Telmar News & Insights

Cross-Channel Advertising Best Practices

October 13, 2016

Multi-channel marketing sees businesses reaching customers through many different mediums. In helping customers become aware of a product, investigate choices or make a buying decision, consider these cross-channel advertising best practices.

The many channels a business can take advantage of include:

  • website
  • radio
  • television
  • print publications
  • out of home
  • email
  • mobile
  • pay per click

According to a Mashable report, consumers had 74% brand recall when the advertiser’s integrated strategy carried across channels. So, how does one best accomplish success advertising on a mix of these channels? 

52% of shoppers buy more with cross-channel personalization — myBuys

4 Cross-Channel Advertising Best Practices

1. Have a consistent message

Successful cross-channel marketing does not require separate and distinct content planning for each channel. Quite the opposite. Developing a consistent, cohesive message for the multi-channel mix is more effective. After all, in today’s technology-driven environment in which customers are seeing online and offline messaging all around them, there is a greater risk of confusing a buyer by tailoring different messages to each available channel.

Of course this doesn’t mean the advertiser wants to use all of the same content on all channels. Rather cross-channel communication integration relies on highly orchestrated, nuanced planning to adapt to the different touch points on varying channels. Taking advantage of advanced analytics to predict and optimize campaigns, the media planner can better execute successful cross-channel marketing.

2. Know your audience

Delivering the right message to the right people at the right time is a familiar advertising challenge. Add in the myriad channels available and knowing when and where to deliver the message becomes all the more complicated. Understanding a target audience is easier with media research tools enabling the advertiser to delve into demographic, geographic, psychographic, and consumer data to segment potential markets.

Media Planning Tools for Advertisers

Syndicated and proprietary research data can offer insights into how consumers and customers behave across channels and engage in different experiences. With detailed analysis of the available data, advertisers can better know which customers should receive the message and determine a plan that will share the message to the customers that are most likely to engage and act.

Only 22 % say the average retailer understands them as an individual. — IBM


cross-channel advertising best practices

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3. Be relevant and timely

Cross-channel advertising represents an opportunity to engage the target customer in experiences triggered by their real-time actions. With the rich understanding of the customer developed by researching the data, the advertiser can better anticipate what will work with different buyers in separate channels. Personalized ads that deliver dynamic content can help attract customers and retain customer loyalty.

More about Audience Targeting

Only 34 % of marketers say they do a good job of linking their online and offline customer experiences. — IBM

4. Set up success metrics

Integrated communication offers a greater number and variety of opportunities to qualify sales and convert. This is a good thing. Still, it makes it more difficult to identify which campaign efforts on which channels are getting the most effective reach and impact within the target market.

Relying on click-through-rate or impression metrics to measure success isn’t enough. Looking to understand exactly how many people can identify the targeted content can be useful. The view-through rate also gives a better understanding of which channels have contributed to actions that generate ROI.

In today’s world, customers are always accessible, but they do have higher expectations. Find campaign marketing success with these cross-channel advertising best practices.