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BizReport : Advertising : January 11, 2016

Top 3 tips to improve cross-channel marketing

This is the time of the year to make your marketing spend really count. Accenture Interactive's 2015 Next Generation of Commerce Study found consumers are most receptive to trying a new product or service as a result of a campaign or advertisements on the following 3 channels: TV (57%), print magazine/newspaper (38%), and social media (34%).

by Kristina Knight

Here are three tips to effectively reaching your target audience through cross-channel marketing.

Don't underestimate your digital brand.

"First impressions matter. Even though TV and print media continue to play an important role, digital channels are often the first touch points consumers have with your brand in any given situation. Whether it's your Twitter handle, an ecommerce experience, or a customer service website--these channels shape consumers' initial brand perception. Use them to push all elements which are essential parts of your brand story," said Nick Millman, Managing Director at Accenture Digital.

Know how to take advantage of branded content.

"According to our study, Facebook takes the lead position when it comes to platforms on which consumers trust content created by a brand or a company," said Millman. "So while TV remains the gold standard for traditional advertising (yet), consider popular social networks for native advertising that blends more elegantly into the platform on which it runs."

Remain consistent and persistent.

"As consumers go through the buying cycle, they often jump from one channel to the next based on convenience, location, and intent. It's critical that consumers are presented with consistent messaging across all channels--in varying formats. While a marketing team may be executing multiple campaigns across several different channels, the content must represent a cohesive voice of the brand," said Millman.

Image via Shutterstock

Tags: Accenture Digital, advertising, cross-channel marketing, cross-channel tips

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