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Cross-channel advertising is considered the foundation of marketing in today's world, especially for ecommerce brands that operate in a digital ecosystem. With so many brands using every marketing tool at their disposal, marketers need to develop multifaceted strategies that consider the customer experience, from their first interaction with the brand through the conversion and beyond.
As the demand for comprehensive cross-channel advertising solutions has skyrocketed, many software platforms are available for brands looking to consolidate their marketing channels into one location. We're talking about where you can manage campaigns, individual ads, retargeting tactics, email, social media, video, and more holistically. This kind of functionality is powerful for ecommerce sellers — AdRoll's data shows that marketing across channels can increase customer retention by over 90%.
But with so many options available, it can be overwhelming to review the choices and select a software platform that will fill your brand's needs and help you grow a successful cross-channel marketing strategy. Let's take a look at the most critical features of a cross-channel advertising platform before we dig into the most popular options.
Before selecting a cross-channel advertising platform, you should perform a thorough review of your current marketing strategy. What channels do you focus on right now? What channels have you been hoping to break into with new tactics? More importantly, what channels do your target audience use most often for browsing and shopping? What kinds of content does your audience engage with?
When you've answered these questions, you'll have an idea of what channels will need support in a cross-channel advertising solution. The most common channels for ecommerce sellers include:
Organic search (SEO)
The purpose of cross-channel advertising is to create a more personalized experience for your customers by reaching them through whatever channels they use most. To accomplish that, you'll need to create or at least review your audience personas and check that any new marketing software you add to your suite features a robust set of segmentation options. You should be able to track, manage, edit, and add audience personas on the fly and assign campaigns where they'll be the most effective.
If you're running an ecommerce shop, the chances are good that you've already started using some digital tools to help you run the operational side of your business. You'll want your new cross-channel advertising software to integrate seamlessly with your existing tools, such as your CRM and your ecommerce platforms. For example, AdRoll’s ecommerce marketing solution features smooth integrations with the most popular ecommerce selling platforms, including Shopify, WooCommerce, and Magento.
Designed to provide ecommerce sellers with a wide range of tools in a simple, intuitive interface, AdRoll is built to be user-friendly and easy to integrate with your existing tools. AdRoll's cross-channel advertising solution is equipped with a state-of-the-art AI-powered algorithm that uses machine learning to make trillions of decisions per day, helping you engage with your customers across 500 ad networks, social media, and directly with email. Its unique Marketing Recipe feature makes it easy to launch cross-channel campaigns to attract new buyers to your website, retarget website visitors and shoppers with abandoned carts.
AdRoll's platform also features in-depth reporting and analytics into all facets of your marketing strategy, including insights into multi-channel performance with attribution that accurately represents how effectively your various channels and tactics work with your audiences.
If you're concerned about integrations, AdRoll has you covered. All major ecommerce platforms work easily with AdRoll, as do most major content management systems and website builders (including WordPress and Wix). And if you run into any trouble, AdRoll provides fast, reliable customer service around the clock.
One of the most well-known options, Google's multi-channel marketing software is nearly ubiquitous with digital marketing. It's popular primarily because of its connections to the Google ad network, the most extensive on the Internet. It includes a range of marketing tools available and customizable dashboards that let you visually track your campaigns. Google Marketing Platform might be a good choice for your ecommerce brand if you have limited resources and primarily focus your marketing efforts on SEO, paid search, and display ads.
Google's marketing software starts at a free introductory level for small-scale shops and scales up in price as you need more features and your audience grows. A common complaint about Google Marketing Platform is that the price can increase quickly as you expand your marketing strategy. Reviewers have also mentioned that it can be difficult to get direct customer service through Google.
Marin Software is among the most popular solutions for ecommerce cross-channel advertising. Instead of using proprietary technology, Marin incorporates data from all of your omnichannel sources, creating a single hub for tracking all of your campaigns. Marin is particularly useful if you sell on Amazon, as it includes functionality for syncing content and campaigns from Google and Amazon and a range of other sources. Marin also has unique Amazon attribution tools, giving sellers an accurate picture of how well their tactics push conversions with the retail giant. Marin is also unique because it uses a flat product fee for pricing instead of a model based on a percentage of your ad spending.
Adobe's advertising software offers a robust feature set that's especially useful to sellers who advertise offline and online. Useful for syncing up all efforts from print and TV to display ads, email, social media, and more, Adobe Advertising Cloud is regarded as one of the better choices for larger enterprises because of its robust features and pricing.
Originally published on September 14th, 2021, last updated on October 28th, 2021.