In the dynamic world of digital marketing, reaching the right audience at the right time, through the right channel, has become more than a simple strategy 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 digital marketing report CleverTap, digital marketing platform specializing in user retention and engagement, “Unraveling the Cross-Channel Marketing Strategy”, which points out the importance of adapting marketing approaches to connect more effectively with different audiences around the world.
By analyzing more than 600 global companies, the report reveals that the success of an omnichannel strategy is directly linked to understanding the local nuances and specifics of each sector.It is not just about choosing multiple communication channels, but finding the perfect combination that resonates with the audience at each stage of company growth and customer lifecycle.In this context, one of the most powerful insights shows that companies can see up to 49% increase in conversion rates when using four or more channels in their strategies.
Among the main results, we highlight:
- Engagement: The combination of email, 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%. On Gaming platforms, the channel mix increased engagement by 13%.
- Conversion Rates: In the Fintech segment, adopting a cross-channel strategy led to an increase of up to 31% in conversion rates. For Subscription applications, push notifications and in-app messages increased conversions by 16%, while in the Gaming industry, growth was 10%.
- Adherence to Applications: Fintech platforms using more than three channels saw a 28% increase in adherence, while Subscription platforms such as streaming services saw an increase of up to 70%. In the Gaming market, adherence grew by 32% with more than three channels.
Reflecting on the findings, and Jacob Joseph, Vice President of Data Science at CleverTap, notes that many organizations still approach customer engagement in a limited way, focusing on a few channels.He highlights the importance of a broader, strategic approach, utilizing a mix of channels to really drive engagement and campaign effectiveness. “Our report shows that a full MarTech stack is essential for marketers facing the challenges of navigating across multiple channels.This holistic approach not only improves engagement, but also ensures that every touchpoint is optimized for” success, he says.
For those seeking more insights on how to apply these cross-channel strategies effectively across different industries, the full report is available to download.
