Antes de sumergirnos en los detalles del cross-channel marketing digital, averigüemos por qué el marketing multicanal ya no es efectivo.
Por qué el marketing multicanal ya no es suficiente
El marketing multicanal significa usar una variedad de canales de marketing para conectarse e interactuar con los clientes. Sin embargo, estos canales funcionan de forma independiente, lo que significa que no brindan una experiencia de usuario fluida o conectada.
La razón principal por la que el marketing multicanal ya no es una estrategia de marketing eficaz es que los comportamientos de compra de los consumidores modernos han cambiado fundamentalmente. Los consumidores de hoy pueden ver un anuncio de Facebook, seguir su marca en Instagram, visitar su tienda en línea, leer reseñas, suscribirse a su boletín y más. Pueden pasar por siete o más puntos de contacto antes de que finalmente estén listos para hacer su primera compra.
Y si todos estos puntos de contacto no están unidos y trabajando juntos, ¿cómo se supone que debe proporcionar una experiencia perfecta? Es por eso que tener una estrategia de marketing de canales cruzados (cross-channel marketing) es tan importante para las marcas.
La consistencia y la relevancia cuentan
Para nutrir a los clientes de manera efectiva, su marca y mensajes deben ser consistentes en todos sus diferentes canales. Sus clientes deben tener la misma impresión de su marca dondequiera que lo encuentren, ya sea en su página de Instagram o a través de un anuncio en Google. Este enfoque de cross-channel marketing ayuda a generar consistencia y conciencia de marca, además de garantizar que el cliente sepa exactamente qué esperar de su marca, lo que ayuda a generar confianza.
Y la coherencia, la confianza y la personalización son impecablemente importantes en el mundo actual. El estudio de SmarterHQ encontró que el 70% de los millennials se sienten frustrados por las marcas que envían correos electrónicos irrelevantes, y el 72% de los consumidores dicen que solo interactúan con mensajes personalizados. Además, el 91% de los consumidores tienen más probabilidades de comprar con marcas que brindan recomendaciones que son relevantes para ellos, según Accenture.
¿Qué significa realmente la estrategia de Cross-Channel Marketing?
Según Oracle, el marketing de canales cruzados “emplea múltiples canales conectados para llegar a los clientes. Esto permite una transición más fácil y fluida de un canal a otro. Los diferentes canales registran información sobre el cliente y la comunican entre sí, de modo que todos puedan unirse en un único viaje de cliente coherente”.
Por ejemplo, cuando practica el marketing de canales cruzados, sus mensajes y su marca son consistentes en múltiples canales. Esta variedad de canales funciona bien en conjunto, lo que involucra y apoya de manera efectiva a los clientes a medida que se mueven a través de puntos de contacto y dispositivos en el viaje del comprador.
Beneficios del Cross-Channel Marketing
Una estrategia de marketing de canales cruzados eficiente e intencional aporta muchos beneficios a su negocio. Echemos un vistazo a algunos de estos beneficios a continuación.
- Genere confianza y conciencia de marca a través de mensajes coherentes. Esto es de vital importancia dado que se descubrió que la presentación uniforme de la marca en todas las plataformas aumenta los ingresos hasta en un 23 % (Marq).
- Obtenga una imagen detallada de los comportamientos de los clientes a través de informes y análisis de marketing de canales cruzados. Puede ver qué canales prefieren los clientes, qué contenido hizo que convirtieran y dónde podrían haber abandonado.
- Maximice su ROI de marketing e impulse el crecimiento. Al integrar sus esfuerzos de marketing en todos los canales, puede trazar puntos de contacto para ver cómo alguien pasó de ser un cliente potencial a ser un cliente. Luego puede contextualizar y personalizar el mensaje y ofrecerlo a sus clientes objetivo en cada canal.
- Aproveche todos estos datos de clientes para crear experiencias relevantes e hiperpersonalizadas para cada individuo. Cuando les das a los clientes exactamente lo que quieren, los deleitas, y un cliente encantado es un cliente leal. Seguirán regresando y difundiendo información sobre sus marcas, no subestime el boca a boca.
- El software de cross-channel marketing hace el trabajo duro de agregar datos e informes por usted, lo que le permite centrarse en ampliar su estrategia de marketing y obtener resultados.
Desafíos del Cross-Channel Marketing
Invertir en cross-channel marketing puede ayudarlo a llevar rápidamente su negocio al siguiente nivel. Aún así, también puede venir con desafíos que debe tener en cuenta.
En primer lugar, solo puede proporcionar mensajes y recomendaciones personalizados cuando tiene una vista completa de 360º de cada cliente. Para hacer esto, debe recopilar datos de clientes de múltiples fuentes dispares (como su tienda en línea, plataforma de correo electrónico, redes sociales, ubicaciones físicas y aplicaciones móviles) y convertir estos datos en información procesable.
En segundo lugar, necesita la tecnología de cross-channel marketing adecuada. Por lo general, una marca puede necesitar de seis a diez herramientas diferentes para ofrecer experiencias integradas. Pero a medida que crece su pila tecnológica, también lo hace la complejidad, el costo, la vulnerabilidad y la ineficiencia de sus campañas de marketing. Debe definir sus objetivos, presupuesto y estrategia desde el principio para determinar qué herramientas necesita.
Herramientas como la avanzada plataforma de cross-channel marketing de Insider One le permiten consolidar sus múltiples herramientas en una plataforma fácil de usar. Insider One une cada interacción con el cliente en una imagen clara de los comportamientos en línea y fuera de línea, revelando los intereses, las necesidades y los puntos de contacto preferidos de cada cliente. Con la gestión de campañas de canales cruzados, puede crear la experiencia cohesiva y fluida que esperan sus clientes.
Guía de 8 pasos de Insider One para crear una estrategia de Cross-Channel Marketing
Paso 1: Unificar datos
Los datos precisos son clave. El primer paso para crear una estrategia de cross-channel marketing exitosa es trabajar en la calidad de los datos para comprender mejor a su cliente y crear una imagen precisa de su experiencia. Una buena manera de garantizar datos precisos es con una solución de marketing todo en uno como Insider One, que proporciona una multitud de puntos de datos y lo ayuda a formar una vista unificada de todos y cada uno de los clientes (¡incluso los anónimos!).
Paso 2: Crear segmentos de clientes
Una vez que tenga los datos, segmente su público objetivo por demografía, psicografía, geografía y comportamiento. Hacer esto lo ayudará a comprender los matices clave entre tipos de clientes similares, lo que le permitirá adaptar sus mensajes y ofertas de productos específicamente para ellos.
Paso 3: Define And Choose Your Best Channels
Enumere los diversos canales en los que se pueden encontrar comúnmente sus clientes. Por ejemplo, si visitan su tienda en línea con frecuencia, puede utilizar Web Push y la personalización en el sitio web dentro de su estrategia de marketing entre canales para dirigirse a ellos. Si sus clientes compran en línea en dispositivos móviles, use notificaciones App Push, marketing por correo electrónico o mensajería RCS para conectarse con ellos.
Si su cliente visita su tienda fuera de línea, puede utilizar elementos de marketing fuera de línea como anuncios OOH, códigos QR, volantes, etc. Con la ayuda del mejor generador de códigos QR, puede crear códigos QR para ayudarlo a aprovechar al máximo su tienda fuera de línea. campañas de marketing.
Paso 4: Comenzar con microembudos
Cuando comience con el marketing de canales cruzados, primero intente crear y optimizar sus micro embudos. Un excelente ejemplo de un microembudo es el lanzamiento de una campaña de cross-channel marketing de abandono del carrito. Hacer esto lo ayudará a encontrar problemas en su embudo de marketing más amplio y solucionarlos de inmediato.
Paso 5: Pruebe diferentes tipos de viajes y canales
Aproveche las pruebas A/B y las pruebas multivariadas para ver cómo son los viajes entre canales de sus clientes, dónde pasan el rato y a qué elementos de las campañas entre canales responden. Luego modifique, mejore y optimice sus campañas en consecuencia.
Paso 6: Una vez probado; Escala
Una vez que determine qué campañas entre canales le brindan los mejores resultados, ejecútelas para todos sus clientes existentes y nuevos. El uso de la plataforma de marketing de Insider One lo hace fácil al permitirle duplicar y editar campañas, y luego dirigirlas a nuevas audiencias.
Paso 7: Supervisar y analizar el rendimiento
Una de las partes más importantes de cualquier estrategia es el análisis de marketing de canales cruzados. Use herramientas de métricas y análisis de datos como Google Analytics para analizar y monitorear el rendimiento de sus campañas. Hacer esto lo ayudará a descubrir qué funciona y qué no, además de brindar información valiosa para sus futuras campañas de marketing.
Paso 8: Repetir y comenzar de nuevo
Cuando tenga las piezas esenciales en su lugar, repita los pasos anteriores para mejorar aún más el rendimiento de su estrategia de marketing de canales cruzados. Vuelva a ellos, una y otra vez, para ver qué puede aprender y modificar para obtener resultados aún mejores.
Ejemplos de Cross-Channel Marketing
Puede aplicar el cross-channel marketing para atraer y convertir visitantes primerizos, aumentar las tasas de retención, generar referencias o reactivar clientes silenciosos. A continuación, cubrimos cuatro ejemplos prácticos de marketing de canales cruzados con un poco más de detalle.
1. Para adquirir nuevos usuarios
Imagina que eres un retailer de moda. Cuando alguien visita tu tienda online por primera vez, no sabe qué vestido elegir, por lo que abandona tu web sin comprar nada.
Con una estrategia de marketing de canales cruzados, puede preguntarles si les gustaría recibir notificaciones Web Push sobre la llegada de nuevas existencias a través de la web o el móvil. También podría ofrecerles un descuento a cambio de su dirección de correo electrónico, que puede usar para ejecutar campañas de retargeting por correo electrónico más adelante. Recuerde verificar si los correos electrónicos que recibió son correctos utilizando una herramienta de verificación de correo electrónico.
An example of a cross-channel marketing strategy for acquiring new users
2. Para reducir el abandono del carrito
Las campañas de cross-channel marketing son excelentes para reducir el abandono del carrito. Digamos que alguien agrega algo a su carrito en su sitio web y luego se va. Mediante el uso de una plataforma de marketing de canales cruzados como Insider One, puede crear un flujo de carrito abandonado que ejecuta campañas de retargeting en las redes sociales o muestra ventanas emergentes de recordatorio en su sitio web. También puede enviar notificaciones push web y mensajes SMS para recordar a los visitantes lo que dejaron en su carrito y alentarlos a comprar.
An example of Insider One’s web push notifications for reducing cart abandonment as part of a multi-channel marketing campaign.
3. Para venta cruzada y venta adicional
Los productos de venta adicional y venta cruzada son estrategias inteligentes para aumentar la lealtad del cliente y aumentar el valor promedio de pedido (AOV). Puede ofrecer ventas adicionales y ventas cruzadas a través de email marketing, anuncios de Facebook, mensajes SMS o mostrándolos en las páginas de detalles del producto.
An example of a cross-channel marketing campaign using email, Facebook, and SMS.
4. Para volver a involucrar a los clientes silenciosos
¿Con qué frecuencia los clientes compran un producto y luego se callan? Entonces, ¿por qué no ejecutar campañas de marketing en varios canales para alentarlos a regresar? Puede enviarles un descuento personalizado por correo electrónico, alertarlos sobre ventas flash a través de notificaciones push web o ejecutar anuncios de Facebook de retargeting.
An example of a cross-channel marketing campaign for a retail brand, aimed at re-engaging dis-engaged customers
Míralo tú mismo
En esta demostración, le mostramos cómo aprovechar la herramienta Insider One’s Architect para crear viajes multicanal hiperpersonalizados para impulsar el compromiso, la conversión y la lealtad.
¿Listo para implementar marketing cruzado para tu negocio?
Una estrategia exitosa de marketing en varios canales lo ayuda a convertir a los compradores modernos al llegar a ellos en el lugar correcto en el momento correcto. Dicho esto, la ejecución eficiente de campañas de marketing en varios canales requiere la integración de varias áreas de marketing y participación del cliente, incluidos datos e información, estrategia de experiencia del cliente y segmentación de clientes.
También necesita la tecnología de marketing multicanal adecuada para garantizar una implementación precisa en todos los canales. Y ahí es donde entra Insider One. Fuimos reconocidos como líderes en The Forrester Wave™: pieza de investigación de gestión de campañas de canales cruzados (plataformas independientes).
Image source: Forrester
Solicita una demo
Esperamos que esta guía lo haya ayudado a comprender cómo comenzar con el marketing multicanal. Y si desea obtener más información sobre cómo Insider One puede ayudarlo a ofrecer campañas de cross-channel marketing sobresalientes, reserve una demo con nosotros hoy.
Preguntas frecuentes sobre Cross-Channel Marketing
¿Qué es cross-channel marketing?
Según Oracle, el marketing de canales cruzados “emplea múltiples canales conectados para llegar a los clientes. Esto permite una transición más fácil y fluida de un canal a otro. Los diferentes canales registran información sobre el cliente y la comunican entre sí, para que todos puedan unirse en un solo viaje de cliente coherente”.
¿Qué es administración de campañas de canales cruzados?
La gestión de campañas en varios canales ofrece mensajes de campaña relevantes, conectados y consistentes a través de múltiples canales conectados. Esto ayuda a las marcas a generar conciencia de marca, lealtad y confianza de los clientes al compartir los mismos mensajes de campaña en todos los canales.
¿Cuál es un ejemplo de canal cruzado?
Un ejemplo de cross-channel marketing sería dirigir un anuncio de Facebook a un individuo específico, recopilar su cookie y luego redirigirlo con el mismo mensaje en Instagram. Cross-channel emplea múltiples canales para transmitir el mismo mensaje coherente.
¿Cuál es la diferencia entre cross-channel y multicanal?
Un enfoque de marketing multicanal ofrece campañas y mensajes a través de múltiples bases de suscriptores, normalmente uno para cada canal. Mientras que un enfoque de canales cruzados se enfoca en construir una vista centralizada del cliente.
¿Cuáles son los beneficios del marketing de canales cruzados?
Hay una serie de beneficios, como generar confianza a través de mensajes consistentes, obtener una imagen detallada de los comportamientos de los clientes en una plataforma central y maximizar su ROI de marketing e impulsar el crecimiento.
¿Cómo analizar los datos de cross-channel marketing?
Por lo general, las plataformas de datos de clientes como Insider One recopilan puntos de datos de varias fuentes, incluidas encuestas, redes sociales y análisis web. Luego, los datos se analizan para proporcionar información sobre las preferencias, tendencias y necesidades de los clientes. Estos conocimientos se pueden utilizar para mejorar el compromiso y la lealtad del cliente.
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padding:20px !important
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gap: 80px;
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a.insiderone-report-tabs-nav-item {
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width: 100px !important;
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<div class="header-menu-item-dropdown-item-wrapper"><div class="header-menu-item-dropdown-item " style=""><div class="title"><h3>VISIÓN GENERAL</h3></div><ul><li class=""><a class="" href="/es/platform/" target=""><span data-text="Descripción general de la plataforma"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/grid.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/grid-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/grid-hover.svg"></i>Descripción general de la plataforma</span><p data-text="Explora Insider One: todo lo que necesitas, nada de lo que no, todo en un solo lugar.">Explora Insider One: todo lo que necesitas, nada de lo que no, todo en un solo lugar.</p></a></li></ul></div><div class="header-menu-item-dropdown-item " style=""><div class="title"><h3>100+ INTEGRACIONES</h3></div><ul><li class=""><a class="" href="/es/integrations/" target=""><span data-text="Centro de integraciones"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/link.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/link-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/link-hover.svg"></i>Centro de integraciones</span><p data-text="Conecta Insider One con todo tu stack MarTech de forma fácil, segura y al instante">Conecta Insider One con todo tu stack MarTech de forma fácil, segura y al instante</p></a></li></ul></div></div><div class="header-menu-item-dropdown-item " style=""><div class="title"><h3>CAPACIDADES</h3></div><ul><li class=""><a class="" href="/es/ai-overview/" target=""><span data-text="Insider One AI"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/sparkle.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/sparkle-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/sparkle-hover.svg"></i>Insider One AI</span></a></li><li class=""><a class="" href="/es/customer-data-management/" target=""><span data-text="Gestión de datos de clientes"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/database.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/database-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/database-hover.svg"></i>Gestión de datos de clientes</span></a></li><li class=""><a class="" href="/es/ai-personalization/" target=""><span data-text="Personalización"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/tools.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/tools-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/tools-hover.svg"></i>Personalización</span></a></li><li class=""><a class="" href="/es/customer-journey/orchestration/" target=""><span data-text="Orquestación de journeys"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/flow.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/flow-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/flow-hover.svg"></i>Orquestación de journeys</span></a></li><li class=""><a class="" href="/es/reporting-analytics/" target=""><span data-text="Reportes y datos"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/chart.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/chart-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/chart-hover.svg"></i>Reportes y datos</span></a></li><li class=""><a class="indented" href="/es/behavioral-analytics/" target=""><span data-text="Analítica del comportamiento"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/behavioral_analytics.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/behavioral_analytics-dark.svg"><img class="hover-svg" 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src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/chat-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/chat-hover.svg"></i>CX conversacional</span></a></li><li class=""><a class="" href="/es/channels/whatsapp/" target=""><span data-text="WhatsApp"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/wp.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/wp-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/wp-hover.svg"></i>WhatsApp</span></a></li><li class=""><a class="" href="/es/channels/web-push/" target=""><span data-text="Notificaciones Web Push"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/bell.svg"><img class="dark-svg" 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contractual ni costos ocultos.">Migración sin miedo, sin dependencia contractual ni costos ocultos.</p></a></li><li class=""><a class="" href="/es/why-insiderone/" target=""><span data-text="Lo que hace diferente a Insider One"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/loop.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/loop-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/loop-hover.svg"></i>Lo que hace diferente a Insider One</span><p data-text="Descubre qué nos hace diferentes">Descubre qué nos hace diferentes</p></a></li><li class=""><a class="" href="/es/compare-insiderone/" target=""><span data-text="Comparar proveedores"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/network.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/network-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/network-hover.svg"></i>Comparar proveedores</span><p data-text="Mira cómo nos comparamos con otros en la industria">Mira cómo nos comparamos con otros en la industria</p></a></li><li class=""><a class="" href="/es/insiderone-switch/" target=""><span data-text="Cámbiate a Insider One"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/reload.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/reload-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/reload-hover.svg"></i>Cámbiate a Insider One</span><p data-text="Descubre por qué las marcas más queridas del mundo eligen Insider One">Descubre por qué las marcas 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src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/dollar-hover.svg"></i>Servicios financieros</span><p data-text="Genera confianza y fidelidad con experiencias personalizadas que aumentan el engagement y la retención">Genera confianza y fidelidad con experiencias personalizadas que aumentan el engagement y la retención</p></a></li><li class=""><a class="" href="/es/industries/travel/" target=""><span data-text="Viajes y hostelería"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/plane.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/plane-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/plane-hover.svg"></i>Viajes y hostelería</span><p data-text="Inspira a los viajeros, personaliza su recorrido, aumenta las reservas y potencia ingresos adicionales">Inspira a los viajeros, personaliza su recorrido, aumenta las reservas y potencia ingresos adicionales</p></a></li></ul></div><div class="header-menu-item-dropdown-item " style=""><ul><li class=""><a class="" href="/es/beauty-cosmetics/" target=""><span data-text="Belleza y cosmética"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/water.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/water-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/water-hover.svg"></i>Belleza y cosmética</span><p data-text="De skincare a self-care: conecta con tus clientes con personalización, precisión y estilo">De skincare a self-care: conecta con tus clientes con personalización, precisión y estilo</p></a></li><li class=""><a class="" href="/es/industries/automotive/" target=""><span data-text="Automotriz"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/car.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/car-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/car-hover.svg"></i>Automotriz</span><p data-text="Conecta la experiencia digital y la del showroom para impulsar el engagement, los leads y la retención">Conecta la experiencia digital y la del showroom para impulsar el engagement, los leads y la retención</p></a></li><li class=""><a class="" href="/es/industries/telecom/" target=""><span data-text="Telecomunicaciones"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/wifi.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/wifi-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/wifi-hover.svg"></i>Telecomunicaciones</span><p data-text="Reduce el churn, aumenta la fidelidad y personaliza para cada cliente.">Reduce el churn, aumenta la fidelidad y personaliza para cada cliente.</p></a></li></ul></div>
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<h1 class="post-title">Cross-Channel Marketing 101:Todo lo que necesitas saber</h1>
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<p>Última actualización el 9 de febrero de 2023</p>
<p>Los consumidores de hoy son más conscientes que nunca de sus comportamientos y expectativas de compra. Tienen demandas específicas de precio, ingredientes, opciones de entrega, métodos de producción, experiencia del cliente y mucho más. También esperan una experiencia fluida de en línea a fuera de línea y viceversa.</p>
<p>Por eso el <a href="https://insiderone.com/es/marketing-omnicanal-platform/">marketing multicanal</a> ya no funciona. Los especialistas en marketing necesitan otra estrategia que ayude a conocer a los clientes donde están y cumplir con sus expectativas mientras logran los objetivos de ventas.</p>
<h2><strong>Conozca el cross-channel marketing.</strong></h2>
<p>En este artículo, le diremos todo lo que necesita saber sobre el <strong>marketing de canales cruzados</strong>, incluido qué es, cómo beneficia a su negocio, qué pasos puede seguir para implementarlo y los desafíos que podría enfrentar en el camino. También proporcionaremos casos prácticos de uso de marketing multicanal para inspirarlo a comenzar. Es hora de subir de nivel tus <strong>campañas de cross-channel marketing</strong>…</p>
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<p class="author-info"><span class="authname"><a href="https://insiderone.com/es/author/nicolas-algoedt/">Nicolas Algoedt</a></span><span class="hipen"> - </span>VP Demand Gen & Revenue Marketing</p>
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10 min. </p>
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<p><strong>Updated</strong> on 10 Dic 2025</p>
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10 min. </p>
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<h4 class="sidebar-heading">Table of Contents</h4>
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<div class="table-of-contents-accordion"><ul><li class="parent-level-item"><a href="#por-que-el-marketing-multicanal-ya-no-es-suficiente">Por qué el marketing multicanal ya no es suficiente</a><li class="parent-level-item"><a href="#la-consistencia-y-la-relevancia-cuentan">La consistencia y la relevancia cuentan</a><li class="parent-level-item"><a href="#que-significa-realmente-la-estrategia-de-cross-channel-marketing">¿Qué significa realmente la estrategia de Cross-Channel Marketing?</a><li class="parent-level-item"><a href="#beneficios-del-cross-channel-marketing">Beneficios del Cross-Channel Marketing</a><li class="parent-level-item"><a href="#desafios-del-cross-channel-marketing">Desafíos del Cross-Channel Marketing</a><li class="parent-level-item"><a href="#guia-de-8-pasos-de-insider-one-para-crear-una-estrategia-de-cross-channel-marketing">Guía de 8 pasos de Insider One para crear una estrategia de Cross-Channel Marketing</a><ul><li><a href="#paso-1-unificar-datos">Paso 1: Unificar datos</a></li><li><a href="#paso-2-crear-segmentos-de-clientes">Paso 2: Crear segmentos de clientes</a></li><li><a href="#paso-3-define-and-choose-your-best-channels">Paso 3: Define And Choose Your Best Channels </a></li><li><a href="#paso-4-comenzar-con-microembudos">Paso 4: Comenzar con microembudos</a></li><li><a href="#paso-5-pruebe-diferentes-tipos-de-viajes-y-canales">Paso 5: Pruebe diferentes tipos de viajes y canales</a></li><li><a href="#paso-6-una-vez-probado-escala">Paso 6: Una vez probado; Escala</a></li><li><a href="#paso-7-supervisar-y-analizar-el-rendimiento">Paso 7: Supervisar y analizar el rendimiento</a></li><li><a href="#paso-8-repetir-y-comenzar-de-nuevo">Paso 8: Repetir y comenzar de nuevo</a></li></ul></li><li class="parent-level-item"><a href="#ejemplos-de-cross-channel-marketing">Ejemplos de Cross-Channel Marketing </a><ul><li><a href="#1-para-adquirir-nuevos-usuarios">1. Para adquirir nuevos usuarios</a></li><li><a href="#2-para-reducir-el-abandono-del-carrito">2. Para reducir el abandono del carrito</a></li><li><a href="#3-para-venta-cruzada-y-venta-adicional">3. Para venta cruzada y venta adicional</a></li><li><a href="#4-para-volver-a-involucrar-a-los-clientes-silenciosos">4. Para volver a involucrar a los clientes silenciosos</a></li></ul></li><li class="parent-level-item"><a href="#miralo-tu-mismo">Míralo tú mismo</a><li class="parent-level-item"><a href="#listo-para-implementar-marketing-cruzado-para-tu-negocio">¿Listo para implementar marketing cruzado para tu negocio?</a><li class="parent-level-item"><a href="#solicita-una-demo">Solicita una demo</a><li class="parent-level-item"><a href="#preguntas-frecuentes-sobre-cross-channel-marketing">Preguntas frecuentes sobre Cross-Channel Marketing</a></li></ul></div> <div class="social-links-container">
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<?xml encoding="utf-8" ?><html><body><p>Antes de sumergirnos en los detalles del <strong>cross-channel marketing digital</strong>, averigüemos por qué el marketing multicanal ya no es efectivo.</p>
<h2 class="wp-block-heading" id="por-que-el-marketing-multicanal-ya-no-es-suficiente">Por qué el marketing multicanal ya no es suficiente</h2>
<p>El marketing multicanal significa usar una variedad de canales de marketing para conectarse e interactuar con los clientes. Sin embargo, estos canales funcionan de forma independiente, lo que significa que no brindan una experiencia de usuario fluida o conectada.</p>
<p>La razón principal por la que el <strong>marketing multicanal </strong>ya no es una estrategia de marketing eficaz es que los comportamientos de compra de los consumidores modernos han cambiado fundamentalmente. Los consumidores de hoy pueden ver un anuncio de Facebook, seguir su marca en Instagram, visitar su tienda en línea, leer reseñas, suscribirse a su boletín y más. Pueden pasar por siete o más puntos de contacto antes de que finalmente estén listos para hacer su primera compra.</p>
<p>Y si todos estos puntos de contacto no están unidos y trabajando juntos, ¿cómo se supone que debe proporcionar una experiencia perfecta? Es por eso que tener una estrategia de <strong>marketing de canales cruzados</strong> (cross-channel marketing) es tan importante para las marcas.</p>
<h2 class="wp-block-heading" id="la-consistencia-y-la-relevancia-cuentan">La consistencia y la relevancia cuentan</h2>
<p>Para nutrir a los clientes de manera efectiva, su marca y mensajes deben ser consistentes en todos sus diferentes canales. Sus clientes deben tener la misma impresión de su marca dondequiera que lo encuentren, ya sea en su página de Instagram o a través de un anuncio en Google. Este enfoque de cross-channel marketing ayuda a generar consistencia y conciencia de marca, además de garantizar que el cliente sepa exactamente qué esperar de su marca, lo que ayuda a generar confianza.</p>
<p>Y la coherencia, la confianza y la personalización son impecablemente importantes en el mundo actual. El <a href="https://smarterhq.com/millennials-where-they-shop-how-they-shop-why-it-matters" target="_blank" rel="noreferrer noopener nofollow">estudio de SmarterHQ</a> encontró que el 70% de los millennials se sienten frustrados por las marcas que envían correos electrónicos irrelevantes, y el 72% de los consumidores dicen que solo interactúan con mensajes personalizados. Además, el 91% de los consumidores tienen más probabilidades de comprar con marcas que brindan recomendaciones que son relevantes para ellos, según <a href="https://www.accenture.com/_acnmedia/PDF-77/Accenture-Pulse-Survey.pdf" target="_blank" rel="noreferrer noopener nofollow">Accenture</a>.</p>
<h2 class="wp-block-heading" id="que-significa-realmente-la-estrategia-de-cross-channel-marketing">¿Qué significa realmente la estrategia de Cross-Channel Marketing?</h2>
<p>Según Oracle, el <strong>marketing de canales cruzados</strong> “emplea múltiples canales conectados para llegar a los clientes. Esto permite una transición más fácil y fluida de un canal a otro. Los diferentes canales registran información sobre el cliente y la comunican entre sí, de modo que todos puedan unirse en un único viaje de cliente coherente”.</p>
<p>Por ejemplo, cuando practica el<strong> marketing de canales cruzados</strong>, sus mensajes y su marca son consistentes en múltiples canales. Esta variedad de canales funciona bien en conjunto, lo que involucra y apoya de manera efectiva a los clientes a medida que se mueven a través de puntos de contacto y dispositivos en el viaje del comprador.</p>
<h2 class="wp-block-heading" id="beneficios-del-cross-channel-marketing">Beneficios del Cross-Channel Marketing</h2>
<p>Una estrategia de<strong> marketing de canales cruzados</strong> eficiente e intencional aporta muchos beneficios a su negocio. Echemos un vistazo a algunos de estos beneficios a continuación.</p>
<ul class="wp-block-list">
<li>Genere confianza y conciencia de marca a través de mensajes coherentes. Esto es de vital importancia dado que se descubrió que la presentación uniforme de la marca en todas las plataformas aumenta los ingresos hasta en un 23 % (<a href="https://www.marq.com/" target="_blank" rel="noreferrer noopener nofollow">Marq</a>).</li>
<li>Obtenga una imagen detallada de los comportamientos de los clientes a través de informes y análisis de <strong>marketing de canales cruzados</strong>. Puede ver qué canales prefieren los clientes, qué contenido hizo que convirtieran y dónde podrían haber abandonado.</li>
<li>Maximice su ROI de marketing e impulse el crecimiento. Al integrar sus esfuerzos de marketing en todos los canales, puede trazar puntos de contacto para ver cómo alguien pasó de ser un cliente potencial a ser un cliente. Luego puede contextualizar y personalizar el mensaje y ofrecerlo a sus clientes objetivo en cada canal.</li>
<li>Aproveche todos estos datos de clientes para crear experiencias relevantes e hiperpersonalizadas para cada individuo. Cuando les das a los clientes exactamente lo que quieren, los deleitas, y un cliente encantado es un cliente leal. Seguirán regresando y difundiendo información sobre sus marcas, no subestime el boca a boca.</li>
<li>El software de<strong> cross-channel marketing</strong> hace el trabajo duro de agregar datos e informes por usted, lo que le permite centrarse en ampliar su estrategia de marketing y obtener resultados.</li>
</ul>
<h2 class="wp-block-heading" id="desafios-del-cross-channel-marketing">Desafíos del Cross-Channel Marketing</h2>
<p>Invertir en <strong>cross-channel marketing</strong> puede ayudarlo a llevar rápidamente su negocio al siguiente nivel. Aún así, también puede venir con desafíos que debe tener en cuenta.</p>
<p>En primer lugar, solo puede proporcionar mensajes y recomendaciones personalizados cuando tiene una vista completa de 360º de cada cliente. Para hacer esto, debe recopilar datos de clientes de múltiples fuentes dispares (como su tienda en línea, plataforma de correo electrónico, redes sociales, ubicaciones físicas y aplicaciones móviles) y convertir estos datos en información procesable.</p>
<p>En segundo lugar, necesita la tecnología de <strong>cross-channel marketing</strong> adecuada. Por lo general, una marca puede necesitar de seis a diez herramientas diferentes para ofrecer experiencias integradas. Pero a medida que crece su pila tecnológica, también lo hace la complejidad, el costo, la vulnerabilidad y la ineficiencia de sus campañas de marketing. Debe definir sus objetivos, presupuesto y estrategia desde el principio para determinar qué herramientas necesita.</p>
<p>Herramientas como la avanzada plataforma de <strong>cross-channel marketing</strong> de Insider One le permiten consolidar sus múltiples herramientas en una plataforma fácil de usar. Insider One une cada interacción con el cliente en una imagen clara de los comportamientos en línea y fuera de línea, revelando los intereses, las necesidades y los puntos de contacto preferidos de cada cliente. Con la gestión de campañas de <strong>canales cruzados</strong>, puede crear la experiencia cohesiva y fluida que esperan sus clientes.</p>
<h2 class="wp-block-heading" id="guia-de-8-pasos-de-insider-one-para-crear-una-estrategia-de-cross-channel-marketing">Guía de 8 pasos de Insider One para crear una estrategia de Cross-Channel Marketing</h2>
<h3 class="wp-block-heading" id="paso-1-unificar-datos">Paso 1: Unificar datos</h3>
<p>Los datos precisos son clave. El primer paso para crear una estrategia de <strong>cross-channel marketing</strong> exitosa es trabajar en la calidad de los datos para comprender mejor a su cliente y crear una imagen precisa de su experiencia. Una buena manera de garantizar datos precisos es con una solución de marketing todo en uno como <a href="https://insiderone.com/es/" target="_blank" rel="noreferrer noopener">Insider One</a>, que proporciona una multitud de puntos de datos y lo ayuda a formar una vista unificada de todos y cada uno de los clientes (¡incluso los anónimos!).</p>
<h3 class="wp-block-heading" id="paso-2-crear-segmentos-de-clientes">Paso 2: Crear segmentos de clientes</h3>
<p>Una vez que tenga los datos, segmente su público objetivo por demografía, psicografía, geografía y comportamiento. Hacer esto lo ayudará a comprender los matices clave entre tipos de clientes similares, lo que le permitirá adaptar sus mensajes y ofertas de productos específicamente para ellos.</p>
<h3 class="wp-block-heading" id="paso-3-define-and-choose-your-best-channels">Paso 3: Define And Choose Your Best Channels </h3>
<p>Enumere los diversos canales en los que se pueden encontrar comúnmente sus clientes. Por ejemplo, si visitan su tienda en línea con frecuencia, puede utilizar <a href="https://insiderone.com/web-push-win-back-campaigns-re-engaging-inactive-customer-segments-for-higher-conversions/" target="_blank" rel="noreferrer noopener">Web Push</a> y la <a href="https://insiderone.com/website-personalization-best-practices/" target="_blank" rel="noreferrer noopener">personalización en el sitio web</a> dentro de su estrategia de <strong>marketing entre canales</strong> para dirigirse a ellos. Si sus clientes compran en línea en dispositivos móviles, use notificaciones <a href="https://insiderone.com/push-notifications-on-black-friday/" target="_blank" rel="noreferrer noopener">App Push</a>, marketing por correo electrónico o <a href="https://insiderone.com/rcs-the-next-generation-messaging-channel/" target="_blank" rel="noreferrer noopener nofollow">mensajería RCS</a> para conectarse con ellos.</p>
<p>Si su cliente visita su tienda fuera de línea, puede utilizar elementos de marketing fuera de línea como anuncios OOH, códigos QR, volantes, etc. Con la ayuda del <a href="https://blog.beaconstac.com/2019/04/best-qr-code-generator-how-to-select-the-right-qr-code-generator/" target="_blank" rel="noreferrer noopener nofollow">mejor generador de códigos QR</a>, puede crear códigos QR para ayudarlo a aprovechar al máximo su tienda fuera de línea. campañas de marketing.</p>
<h3 class="wp-block-heading" id="paso-4-comenzar-con-microembudos">Paso 4: Comenzar con microembudos</h3>
<p>Cuando comience con el <strong>marketing de canales cruzados</strong>, primero intente crear y optimizar sus micro embudos. Un excelente ejemplo de un microembudo es el lanzamiento de una <strong><a href="https://insiderone.com/insider-strongly-outperforms-top-5-providers-on-the-forrester-wave-for-cross-channel-campaign-management/" target="_blank" rel="noreferrer noopener">campaña de cross-channel marketing</a></strong> de abandono del carrito. Hacer esto lo ayudará a encontrar problemas en su embudo de marketing más amplio y solucionarlos de inmediato.</p>
<h3 class="wp-block-heading" id="paso-5-pruebe-diferentes-tipos-de-viajes-y-canales">Paso 5: Pruebe diferentes tipos de viajes y canales</h3>
<p>Aproveche las <a href="https://insiderone.com/es/your-guide-to-ab-testing/" target="_blank" rel="noreferrer noopener">pruebas A/B </a>y las pruebas multivariadas para ver cómo son<a href="https://insiderone.com/new-cross-channel-experience-for-insider-platform/" target="_blank" rel="noreferrer noopener"> los viajes entre canales</a> de sus clientes, dónde pasan el rato y a qué elementos de las campañas entre canales responden. Luego modifique, mejore y optimice sus campañas en consecuencia.</p>
<h3 class="wp-block-heading" id="paso-6-una-vez-probado-escala">Paso 6: Una vez probado; Escala</h3>
<p>Una vez que determine qué campañas entre canales le brindan los mejores resultados, ejecútelas para todos sus clientes existentes y nuevos. El uso de la plataforma de marketing de Insider One lo hace fácil al permitirle duplicar y editar campañas, y luego dirigirlas a nuevas audiencias.</p>
<h3 class="wp-block-heading" id="paso-7-supervisar-y-analizar-el-rendimiento">Paso 7: Supervisar y analizar el rendimiento</h3>
<p>Una de las partes más importantes de cualquier estrategia es el <strong>análisis de marketing de canales cruzados</strong>. Use herramientas de <a href="https://insiderone.com/the-most-important-shopify-metrics-you-need-to-optimize-with-cross-channel-personalization/" target="_blank" rel="noreferrer noopener">métricas</a> y análisis de datos como Google Analytics para analizar y monitorear el rendimiento de sus campañas. Hacer esto lo ayudará a descubrir qué funciona y qué no, además de brindar información valiosa para sus futuras campañas de marketing.</p>
<h3 class="wp-block-heading" id="paso-8-repetir-y-comenzar-de-nuevo">Paso 8: Repetir y comenzar de nuevo</h3>
<p>Cuando tenga las piezas esenciales en su lugar, repita los pasos anteriores para mejorar aún más el rendimiento de su estrategia de <strong>marketing de canales cruzados</strong>. Vuelva a ellos, una y otra vez, para ver qué puede aprender y modificar para obtener resultados aún mejores.</p>
<h2 class="wp-block-heading" id="ejemplos-de-cross-channel-marketing">Ejemplos de Cross-Channel Marketing </h2>
<p>Puede aplicar el <strong>cross-channel marketing</strong> para atraer y convertir visitantes primerizos, aumentar las tasas de retención, generar referencias o reactivar clientes silenciosos. A continuación, cubrimos cuatro ejemplos prácticos de <strong>marketing de canales cruzados</strong> con un poco más de detalle.</p>
<h3 class="wp-block-heading" id="1-para-adquirir-nuevos-usuarios">1. Para adquirir nuevos usuarios</h3>
<p>Imagina que eres un retailer de moda. Cuando alguien visita tu tienda online por primera vez, no sabe qué vestido elegir, por lo que abandona tu web sin comprar nada.</p>
<p>Con una estrategia de <strong>marketing de canales cruzados</strong>, puede preguntarles si les gustaría recibir <a href="https://insiderone.com/es/what-is-web-push-notification/" target="_blank" rel="noreferrer noopener">notificaciones Web Push</a> sobre la llegada de nuevas existencias a través de la web o el móvil. También podría ofrecerles un descuento a cambio de su dirección de correo electrónico, que puede usar para ejecutar campañas de retargeting por correo electrónico más adelante. Recuerde verificar si los correos electrónicos que recibió son correctos utilizando una herramienta de <a href="https://www.voilanorbert.com/verify/" target="_blank" rel="noreferrer noopener nofollow">verificación de correo electrónico.</a></p>
<div class="wp-block-image">
<figure class="aligncenter size-large"><img fetchpriority="high" decoding="async" width="1024" height="758" src="https://insiderone.com/assets/media/2023/02/cross-channel-marketing-new-users-1024x758.png" alt="A workflow diagram showing an example of a cross-channel marketing strategy for acquiring new users" class="wp-image-396028" srcset="https://insiderone.com/assets/media/2023/02/cross-channel-marketing-new-users-1024x758.png 1024w, https://insiderone.com/assets/media/2023/02/cross-channel-marketing-new-users-300x222.png 300w, https://insiderone.com/assets/media/2023/02/cross-channel-marketing-new-users-768x568.png 768w" sizes="(max-width: 1024px) 100vw, 1024px" /><figcaption class="wp-element-caption"> An example of a cross-channel marketing strategy for acquiring new users</figcaption></figure></div>
<h3 class="wp-block-heading" id="2-para-reducir-el-abandono-del-carrito">2. Para reducir el abandono del carrito</h3>
<p>Las campañas de <strong>cross-channel marketing</strong> son excelentes para reducir el abandono del carrito. Digamos que alguien agrega algo a su carrito en su sitio web y luego se va. Mediante el uso de una <strong>plataforma de marketing de canales cruzados</strong> como Insider One, puede crear un flujo de carrito abandonado que ejecuta campañas de retargeting en las redes sociales o muestra <a href="https://insiderone.com/how-to-create-mobile-pop-ups/" target="_blank" rel="noreferrer noopener">ventanas emergentes</a> de recordatorio en su sitio web. También puede enviar notificaciones push web y mensajes SMS para recordar a los visitantes lo que dejaron en su carrito y alentarlos a comprar.</p>
<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="501" height="881" src="https://insiderone.com/assets/media/2023/02/cross-channel-marketing-cart-abandonment.png" alt="A phone screenshot showing an example of Insider One’s web push notifications for reducing cart abandonment as part of a multi-channel marketing campaign." class="wp-image-396017" srcset="https://insiderone.com/assets/media/2023/02/cross-channel-marketing-cart-abandonment.png 501w, https://insiderone.com/assets/media/2023/02/cross-channel-marketing-cart-abandonment-171x300.png 171w" sizes="(max-width: 501px) 100vw, 501px" /><figcaption class="wp-element-caption">An example of Insider One’s web push notifications for reducing cart abandonment as part of a multi-channel marketing campaign.</figcaption></figure></div>
<h3 class="wp-block-heading" id="3-para-venta-cruzada-y-venta-adicional">3. Para venta cruzada y venta adicional</h3>
<p>Los productos de venta adicional y venta cruzada son estrategias inteligentes para aumentar la lealtad del cliente y aumentar el valor promedio de pedido (AOV). Puede ofrecer ventas adicionales y ventas cruzadas a través de <a href="https://insiderone.com/apple-ios-15-privacy-update-bracing-for-its-impact-on-email-marketing/" target="_blank" rel="noreferrer noopener">email marketing</a>, anuncios de Facebook, mensajes SMS o mostrándolos en las páginas de <a href="https://insiderone.com/ultimate-product-detail-page-best-practices-and-checklist/" target="_blank" rel="noreferrer noopener">detalles del producto.</a></p>
<figure class="wp-block-image size-large"><img decoding="async" width="1024" height="758" src="https://insiderone.com/assets/media/2023/02/cross-channel-marketing-facebook-email-sms-1024x758.png" alt="A workflow diagram showing an example of a cross-channel marketing campaign using email, Facebook, and SMS." class="wp-image-396039" srcset="https://insiderone.com/assets/media/2023/02/cross-channel-marketing-facebook-email-sms-1024x758.png 1024w, https://insiderone.com/assets/media/2023/02/cross-channel-marketing-facebook-email-sms-300x222.png 300w, https://insiderone.com/assets/media/2023/02/cross-channel-marketing-facebook-email-sms-768x568.png 768w" sizes="(max-width: 1024px) 100vw, 1024px" /><figcaption class="wp-element-caption">An example of a cross-channel marketing campaign using email, Facebook, and SMS.</figcaption></figure>
<h3 class="wp-block-heading" id="4-para-volver-a-involucrar-a-los-clientes-silenciosos">4. Para volver a involucrar a los clientes silenciosos</h3>
<p>¿Con qué frecuencia los clientes compran un producto y luego se callan? Entonces, ¿por qué no ejecutar <strong>campañas de marketing en varios canales</strong> para alentarlos a regresar? Puede enviarles un descuento personalizado por correo electrónico, alertarlos sobre ventas flash a través de notificaciones push web o ejecutar anuncios de Facebook de retargeting.</p>
<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="758" src="https://insiderone.com/assets/media/2023/02/cross-channel-marketing-disangeged-customers-1024x758.png" alt="A workflow diagram showing an example of a cross-channel marketing campaign for a retail brand, aimed at re-engaging dis-engaged customers" class="wp-image-396051" srcset="https://insiderone.com/assets/media/2023/02/cross-channel-marketing-disangeged-customers-1024x758.png 1024w, https://insiderone.com/assets/media/2023/02/cross-channel-marketing-disangeged-customers-300x222.png 300w, https://insiderone.com/assets/media/2023/02/cross-channel-marketing-disangeged-customers-768x568.png 768w" sizes="(max-width: 1024px) 100vw, 1024px" /><figcaption class="wp-element-caption">An example of a cross-channel marketing campaign for a retail brand, aimed at re-engaging dis-engaged customers</figcaption></figure>
<h2 class="wp-block-heading" id="miralo-tu-mismo">Míralo tú mismo</h2>
<p>En esta demostración, le mostramos cómo aprovechar la herramienta Insider One’s Architect para crear viajes multicanal hiperpersonalizados para impulsar el compromiso, la conversión y la lealtad.</p>
<script src="https://fast.wistia.com/embed/medias/l0lcoje9jt.jsonp" async=""></script><script src="https://fast.wistia.com/assets/external/E-v1.js" async=""></script><div class="wistia_responsive_padding" style="padding:57.5% 0 0 0;position:relative;"><div class="wistia_responsive_wrapper" style="height:100%;left:0;position:absolute;top:0;width:100%;"><div class="wistia_embed wistia_async_l0lcoje9jt seo=false videoFoam=true" style="height:100%;position:relative;width:100%"><div class="wistia_swatch" style="height:100%;left:0;opacity:0;overflow:hidden;position:absolute;top:0;transition:opacity 200ms;width:100%;"><img decoding="async" src="https://fast.wistia.com/embed/medias/l0lcoje9jt/swatch" style="filter:blur(5px);height:100%;object-fit:contain;width:100%;" alt="" aria-hidden="true" onload="this.parentNode.style.opacity=1;"></div></div></div></div>
<h2 class="wp-block-heading" id="listo-para-implementar-marketing-cruzado-para-tu-negocio">¿Listo para implementar marketing cruzado para tu negocio?</h2>
<p>Una estrategia exitosa de<strong> marketing en varios canales</strong> lo ayuda a convertir a los compradores modernos al llegar a ellos en el lugar correcto en el momento correcto. Dicho esto, la ejecución eficiente de <strong>campañas de marketing en varios canales</strong> requiere la integración de varias áreas de marketing y participación del cliente, incluidos datos e información, estrategia de experiencia del cliente y segmentación de clientes.</p>
<p>También necesita la tecnología de marketing multicanal adecuada para garantizar una implementación precisa en todos los canales. Y ahí es donde entra Insider One. Fuimos reconocidos como líderes en <a href="https://insiderone.com/forrester-cross-channel-campaign-management-2021/" target="_blank" rel="noreferrer noopener">The Forrester Wave™: pieza de investigación de gestión de campañas de canales cruzados</a> (plataformas independientes).</p>
<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="790" height="1024" src="https://insiderone.com/assets/media/2023/02/cross-channel-marketing-5-790x1024.png" alt="Insider One recognized as a Leader in The Forrester Wave™:Cross-Channel Campaign Management (Independent Platforms) Q3, 2021" class="wp-image-391567" srcset="https://insiderone.com/assets/media/2023/02/cross-channel-marketing-5-790x1024.png 790w, https://insiderone.com/assets/media/2023/02/cross-channel-marketing-5-231x300.png 231w, https://insiderone.com/assets/media/2023/02/cross-channel-marketing-5-768x996.png 768w, https://insiderone.com/assets/media/2023/02/cross-channel-marketing-5.png 1139w" sizes="(max-width: 790px) 100vw, 790px" /><figcaption class="wp-element-caption"><em>Image source: </em><a href="https://insiderone.com/forrester-cross-channel-campaign-management-2021/" target="_blank" rel="noreferrer noopener"><em>Forrester</em></a></figcaption></figure>
<h2 class="wp-block-heading" id="solicita-una-demo">Solicita una demo</h2>
<p>Esperamos que esta guía lo haya ayudado a comprender cómo comenzar con el marketing multicanal. Y si desea obtener más información sobre cómo Insider One puede ayudarlo a ofrecer campañas de cross-channel marketing sobresalientes, <a href="https://insiderone.com/es/request-a-demo/" target="_blank" rel="noreferrer noopener nofollow">reserve una demo</a> con nosotros hoy.</p>
<h2 class="wp-block-heading" id="preguntas-frecuentes-sobre-cross-channel-marketing">Preguntas frecuentes sobre Cross-Channel Marketing</h2>
<div class="schema-faq wp-block-yoast-faq-block"><div class="schema-faq-section" id="faq-question-1687345327658"><strong class="schema-faq-question">¿Qué es cross-channel marketing?</strong> <p class="schema-faq-answer">Según Oracle, el marketing de canales cruzados “emplea múltiples canales conectados para llegar a los clientes. Esto permite una transición más fácil y fluida de un canal a otro. Los diferentes canales registran información sobre el cliente y la comunican entre sí, para que todos puedan unirse en un solo viaje de cliente coherente”.</p> </div> <div class="schema-faq-section" id="faq-question-1687345344402"><strong class="schema-faq-question">¿Qué es administración de campañas de canales cruzados?</strong> <p class="schema-faq-answer">La gestión de campañas en varios canales ofrece mensajes de campaña relevantes, conectados y consistentes a través de múltiples canales conectados. Esto ayuda a las marcas a generar conciencia de marca, lealtad y confianza de los clientes al compartir los mismos mensajes de campaña en todos los canales.</p> </div> <div class="schema-faq-section" id="faq-question-1687345358031"><strong class="schema-faq-question">¿Cuál es un ejemplo de canal cruzado?</strong> <p class="schema-faq-answer">Un ejemplo de cross-channel marketing sería dirigir un anuncio de Facebook a un individuo específico, recopilar su cookie y luego redirigirlo con el mismo mensaje en Instagram. Cross-channel emplea múltiples canales para transmitir el mismo mensaje coherente.</p> </div> <div class="schema-faq-section" id="faq-question-1687345374796"><strong class="schema-faq-question">¿Cuál es la diferencia entre cross-channel y multicanal?</strong> <p class="schema-faq-answer">Un enfoque de marketing multicanal ofrece campañas y mensajes a través de múltiples bases de suscriptores, normalmente uno para cada canal. Mientras que un enfoque de canales cruzados se enfoca en construir una vista centralizada del cliente.</p> </div> <div class="schema-faq-section" id="faq-question-1687345391352"><strong class="schema-faq-question">¿Cuáles son los beneficios del marketing de canales cruzados?</strong> <p class="schema-faq-answer">Hay una serie de beneficios, como generar confianza a través de mensajes consistentes, obtener una imagen detallada de los comportamientos de los clientes en una plataforma central y maximizar su ROI de marketing e impulsar el crecimiento.</p> </div> <div class="schema-faq-section" id="faq-question-1687345404418"><strong class="schema-faq-question">¿Cómo analizar los datos de cross-channel marketing?</strong> <p class="schema-faq-answer">Por lo general, las plataformas de datos de clientes como Insider One recopilan puntos de datos de varias fuentes, incluidas encuestas, redes sociales y análisis web. Luego, los datos se analizan para proporcionar información sobre las preferencias, tendencias y necesidades de los clientes. Estos conocimientos se pueden utilizar para mejorar el compromiso y la lealtad del cliente.</p> </div> </div>
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<p class="author-bio">Passionate about new technologies and e-commerce, Nicolas has held various position at leading e-commerce and tech companies including Groupon, Microsoft and Bwin.</p>
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Cómo crear una experiencia de cliente personalizada (en 5 pasos) </a>
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Aquí es donde entra en juego la personalización. Personalizar la experiencia de tus clientes, ofreciéndoles contenidos, mensajes y recomendaciones de productos a medida en cada etapa de su recorrido, puede ayudarte a mejorar los costes de adquisición, las conversiones y la fidelidad de los clientes. Sin embargo, la verdadera personalización puede ser increíblemente difícil de […] </a>
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<img src="https://insiderone.com/assets/media/2024/03/Chris-2-128x128.png" alt="Author Avatar" class="author-avatar-icon mr-2" /><p class="m-0 card-post-description">Chris Baldwin</p> </div>
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6 Ago 2025 </p>
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