Cross-Channel Advertising Best Practices

Cross-channel advertising is meeting the needs of your customers where they are; whether it is reaching out to them on their social media platforms, mobile applications, emails or via SMS, or the telephone. The primary objective of cross channel advertising is to tell your audience a compelling brand story across different marketing or advertising channels. 

Brands like Starbucks, Disney, Apple, and Mercedes have one thing in common. They are making millions of sales by offering an enigmatic experience to their clients through cross-channel advertising. 

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Some well planned cross-channel advertising examples: 

• M&M’s Super Bowl Ad

The first and one of the best ones come from M&M’s. The candy brand aired a TV ad during the Super Bowl LV, and later the same ad continued their social media platform. The brand successfully combined two advertising channels. The ad became quite popular as the brand was too busy running its social media campaigns with several hashtags like #betterwithMMS. 

• Bones Coffee

One another kind of cross-channel marketing is following your users wherever they go. A similar kind of strategy is adopted by Bones Coffee. You find them on the hoardings, on your social media, on your coffee-based searches on Google, and many other places. 

Bones Coffee makes its audience familiar with the brands, and later shoot offers that they cannot resist. 

• Rebecca Mink Off

A popular fashion brand Rebecca Mink Off offers a stunning example of meeting shoppers where they are to enhance the user experience to maximize conversions. 

The fashion brand beautifully integrates its users’ online and in-store shopping experiences. The brand noticed that its customers used their phones to know in detail about their in-store products and so, it installed interactive screens in its stores where shoppers can learn about the products easily. 

Do you know why these cross-channel ads were popular? Primarily because these ads could incorporate the following ad practices to ensure their audience was super engaged. 

Using data-driven decision making

Cross-channel marketing makes use of data-driven insights to make advertising decisions. For instance, Rebecca Minkoff used the data of their in-store users to drive their experience. 

Creating customer personas with aggregate and person-level data

Modern brands can create comprehensive customer profiles to evaluate the target audience’s motivation and shopping habits and get an idea of whom they are engaging with. 

The right marketing technology

Brands make cross-channel advertising possible with the help of the right marketing technology. Automation plays a key role here.

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A unified marketing approach

This means having a comprehensive view of each channel and campaign, the way they impact each other, and their overall effect on driving conversions. 

To win over cross-channel advertising, it is important to use cross-channel advertising software that offers capabilities across three or more advertising channels like search, display, social, mobile, and video. Such software allows businesses to diversify their digital advertising strategies through a single software product. 

Some of the notable cross-channel advertising tools are: 

1. StackAdapt

A self-serve advertising platform, StackAdapt specializes in multi-channel solutions including display, video, connected TV, and audio ads. The software’s best-in-class platform is a place where brands can utilize the power of machine learning along with cutting-edge user experience. 

The core pillars of the tool – planning, executing and analyzing make StackAdapt a number 1 tool on G2 and DSP. 

2. AdRoll

Next, we talk about AdRoll, which is an e-commerce marketing platform. The tool empowers brands to deliver personalized, consistent, cross-marketing experiences to create lasting customer relationships. The software has a machine learning powered engine so that brands can take decisions faster, and save time for strategic and creative work. 

Ad Roll offers a bird’s eye view of each customer’s habit with continuous attribution and measurement guide to your strategy. 

3. Celtra

Some of the popular brands like Adidas, NBCU, Warner Media, and many more are using Celtra to cater to their cross-channel advertising practices. The platform is popular because it helps businesses remain creative at scale. Brands can cater to people, data, and media to bring creative transformation. 

4. Mediaocean

Mediaocean is an omnichannel advertising platform. The platform connects brands, agencies, technology, and media with the help of AI and machine learning technologies. It can control your brand’s marketing and advertising right from planning, buying, and selling to invoices, analysis, and payments. 

Final Word

A perfect cross-channel marketing strategy enables organizations to create a consistent customer journey across all the marketing or advertising platforms. Modern brands are blessed with advanced solutions that can go ahead with the heavy lifting for them, allowing them to reach out to the audience at a granular level. 

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