We did it, people. We made it by means of 2019. Give your self a spherical of applause. And give your self a pat on the again for ending out the ‘10s in, presumably, wonderful trend.
Around this time of yr—each…single…yr—it’s unattainable to keep away from the “Year in Review” lists. And sure, you might be appropriate in considering that is additionally a yr in evaluation listing. But, with a finger up in gentle protest, we’d level out that is (1) a lot shorter and (2) arguably extra enjoyable.
In a latest webinar titled, Best of 2019: Cross-Channel Marketing Campaigns We Loved, we lined 9 totally different campaigns that touched on very important features of a profitable fashionable cross-channel advertising marketing campaign and let our viewers resolve who received the yr.
However, earlier than we dive into the winners, let’s set the muse of precisely what we imply by cross-channel advertising.
What is Cross-Channel Marketing?
You might need seen the beneath graphic from us earlier than. To us, cross-channel advertising is about extra than simply using email, SMS, internet push, unsolicited mail, and so on. to speak with prospects. It’s concerning the buyer lifecycle and expertise.
Cross-channel advertising—in a great world—seamlessly integrates information and channels to supply one of the best expertise for purchasers. Whether that’s a welcome marketing campaign through email and SMS to activate a buyer’s consideration or a unsolicited mail cart abandonment marketing campaign to reactivate their engagement, it’s about understanding how your prospects work together along with your model and tips on how to interact with them in a means that makes them really feel cared for and cozy.
You’ve possible heard firms say they’re getting the appropriate message to the appropriate buyer on the proper time. This is vital to cross-channel advertising in an effort to enhance retention.
With that in thoughts, who did one of the best job in making us really feel welcome and energized to proceed opting in to their messaging.
Best Cross-Channel Campaigns of 2019
In the curiosity of conserving issues a bit easier, we broke the yr’s greatest down into classes: Cross-Channel Campaigns, Brick & Mortar, and Recommendations.
Cross-Channel Campaigns: Summersalt
Swimwear and travelwear supplier Summersalt wowed us with their 2019 cross-channel advertising campaigns.
Initially, they caught our consideration by means of focused Instagram adverts and first collected our info by means of a pop-up on their web site.
Summersalt provided free delivery with a browser pop-up advert.
Since this meant offering our cellphone quantity, Summersalt jumped proper in with an SMS promotion, providing us a code at no cost delivery.
Deep hyperlinks maintain customers engaged between SMS and in-app actions.
When we adopted the hyperlink from the SMS message, we submitted our email deal with to obtain the code.
After offering our email deal with, Summersalt gave a delivery code.
To some this will likely appear to be too many steps, however in follow the expertise felt seamless and simple as a result of heat messaging (“Hello, Sunshine!”) and supply on the promise of a delivery code. All in all, it felt natural.
Summersalt inserts their travel-based voice into their messaging.
Finally, Summersalt closed out the welcome course of with an inclusive topic line to their welcome email. The Summersalt model promotes journey and journey, so it’s becoming their email messaging follows go well with.
Ultimately, we—in addition to our webinar viewers—cherished how clear and interesting Summersalt is of their messaging and the way seamless the expertise is between SMS and email.
Brick & Mortar Campaigns: Rent the Runway
Recently, Rent the Runway, supplier of designer gown and accent leases, introduced their explicit aptitude to the brick and mortar area, and with a stellar cross-channel advertising program.
When first getting into a Rent the Runway location, you might be offered with an iPad to enter your cellphone quantity to join a becoming room.
Rent the Runway offers the VIP expertise through SMS.
Immediately, Rent the Runway is utilizing cell advertising so as to add a stage of exclusivity to the expertise—as in case you have entered a particular VIP expertise to get your very personal becoming room.
If you find yourself finishing a transaction, the cross-channel expertise continues. Shipping info is shipped through SMS and, should you opted-in, cell push. Of be aware, the SMS reminder message deep hyperlinks to the Rent the Runway app so you might be instantly met with all of your delivery and order info.
This kind of integration retains the person engaged whereas making certain related info is at all times at their fingertips.
Rent the Runway despatched a delivery affirmation cell push to simplify monitoring.
The day after our go to to the brick and mortar location, Rent the Runway despatched a survey to inquire about our expertise and tips on how to enhance it the subsequent time we go to.
Give the client a voice in how their expertise performs out.
These touches—the deep hyperlinks and surveys—are refined in nature, however actually make a distinction in enhancing the client journey. It offers the client a say in shaping their in-store expertise and retains them up to date with out digging by means of piles of messages.
Recommendations: SeatGeek
SeatGeek, the go-to supply for occasion tickets, gave us a masterclass in suggestions in 2019.
SeatGeek goes past recommending primarily based on choice settings alone.
Despite a down season, our preferences are nonetheless set for our hometown Golden State Warriors. Sending an email with Warriors tickets is customary for a ticket supplier. SeatGeek takes this to a different stage by offering real-time tidbits of info which are related and attractive for particular occasions. Letting us know that Kemba Walker is on the town is a pleasant reminder of a star participant on a brand new workforce taking part in on the town.
Prices are dynamic. It is useful to name this out in suggestions.
These real-time updates, which signify superior information administration and martech capabilities, additionally come about within the type of worth updates as properly.
Adding info reminiscent of this humanizes and personalizes the expertise. It lets us—because the buyer—know that SeatGeek is paying consideration and searching for our greatest pursuits.
Location-based suggestions personalize the expertise.
Lastly, this can be a good reminder of how location-based messaging can affect the client journey. Messages about Boston-based occasions don’t make a lot sense to us once we are primarily based in San Francisco.
SeatGeek does properly in making certain info is related to the person and builds suggestions from there.
2019 A Year in Review
This yr was a banner yr for redefining advertising—each good and bad. With all of these channels at our disposal, it could possibly grow to be a bit tough to chop by means of the noise, and for some even tougher to resolve which channels work for his or her model.
As we talked about above, these are just some of the brilliant spots from 2019. Give the webinar a full watch to seek out out what different manufacturers stood out up to now yr.