Jesus Cardenas
Jan 13, 22 | 7 min read
Reading time: 5 minutes
Increasing a company's sales is the central turkey email address objective of all strategies. Do we agree? In this sense, cross marketing has become an initiative capable of maximizing business opportunities by taking advantage of the dissemination of complementary products to potential customers.
Are you interested in learning more about this? Read to the end!
What is cross marketing?
How does cross marketing work?
Why is cross marketing important?
How to implement cross marketing?
Benefits of a cross marketing strategy
What is cross marketing?
Cross marketing, also called cross channel marketing , is a series of techniques and initiatives that seek to integrate the channels that an organization uses to communicate with its audience and take advantage of them to send complementary messages and increase its income.
It is generally a technique used in online media, for example, when a user is visiting your company's website and, taking advantage of their interest in some articles, you promote different complementary products that could be useful to them.
Here are two cases to help you understand it more easily:
Cross marketing example #1
Imagine that in your e-commerce the customer is buying a laptop but, before completing the purchase, peripherals such as external monitors or perhaps a stand for the computer are suggested.
What is the purpose of this strategy? Well, obviously to maximize the company's profits, but also to offer value to customers, giving them a sample of what the company can do for them to improve their experience in using the product .
Cross marketing example #2
Another example of this technique is the use of discounts to help with the purchase decision. Let's say that a user through your Instagram profile decides to take a test with your brand to learn more about their body fat index.
To do this, they click on an ad in your account and go directly to a landing page where they fill out their details and take an interactive test to learn more about their fitness level.
Once done, they receive the results by email and within the message there is a link that takes them to your e-commerce where you show them recommendations for products to control weight and body fat, but they leave without making the purchase.
Well, your brand gives them some space and after three days you send them an email with an exclusive offer of 25% off their first purchase for the products they left in the cart without completing the process.
Then you will have developed an effective cross marketing strategy and your potential client will most likely have decided to finish their purchase!
Still confused? Don't worry! We'll explain it better for you now.
How does cross marketing work?
Many might say that cross marketing and multichannel marketing could be the same thing, however, the way the former works clearly sets them apart.
This is how cross marketing works:
In cross marketing, messages to users through different channels are extremely personalized, both in content and in the medium used to communicate with them.
It relies on the segmentation of potential customers or buyer personas based on their consumption habits to better take advantage of the different contact and behavioural analysis tools available to the organisation.
Interactions between the user and the brand are tracked — for example through a CRM — to create automated communication flows and real-time analysis to send messages that are relevant and tailored to the customer's journey .
In this way, complementary actions are carried out seeking to add value to the potential client and offering them attractive options and alternatives to complete their purchase, as well as to increase their satisfaction and ultimately stimulate loyalty.
Why is cross marketing important?
Some might think that cross marketing, unlike other strategies such as Content Marketing , is a bit aggressive with its insistence. Showing the customer that you are eager to lead them to their purchase decision, however, this is not the case; we will tell you why.
