Why Performance Marketers Should Use Cross-Channel Automation Tools
Performance marketers in modern marketing continuously adapt their strategies to stay competitive. One of the most impactful developments in recent years is the rise of cross-channel marketing automation.
As users engage across multiple platforms—ranging from social media and email to search engines, websites, and mobile devices via SMS or push notifications—marketers can no longer rely on siloed, single-channel campaigns.
Instead, cross-channel automation tools provide a seamless, data-driven way to manage and optimize campaigns across various platforms, ensuring that no touchpoint—whether it's an email, SMS message, or in-app notification—goes unnoticed.
In today's blog, we'll discuss why performance marketers should prioritize cross-channel automation tools to drive better results and higher return on investment (ROI).
*Cross-channel automation tool streamlines marketing by automating tasks and reallocating ad budgets in real-time.
*Marketers can integrate data from multiple platforms to deliver personalized, data-driven campaigns that resonate with customer behaviors.
*By adjusting budgets based on performance metrics, cross-channel automation tool maximizes ROI by ensuring marketing dollars are spent where they have the most impact.
Improved Efficiency and Time Savings
Cross-channel automation tool simplifies the marketing process by enabling marketers to automate repetitive tasks and manage campaigns across multiple platforms simultaneously, including SMS marketing, push notifications, and in-app messages.
For example, tools like Shopstory allow marketers to set up automated flows that can manage ad budgets across platforms like Google and Meta, create content based on well-performing keywords, and generate cross-platform reports without manual intervention.
Additionally, SMS campaigns and push notifications can be triggered automatically based on user behavior, such as cart abandonment or browsing activity, significantly improving engagement rates.
These automations free up valuable time that marketers can use to focus on high-level strategy and creative tasks, rather than getting bogged down in manual campaign management.
Automated workflows can adjust campaign budgets in real-time based on performance metrics, helping to optimize spending across different channels like push notifications and SMS, both of which are known for high engagement rates.
Unified Customer Experience
Users today expect a seamless experience across the channels they engage with. Whether they’re interacting with a brand on social media, through email, via SMS, or on a website, the messaging and brand experience need to be cohesive.
Cross-channel automation tool enables marketers to create this consistency by managing interactions across multiple platforms, from email to mobile push notifications, from a single dashboard.
When implemented correctly, the cross-channel automation tool ensures that the brand story remains unified and relevant across touchpoints, including SMS and push notifications, which can deliver real-time offers and updates.
For example, Domino’s Pizza used SMS alerts and push notifications in combination with their mobile app to keep customers updated on orders and promotions, which contributed to their digital sales surge of 80%. This not only enhances customer engagement but also builds trust and brand loyalty.
Leveraging SMS, In-App Messages, and Push Notifications
Performance marketers should embrace SMS marketing, in-app messages, and push notifications as essential components of a cross-channel marketing strategy. According to Gartner, SMS marketing has an open rate of 98%, making it an incredibly effective way to deliver time-sensitive promotions and updates.
In-app messaging, on the other hand, can increase user engagement by up to 27%, as found by Leanplum, since it reaches users while they are already engaged with the app, creating an immediate connection that drives action, such as completing a purchase or interacting with content.
Push notifications are equally powerful; according to a study, users who opt in to push notifications engage with apps 88% more than those who don’t. By leveraging these channels, performance marketers can not only drive immediate engagement but also create a unified, personalized customer experience that enhances brand loyalty and boosts conversions across the board.
Enhanced Personalization and Data-Driven Insights
Performance marketers know that personalization is key to capturing and retaining customer attention. With cross-channel automation tools, marketers can leverage data from various sources—social media engagement, SMS open rates, email open rates, website behavior, and more—to create highly personalized campaigns.
By integrating customer data from multiple platforms, including push notifications and in-app messages, marketers can build comprehensive customer profiles that help tailor messaging and offers to individual preferences.
This approach enables marketers to create campaigns that not only reach their target users on the right platform but also deliver messages that are personalized to their behaviors and preferences.
For example, an individual’s interactions with Google Ads can inform what content they see in their push notifications or in-app messages, allowing for more targeted and relevant experiences. These data-driven strategies are crucial for improving click-through rates, conversions, and overall campaign performance.
Holistic View of Campaign Performance
Cross-channel marketing automation tools provide marketers with a holistic view of campaign performance by consolidating data from multiple platforms—including SMS marketing, push notifications, and email campaigns—into a single reporting system. This enables marketers to see how different channels interact with one another and understand their collective impact on conversions and sales.
For example, a user might first encounter a brand through a Google search, engage with its social media posts, receive a follow-up offer via SMS, and then convert through an in-app message. Without a cross-channel view, marketers might fail to connect these interactions, missing valuable insights into the customer journey.
Scalability and Flexibility
For performance marketers working with large campaigns or managing multiple client accounts, scalability is crucial. Cross-channel automation tools make it easier to scale campaigns by replicating successful strategies across platforms and geographies. Automated workflows can be duplicated and adjusted as needed, allowing marketers to launch campaigns in new regions or markets with minimal effort.
Furthermore, cross-channel automation tools provide the flexibility to test and optimize different strategies across platforms. Marketers can run A/B tests on ads, landing pages, and offers to see what performs best and then automatically apply those insights across all channels. This flexibility is key to staying competitive in fast-paced industries where user behavior can change quickly.
Final Thoughts
A cross-channel automation tool is not just a nice-to-have—it’s essential for performance marketers who want to stay ahead of the competition. By improving efficiency, creating a unified customer experience, and optimizing ad spend, a cross-channel automation tool allows marketers to make data-driven decisions that drive better results.
Additionally, SMS marketing, push notifications, and in-app messages play a critical role in enhancing customer engagement, while the ability to consolidate insights from multiple platforms and scale campaigns seamlessly further enhances its value.
FlareLane is a next-generation CRM marketing automation platform that features a comprehensive solution for enhancing customer interaction and engagement. With in-app messaging, push notifications, advanced analytics, real-time communication tools, and personalized marketing strategies, we can help you create meaningful and lasting customer relationships.
Ready to take your customer engagement to the next level? Learn more about how we can help your business thrive.
