9. Cross-media: what is it, why should you care?

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Fiachra Ó'Marcaigh, Director, AMAS

Nowadays, most companies and public-sector bodies see online channels as vital tools in reaching their audiences and markets. But many organisations still struggle to create the right balance between newer and more traditional channels.

Striking that balance – coming up with the most appropriate multi-channel (or cross-media) strategy – is not easy.

On one hand, a total focus on costs would favour “pure play” online-only service offerings.

However, over-emphasis on onlineonly service can be a real turn-off for customers. Far too many online channels are poorly designed, badly managed and offer no proper alternative when online service doesn’t work for the customer.

Customers know this – and the business benefits cannot be ignored. Research shows that success in eCommerce, service delivery and marketing/sales lies in using multiple channels together – online, plus call centre, plus print, plus shopfront.

Here are some best-practice principles for cross-media operations:

1. Support the most efficient channel with other channels
Don’t just promote it – support it. That includes customer support and technical support. When the online help and FAQs run out, offer a phone or offline alternative.

2. Identify customers across channels
Don’t start with the same long identification process. Know your customers and recognise them when they move between channels.

3. Never ask the customer for the same info twice
Make sure customer information is available across channels. Make sure your customer relationship management – and your organisation’s customer service attitude – are multi-channel and work smoothly across those channels.

4. Learn how customers use your channels
Ask, and keep asking, about how customers perceive your channels relative to each other, how they use them and what would make for a better customer experience.

5. Channels must work together, but they work differently too

Try hard to understand the strengths and weaknesses of each of your channels. Work to the strengths of each channel. Can an offer promoted on one channel (e.g. retail) be fulfilled most cost-effectively online?

Successful multi-channel strategies are built over time, not delivered ready-made. As is often the case, overall success depends on doing many small things well.

Online is often the most difficult channel to get right. It is newer, is changing very rapidly and has less broadly accepted conventional wisdom.

Within online itself, there may be multiple channels working for the organization – website, eNewsletter, blog, banner advertising, paid search, microsites, social media, viral marketing, affiliate marketing, for example.

There is no substitute for careful planning and then executing the strategy in a way that includes measurement, research and a determination to improve continuously.

Back to contents of State of the Net issue 6