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It’s every retailer’s dream to go global and expand their business across borders. Pandemic or not, this aspiration has become more prevalent as businesses turn to online selling.
The e-commerce stores has intensified the competition, with off-brand retailers coming up with clever ways to connect with their customers. Retailers are trying to capture the attention of consumers where they spend the most time – their digital devices. And this is where cross-platform advertising comes in.
Interested to know why your Ecommerce brand needs cross-platform advertising? Let’s explore the fundamentals. So, what exactly is cross-platform advertising?
Cross-platform advertising refers to the use of multiple platforms, such as social media, search engines, email marketing, and more to promote your Ecommerce brand. The main goal of cross-platform advertising is to reach a wider audience and connect with them on different channels, ultimately increasing brand awareness and driving conversions.
For Ecommerce brands, cross-platform advertising means more than just promoting products on different channels. It involves creating a seamless and integrated shopping experience for customers across all platforms.
Wondering how cross-platform advertising can benefit your Ecommerce brand? Here are 9 advantages to consider:
With mobile devices in almost every hand, a huge chunk of online shopping now happens on smartphones and tablets. Shoppers expect a smooth and convenient shopping experience, regardless of the platform they are using.
They want to be able to browse, shop, and make purchases seamlessly. The payment process should be quick and hassle-free, and cross-platform advertising can help deliver this experience to your customers.
When you advertise your brand on multiple platforms, you make it easier for customers to find and shop from you, no matter what device they are using. With the rise of m-commerce, cross-platform advertising has become a necessity for ecommerce brands.
Unlike native app development, cross-platform advertising has a much lower entry barrier. You don’t need to have a dedicated team for each platform or invest in expensive app development to reach your target audience on different channels.
Cross-platform tools like Google Ads, Facebook Ads, and Instagram Ads make it easier for ecommerce brands to reach their target audience across multiple platforms, with minimal investment. The low entry barrier makes cross-platform advertising an attractive option for smaller businesses as well.
Native apps provide a personalized shopping experience, but they also require significant investment, maintenance, and updates. These apps may not be feasible for smaller ecommerce retailers with limited budgets.
Cross-platform advertising allows you to reach your customers on different channels without the need to develop native apps. A strong cross-platform strategy can provide a similar shopping experience to customers, without the added costs of app development. The ease and convenience of cross-platform advertising make it an appealing option for ecommerce brands.
Advertising on multiple platforms means reaching a wider audience. When you advertise your ecommerce brand on different channels, you increase the chances of your ads being seen by potential customers.
Your audience may not be active on every platform, so cross-platform advertising ensures that you reach them where they are most likely to be.
For example, if you have an older demographic, they may be more active on Facebook or email, while a younger target audience may prefer Instagram and TikTok. Cross-platform advertising allows you to reach both these groups through targeted ads on their preferred platforms.
As your ecommerce brand grows, you need to be able to scale your advertising efforts as well. Cross-platform advertising allows for scalability and flexibility, as you can adjust your campaigns according to your budget, target audience, and goals.
You can also test different platforms and ad formats to see where your brand performs best. By diversifying your advertising efforts, you can identify which channels bring in the most conversions for your ecommerce store.
The data is a top priority for Ecommerce brands. Multi-platform advertising allows you to gather data from multiple channels, giving you a more comprehensive view of your target audience and their behavior.
You can use this data to refine your campaigns and personalize your ads to specific segments. With cross-platform advertising, you can gain valuable insights into customer preferences and improve your overall marketing strategy. When you have data from different platforms, it can also help identify which channels provide the best ROI for your advertising efforts.
When you have a strong brand identity across multiple platforms, it helps build trust with your audience and increases brand recognition. If your brand messaging and design are consistent, it can create a cohesive shopping experience for customers, no matter what platform they are on.
Cross-platform advertising just do that for your ecommerce brand. With consistent messaging and branding, you can establish a strong presence on different channels and make a lasting impression on potential customers.
Another advantage is that if a potential customer sees your ad on one platform, they may see it again on another, reinforcing your brand and increasing the chances of conversion. A way to do this is by using similar visuals, messaging, and tone across all your advertising efforts.
traditional advertising methods such as TV or print ads, cross-platform advertising is more cost-effective.
With targeted ads, you can reach your specific target audience and potentially see a higher ROI compared to broader traditional methods. Also, with the ability to adjust campaigns according to budget and performance, you can optimize your spending for maximum results. The more precise your targeting, the more cost-effective your advertising efforts will be.
For example, if you know your target audience is mostly active on Facebook and Instagram, you can allocate a larger portion of your budget towards these platforms for better results. You only pay for specific demographics and actions, making cross-platform advertising a cost-effective option for ecommerce brands.
Cross-platform advertising allows you to showcase your entire product range and reach potential customers who may not have heard of your brand or visited your website before.
For example, if a customer sees an ad for a specific product on Facebook, they may be interested in other related products that your ecommerce store offers. By showcasing your range of products across platforms, you can increase the potential for cross-selling and upselling opportunities.
The more platforms you advertise on, the wider your reach and potential for conversions. By diversifying your advertising efforts, you can tap into new markets and attract new customers who may not have found your brand otherwise.
When developing a cross-platform advertising strategy for your ecommerce brand, there are key elements to keep in mind. The success of your cross-platform advertising efforts relies on effectively incorporating these elements into your strategy.
Cross-platform advertising may be taking place across different channels, but your brand should remain consistent throughout all of them. If you have a strong and consistent brand identity, it helps build trust with your audience and increases brand recognition. Other benefits of consistent branding include better customer experience, increased brand loyalty, and improved marketing effectiveness.
To maintain consistency, ensure that your visual elements such as logos, colors, and fonts are consistent across all platforms. Additionally, your brand messaging and tone should also remain consistent to create a cohesive shopping experience for customers.
If you can’t measure it, you can’t manage it. This saying holds true for cross-platform advertising as well.
When you advertise on multiple platforms, you have to gather and analyze data from all of them. Where are your ads performing best? Which platforms are bringing in the most conversions? What is the ROI for each platform?
Integrating data and analytics across all channels will give you a comprehensive view of your advertising efforts, allowing you to make informed decisions about your campaigns. This will also help you identify areas for improvement and optimize your spending for maximum results.
The beauty of cross-platform advertising lies in its ability to reach potential customers on various platforms. To fully take advantage of this, it’s important to utilize multiple advertising channels. Some popular options include social media platforms like Facebook and Instagram, search engines like Google, and CTV /OTT platforms like Hulu or Roku.
By diversifying your advertising efforts, you can reach a wider audience and potentially see better results. Just make sure to choose the channels that align with your target audience and are relevant to your brand.
No cross-platform advertising strategy is complete without considering mobile optimization. Every day, more and more people are using their mobile devices to browse and shop online.
Ensure that your ads are optimized for a seamless experience on mobile devices. This includes having a mobile-friendly website, using responsive design for your ads, and utilizing mobile-specific advertising formats like Facebook’s collection ads or Google’s AMP ads.
By focusing on mobile optimization, you can reach a larger audience and potentially see better results from your cross-platform advertising efforts.
The channels you advertise on today may not be the same ones you use in a few years. As technology and consumer behavior continue to evolve, so cross-platform advertising in Ecommerce. Let’s take a look at some current trends influencing cross-platform advertising.
Artificial Intelligence (AI) and Machine Learning (ML) have changed the way we approach marketing and advertising. With AI and ML, businesses can gather data, analyze it, and make decisions in real-time.
In cross-platform advertising, AI and ML can be used to optimize campaigns, target the right audience, and personalize ads for better engagement. Many platforms, like Google and Facebook, are already utilizing AI and ML capabilities in their advertising tools.
For example, Google’s Smart Bidding uses machine learning to optimize bids for maximum conversions, while Facebook’s Dynamic Ads use AI to personalize ads based on the user’s browsing behavior.
Voice assistants like Siri, Alexa, and Google Assistant have become an integral part of our daily lives. With the rise of smart speakers and voice assistant-enabled devices, voice commerce is becoming more prevalent.
You can now use your voice to make purchases on Amazon, order food through Grubhub, and even pay for gas at ExxonMobil. This presents an opportunity for cross-platform advertising, as businesses will need to optimize their ads for these voice-enabled devices to reach potential customers.
The added convenience of voice shopping may also lead to an increase in impulse purchases, making it a valuable channel for driving sales.
As technology becomes more advanced, so do the opportunities for immersive experiences through augmented reality (AR) and virtual reality (VR). These technologies allow customers to visualize products in their environment, try on clothing virtually, and even experience a destination without leaving their homes.
For E-commerce businesses, this offers a unique opportunity for cross-platform advertising. By incorporating AR and VR into ads, you can provide customers with an interactive experience that may lead to increased engagement and conversions.
Social media platforms have become more than just a place to connect with friends – they’ve also become a popular channel for shopping. With the rise of social commerce, businesses can now sell products directly with social media apps like Instagram and Pinterest.
TikTok has already introduced shop features for businesses to sell products, and Facebook has its own Marketplace where businesses can list their products for sale. The integration of social commerce into these platforms presents an opportunity for cross-platform advertising, as businesses can promote their products and drive sales directly within the app.
If your Ecommerce brand is not yet leveraging cross-platform advertising, now is the time to start. If you need expert assistance, you can work with a digital advertising partner to help you create and execute a cross-platform advertising strategy for your brand.
VenziMedmia as a fully managed programmatic DSP can help you reach your target audience across multiple channels and platforms. With the ability to optimize campaigns using AI, target specific demographics, and provide in-depth reporting and analytics, VenziMedia can help you maximize your advertising efforts and drive results.
Don’t limit your advertising to one channel – contact VenziMedia today to learn how you can reach more customers and drive sales through cross-platform advertising.
