Cross Channel Campaigns That Work: From Awareness to Conversion

Customers don’t think in channels. They Google search, they scroll on Instagram, they check email, watch streaming TV and visit websites without really caring which marketing team is running what platform. But most companies still structure their marketing by channel, with different teams managing siloed campaigns that compete for one customer’s attention.

It’s an inefficient process, leaking money and losing customers. Data from Salesforce’s 2024 State of Marketing report found that 73% of consumers expect a consistent experience across channels, yet only 29% of companies actually provide it. The difference between what is expected and what happens ultimately amounts to billions of dollars in lost revenue as frustrated customers drop out of journeys that ring false.

Cross channel marketing solves this by unifying every touchpoint into a single, consistent experience. When executed correctly, a customer will have discovered your brand through an programmatic video ad, research on your website, a personalized email, seeing a retargeting ad to social media and finally convert with each step building off the last. This guide will show you how to create campaigns that operate this way.

What Is Cross Channel Marketing

Cross-channel marketing enables customer experiences on two or more channels using the same coordinated look and feel between those channels. Unlike multichannel marketing that puts each channel to work in a vacuum cross-channel campaigns are engineered to be interconnected and build off of each other strategically.

The primary distinction is one of integration. A multichannel strategy might be an email, social and display ad campaign all running in concert with separate creative and targeting for each. A cross channel strategy amplifies the performance of one channel by leveraging another. If someone opened your email but didn’t click, the person gets a display ad that repeats your message. A visitor to your pricing page is shown a retargeting ad with a special offer.

This coordination requires three elements:

• unified customer data;
• automation technology;
• a strategy that maps the customer journey.

You can’t follow people across channels without unified data. Automation is necessary otherwise human mediators simply can not handle that scaling problem. Without strategy, you’re like throwing technology at a problem.”

These are the types of components brought together by cross channel marketing technology platforms. They aggregate data from various sources, activate behavior based on customer activity and performance across the entire journey instead of a particular touchpoint.

How Cross-Channel Campaigns Drive Conversions

Cross channel campaign management makes the journey intentional rather than accidental. You design sequences that guide people from awareness to consideration to conversion, with each channel playing a specific role. Awareness campaigns on programmatic video and display, consideration content on email and social, conversion campaigns through retargeting and search.

The automation component matters enormously. It would be impossible to individually schedule such sequences for potential clients. Cross channel marketing automation that means that cross channel marketing automation can leach out when to trigger the right message at the correct time due to behavior. Abandoned cart? Send email, and display retargeting ads. Downloaded a guide? Follow up with related content. Visited pricing three times? Surface a sales offer.

The Core of Every Cross Channel Marketing Strategy

It’s time to re-evaluate cross channel marketing campaigns are heavily dependent on these four things.

• Unified Customer Data sits at the foundation. You require one source of truth that records what each customer has done in all channels. And that means you need to integrate your CRM, email platform, website analytics and ad platforms so that data can flow freely. This is where customer data platforms (CDPs) come in, managing this integration, and building profiles that change as people interact with your brand.
• Journey Mapping defines the strategy. Map the common customer journeys people go through to move from awareness to conversion in your product or service. Pinpoint decisions at which they require specific content or offers. This map is what you use to orchestrate touchpoints. Without it, you’re just blasting a bunch of random campaigns and taking whatever works.
• Automation and Triggers execute the strategy at scale. Set up workflows that respond to customer behavior automatically. Someone visits your pricing page? Trigger a sequence of educational emails and retargeting ads. Someone opens three emails but never clicks? Shift them to a different message track. A demand-side platform (DSP) can automate the programmatic side while your marketing automation platform handles email and other channels.
• Consistent Measurement shows what’s working. And instead of measuring each channel individually, track full-journey metrics like cost per acquisition, customer lifetime value and multi-touch attribution. This is how you also know which combinations of channels are most effective in driving conversions. Products with verified reviews on G2 usually have enough transparency, though.

These elements don’t exist in isolation. Your unified data feeds your automation triggers, which execute your journey strategy, while measurement reveals where to optimize. Each component strengthens the others.

Cross-Channel Campaign Examples That Worked

Real campaigns show how cross-channel strategies drive results better than theory. Here are three cross channel marketing examples from different industries.

E-commerce Apparel Brand

A fashion retailer drove awareness through programmatic video ads on connected TV and YouTube. When someone landed on their website, they moved through an automated sequence. Visitors came to the site for the first time and only browsed products without making a purchase. If they hadn’t opened the email within 48 hours, retargeting display ads began appearing on fashion blogs and news sites.

B2B Software Company

One SaaS company (filed under marketing directors) had success driving demo requests using LinkedIn ads. When a visitor hit the demo page but did not book, they were added to a nurture sequence sending educational emails about common pain points. Meanwhile, display ads ran on business news sites complemented the key benefits.

Financial Services Firm

A wealth management company reached high-net-worth individuals with programmatic display on financial news sites. Visitors to their retirement planning pages were sent an automated email series introducing various investment approaches. And they put up social media ads on LinkedIn to reinforce their key messages around retirement security.

These examples share common patterns: Awareness through programmatic, consideration through content and email, conversion through retargeting and personalization.

Expert Insight: The Future of Cross Channel Advertising

Dmitriy Iliashenko, Chief Technology Officer at BidsCube, sees AI transforming how cross channel campaigns operate.

The next evolution in cross channel marketing isn’t just about connecting channels. It’s about platforms that learn which sequences work best and optimize automatically. Our DSP already uses machine learning to adjust bids based on where someone is in their journey. If our system knows someone visited your pricing page twice, it bids more aggressively because conversion probability is higher. That intelligence will expand across all touchpoints.

The message?

Cross channel success requires both sophisticated technology and owned customer data. Neither works without the other.

How BidsCube Helps Build High-Performing Cross-Channel Campaigns

BidsCube’s programmatic platform lays the foundation for successful cross channel strategy implementation. The unified ecosystem enables advertisers to deliver campaigns across display, video, mobile and connected TV from a single interface and with consistent measurement.

1. The supply-side platform (SSP) filters 3.5 million requests per second at an 85-100% fill rate, bringing ads to screens with zero latency that detracts from the user experience on every channel. Media companies that monetize multiple properties can manage inventory across the board, rather than channel by channel.
2. For advertisers, the DSP offers 102 million impressions monthly with 55+ campaign settings that enable precise cross channel orchestration. Target users who visited specific pages, set different bids based on engagement history, and sequence creatives as people move through their journey. AI-driven optimization adjusts automatically as the system learns which combinations drive conversions.
3. The white-label ad exchange handles billions of operations per second with 2 ms response time, connecting DSP and SSP seamlessly. This speed matters in cross-channel campaigns where timing determines effectiveness. Show retargeting ads too late and the moment passes.
4. Video plays a crucial role in modern cross-channel campaigns. The video ad server supports CTV, OTT, and mobile video with flexible integration that connects video impressions to your broader campaign data. Track who saw your streaming TV ad and later visited your website, then adjust your cross channel sequence accordingly.

Real-world validation from clients on Clutch shows how agencies and brands use these tools to reduce acquisition costs while improving conversion rates through coordinated multi-touchpoint campaigns.

Conclusion

Cross channel marketing campaigns succeed because they reflect how people make decisions. Humans need a few exposures in different contexts before they’re ready to convert. Businesses that architect strategic touchpoints outperform those executing siloed single-channel campaigns.

BidsCube’s programmatic solutions provide the infrastructure for cross channel campaign management at scale. Whether you’re an agency managing multiple clients or a brand building your own campaigns, the platform handles the technical complexity while you focus on strategy and creative.

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Contact us to explore how programmatic technology can power your cross channel strategy.

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FAQ

What is cross channel marketing?

Cross channel marketing is when customer experiences on one platform or device are connected to those experienced on another using the same data and seamless communication. Unlike multi-channel marketing which functions independently across channels, cross channel campaigns overlap touchpoints purposefully.

How do cross channel campaigns differ from multi-channel marketing?

Multichannel marketing has no interaction with each other, only commissioning activities by unifying them for different media in text campaigns concurrently. Cross channel marketing, for its part, connects all of these channels with a single view of the customer and some level of automated response whenever an action is taking on one channel affecting another.

What role does programmatic advertising play in cross channel marketing?

Programmatic advertising is the awareness and retargeting layers that weaves in other channels together. Video and display ads on programmatic platforms help introduce your brand to the world, while repeated retargeting keeps you top of mind as they engage with email, social — or even visit your site.

What are the benefits of cross channel marketing automation?

Automation enables channel coordination cross-channel and at scale. The benefits are uniform messages across all touchpoints, customized sequences depending on customer behaviour, lower manual labor for campaign coordination and a faster time to market for new campaigns, and finally higher conversion rates since customers get the right message at the right time.

How can companies measure success in cross-channel campaigns?

Track the entire customer journey with multi-touch attribution as opposed to relying on last click only. KPIs to measure: cost per acquisition across all touch points, customer lifetime value; return on ad spend over the full journey and around each touchpoint engagement rate at different levels.