Multi-Channel Marketing Approach for Performance Advertisers

In saturated markets, we need to work twice as hard to produce the same results. In their pursuit of conversions, advertisers are increasingly turning to unconventional campaigns to capture the attention of their audiences. It is safe to say your ad creative plays an integral role in hitting your key performance indicators (KPIs). However, do not forget that a multi-channel marketing plan is vital to maximizing your performance goals. 

Today customers are in control of their sales journey. You need to be – so to say – omnichannel: meaning you should be present on all channels where customers convert. A memorable ad will stick with your audience, but an over-arching presence will boost the number of sales more. With the eyes on the prize, performance advertisers need to take the multi-channel approach to achieve sustained growth. 

What is Multi-Channel Marketing? 

Multi-channel marketing is an integrated and systematic approach to running your marketing campaigns on a wide range of different platforms and channels. It is a customer-centric tactic that understands potential customers will engage with a brand under their terms. Also known as cross-device or cross-channel marketing, it is the smartest marketing strategy for any brand/ advertiser looking to scale. 

Chances are high that you are already somewhat of a multi-channel marketer. From TV, radio, social, blog, paid online media, email, influencer marketing, the list of potential outreach sources is vast. You are probably using a few of them simultaneously, correct? 

The question is, are you getting the most out of all of them? Is your approach fully integrated? 

Do not leave money on the table. Running uncoordinated campaigns through different platforms hurts your budget. Efficient multi-channel marketing helps you stay top of mind with your customers while ensuring a smooth customer journey. 

Benefits of Efficient Multi-Channel Marketing 

Thanks to more data-driven consumer journeys and choices, marketers have had to become more efficient to stay competitive. And here is where multi-channel marketing strategy comes into play. 

Marketing plans are not monolithic: today’s reality is characterized by a web of marketing initiatives that strategically coexist. New tools and smarter tactics have made this an actuality. 

A well-crafted cross-channel marketing strategy will benefit your: 

  • Reach – By targeting different audience segments on different platforms you maximize your reach. At the same time, you obtain better control over frequency capping. 
  • Message consistency – Each channel offers you distinct ad formats: video, display, text, the list goes on. An integrated approach will guarantee your message will stay the same, while following the requirements of each ad format. 
  • Performance – Having a cross-channel overlook of the campaign performance, you can segment and pinpoint different user journeys. Where do your customers first engage, where do they convert and what happens in between? 
  • User experience – Unified and consistent messaging and landing page consistency leads to a great user experience. As your customers encounter your brand via different channels, a seamless and integrated user experience will enhance their trust in your brand and conversions. 

The Key Components of Successful Multi-Channel Marketing Strategy 

So, you have been convinced to embrace this approach for your brand growth. As previously stated, to get the most out of cross-channel marketing, you will need to approach it carefully and strategically. Without proper planning, your cross-channel campaign could be too sprawling and uncoordinated, so producing limited results. 

Have Brand Guidelines in Place 

Whether you have a big marketing team or run a one-person show, creating rigorous brand guidelines is a place to start. It will facilitate the setup of your multi-channel campaigns. Whenever you craft a new ad unit, consolidate the master brand guidelines. Following the guidelines strictly will enable you (or your team) to stay fully on-brand. 

Think about the basics such as brand colours, logo(s), tone of voice, tagline, and boilerplate. Each of these components should have further specifications, e.g., the correct usage of the brand logo. Time spent here will save more time later.  

Create Your Customer Persona(s) 

Using historical data, research, and intuition, you can coin a detailed image of your ideal customer(s). This exercise will help you decide where you invest your ad dollars. If your ideal customer is a gamer, you should, for example, consider Facebook and in-game ads. At the same time, the persona will dictate the messaging type you are will be communicating through your ads. 

Create different messaging for each buyer persona and traffic type but stay within the abovementioned guidelines. 

Choose the Right Traffic Sources 

Multi-channel does not mean every channel – unless you have an unlimited budget. 

As previously mentioned, turn to your projection of an ideal customer and figure out where they spend their time. You will want to start with traffic sources that make the most sense.  

When your campaigns lift off, you should expand your reach by experimenting with different platforms. On one side, this step is a game of trial and error. But when you closely measure a campaign’s performance, you can quickly determine if a certain source has potential. 

Unify and Integrate Your Marketing Analytics 

This is the most crucial step that to get cross-channel marketing right. As we have established earlier, your customer is moving across different platforms and devices quickly. That means your analytics should be adapted to this behaviour. Aiming at conversions, integrated analytics can inform you about the journey of your customers. 

As a performance marketer, you might turn off the channel that is bringing in the impressions but yields no conversion. That is if you are working in silos with no data flow. The fact is ads on one platform might be increasing the number of conversion events on another. When you determine this link, you will be able to calculate the real value of your campaigns. 

Conquer All the Relevant Channels that Yield Conversions 

By following the above-mentioned suggestions, you will take your marketing activities to a new level. At the same time, it is important to note that effective multi-channel marketing requires time, expertise, and, finally, resources. 

You might want to get in touch with our team for help and advice. We are one of the safest and reliable multi-channel partners: 

  • To start with, you can leverage our extensive publisher network and media buying team to run performance campaigns. That means, with us, you can run campaigns on every digital channel and pay only for desired results. 
  • Additionally, you can conquer location-based, connected TV (CTV) and digital out-of-home (DOOH) campaigns through Verve Group, our sister company. 
  • And lastly, our in-house creative team will create powerful ad creatives enhancing the frequency of your conversion events. 

With our eyes on the end goal, we enable advertisers to run multi-channel campaigns through performance-based pricing. You only need one point of contact for your performance marketing needs. 

Get in touch with our team and see how we can help your brand achieve sustained growth.  

Applift is a leading mobile ad tech company that empowers businesses by creating the next-generation platform for advertisers to reach and convert their audiences on mobile.