When you think about your ad strategy, it is critical to think about it in a holistic, cross-channel way. You can’t advertise in a vacuum, so make sure that your digital advertising campaigns are integrated with your larger marketing plan.

Which messages are your consumers hearing from you as they rapidly navigate across channels? And, is that cross-channel message continuous and relevant for the consumer?

As a marketer, you need to think across channels in your digital advertising. Through advanced digital advertising and marketing automation technology, Real-Time Personalization, and more, you can easily listen and react from a variety of channels.

Cross-channel marketers need tools to help them:

Listen: Pay close attention to buyer behavior across all channels to create a single, integrated view of the buyer persona

Learn: Process all of your buyer’s digital signals for a better understanding of your customer

• Speak: Manage, personalize, and act on conversations with buyers across channels.



Imagine you had a great phone conversation yesterday with one of your best customers about a new service offering. Now imagine that after you read this, you go out for a cup of coffee and run into him on the street. “Hi! So glad we bumped into one another,” you say. “I want to talk to you about a great service we’re offering!” Your customer responds with a puzzled look. He thinks you have a terrible memory or that you’re confused. The same thing happens when a customer receives dueling messages from you on different marketing channels. If you’re not listening to him across different channels, you’re not delivering an integrated experience. To create relevant interactions with a buyer over any channel, you need to understand his behaviors across all channels — you need a single, cross-channel view of the customer.


Engaging conversations with buyers should be maintained seamlessly as they move from one channel to the next. A conversation you start on your website must continue when the buyer navigates to your Facebook page and shouldn’t skip a beat when he jumps over to LinkedIn. Instead of competing against each other with disconnected messaging, or repeating information your buyer has already absorbed, all of your marketing channels should work together to coordinate the customer’s experience. Let’s take a look at how to integrate a multi-channel approach into your acquisition and nurturing efforts.


Once you have listened to your buyers’ behavior across all of your marketing channels, you need to process these signals before you act. You likely have a lot of data—what your buyers like, dislike, interact with, and ignore. By analyzing the data you have captured, you can learn more about your audience’s needs and interests, so that when you do have a conversation with them, it is more contextual.

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