Industry Articles

4 Ways to Improve Your Cross Channel Marketing Efforts

By Brian Handrigan on August 27, 2018 |


Every good marketer should have a competitive streak to them. After all, there’s nothing wrong with relishing the challenge a new marketing campaign presents. Plus, if a business is going to enjoy sustained success across multiple marketing/advertising platforms, its marketing team has to be driven and highly motivated. At the end of the day, there’s too much competition (and too much at stake) to take your marketing strategy lightly. With that in mind, today we’re here to provide you and your coworkers with four ways to improve your cross channel marketing efforts –– so you can stand out from the competition.

Go Everywhere Your Customers Go

For many companies, there’s often a disparity between the number of ways they currently draw in leads, and the number of platforms they could use to generate leads. Modern shoppers are sophisticated, and they’ll explore their options across multiple channels before they ultimately make a decision to purchase a product or service. If you’re not currently marketing yourself on every medium that could connect you to potential leads, then you’re selling your company short. Instead, be willing to embrace new media, and explore areas you’ve neglected in the past.

Connect Your Content   

Even simple transactions often have complicated journeys behind them. Indeed, most consumers nowadays will want to learn as much about your product, service, and operation before they do business with you. That means every piece of content you create needs to have some sort of call-to-action attached to it. Even if you’re merely directing a lead to another piece of marketing material, providing potential customers with multiple options to consider is critical if you’re going to make a long-term impression on them.

Track Everything

Some businesses may be reticent to expand their marketing reach onto new platforms because they fear they won’t be able to accurately measure and monitor the subsequent results. It is a legitimate concern –– or until very recently, it was. Before tracking software like MicroMoment+ was developed, many companies struggled to gauge the return on investment they received as a result of TV commercials, for instance. Now though, when a company integrates MicroMoment+ into their cross channel marketing strategy, they can identify online traffic that was generated as a result of offline TV advertising. With that information, marketers can then determine which ads (both online and offline) proved most effective; plus, they also gain key intel regarding consumer demographics and behavior. 

Of course, most businesses implement more than just television advertising within their marketing strategies. Fortunately, MicroMoment+ has the capability to monitor and track all online to offline conversions –– like phone calls, for example. The point is, with MicroMoment, you'll never be in the dark again when it comes to attribution.

Enhance Ad Spend

Let’s go back to our previous example involving broadcast-to-online queries. This is something that happens all the time –– people see a product advertised on TV and look it up on their smartphone to learn more. Now, as beneficial as MicroMoment’s ability to attribute online searches to individual TV commercials is, this technology has more to offer. With MicroMoment+ AdBot, companies can boost pay-per-click AdWords bids in sync with TV commercials. So rather than hoping a lead finds your product when they search for it after a commercial, you can guarantee your company maximum exposure at the most profitable moments. Remember though, TV is merely one avenue that MicroMoment can affect a positive change for a business. The true capability of this technology is only limited by what offline conversions you choose to pursue. 

The Bottom Line

At Advocado, we’re dedicated to helping marketers measure and enhance their content –– across all media. If you’re ready to create cohesive marketing campaigns that drive sales and lower costs at the same time, then contact us here. We’re ready to help your team today –– so click here to learn more!


Brian Handrigan

Written by Brian Handrigan

Co-founder and CEO of Advocado, Brian is a proven entrepreneur with a passion for expanding the intersection of technology and communication. He is a true innovator and has been a founder or co-founder of multiple startups. His talent to see “beyond the known” and identify the real opportunity has resulted in some of the most creative omni-channel solutions to date and was instrumental in inspiring the vision of Advocado. Brian has over twenty years of experience working leading companies such as TD Ameritrade, ADP, Walmart, WPP and major health insurance companies.