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Making the Most Out of Your Ecommerce Ad Budget: Cross-Channel Advertising 

Lindsay Martinez

Sr. Partner Marketing Manager @ AdRoll

Move over multichannel marketing, there’s a new kid on the block: cross-channel advertising. Whether you’re looking to boost conversion rates or connect with your customers, cross-channel advertising is the way to go. In fact, some studies have found that cross-channel campaigns yield engagement rates at around 19% — 3x more than single-channel campaigns! 

For the unacquainted, cross-channel advertising is all about creating a seamless, personalized shopping experience across your online and offline marketing channels: display ads, search engine marketing, social media marketing, and even brick-and-mortar stores. Implementing a cross-channel strategy can be as simple as deploying a chatbot to answer customer questions or as ambitious as creating an offline experience that brings your Shopify brand to life. 

Have we piqued your curiosity? Here are some quick tips to get you started with cross-channel advertising:

  • Understand your shoppers’ needs. Cross-channel advertising puts customers at the center of your marketing channels. What information do shoppers need, and when do they need it? Are there certain types of curated content, product recommendations, or promotional offers that make sense for different stages of your marketing funnel? These insights will help you better craft your cross-channel ad campaign. 

  • Ensure consistent messaging. Cross-channel advertising doesn’t mean blasting the same ad creative across platforms. Think of it as simply talking in a cohesive voice. This will require strong communication and collaboration between your marketing team members, vendors, and partners.

  • Bridge the online and offline. One cool part of cross-channel advertising is how brands can combine mobile location data with first- and third-party data — in other words, shoppers who step foot in your physical store can be targeted online afterward. (But don’t forget about obtaining consent!)

  • SMS & emails. Rather than choose between the two, develop a strategy where they complement each other — for instance, using emails to share long-form content vs. SMS for time-sensitive messages. 

Want to use AdRoll to get started on cross-channel ads? With our all-in-one platform, it’s easy — just follow these steps, and you’ll be all set! 

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