Cross-Channel Marketing is when marketers leverage several different channels to create a more comprehensive, varied and further-reaching marketing strategy. This enables you to build a brand persona along with improved brand awareness as you reach more people with, if executed correctly, consistent messaging.
Cross-Channel Marketing can also be utilised to improve the customer journey; helping connect everything together for a clearer understanding of your brand or product/service.
A good example of Cross-Channel Marketing is posting blogs, which are then shared as content on several different social media platforms. On social media, you should be tweaking the tone of voice to appeal to different targets and demographics, such as B2B on LinkedIn and older people on Facebook compared to younger people on Instagram. This allows you to engage more consumers with your brand and your campaigns as you’re reaching more consumers with tailored content.