Cross Channel Advertising Software: 5 Considerations for Marketers

Data Standardization Worksheet

This worksheet begins with the standardization of your performance data. We’ll walk you through how to combine these mismatched data sets in a step-by-step process so that every metric is speaking the same, common language. With all of your data standardized, it’s easier to locate the strengths of each platform and hone in on ways to optimize campaign performance.

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Cross Channel Advertising Software

If you’re a marketer today, you’re advertising across an exceptional array of channels. You’re sending out email newsletters. You’re sending out mailers. And you’re creating a comprehensive social media campaign. But how are you tracking all those advertising channels? How are you creating and placing ads across a variety of platforms?

Most ad platforms aren’t cross channel. The most popular is the Google Ads platform. Google Ads will tell you everything you need to know about your Google Ads campaigns — and make it easy for you to manage your existing ads — but it’s not going to do anything for your Facebook, Instagram, or email ads.

Cross channel advertising software is designed to control all your advertising campaigns. You can manipulate ads on different platforms and consolidate all the data from different platforms — to yield better analysis and, ultimately, better results. With cross channel advertising software, your company is able to better see the consequences of your advertising changes, and how each channel interacts with the other.

A core issue with ad platforms like Google Ads or Facebook Insights is that all the information is siloed. Your performance data is going to be limited to the platform itself. You will need to pull that information out into a third party solution so you can actually analyze it. Otherwise, you’ll find yourself checking a half-dozen to a dozen platforms each day. And the more platforms you have to check, the more likely it is that there will be errors or other things missed.

With cross channel advertising software, you can optimize and improve your advertising spend. Your data can be drawn into a consolidated system automatically — and you can make better decisions with greater consistency and accuracy.

1. Cross Channel Marketing

Cross channel marketing simply refers to an advertising strategy that includes multiple channels. To understand a multi platform advertising campaign, consider the original cross channel advertising: television, newspapers, and radio.

In the “old days,” companies would advertise primarily through these three channels. But it was very easy to control. They could tell when someone saw their television ad or newspaper ad because they would simply ask. When they connected with a client, they would say “How did you hear about us?”

But today, there’s a multitude of channels: Instagram, Facebook, Twitter, LinkedIn, websites, email, in-person mailers, magazines, newspapers, streaming advertisements, and more. And it’s not always feasible to ask a client where they came from (though this is still one strategy that cross channel marketers use).

Moreover, there’s more information in use today. In the past, demographic information was only uncovered through polling. Today, demographic information is usually accessed through automatically collected information known as “cookies.”

So, cross channel marketing today is much more complex. Just as yesterday, there are interactions between the two; a client might hear about a business on the radio but make the determination to call once they see a television ad. But today, an individual could see a brand countless times around the internet and in real life before they decide to make a call.

Because channels interact with each other so frequently, it’s best for an organization to have an all-in-one dashboard that consolidates all their efforts. But that can be challenging, too, because there can be so many channels, and because different information is usually tracked on each. An intelligent multi channel marketing solution can integrate multiple advertising channels into a single advertising dashboard.

2. Advertising Software

For advertisers, the only way to really ensure that you’re managing your campaigns correctly is to go through advertising software. There’s a wide spectrum of advertising solutions out there. Let’s take a look at some of the most popular advertising software companies.

  • Google Ads. Google Ads is used to manage ads on its advertising platform. The third-party Google Ads platform is one of the most popular paid advertising solutions. It also ties into Google Analytics which is frequently used for traffic management and SEO. But with Google Ads, there’s a problem; it’s only for Google paid search and SEO.
  • HubSpot. HubSpot has an advertising solution that integrates multiple channels together. HubSpot is a good advertising solution because it does provide cross channel capabilities. But it can get very expensive fast and reporting is very limited. Because the reports are limited, it’s harder to yield actionable results.
  • Lumenad. Lumenad is a special cross platform advertising solution that comes with Advertising Intelligence. Through Advertising Intelligence, Lumenad is able to connect disparate advertising data into a single, consolidated architecture. From there, it’s able to yield actionable insights for an advertiser’s cross platform marketing campaigns. Lumenad makes it far easier for marketers to manage multiple advertising channels and platforms.

Digital advertising software spans the gamut from platform-specific (Facebook Insights) to more advanced (Lumenad). And because of that, you need to make decisions intelligently. There’s no reason you can’t use Google Ads along with other products — but you want to have a single, consolidated dashboard when you can.

The more automated your solution is, the less time you’ll spend managing your data and your advertising campaign — and the more time you’ll be able to spend actually digging deep down into your advertisements. You’ll be able to fine-tune your advertisements to be more effective, and you’ll be able to get more out of your advertising dollars.

3. Cross Channel Strategy

Why is it so important to have all this cross channel data? Why do you need a cross channel strategy?

Let’s look at two different cross platform advertising examples.

  • You’re running ads on Facebook and Google. But for some reason your Google ads aren’t getting any traction and your Facebook campaigns are. You halt your Google ads… but your Facebook campaigns drop. What’s happening?
  • You’re trying to build traffic on your website. You see a surge one month in activity, but can’t detect where it’s coming from, because it isn’t Google. Do you know what’s going on?

If you only have a single platform, you’re not going to be able to tell. But if you have a cross channel advertising solution you can build a better strategy.

  • Your buyers have been seeing you on Google first and then clicking on your Facebook links because of brand awareness and exposure. A cross channel strategy will help you build your brand awareness top-of-funnel advertising at first.
  • Your traffic is coming from your social media platforms. You can’t see it because they aren’t a direct referrer. You would see this if you had specific referral links.

Having more data is always better. Especially when developing a cross channel advertising strategy.

4. Cross Platform Social Media Marketing

A lot of companies maintain, at least, their LinkedIn and Twitter. Facebook and Instagram are two other important advertising platforms. And some even advertise on platforms like Reddit. Cross platform social media marketing is essentially a necessity today. But without an advertising system set up for cross channel social media marketing, it can be a challenge to wrangle all these campaigns.

Social media marketing works at building brand awareness and engaging prospective customers. It can greatly expand your reach. Perhaps even better, social media marketing doesn’t have to cost anything at all. It’s free to engage people on a social media platform.

If you do want to spend money, you can promote posts, events, deals, and other important information about your company. Social media marketing is incredibly valuable because you can quickly reach out to interested demographics. Facebook, for instance, will let you select very specific demographics based on things like education, skills, interests, and hobbies.

Still, without a consolidated data center, it’s hard to track so many campaigns at once — and it’s easy to completely lose control over your advertising spend.

5. Advertising On Multiple Platforms

Advertising on multiple platforms is, today, a given. If you’re really advertising your company, you’re going through every advertising venue possible. But there are challenges associated. Advertising Intelligence, provided by Lumenad, can help in four ways:

  • Connect. The advertising platform has to be able to connect to every platform that the company is using. If it’s only connecting to a few or even to most, it won’t be able to draw in all the information the marketer needs. A consolidated dashboard is absolutely essential, because otherwise critical data won’t be included.
  • Transform. The data has to be imported in a way that makes sense to the program. Every platform has a different way of expressing its data. This data has to be transformed so that it can be compared between platforms.
  • Organize. Once the data is properly transformed, it has to be analyzed. The organization will be able to pull multiple reports to determine how campaigns are doing and what has to be improved.
  • Apply. Finally, the organization will need to apply this data and work to better understand its data. Advertising is an iterative and continual process.

The more structure and automation a company has towards its advertising and its processes, the better. If you’re able to apply this strategy to your company’s advertising, you’ll be able to create a more effective advertising campaign.