Cross-channel advertising is regarded as the basis of marketing in today’s society, particularly for ecommerce brands operating in a digital environment. Given the many brands utilizing all available marketing resources, marketers must formulate intricate strategies that take into account the customer journey, commencing from their initial encounter with the brand and extending beyond the point of conversion.
With the increasing demand for inclusive cross-channel advertising software, numerous platforms are now accessible for brands seeking to consolidate their marketing channels into a single location.
The text suggests discussing the comprehensive management of campaigns, individual ads, retargeting tactics, email, social media, video, and various other aspects. AdRoll’s data reveals the significant impact of cross-channel marketing on ecommerce sellers, indicating a customer retention increase of more than 90%.
With the abundance of options available, it can be challenging to assess the choices and choose a cross-channel marketing platform that meets your brand’s requirements and aids in developing a thriving cross-channel marketing strategy. Before delving into the top choices, let’s examine the essential features of a cross-channel advertising platform.
Top Cross-Channel Marketing Platforms
1. AdRoll
AdRoll is created with the intention of offering ecommerce sellers an extensive selection of tools in a straightforward and intuitive interface. Its user-friendly design allows for effortless integration with your current tools.
AdRoll has a high-tech AI-powered algorithm in their cross-channel advertising solution that utilizes machine learning to make trillions of decisions every day. This assists you in connecting with your customers through social media, millions of other websites and mobile apps, as well as email.
With its unique Marketing Recipe feature, launching cross-channel campaigns to attract new website buyers, retargeting website visitors, and shoppers with abandoned carts becomes easy.
AdRoll’s platform includes thorough reporting and analytics for every aspect of your marketing strategy. This includes insights into how effectively your audiences engage with your various channels and tactics, providing accurate attribution for multi-channel performance.
If you have concerns about integrations, do not worry, AdRoll has solutions for you. AdRoll works seamlessly with all major ecommerce platforms, as well as popular content management systems and website builders like WordPress and Wix. In case you encounter any issues, AdRoll offers dependable customer service 24/7.
2. Google Marketing Platform
Google’s multi-channel marketing software is almost everywhere in the digital marketing world, mainly due to its association with the Internet’s most extensive Google ad network.
If you have limited resources and mainly concentrate on SEO, paid search, and display ads, Google Marketing Platform could be a suitable option for your ecommerce brand. It provides a variety of marketing tools and customizable dashboards to visually monitor your campaigns.
Google’s marketing software offers a free introductory level for small-scale shops and increases in price as you require additional features and your audience expands. A frequently expressed concern about Google Marketing Platform is the rapid increase in price as your marketing strategy expands. Additionally, reviewers have noted the challenge of obtaining direct customer service from Google.
3. Marin Software
Marin Software is a popular choice for ecommerce cross-channel advertising because it utilizes data from all your omnichannel sources to create a centralized tracking hub for all your campaigns, rather than relying on proprietary technology.
Marin is especially beneficial for those who sell on Amazon because it offers features that enable syncing of content and campaigns from Google, Amazon, and various other sources.
In addition to that, Marin provides distinct Amazon attribution tools, which offer sellers precise insights into the effectiveness of their strategies in driving conversions on the retail giant’s platform. Another distinctive feature of Marin is its pricing structure, which involves a fixed product fee instead of being based on a percentage of your advertising expenses.
4. Mailchimp
Mailchimp is a tool for email marketing that offers extensive features for brands and businesses. These features include signup forms, spam filter diagnostics, auto-responders, and split testing as value-added capabilities.
Additionally, Mailchimp is compatible with both versions of Magento, ensuring uninterrupted functionality post-Magento 1 to Magento 2 migration. The cost of Mailchimp usage ranges from $0 to $299 per month, depending on your total number of mail contacts.
In order to track the performance of your email campaigns and evaluate their overall impact on the cross-channel marketing strategy, you may need to consider using marketing data platforms. These platforms have the capability to extract performance metrics from Mailchimp and other similar platforms, and then compile and arrange them on a cross-channel dashboard.
Improvado provides marketers with a comprehensive view of their email marketing efforts by extracting over 70 diverse data fields from Mailchimp.
5. Hootsuite
Hootsuite is a valuable resource for overseeing social media platforms. It allows you to monitor customer posts, plan posts, review comments, and analyze data. The cost varies between $49 and $739, determined by the quantity of social accounts and users managed via the platform.
6. SEMRush
SEMrush enables businesses to handle content marketing, pay-per-click (PPC), social media, and SEO campaigns. It identifies industry trends, assesses on-page SEO, and assists in enhancing it. This tool can be utilized to gain a deeper understanding of your website and optimize it for successful lead generation through SEO.
SEMrush offers useful assistance for almost any marketing endeavor. Notably, they provide additional features such as Traffic Jet, Amazon, affiliate marketing programs, and tools tailored for marketing companies. The monthly cost of SEMrush varies depending on the number of projects, keywords, and results per report, ranging from $119.95 to $449.95.
7. Screaming Frog
The program helps you identify and fix problems with headers, broken links, and other optimization issues. While the Screaming Frog spider is available for free, you can access more advanced features and crawl over 500 URLs by opting for the premium version, which costs $209 per year.
8. SlickText
This platform for SMS marketing assists in conducting text messaging campaigns aimed at increasing traffic and conversions. In addition to advanced reporting tools, it offers a comprehensive range of features to meet different requirements for SMS campaigns.
SlickText provides various plans that come with different features. The pricing ranges from $29 to $1,250 per month.
9. SpyFu
SpyFu is a keyword research tool that aids digital marketers in enhancing their online search performance. It enables users to identify the most effective phrases utilized by their competitors in both sponsored and organic search campaigns.
10. Freshchat
J.D. Power states that live chat is now the primary digital contact method for online customers, with 42% of customers favoring it over email (23%) and social media (16%). As a result, incorporating a chat tool into your cross-channel marketing campaign is essential.
Freshchat is a tool designed for sales, marketing, and customer service purposes, enabling real-time communication and interaction. It provides robust live messaging capabilities that allow for personalized communication, enabling the customization of real-time chats to meet the specific needs of clients.
Based on your needs, Freshchat offers various plans: a free plan accommodating a maximum of 100 agents, as well as paid options priced at $15, $39, or $69.
11. AdMob
AdMob is a Google platform that allows app monetization through targeted in-app advertising. It permits running campaigns on mobile applications that have similar audiences as yours. AdMob integrates the effective targeting and monitoring features found in all Google marketing and advertising products.
By utilizing AdMob, businesses are able to establish a correlation among various Google Ads campaigns, ultimately enhancing their understanding of their paid advertising endeavors. The triumph of Tellmewow serves as an illustrative example, revealing how teams can expedite user acquisition campaigns and enhance their Return on Advertising Spend (ROAS) by gaining further insights into impression-level ad revenue.
12. Improvado
Improvado is a platform for revenue data that assists marketing and sales teams in forming a thorough understanding of their endeavors. The platform streamlines marketing reporting, centralizes all data in a data warehouse, uploads insights to business intelligence tools, and offers additional features.
With the ability to access over 500 data sources, marketing and sales teams can easily extract any data, revealing previously unidentified trends and insights regarding ad campaigns and sales endeavors with just a few clicks.
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Proper planning, strategizing, and creativity are essential for cross-platform marketing, in addition to a necessary technical foundation.
You can efficiently manage your company’s promotion by using the list of best tools for cross-platform marketing. You don’t have to use all of them, just start with the basic ones and incorporate new tools as necessary.
