Cross-Channel Marketing In 2024: Five Insights And Recommendations


Raviteja Dodda (Ravi) is the cofounder and CEO of MoEngage, an insights-led customer engagement platform.

Today’s B2C marketers face a daunting challenge: effectively navigating the complex world of cross-channel marketing. As brands strive to acquire new customers and drive sales, they often grapple with limited budgets and outdated technology.

However, the need to optimize cross-channel marketing campaigns, analyze results and deliver personalized experiences has never been more critical.

As CEO of a customer engagement platform, I hope to shed light on the hurdles of cross-channel marketing and offer insights and recommendations to overcome them. These recommendations are based on data from recent research my company conducted with more than 700 senior-level brand marketers across eight key industry sectors.

Overview Of Cross-Channel Marketing

Cross-channel marketing integrates various channels like email, social media, search engine marketing, mobile marketing and offline advertising to create a consistent customer experience.

In recent years, cross-channel marketing has evolved due to technological advancements and changes in consumer behavior. The rise of smartphones has made mobile marketing a priority, while social media platforms have become essential for meeting consumers where they spend their time online. Marketers now have access to vast customer data, allowing them to personalize messages through email marketing, dynamic website content and tailored advertising.

Also, marketers are integrating online and offline channels, using digital channels to drive customers to physical stores and offline advertising to boost online engagement.

Five Cross-Channel Marketing Insights For 2024

While the specific priorities and challenges of cross-channel marketing vary widely depending on the industry, the following are the main themes I’ve encountered when speaking to customers and others within the B2C marketing industry.

1. Budget Constraints And Focus On Customer Acquisition

Almost half (45%) of B2C marketers in our study cited “budget constraints” as a top challenge. Further, the allocation of B2C marketing budgets heavily favors customer acquisition (57%), potentially neglecting engagement and retention efforts.

This suggests an imbalance in marketing strategies, where the importance of long-term customer relationships may be underestimated. It is nothing new to see businesses prioritizing acquisition over retention to drive immediate sales and revenue growth.

Additionally, customer acquisition is often seen as a more measurable and tangible metric compared to engagement and retention, which can be more challenging to quantify and attribute directly to financial outcomes without the proper strategy in place.

2. Inefficiencies In Current Processes

The continued use of manual methods and outdated legacy tools can hinder the execution of successful campaigns due to their inefficiency. Shockingly, nearly 80% of marketers say spreadsheets are still critical for their work. These solutions can be time-consuming, prone to errors and limit the ability to make data-driven decisions in real time.

3. Room For Improvement In Personalization

While marketers are implementing basic personalization, I’ve noticed more advanced techniques are not being fully utilized, which can restrict the impact of marketing campaigns. However, many marketers are limited by resource constraints, lack of expertise or technology that does not support these advanced personalization capabilities.

4. The Evolution Of AI In Marketing

The growing significance of AI in marketing is evident, especially in areas such as content generation, personalized subject lines and customer interactions through chatbots. Hubspot notes that “Over half of marketing leaders (62% of those surveyed) confirm that their company has already invested in AI.”

However, a significant portion of marketers have yet to fully embrace AI, indicating a missed opportunity. The limited availability of technical expertise coupled with concerns about ethical implications are contributing to slower adoption.

5. Challenges In Cross-Channel Marketing And Data Utilization

Some marketers encounter obstacles in executing successful marketing strategies due to fragmented data, resulting in the challenges with personalization, channel effectiveness and data consistency I discussed earlier.

Siloed data can make it difficult to obtain a holistic view of customers, and inconsistent data quality further complicates decision-making and undermines the accuracy and reliability of marketing efforts. Only 2% of marketers are happy with their current tech stack, citing data siloes as their top pain point and driver for upgrading.

Recommendations For Developing B2C Cross-Channel Marketing Programs

1. Rebalancing Budget Priorities

Consider reallocating resources from customer acquisition to engagement and retention strategies. By looking beyond conversion rates and focusing on metrics like retention rates and customer lifetime value (CLV), businesses can build loyal customer bases that yield better long-term returns.

2. Embracing Automation And Integration

Moving away from manual processes and investing in integrated marketing technologies, such as modern all-in-one customer engagement platforms (CEPs), can enhance efficiency in executing campaigns by providing a holistic view of the customer journey. (Disclosure: My company provides a CEP, as do others.) Whether you build a customer engagement solution or purchase one, it’s important to identify the problems you’re trying to solve.

A common challenge companies face is integrating the new platform into existing technology. An API-based architecture can help with smooth integration. Employee acceptance of a new solution can also be a roadblock. Your change management team can help with rolling out the platform to your staff, but the priority should be selecting a solution that’s easy for your team to use from the day it’s implemented.

3. Deploying Advanced Personalization Techniques

Exploring more advanced personalization strategies, such as personalizing based on customer behavior or journey, can lead to more effective engagement and potentially higher conversion rates.

4. Leveraging AI Technologies

Leverage AI to predict the optimal timing and channels for customer communication. This could lead to increased click-through rates (CTRs) and conversions and, ultimately, boost return on investment (ROI).

5. Focusing On Data-Driven Decisions

Cross-functional collaboration, improved data collection and effective analysis methods are crucial for making data-driven decisions. High-quality and consistent data is essential for effective segmentation, personalization and overall marketing strategy success.

As a modern marketing strategy, cross-channel presents challenges and opportunities for B2C marketers. As brands strive to stay ahead in a fiercely competitive landscape, it is imperative to adapt and evolve.

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