quite understood is the Discover channel.…

This story continues at The Next Web
Social Media – The Next Web

Secrets For Choosing the Right Mobile Messaging Channel

Have you ever deleted an app from your device because it sent you too many push notifications? Or wondered why your latest flight info is popping up as a text message, rather than in your digital wallet?

Bad messaging channel choices, that’s why. Mobile devices offer you a huge number of different ways to connect with your users and customers. Each channel is best suited to convey different types of messages. Pick the right one for what you want to say!

If you don’t have an app…

Even without an app, you have a few options for getting messages to your users on their mobile devices.

Text messaging

The original mobile channel. SMS and MMS can reach anyone who’s given you their number, and your messages arrive right away. You’re limited in how nice you can make your message look, and text messages aren’t very interactive. But all you need is a phone number to get started.

Text is best used for simple, urgent messages, particularly transactional ones, like flight status updates. (But only if you don’t have an app!) They’re often used for discounts and another infrequent announcements as well, but you’ll have much more success with messages sent through an installed app.


Marketers often don’t think of their website or web app as a communication channel. But it is. It’s just passive; mostly, you have to wait for your users to come to you. This makes it difficult to provide timely updates, and you lose a lot of context, like your visitor’s exact location. But you can closely track what your user is doing, and let them immediately take many different types of actions.

Your website is best used for messages that aren’t urgent, and that are meant to be acted on when your user is on your site. For example, a month-long sale is useful to promote through your site, since many of your regular visitors will see it, and you can link them right to sale items. Shipping notifications are much less useful to send through your site, since your user won’t see them right away. As another example, it’s hard to re-engage dormant users on your site, but it’s a great channel for acquiring new ones.

Digital Wallet

Apple and Google are constantly adding features to digital wallet passes. It’s appropriate to think of the digital wallet as a lightweight version of an app. Passes are easy to distribute, easy for a user to add, and can have some branding that helps users recognize and remember you.

They can pop up at certain locations where they’re most useful, for example, near your store. And they can be updated with new information as needed.

Use a digital wallet pass any time you would otherwise hand your user a piece of paper or plastic. Tickets, loyalty cards, payment cards, and coupons are all great uses for digital wallet passes. Specific messages about product updates, promotions, and transactional communications are not as good a fit.


If you do have an app…

If you have an app, your options broaden considerably.

Push notifications

Everyone’s received a push notification. If you get a user to install your app, you can send one at any time; your user doesn’t even have to be in the app to see it. They’re easy to brand, and you can even specify actions for the user to take with a single tap.

Push notifications are great for delivering small amounts of real-time information (like sports scores, notifications, and news), and also for getting a user to take an action, such as learning about a special promotion. However, they only reach people who have opted-in, which is usually less than half of your users. They’re also high stakes; users will notice immediately if you send irrelevant content, and they’ll turn off push access off for your app, or even uninstall it.

In-app messages

In-app messages are similar to push notifications, but they’re delivered to your users while they’re active in your app. You can put real-time updates in them, and, unlike push notifications, they don’t require opt-in in order to be received.

In-app messages are great complements to push notifications for users who haven’t opted in, and can be used to send similar, highly-targeted messages, such as real-time information that’s relevant within the context of your app.


Message center

This is a completely passive channel inside your app. The message center archives messages that have been sent to your users in the past, and makes them accessible later. This is a great channel for storing things that don’t require immediate action and that might be most useful when a user is already in your app.

What should you send?

No matter what channel you use, your user’s attention is a precious resource, and you have to make sure that what you’re sending is valuable to them. Answer these questions before you use any of these channels:

What’s the purpose of your message?

What action do you want the user to take when they receive it? Figuring this out will make it easier to decide on whether you need a channel with interactivity; it will also help you figure out how truly urgent your message actually is, and how to measure its success. Is there a call to action, or is this purely for brand awareness?

What context does your message matter in?

Mobile messaging is all about context: time, location, user preferences. Deciding what context is truly important will help you pick the right channel. For example, if something matters in real-time, you’ll want to use push. If it matters when the user gets to it, you could try an in-app message.

Will your user care?

Worry about whether what you’re sending is useful. If you’re Twitter, it might be OK to send 20 push notifications a day, if your user wants to keep a close eye on their followers. If you’re Candy Crush, maybe you shouldn’t even send one push notification a week, because your user is a casual gamer who doesn’t care about new features. If you focus on delivering what your user wants, you’ll have to worry a lot less about everything else.


As a mobile marketer, you’ve got lots of channels to choose from. We haven’t even touched on emerging channels, like chatbots and wearables, which will play an increasingly large role in delivering useful content to your users. The key with any channel is to match the characteristics of the message to the medium. And don’t forget to listen to your users, too — if you pay attention to their responses and preferences, they’ll tell you how and what they want delivered.

About the Author: Justin Dunham is Lead, Marketing Technology and Analytics at Urban Airship, the leading mobile engagement platform. Urban Airship helps leading brands engage their mobile users and build high-value relationships from the moment customers download an app. For more, follow us on Twitter or LinkedIn.

The Kissmetrics Marketing Blog

Twitch sets its sights on foodies with new cooking channel

Julia Childs
With over 100 million gamers streaming on Twitch every month, the platform is already a go-to in the industry. However, it’s widening its focus today with the launch of a new food channel that has nothing at all to do with games. So, kicking off at 2pm (PT) today, the channel will start by screening all 201 episodes of Julia Child’s ‘The French Chef.’ For anyone unfamiliar, the late Child was a legendary chef and after graduating from the famed Le Codon Bleu culinary arts school in Paris, she went on to change the shape of American food culture with her…

This story continues at The Next Web
Social Media – The Next Web

2016 Cross Channel Marketing Trends

It's time once again for The Friday Five, our weekly curated roundup of five stories on one topic. This week it's omni-channel, multi-channel and cross-channel marketing. 

Top 10 Omni-Channel retail trends for 2016

Retail is in the middle of a high-stakes poker game that started a few years ago. At the beginning, there were several players at the table including Amazon, Walmart, Best Buy, Circuit City, Target, Macys, Nordstrom, Sears and many others. What we saw in the past few years is some of the retail players folding or having to leave the table, such as Circuit City and Radio Shack. We also saw Amazon dominate the last few rounds by continuing to play the low-margin game, thanks to lower-cost and lower-margin expectations from their shareholders. 

Read the full story on Internet Retailer.

How Macy's CMO Uses Omni-Channel Marketing to Surprise & Delight Shoppers

I sat down with the CMO of Macy's, Martine Reardon, to learn more about her strategy to capture attention in a crowded digital space. She believes in letting the customer create her own experience – and that marketers need to bring entertainment back into the equation.

Read the full story on Inc

6 Tips For Effective Cross-Channel Marketing

The marketing landscape is evolving very fast, and marketers constantly need to adopt both proven and promising technologies and practices. Cross-channel marketing is a major concern for every marketer in this age of increasing communication channels where brands need to communicate with their customers and prospects in a unified voice. Often cross-channel marketing is expensive and difficult to run. However, in most cases, certain subtle alterations in marketing techniques can help drive a campaign effectively.

Read the full story on Mar Tech Advisor

Tame the Multi- Channel Marketing Hydra

A little more than a decade ago, digital advertising had two big arms: display and email. Today, the arms have multiplied to include digital TV and radio, display, email, mobile, native, search, social, and video. Big difference, right? Digital marketing has become an eight-armed marketing hydra, with each arm accounting for one of the channels markets must factor into a digital strategy. Each arm has a "mind" of its own; each clamoring for budget based on disparate key performance indicators (KPIs).

Read the full story on Marketing Profs.

IAB: Identifying Cross-Channel Audiences Key To Marketers In 2016

The ability to recognize audiences across channels and devices will become key in 2016, replacing programmatic as the top priority among marketers, according to a study released this week by the Interactive Advertising Bureau with help from Winterberry Group. The growing volume of first-party audience data and emphasis on accountability and the demonstration of return on investment across marketing and media efforts continues to drive the shift, per the report published by the Data Center of Excellence, which the IAB announced at the Annual Leadership Meeting earlier this week.

Read the full story on Media Post

Download the Modern Marketing Essentials Guide to Cross-Channel Marketing and start creating the most cohesive, valuable, and frictionless customer experience possible. 

Oracle Blogs | Oracle Marketing Cloud

A Life-Saving Social Media Lesson From the Weather Channel

Jennifer Watson - hero

The Intersection Between Weather and Social Media

Jennifer Watson (@JWatson_Wx) joins the Social Toolkit from The Weather Channel (@weatherchannel) where she currently serves as Content Producer. After having been forced to participate in social media by a previous supervisor, Jennifer fell in love with it, becoming not just a storm chaser but a “tweet- chaser” as well.

Jennifer shares a close look into a unique niche of social media marketing and lead generation. Surprisingly though, the same principles apply in her particular industry as others, as she shares her insights on the importance of not just posting and “peace-ing”, but truly engaging with your users.

There may be one large difference when it comes to weather and social media: When “marketing” a huge weather event, wallets may not be emptied, but lives can be changed.

“On April 27th, 2011, during the big tornado outbreak, it really hit home that social media is a life-saving tool.” (click to tweet)

Brought to you by:

The internet’s easiest Lead Gen and landing page platform.

Performance marketing solutions to reach & convert your audience on social

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Where social marketers go to get inspired.

In This Episode:

  • App of the week: SkyGuide
  • The importance of “realtime” social media
  • Valuable weather apps (Radar Scope, PYKL3, Authentic)
  • Using social media to facilitate company mergers
  • Driving successful Twitter campaigns
  • Keeping Twitter relevant to the bulk of your followers
  • Tools for tracking engagement on social media (TweetDeck, Sprinklr)

Social Fresh