A Study on the Emergence of Cross-Channel Marketing and Challenges in its Marketing Communication

Consumers today have more power than marketers and marketers have to meet the needs of consumers interacting through different platforms, channels and any medium to get a holistic understanding. Consumers are the king, and asingle-channel approach does not provide a holistic understanding, making the meeting of consumer needs on time difficult. The marketers must have a good understanding of the needs of customers, with a holistic view to create amorepersonalised, actively engaged and more comprehensive customer experience. In this era of evolutionary marketing, customers prefer good quality products, at the correct place, time and with good interactive marketers. The marketers not only should market a product, but also maintain better relationships with customers, meeting their needs through various channels
desirably. Different strategies are adopted by marketers to secure their loyalty towards their brand, as every marketer needs to reach the masses. Marketers need to have a competitive edge over customers by using different channels combined with traditional methods to increase sales
and gain loyalty by rendering a better customer experience.