The result that got cut off
An analyst finishes a report: "Visits rose by one in five after the new menu." She posts it on a short-message site.
The site only allows 120 characters. The post ends in the middle of a word, and the key number is gone. The platform set the rules, not her.
Key words
| Word | What it means |
|---|---|
| Channel | a way of reaching people, such as email, a website, an app or social media |
| Cross-channel | using several channels together for one message or one customer |
| Brand consistency | the same name, look, tone and facts on every channel |
| Integrated | joined up, so that channels link to each other and share one record of the customer |
| Platform | a service that hosts your content, such as a social site or a video site |
| Character limit | the most letters, numbers and spaces a platform lets you post |
| Personal data | facts about a real person who can be identified |
| Privacy setting | a choice that decides who can see a post or a piece of data |
The cells students fill in are left blank in this preview.
By the end of this lesson
Note
I can explain cross-channel engagement, and fit a message to the limits and privacy settings of a platform.
Starter
Have a go
Starter
3 questionsYour answers are marked here and are not kept. A college account keeps every student’s marks.
Cross-channel engagement
| Idea | What it means | Example |
|---|---|---|
| Brand consistency | The same name, colours, tone and figures everywhere | The email, the app and the post all say "visits rose by one in five" |
| Integrated platform usage | Channels link and share one record of the customer | A post links to the site, and the site knows who came from the post |
The cells students fill in are left blank in this preview.
Brand consistency
Cross-channel engagement means one message reaches people on several channels. Brand consistency keeps the name, look and tone the same on each.
It also means the same facts. If a post says "one in five" and the email says "one in four", people stop trusting both.
Integrated platform usage
Channels work best when they are integrated. A post links to a web page. The page links to a sign-up form. All the replies end up in one record.
This lets a business see the whole journey of a customer, not one lonely click.
Quick check
Have a go
Quick check
3 questionsYour answers are marked here and are not kept. A college account keeps every student’s marks.