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5 Benefits of a Cross-Channel Advertising Strategy

by Brian Colling - March 30, 2021

Benefits of a Cross-Channel Advertising Strategy

How many channels is your company using to advertise its products or services? If you’re only using a single channel, you could be missing out on some significantly better results. With cross-channel advertising, each medium can feed the others, creating an exponentially more useful, active, and organic customer base.


Table of Contents:

  1. Connecting with Customers Multiple Times Through Preferred Channels
  2. Expanding Reach Across all Targeted Demographics Significantly
  3. Focusing on the Channels Most Successful for your Organization and Demographics
  4. Building a Stronger Sense of Brand Identity while Increasing Brand Awareness and Saturation
  5. Reducing Marketing Costs by Following the Most Cost-Effective Channels for Each Demographic

Connecting with customers multiple times through preferred channels.

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

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

Executing a multichannel marketing strategy means heightening the chances that advertising will reach the right customer and ensuring the customer will have a pre-existing relationship with the company already when they see the company’s messaging. 

Expanding reach across all targeted demographics significantly. 

If you’re targeting a specific demographic, you have no guarantee that they are on a single channel. Many demographics 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. Social Media doesn’t just enhance your standing through your channels: it also improves the chances 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 many channels at once can lead to an exponential, compounding effect, which will ultimately advertise your company far beyond your initial marketing plans.

Focusing on the channels most successful for your organization and demographics. 

What if there are only a few channels that your targeted demographics use? 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 testing channels and tactics, we can see which of those that struggle to hit our KPIs and ones that succeed.

By marketing on all channels, you can identify the most likely channels 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, you may want to focus on a specific area due to the other core benefits of multi-channel advertising. 

You may also discover different marketing strategies are more successful than on other platforms. Various marketing strategies that hit different demographics will diversify your marketing strategy, give your marketing a stronger foundation, and improve your marketing endeavors’ overall diversification and consistency. 

Building a stronger sense of brand identity while increasing brand awareness and saturation. 

One of the significant reasons to initiate an advertising campaign is to build brand awareness. The world’s largest companies aren’t advertising to educate people about their product or promote a sale: they’re merely trying to remind customers that they exist or inform 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 interested in purchasing through different ad platforms. Eventually, this improves your business’s reputation and makes it more likely that consumers will discuss your business and increase chances of conversion.

Brand identity is essential: 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 synonymous with your industry and products. The more consumers see your business in a positive context along the customer journey, the more they will believe you’re a name to trust.

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

Reducing marketing costs by following the most cost-effective channels for each demographic. 

Advanced algorithms calculate marketing costs impacted by the demographic you’re targeting and how likely they are to engage or 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 see exactly where you should be spending your advertising dollar more easily by different attributes such as user demographics.

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

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

Cross-Channel Advertising Key Takeaways

Through cross-channel advertising, you expand reach and saturation and acquire essential information for improving your advertising strategies. Tracking the right metrics is crucial to see exactly how much your cross-channel marketing campaigns lift results and whether there are areas for improvement while hitting multiple audience types.

With the right cross-channel advertising strategy, you should be able to improve your company’s reputation, reach additional audiences, and improve results. Effective marketing today uses multiple advertising platforms, and it will continue to be that way for years to come.

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

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