The digital environment is rapidly shifting. There are over a billion websites online, and customers have countless brands to choose from when seeking solutions to their needs. Consumer behavior has rapidly matured with the growth of the online world. Customers access the internet through a variety of different platforms and channels. Two thirds of shoppers report using more than one channel when deciding to make a purchase. At the same time, customers have also begun to abandon a traditional buyer’s journey. They now interact with brands through a series of high-intent touch points across multiple devices. Customers now guide the relationship, and brands need to be there to serve them. Search engines responded to this shift by evolving the query algorithm to better understand intent and mold their search engine results pages (SERPs) and provide fast, convenient answers for users. To succeed in this modern digital ecosystem, brands must do the same. They must understand how to develop content that accurately reaches the target audience based upon concrete goals. Not only is understanding cross-channel trends within marketing key to reaching customers, but it’s also a key ingredient for brands to achieve greater ROI. Nearly 3/4 of marketers employing cross-channel methods report that these interactions result in ‘major’ impacts to the number of site conversions. More than half also say that cross-channel marketing helps them improve their retention, and increases the likelihood of customers becoming brand advocates. Customers who arrive at your brand through cross-channel research also carry a 30 percent higher lifetime value. So organizations that go through the extra effort to create the cross-channel atmosphere will see value from their decisions. Opportunities at the intersection of channels For the modern marketer, the opportunity for brand success lies at the intersection between search, social, content, mobile and local. SEO is the core driver as it helps ensure material is easy to find online. Social is then your megaphone. It broadcasts a message across the various ‘watercoolers’ of the online world, helping to engage customers in a personal way, while also drawing attention to content. These two work together to build visibility and traffic. Next, combine efforts from these two channels with content, mobile and local strategies. Effective campaigns in these three areas grasp the devices customers use and their intent behind searches. Creating material that fills these needs builds engagement and drives relationships and conversions. The key is creating content ready to serve customers across various devices and platforms. Brands need to meet customers where they are in order to provide them information; but without data, this is impossible. Data can let brands know what their customers search for and what they want to see when they make these queries.…
S K Routray is a computer science graduate and Co founder at Gracioustech.com. He worked as a Online Marketing lead at many MNC Companies. He has passion for writing on SEO techniques, Social Media Marketing and digital marketing techniques. If he wasn’t an online marketer, he'd take his love for food and become a great chef cum hotel entrepreneur. Join NAS Writers team to write for NAS.