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5 Benefits of a Cross-Channel Advertising Strategy

by Brian Colling - May 22, 2019

How many channels is your company currently¬†using to advertise? If you’re only using a single channel for the bulk of your advertising, you could be missing out on some significant benefits. With cross-channel advertising, each channel can feed into the others, creating an exponentially more useful, active, and organic customer base.

Here are a few core reasons why you should consider advertising across multiple channels at once. 

1. You are able to connect with customers multiple times through their preferred channels.

The more a customer engages with and interacts with a company, the more likely they are to make a purchase. By connecting with customers throughout multiple channels, a business can slowly build a relationship with the customer and improve upon the likelihood of commitment. Engaging a customer on multiple channels builds up trust and credibility, while also serving as a strong reminder to the customer that the company, its products, and its services exist. 

Today, many customers use multiple channels: email, social media, websites, blogs, podcasts, and more. They get their information through third-party advertising, through direct mail advertising, radio advertising, and television advertising. They are extremely aware of advertising, and they’re very savvy. Marketing has to hit a customer at the right time: when the customer has a need for that product.

Working on a cross-channel advertising strategy means heightening the chances that advertising will reach the right customer at the right time, and ensuring that the customer will have a pre-existing relationship with the company already when they see the company’s messaging. 

2. You are able to significantly expand your reach across all targeted demographics. 

If you’re targeting a specific demographic, you have no guarantee that they are on a single channel. Many demographics are split: if you’re only marketing on, for instance, a single social media platform, you may be missing a large percentage of your customers. Marketing on multiple channels means that you can achieve full saturation throughout your demographic.

While not all men from 25 to 25 may use Twitter, nearly all men from 25 to 45 use some form of social media. By advertising on all social platforms, you improve the chances that potential customers will become aware of your business. This doesn’t just improve your standing through your channels: it also improves upon the chances that you will experience word-of-mouth advertising. The more potential customers are aware of you, the more they will talk about you.

A lot of advertising is about starting a conversation. Starting a conversation across a multitude of channels at once can lead to an exponential, compounding effect, which will ultimately advertise your company far beyond your initial marketing plans.

3. You are able to focus on the channels most successful for your organization and demographics. 

What if there are really only a few channels that your targeted demographics are interested in? What if those targeted demographics are far more interested in your products and services on a specific platform? Marketing cross-channel doesn’t always mean that every channel is going to be useful to you. Sometimes it’s a form of testing.

By marketing on all channels, you can identify the channels that are most likely to be useful to you. You’ll be able to see the engagement on each channel, and you’ll be able to determine which channel offers the most ROI. While you will still want to invest in multi-channel advertising, due to the other core benefits of multi-channel advertising, you may want to focus your spending in a specific area. 

You may also find, eventually, those different marketing strategies are more successful on different platforms. Different marketing strategies which hit different demographics will diversify your marketing strategy, giving your marketing a stronger foundation, and helping to improve the overall diversification and consistency of your marketing endeavors as a whole. 

4. You can build a stronger sense of brand identity while increasing your brand awareness and saturation. 

One of the major reasons to initiate an advertising campaign is to build brand awareness. The largest companies in the world aren’t advertising to educate people about their product or to promote a sale: they’re simply trying to remind customers that they exist, or educate their customers regarding their current product offerings.

By being on multiple channels, your organization expands its reach significantly and builds brand awareness even among individuals who aren’t interested in making a purchase. Eventually, this improves the reputation and awareness of your business and makes it more likely that your business will be discussed by consumers.

Brand identity is important: not only does it mean that customers know where to go for your products and services, but it also means that your business will slowly feel more trustworthy. Awareness builds a reputation over time and builds your organization up as being synonymous with your industry and products. The more a consumer sees your business in a positive context, the more they will believe that you’re a name to trust.

Name recognition can be as critical as business-related reviews, for exactly this reason. At the same time, it can be hard to quantify the ultimate results of brand awareness.

5. You can reduce marketing costs by following the most cost-effective channels for each demographic. 

Marketing costs are calculated through advanced algorithms, which are impacted by the demographic you’re targeting and how likely they are to engage or to make a purchase. When fine-tuning and optimizing your advertising campaigns, you’ll be able to see which campaigns have the highest ROI. Consequently, you’ll be able to more easily see exactly where you should be spending your advertising dollar.

This is important. If your business has a campaign that brings in $2 for every $1, it’s easy to see that investing more into marketing will be effective. Trying out multiple channels will show you where you should be putting your advertising dollars: it may be that you have a major platform that brings in the bulk of your sales, while other platforms will provide a supporting role.

But that doesn’t mean that the other channels aren’t important. Other channels still provide a boost to reputation, awareness, and trust. 

Cross-Channel Advertising key takeaways

It’s inarguable for many businesses that cross-channel advertising is effective. Through cross-channel advertising, you expand both your reach and saturation, in addition to acquiring important information that you may need to improve upon your advertising strategies.

Yet all marketing results can also be difficult to quantify. Tracking the right metrics is important if you want to see exactly how much your cross-channel campaign is helping, and whether there are areas for improvement. 

With the right cross-channel advertising, you should be able to improve your company’s reputation and reach additional members of your core demographics. When used together, marketing platforms are far more effective.

Colling Media helps businesses grow by establishing the right cross-channel advertising strategy. Discover how here.

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