8 Elements of a Successful Cross-Channel Marketing Campaign: Strategy and Results Explored

Diving into the complexities of cross-channel marketing, we’ve gathered eight detailed success stories from CEOs and Directors of Marketing. From leveraging dynamic remarketing to enhance lead conversions to spurring market excitement with a themed launch, our experts reveal the strategies and results that made their campaigns stand out.

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Dynamic Remarketing Enhances Lead Conversions

When we run PPC search ads or paid search for our partners, we usually recommend a cross-channel marketing strategy that includes running true dynamic display remarketing in addition to search. This allows our clients to recapture potential customers on different channels and platforms who originally did not convert from the search campaign(s). 

One of our real estate client partners runs several search campaigns and one dynamic remarketing campaign, which is spending 16% of their budget on the remarketing campaign. But this dynamic remarketing campaign is recapturing almost 20% of the lead conversions for the entire account. 

This is 20% of leads that did not originally convert and may have moved on to a competitor, but instead were recaptured and re-engaged by the dynamic remarketing campaign. This is just one example of our many successfully implemented cross-channel marketing strategies.

Ben Tan, CEO and Founder, TiTech Marketing

Digital Ads Boost In-Store Sales

At Crisp, we help CPG brands target and evaluate multi-channel digital marketing campaigns based on real-time, in-store sales data. The question “Can digital ads drive brick-and-mortar sales?” has historically been a difficult one, so soda brand Poppi turned to Crisp and their marketing agency, Tinuiti, to answer it. 

Using Tinuiti’s model and Crisp’s store-level retail data, we quantitatively proved that advertising investments on channels like TikTok and Meta positively impacted Poppi’s brick-and-mortar sales. For example, Tinuiti found that geographies served an Amazon Online Video ad were 15% more likely to purchase Poppi products in-store that week. 

Looking at social media channels, TikTok ads increased the rate of in-store Poppi purchases by an impressive 80% in certain areas. These signals can help Poppi determine how to reinvest across channels and identify geographies to target in the future to drive retail sales.

Samantha Johnston, Director of Marketing, Crisp

Local SEO Increases Revenue

We optimize our clients’ websites for locally-targeted keywords and meticulously manage their Google Business Profiles. This cross-channel strategy boosts search rankings and map visibility. The results are increased website traffic, a surge in phone calls, and a noticeable increase in customers walking through the doors, which all lead to an increase in revenue.

Desiree Grimaldi, Owner, 1×1 Impression

Integrated Campaign Lifts Travel Bookings

One successful cross-channel marketing campaign I spearheaded at CodeDesign involved a major European travel agency looking to increase bookings for their summer destinations. The strategy was comprehensive, utilizing a mix of email marketing, social media, SEO, and paid search advertising to create a unified message across all platforms.

We launched the campaign by segmenting the travel agency’s database to target different demographics with personalized email marketing. These emails highlighted tailored travel packages based on previous bookings and browsing behavior. Simultaneously, we optimized the agency’s website content for SEO, focusing on summer travel keywords, and created engaging content that was shared across social media platforms, generating buzz and interaction. Paid search ads were strategically placed to capture traffic from users actively searching for summer vacation deals.

The results of this integrated approach were outstanding. The travel agency saw a 50% increase in booking rates compared to the previous summer. The email marketing alone had an open rate of 30% and a click-through rate of 8%, significantly above industry averages. The social media campaign increased their followers by 20%, and the engagement rates doubled from the previous period. This campaign exemplifies how a well-coordinated cross-channel strategy can amplify reach and engagement, driving substantial increases in business metrics.

Bruno Gavino, Founder and CEO, CodeDesign

Trend-Based Strategies Attract PR Professionals

As Fullintel’s Marketing Director, my priority is to connect with our target audience: PR and communication professionals skilled in navigating the ever-evolving media landscape and its trends.

We always talk about the algorithms on social media and how they pick up trends, but we also have to remember that the same trends are replicated in the back end for SEO and digital footprints—everything is connected. This underscores the importance of implementing marketing strategies across multiple channels: socials, blogs, video content, emails, and traditional media coverage.

This is also why trends are so important. Algorithms communicate with each other, so marketing efforts must replicate the same triggers that cause content to be picked up by all the gears that make the internet function. During “Barbenheimer,” we produced a media analysis of the Barbie movie, highlighting the key topics and themes that were driving countless conversations. 

By publishing this study across multiple channels, we successfully hopped on the highly relevant trending discussions and were able to reach our target audiences, framing ourselves as key players in the media intelligence game.

Angus Nguyen, Director of Marketing, Fullintel

Consistent Hashtags Improve Brand Engagement

We recently ran a cross-channel marketing campaign for CrownTV. The strategy was to integrate social media, email marketing, and online advertising. The goal was to increase brand awareness and promote new product launches. 

We kept our campaigns consistent using specific hashtags and measured interaction on each channel. As a result, website traffic increased by 40%, and lead generation increased by 25%. This campaign has significantly increased interest in our brand.

Alex Taylor, Head of Marketing, CrownTV

Paid Ads and SEO Drive Quote Requests

A travel agency embarked on a cross-channel marketing campaign to boost quote requests and job applicants, with two primary objectives. The marketing strategy encompassed Search Engine Optimization (SEO), paid ads on Google, graphic designs for social media and the website, creation of a new homepage, and development of specific landing pages for Google ads.

To begin with, the SEO efforts focused on improving the website’s organic search performance. This included on-page optimization such as keyword research, meta tags, header tags, and content optimization. Off-page optimization involved link building through guest blogging and collaborations with other travel industry websites. Technical SEO was addressed by optimizing website speed, mobile responsiveness, and XML sitemap creation.

In parallel with SEO efforts, paid ads were implemented on Google using targeted keywords relevant to the travel industry. These ads were designed to attract potential customers searching for travel packages or services offered by the client. The ad campaigns were managed through the Google Ads platform with regular monitoring and optimization to ensure maximum ROI.

Graphic designs were created for social media platforms like Facebook, Instagram, and Twitter to engage users and promote various travel deals or packages.

The website’s homepage was redesigned to optimize Call-to-Action (CTA) elements and improve overall user experience. This included clear CTA buttons placed prominently on the page, encouraging users to request quotes or apply for jobs. Specific landing pages were created for each Google ad campaign to provide a seamless user experience from click-through to quote requests or job application submissions.

The results of this cross-channel marketing campaign were impressive: The client experienced an increase in quote requests by 120% within six months of campaign implementation. Additionally, there was a 150% increase in job applicants during the same period because of effective recruitment marketing efforts through social media channels and targeted job listings on popular career websites. Furthermore, there was an increase in referring domains (+92%), organic traffic (+75%), organic keyword rankings (+80%), and backlinks (+82%), indicating improved overall online presence and search engine visibility for the client.

Brian Cheng, Digital Marketing Project Manager, Agency Media

Themed Launch Spurs Market Excitement

One of our most successful cross-channel marketing campaigns centered around a themed collection launch, inspired by a popular cultural event. Our strategy involved creating anticipation through social media teasers, unveiling exclusive design insights via email newsletters, and leveraging influencer partnerships to reach new audiences. 

We complemented these efforts with targeted Google Ads and strategic SEO enhancements on our website to capture organic search traffic. The result was a significant increase in website traffic, a surge in social media engagement, and a notable uptick in sales, exceeding our expectations and solidifying our brand presence in the custom jewelry market.

Jonathan Goldberg, Founder, President and CEO, Kimberfire

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