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Chase Teaches Us a Great Lesson about Targeted Marketing

Posted February 6, 2014 by fran @ 11:47 am

The holiday season of 2013 may be over and done with, but that doesn’t mean you can’t capitalize on it anymore. In the example below, you’ll learn about Chase Bank’s recent campaign and how it managed to take advantage of last year’s holiday season… even after two months.

See, to promote its Slate credit card, Chase recently sent a letter to consumers inviting them to get the card and move their balances with zero balance transfer fees. The letter’s headline reads, “Move your holiday balances to Slate and pay no balance transfer fees.”

Why it’s clever:

Chase is being really smart with the timing of its campaign. It knows that a lot of people probably have large balances on their credit cards due to the holidays, and it’s using that to reel people into getting its credit card.

What you can learn from Chase:

One important lesson to this is that targeting your advertising or marketing collateral  isn’t just about looking into people’s location and demographic. Timing, purchase history, and previous behavior also play huge parts in how you should target your ads and marketing messages.

In your next campaign, consider implementing a similar tactic. Don’t just think about who your customers are or where they’re from, factor in what they’ve been doing, what they’ve been buying, and if it’s the right time to approach them.

By doing so, you’ll be able to deploy more targeted and spot-on ads, and convert more users.

How to implement advanced targeting:

So do you need a huge budget and sophisticated technology to be able to effectively target users? Not at all. Talk to your ad network about their advanced targeting capabilities and how you can apply them in your campaigns.

For instance, at AdMedia, we implement behavioral targeting features together with geo- and device-based targeting. This way, we can zero in on users based on their previous behavior, location, and even their device (i.e. PC or mobile) and thus serve up the right ads. This enables us to effectively grab user attention and generate more conversions.

AdMedia also serves up Remarketing ads which target users who have previously visited a website. These ads get an extremely high click-through and conversion rate because they are geared towards people who are already interested in product or service.

Ready to take your user targeting to the next level?

If you’d like to implement advanced targeting on your ads, get in touch with AdMedia today and let’s discuss how we can optimize your campaigns.

Image  Free Grunge Textures – www.freestock.ca on Flickr

Filed under: Blogroll,Company Headlines

Monetizing tips for 2014 – How to get more traffic and clicks

Posted February 5, 2014 by fran @ 11:40 am

Marketing is undoubtedly regarded as one of the most essential steps in any business, which ought to be given emphasis from the onset. There is a lot that stands between creating a website and actually driving meaningful traffic to it while at the same time turning the traffic into actual sales or more clicks on your ads. Relying on traditional traffic generation strategies such as link-building alone will actually see you through a great loss in terms of potential customers. Here is a highlight of traffic building trends in 2014 that will help you get meaningful traffic and ultimately monetize it.

Use descriptions and titles which are irresistible

Meta descriptions and titles will determine the manner in which your page will appear on the search results and they remain very essential. Compelling titles coupled with interesting descriptions will actually make your website unique among the millions on search engines. When writing the Meta descriptions and titles, ensure you take an advertising approach by highlighting your expertise, using a unique sales proposition and clearly defining how a client will benefit from your content.

In as much as you want to keep the SEO standards, never go overboard. Use the primary key words at least once in your descriptions and titles but ensure that the flow is natural. If you are not sure of key word optimization, concentrate on readability rather than SEO.

Leverage the internal links

Getting your links from other pages is a well-known strategy for traffic generation. Do you need to give your page a boost with regard to ranking? Well, link it to some existing high-authority websites and be sure the ranking will improve significantly. Remember, your homepage is the most crucial and authoritative part of your domain. Ensure the entire trusted authority pages link from it and you will earn some meaningful traffic.

Compelling content is inevitable

Note the difference between this point and the power of Meta titles and descriptions. Compelling content refers to regularly updated and relevant information which is able to attract more visitors and spiders. The more visits you get, the more recommendations your page will have on social sites. There are three levels of content:

There is content which promotes a company together with its goods and services. Next is the kind of content which adds value to the products and services that you are presenting to people. This includes elaborate product descriptions, reviews, advice and regular updates on offers. Lastly there are articles and information which is meant to entertain and create good relationships between site owners and users. This is where you will create giveaways and competitions which have a close resemblance to the entity, but they may not necessarily generate traffic. This is all about content marketing and once it is done well, customer satisfaction is obvious and besides, it is a huge benefit in terms of SEO.

Make it fast

Google released new guidelines regarding the loading speed of smartphone sites in August 2013. In their recommendation, the key content in a page should appear on the user’s screen in 1 second or even less. Whether your site is responsive or rather you are using the dedicated HTML, you must take necessary steps to ensure it is fast. Away from the Google regulations, internet marketing experts from Croatia suggest you should put yourself in the shoes of a human user; why do you think someone will wait for so long while your competitors’ pages are opening so fast? There are various tools that you will use in testing the loading speed of your website. Do it and make the necessary changes.

In summary, it could take ages to receive and monetize your traffic if you entirely relied upon back-links. Make smart adjustments using the guidelines discussed here and you will be amazed by the drastic increase in traffic that your website will experience.

 

Filed under: Blogroll

Personalized Advertising: How to Approach Customers without Being Creepy

Posted February 3, 2014 by fran @ 1:30 pm

Thanks to Big Data and the advancements in online advertising technology, companies now have a ton of data and insights about their customers. Aside from having people’s demographic information, brands can also track users’ browsing and purchase history, and they can use all that information to develop personalized ads and effectively convert customers.

And while that’s all well and good, it’s important to note that just because you can leverage people’s information for your ad campaigns, doesn’t mean that you should.  While using a healthy amount of user information in your ads can certainly create better and more personalized experiences, using too much data can creep people out.

To prevent that from happening, below are some online advertising best practices that you can implement to ensure that you won’t creep people out.

Don’t show up in every single website that they visit – This applies to advertisers running Remarketing campaigns. When used correctly (and in moderation), Remarketing ads an actually boost conversion rates by upto 125%. However, when used in excess, you could come off as being a bit to “stalkerish” to your customers.

For instance, when a user visits your site without completing a purchase, it’s perfectly okay to give them a friendly reminder by showing up on some of the sites that they visit. Do note that the key word here is “some”. If you overdo your efforts (i.e. if you show up on all their sites, all the time), you could turn them away.

That’s why at AdMedia, we allow advertisers to set a cap on their Remarketing campaigns. We enable you to determine the frequency of your ads so that they won’t follow people around in every website that they visit. By doing so, you are able to give people a small, but convincing nudge in the right direction, without overwhelming them with “in your face” marketing messages.

Be transparent – It may sound cliché, but honestly really is the best policy, especially when you’re dealing with consumer tracking and privacy issues. When you’re collecting data and monitoring the behavior of your site visitors, it’s essential that you be very transparent about your practices.

Sufficiently describe the information you collect as well as your data-gathering methods in your website’s terms of service and privacy policy. Also include the reason why you’re collecting user information. Tell users that you’re only doing it to give them a better experience, and not because you have some “Big Brother” agenda against them.

Doing so will go a long way in gaining the trust and esteem of your users. People love transparency and they’ll respect you more for it.

Give users more control over their information – Finally, it’s important that you empower users to take control of their data. Give them the tools to see exactly what’s being collected about them and how to remove their information from your data base.

You can also give users more control over how your messages are being delivered. For example, if you send out marketing emails, let your users customize message frequency and content.

Filed under: Blogroll

5 Awesome Superbowl Ads to Watch Out for This Year

Posted January 29, 2014 by fran @ 1:41 pm

You can’t have the Superbowl without ads. For generations, brands have been known to pull out all the stops (and drop colossal amounts money) on their ads that air on football’s biggest night. And while this trend lives on, we’ve seen a huge shift with how these ads are released over the last few years. Brands have finally embraced the power of online video, and in order to get more mileage out of their Superbowl ads, companies are now releasing teasers of their commercials even before the Superbowl airs.

This practice provides a win-win situation for both parties. Viewers get a sneak peek on the entertaining commercials that they’ll see on game day, while brands are able to rack up more views and exposure, while generating pre-Superbowl views at the same time.

So what can we expect for this year’s big game? Below is a look at some of the best Superbowl ads that you’ll see on Sunday:

GoDaddy – Body Builder

GoDaddy is notorious for using half-naked women to promote their products. This year though, the web hosting company decided to go in a slightly different direction. You’ll still see some half-naked people in the ad… they’re just not going to be a lot of women.

Axe – Peace

In this ad, Axe shows us various scenes that seem to suggest war and violence. There’s a Middle Eastern official poised to push a button that looks like it’ll deploy some deadly missiles,  there’s a scene where an armed solider runs through the fields with his gun pointing out, we also see a war tank driving down a desolate urban area, and we see an Asian general looking over the crowed (obviously meant to depict North Korea).

At first we think that all hell might break loose, but in a lovable turn of events, each tense spot turns into scenes of love.

Volkswagen – Wings

In this ad, VW lets us all know–in hilarious fashion of course–that they have the most cars in the road with over 100,000 miles. In the ad,  we see a dad telling his daughter that every time a Volkswagen vehicle reaches the 100k mark, a German engineer gets his wings. Can you imagine? You don’t have to. The ad does a pretty good job showing it to viewers. Be sure to watch it til the very end so you can find out what happens when a VW car reaches 200,000 miles.

Audi – Doberhuahua

Hate compromise? So does Audi. And in this ad, the automaker shows us exactly what’s going to happen if you ever compromise on the wrong things. Behold: the Doberhuahua (Doberman + Chihuahua).

Budweiser – Puppy Love

In this heartwarming spot, Budweiser tells the story of just how strong the love between a puppy and a horse can be.

Which ad did you like best? Do you have a favorite Superbowl ad that’s not on this list? Tweet us your responses at @Ad_Media!

Filed under: Blogroll

Are GIFs the Future of In-Image Advertising?

Posted January 15, 2014 by fran @ 4:21 pm

It’s no secret that images are a boon for publishers and advertisers alike. Publishers love them because they can add value and make website content look more attractive. On the flip side, images provide advertisers with a nice canvas to display their ads on. Since people are naturally drawn to pictures, displaying relevant ads on top of them can greatly increase CTRs.

Now advertisers and publishers typically choose to work with static images such as JPEGs or PNGs mainly because they’re just easier to deal with. That being said though, it looks like that trend is changing. More and more companies are using moving images or GIFs in their marketing campaigns and  consumers are loving it.

And we can definitely see why. We all know that moving images (such as videos) are more engaging and attention-grabbing, and with GIFs, people can make their messages more dynamic without the high costs of producing a video. GIF images are also lighter and easier to store, publish, and share. But don’t take our word for it. Below are two case studies of brands successfully using GIFs in their campaigns:

 Case #1 Subway

To promote its #januANY ($5 regular footlongs) campaign, Subway is using several dynamic and funny GIFs as creatives for their Promoted Tweets and Facebook posts. The fast food chain deployed a string of entertaining (and often weird) GIFs promoting their sandwiches. Needless to say, the purpose of the stunt is to get people to share the images online, and of course rise their cravings for Subway sandwiches.

And so far, it looks like the stunt is working. Each Subway post has received numerous, favorites and retweets and the campaign has already been covered in top industry websites, such as AdWeek, The Daily Dot, and more.

Case #2 Dell

Marketing Sherpa recently published a case study about how Dell increased its revenue by 109% thanks to its GIF-centric email marketing campaign.

Dell wanted to promote the XPS 12, a convertible tablet and Ultrabook with touch-screen features. The company knew that they would need more than just a static image to convey  the product’s full range of features so it instead chose to create a GIF of the product for its email marketing campaign.

The result? According to the case study, when Dell compared the campaign data with its quarterly campaign benchmarks, the GIF campaign gave them an 6% increase in open rate, a 42% increase in click rate, as well as a 103% and 109% increase in conversion and revenue respectively.

The takeaway

Consider using GIFs for your next advertising or marketing campaigns. You may find that not only will they engage and entertain your audience, but you might even save money in the process, considering that GIF images are easier and cheaper to produce.

Image:  Fayes4Art on Flickr

Filed under: Company Headlines

How Staples is Using Cross-Channel Marketing In Its Rebranding Efforts

Posted January 2, 2014 by fran @ 5:02 pm

Well that was easy quick. The retail, advertising, and office supplies realms have their first major news for 2014. Retail giant Staples–which is mostly known as being an office supplies store–just announced that it had dropped the letter “L” from its logo to illustrate that it is so much more than an office supplies retailer.  Not only that, but it is also swapping its “That was Easy” tagline for “Make More Happen.”

“We’re so serious about our expanding selection, we’re changing our logo. Every day, you’ll see a different product that you might not expect we carry” Staples said on its website.

To promote its massive rebranding move, Staples has a launched a comprehensive campaign that consists of TV commercials, display, video, image, and social media marketing.

Now, we here at AdMedia are certainly thrilled to hear about Staples’ expansion and we hope this big move works out for the company. For this blog post though we’d like to focus more on the fact that Staples has decided to use multiple platforms to promote its message.

Like we mentioned, Staples didn’t just announce its plans via press release. Rather, it made a big deal by pushing its new message via multiple channels (i.e. display, video, images, social media, TV etc.) all at the same time. This is a really good move and we think more brands should follow suit.

If you want to get more exposure for your website, products, or services, you have to distribute it via multiple channels (aka: cross-channel advertising). By doing so, you will not only ensure that you’ll get in front of as many people as possible, but you’ll help strengthen and re-affirm your message to anyone who encounters your brand.

So what exactly are the channels that you can use to distribute your message? Below are some of the most effective ones:

Display – Banner ads that are deployed on relevant websites. These are highly effective when it comes to increasing branding and recall.

Images and Videos – You know what they say: A picture is worth a thousand words. So think about what multiple images or even videos can do. The world is becoming more and more image-based (the popularity of Pinterest, Vine, Instagram, and Snapchat more than proves this) so brands should exert more effort in producing engaging eye-candies for their audience.

Search – Few strategies are more powerful than search. Aside from putting you in front of your target audience, it guarantees that your message is seen by people who are actually looking for it.

Mobile – More than 50% of internet browsing now takes place on mobile devices. With a statistic like that, the decision to distribute content, ads, and other marketing messages via mobile is pretty much a no-brainer.

Email – Land straight into people’s inbox to get their undivided attention. If you have your own email list, be sure to give your subscribers a heads up with regards to your marketing campaigns.

Filed under: Company Headlines

The 10 Most Powerful Video Ads of 2013

Posted December 18, 2013 by fran @ 11:11 am

Before wrapping up 2013, let’s take some time to look back that at the year’s most powerful video ads:

Labels Against Women | #ShineStrong – Pantene

This video first aired in the Philippines, but it has reached worldwide acclaim thanks to its clear and effective depiction of the double standard against women. Sheryl Sandberg, Facebook’s COO and author of women-centric book Lean In, even commended the ad on her Facebook Page stating:

This is one of the most powerful videos I have ever seen illustrating how when women and men do the same things, they are seen in completely different ways. 

Holiday – TV Ad – Misunderstood – Apple

Need an ad to warm your cold heart this holiday season? Check out this new TV ad by Apple. Aired to the tune of the classic “Have Yourself a Merry Little Christmas”, this 90-second advert featuring a teen who’s seemingly obsessed with his iPhone will surely make you cry.

Telekinetic Coffee Shop Surprise – CarrieNYC

We’ve featured this particular ad in an earlier blog post, but it’s just so powerful (and no we’re not just talking about telekinetic powers) that we just had to include it in this roundup. With over 50 million views at the time of writing this, the Telekinetic Coffer Shop Surprise video undoubtedly put the Carrie film in the radar of moviegowers everywhere.

Google Zeitgeist | Here’s to 2013 – Google

While this isn’t such an “in your face” type of advertisement, Google’s annual Zeitgeist videos, which look back on each year’s notable events, can still be considered as ads because they subtly showcase the tech giant’s products. The 2013 version is no different. While it’s not as powerful or touching as the Zeitgeist videos of 2012 and 2013, it manages to stir up some emotion from viewers.

Show Your Joe – Kmart

This ad made our power list because it was able to generate such diverse reactions from viewers. In the video, Kmart showcases the Joe Boxer line by showing six men in boxer shorts jingling their booties to the tune of “Jingle All the Way.” Viewers were generally divided into two categories: one group was thoroughly entertained and said that they would most definitely check the Joe Boxer line at Kmart, while people from the other end of the spectrum were disgusted and vowed never to shop at Kmart again. Either way, the ad brought a lot of publicity for the brand. Great job ringing in the holidays, Kmart.

Volvo Trucks – The Epic Split feat. Van Damme – Volvo

In this video, Jean-Claude Van Damme demonstrated “the most epic of splits” by doing it between two Volvo trucks going in reverse. Meant to “demonstrate the precision and directional stability of Volvo Dynamic Steering” this ad made jaws everywhere drop to the ground. Oh, and did we mention that it was filmed in one take?

Hump Day – Geico

Watch this commercial a few times and you’re bound to have the words “HUUUMMPP DAAAAY” stuck in your head. Produced by the guys at Geico, the insurance company wanted people to know that folks who switch to Geico are happier than a camel on hump day.

What would you do with $25,000 – The Secret Life of Walter Mitty

Like the Google’s Zeitgeist videos, this isn’t an in-your-face ad. In fact, it’s not really an ad at all, although it kind of serves the purpose. Film director Casey Neistat was contacted by 20th Century Fox to create a marketing video promoting Ben Stiller’s new film, The Secret Life of Walter Mitty. According to the studio, they “wanted to run a campaign under the concept ‘live your dreams’. They wished “to motivate, inspire, and give people a catalyst to do something they’ve never done.” Instead of creating a promotional video though, Neistat decided to use the studio’s budget to help the victims of typhoon Haiyan. This video documents what he was able to accomplish. (And in a way, it also brings attention to the film, The Secret Life of Walter Mitty.)

Dove Real Beauty Sketches by Dove

Dove wanted to shed light on the fact that women are their own worst beauty critics, and they have a tendency to see and describe themselves as less attractive than they really are. To do this, the company conducted a social experiment involving an artist producing two sketches: one was based on the women’s own descriptions of themselves, while the other sketch was based off the depictions of other people.

Fireman Saves Kitten – GoPro

A list of great online videos wouldn’t be complete without cats. In another touching video, Fireman Cory Kalanick rescues an unconscious kitten from a burning house filled with smoke, and documents the entire thing using the HD HERO3® from GoPro.

 

What other powerful marketing videos can you name? Share your thoughts in the comments!

Filed under: Company Headlines

Diversifying Beyond Google, Yahoo!/Bing, and Facebook

Posted December 9, 2013 by fran @ 12:04 pm

Today’s post is a guest entry from Ian Lopuch, a top online marketing executive, educator, and blogger at PPC Ian.

 

In the world of digital marketing and customer acquisition, it’s all about leverage. As marketers, we tend to focus on the big three: Google, Yahoo!/Bing, and Facebook. It makes perfect sense: Marketers are held to strict goals, hours are limited, and we must focus where the rewards are large.

That being said, I’d like to challenge the status quo today. Let’s switch gears for a minute and look at the world from an investment professional’s viewpoint… The smart money manager would never buy just three stocks. It’s all about diversification. With a well-diversified portfolio, one mitigates risk and minimizes market fluctuations (also known as “volatility”). A great portfolio includes assets across types (stocks, bonds, real estate, cash, etc.), industries (basic materials, industrials, utilities, technology, consumer non-cyclical, etc.), and sizes (small cap, mid cap, and large cap).  All components of a great portfolio work in synergy as a well-oiled machine. The great portfolio allows one to sleep at night, regardless of market conditions.

So, you may be wondering, how do we create a well-diversified digital marketing portfolio/machine, one that allows us to sleep well at night with minimal day-to-day volatility? Even with the big three engines, you can diversify across keywords, match types, geos, networks (main vs. syndication), media types (search vs. display), device, and more. However, what if you want to take it further? My suggestion: Incorporate second tier search engines and top-rated ad networks (such as AdMedia) in your digital marketing strategy. Some benefits of this approach:

  1. Diversification: A poor day on one engine can be counteracted by a great day on another. The more traffic sources, the better the diversification.
  2. Leverage: Get great support from Google, Yahoo!/Bing, and Facebook? You may be surprised that high quality ad networks and second tier engines can offer comparable support and sometimes even better than tier one. Why? They know they have to work hard for your business.
  3. Low CPA: Tier one can be competitive. Spend a little extra time finding the niche opportunities within your vertical, and you can find ways to “average down” your overall CPA.

Convinced? I thought you’d be by now! I wanted to close out today’s post with a few tips for getting the most out of your quest for diversification via additional search engines and ad networks.

  1. References Matter: Some second tier engines and ad networks work, others may not. It’s important to leverage industry reputation and references.
  2. Mitigate Risk and Qualify Opportunities With Free Credits: Oftentimes, great engines and ad networks are willing to offer free credits. Those that are confident in their quality and effectiveness will oftentimes match your investment (up to a certain amount) or provide a free test altogether. Make sure to take advantage of these deals, they can greatly mitigate risk in your testing.
  3. Take Advantage of Leverage and Resources: As mentioned above, most second tier search engines and ad networks are prepared for the digital marketer with little free time. See what type of support is available, and take advantage of it. Remember, however, business is always a two-way street. If someone is going above-and-beyond on your behalf, make sure to find a way to return the favor! Some suggestions: Write a review, participate in a case study, increase your budget, share the opportunity with others.
  4. Polish Your Business Development Skills: The best-performing second tiers and ad networks are not always highly publicized within the digital marketing industry. Why? Finding one that works incredibly well can be like striking gold. Nobody wants to share their “secret sauce!” As such, sourcing new opportunities is oftentimes a fun business development exercise of hunting and testing. Attend conferences, network, read blogs, search around, get creative. You could strike gold!
  5. Invest In Smart IOs and Budgets: Don’t get locked into a huge budget, especially when you’re testing. It’s all about casting a wide net and testing many different opportunities, before you find the best ones. Start out small and scale over time. Invest carefully in structuring mutually-beneficial agreements that allow both parties maximum flexibility and protection.
  6. APIs Are a Plus: Those ad networks with APIs are easy to integrate into your existing platforms. Automation is key in the long-term health and scalability of any large digital marketing operation.

Thanks, AdMedia, for the great opportunity to guest post. I thoroughly enjoy reading your blog, and had a blast with this post. Thanks everyone for reading!

Filed under: Company Headlines

AdMedia is Giving Back This Holiday Season

Posted November 26, 2013 by fran @ 2:09 pm

At AdMedia, we’re always happy to help advertisers and publishers with their online advertising and monetization needs. This holiday season though, we’ve decided to extend a helping hand to our other friends in need, which is why we’re pleased to announce that we will be supporting two charities this year.

Starting today thru December 19, 2013, AdMedia will be accepting donations for Angel Harvest and the Marine Toys for Tots Foundation. Feel free to drop off your donations at our Burbank office located at:

901 W. Alameda Ave.

Suite 102

Burbank, CA 91506

Below is a quick guide about the types of items that we’re going to accept:

Toys for Tots:

New and unwrapped toys for children up to the age of 15. Please note that we will NOT be accepting any realistic looking weapons and gifts with food.

Angel Harvest:

Non-perishable food items.

The ones most needed include:

  • Crackers
  • Pasta Boxes
  • Brown and White Rice
  • Canned Fruit and Vegetables
  • Canned Soup
  • Canned Spaghetti Sauces
  • Canned Tuna
  • Macaroni and Cheese Boxes
  • Ready to Eat Cereal (Family Size)
  • Cereal Bars
  • Peanut Butter and Jelly
  • Pancake Mix
  • Sugar
  • Boxed or Powdered Milk
  • Canned Beans or Bags of Dried Beans
  • Soap
  • Toothpaste, Shampoo
  • Paper Towels or Toilet Paper
  • Baby Food and Formula
  • Lotion
  • Deodorant

Together, we can help put food on the table and place smiles on people’s faces this holiday season.

About Toys for Tots

The U.S. Marine Corps Reserve Toys for Tots Program was first approved by the Secretary of Defense as an official activity of the US Marine Corps and an official mission of the Marine Corps Reserve in 1995. It’s mission is to collect new and unwrapped toys during the holiday season every year, and give them to children in need. The goal of Toys for Tots is to send messages of hope to youngsters everywhere and encourage them to become good citizens.

Learn more at: http://www.toysfortots.org/

About Angel Harvest

Angel Harvest is a Los Angeles-based non-profit organization that aims to “reduce the waste of good food while helping to feed the hungry men, women, and children” in LA. It distributes good, but unserved food to social service agencies to provide for the less fortunate.

Learn more at: http://angelharvest.org

 

Image credit:  AurelienS on Flickr

 

Filed under: Company Headlines

The Key Difference Between Multi-Channel and Cross-Channel and Why You Should Care

Posted November 11, 2013 by fran @ 12:28 pm

Like most hot buzz words, people have started throwing around the terms “multi-channel” and “cross-channel” like they know exactly what they mean. We hear pundits saying that multi-channel and cross-channel advertising / marketing are the future and companies must absolutely get on the bandwagon.

To their credit, the pundits are right about one thing: These trends really are the future and businesses must find ways to incorporate them in their practices. But what we did notice is that a lot of people–mostly Internet marketers and those claiming to be experts in e-commerce are using the terms multi-channel and cross-channel interchangeably, as if they have the same definition, when in fact there is a stark difference between the two concepts.

Multi-Channel vs. Cross-Channel

Multi-channel means having a presence on more than one channel or platform. For example, if you’re marketing your products on your website, in person, and via catalogs, then you’re conducting multi-channel marketing.

Cross-channel on the other hand means that you’re seamlessly and interchangeably using multiple channels to market, sell, and interact with customers. For instance, when a customer uses your mobile app to look at a product but doesn’t complete the purchase, you can use a cross-channel approach to remarket that product by serving up ads for it even when the customer is on another channel or platform (say email or social media).

That way, even when they’re reading their favorite news website or checking their email, they’ll be able to see your ad which has the product they were originally looking at. And when they click on the banner, they’ll be taken to the product page and continue browsing or shopping where they left off on mobile.

As you can see, cross-channel takes multi-channel to the next level so that the customer gets a seamless and consistent brand experience no matter what device or platform they’re using.

What it means for you

These days, customers are browsing the web and shopping using multiple devices and platforms, so having a multi-channel strategy is like the bare minimum. But if you want to go even further, you must adopt a cross-channel approach.

Having website, a physical store, a catalog, and an app just won’t cut it if your efforts are fragmented. You need to integrate all these channels and platforms to effectively engage customers no matter where they are or what device they’re using.

How to successfully pull off cross-channel marketing and advertising

How do you cross-channel right? Here are few tips:

Have one key message

The first step is determining what you want to communicate. Be consistent with your messaging and give customers a seamless experience.

Round up all your teams–web, brick-and-mortar, mobile, customer support, etc.–and clearly establish the message that you want to send to customers. That message should dictate how you execute ads, how to design your site, etc.

Use and collect customer data

Be sure to set up data-gathering and analytics software for all channels and platforms so you can collect as much user data as you can. Doing so will enable you to get to know your customers even more, so you can improve and optimize your campaigns accordingly.

Integrate platforms and services

It’s kind of hard to pull off a seamless cross-channel campaign when your vendors and service providers are all over the place. For instance, if you have one vendor for mobile, a separate platform for email, and yet another provider for ecommerce, combining all those platforms and channels yourself can prove to be a challenge.

What you need is a cross-channel advertising and marketing partner that can integrate all those services into once roof. Find a trusty vendor that understands the concept of cross-channel and supports multiple platforms so you can execute your campaigns quickly and efficiently.

Filed under: Blogroll,Company Headlines
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Add value to your website and earn money at the same time by displaying ads that your visitors actually want to see.

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