The start of a new year always presents an opportunity for innovation and growth, and 2025 is no different. With customer expectations higher than ever, cross-channel marketing is no longer optional—it’s essential. Brands that embrace a cohesive, integrated marketing approach are better positioned to drive engagement, increase retention, and achieve higher ROI in today’s competitive landscape.
Cross-channel marketing is a strategic approach that allows brands to engage with customers across multiple communication channels, such as email, social media, SMS, mobile apps, and in-store interactions. The primary objective is to create a cohesive and unified customer experience throughout their journey, ensuring that messaging is consistent and relevant regardless of the platform being used.
Key features:
But why is cross-channel marketing so crucial in 2025?
If you're still on the fence about integrating your marketing channels, consider these compelling statistics:
With these numbers in mind, let’s dive into five actionable strategies to win at cross-channel marketing in 2025 and drive both growth and retention.
Why It Works: Mobile apps remain central to customer engagement, but retention can be a challenge. Retargeting users who’ve stopped engaging with personalized, behavior-based campaigns can help bring them back and increase their lifetime value.
Example: A popular fitness app saw a 40% increase in session frequency after implementing a retargeting campaign targeting users who had abandoned onboarding. By offering tailored incentives, such as free trial extensions or exclusive workouts, the brand successfully re-engaged lapsed users.
Pro Tip: Use predictive analytics to identify when users are likely to churn and launch retargeting campaigns that proactively address their needs.
Why It Works: Connected TV (CTV) bridges the gap between traditional and digital media, delivering highly targeted ads to users across devices. CTV retargeting allows you to reach audiences who’ve interacted with your brand but haven’t yet converted, creating a cohesive omnichannel experience.
Example: A major food delivery app used CTV retargeting to serve personalized ads to users who browsed their app but didn’t complete an order. The result? A 30% lift in conversion rates and a 20% increase in average order value.
Pro Tip: Use CTV to reinforce messaging from other channels. For instance, if a user abandons their cart on mobile, serve them a CTV ad highlighting a discount or free shipping offer.
Learn more about CTV retargeting in our white paper.
Why It Works: Consistency builds trust. Disjointed messaging across channels confuses customers and weakens brand perception. A unified messaging strategy ensures your audience experiences a seamless journey, no matter where they interact with your brand.
Example: A global skincare brand created a cohesive campaign spanning email, social media, and in-app notifications. By aligning messaging around a new product launch, the brand achieved a 25% increase in click-through rates and a 15% boost in conversions.
Pro Tip: Leverage deep links to guide users directly to relevant in-app content. For example, an email promoting a sale should link users to the exact product page within your app, minimizing friction and increasing the likelihood of conversion.
Why It Works: Data is the foundation of a successful cross-channel strategy. By analyzing user behavior across touchpoints, you can uncover patterns, identify drop-off points, and fine-tune your campaigns for maximum impact.
Example: An e-commerce retailer used data analytics to discover that users who interacted with their brand on both social media and email were twice as likely to make a purchase. By focusing efforts on these high-value touchpoints, they achieved a 20% increase in sales.
Pro Tip: Invest in tools that provide real-time data and actionable insights. This allows you to adjust campaigns dynamically and respond to changing customer behavior.
Why It Works: Stale or mismatched creatives can hurt campaign performance. Refreshing your visuals, copy, and formats regularly ensures they stay relevant and effective. Additionally, creatives should be tailored to the channel in which they’re served to maximize impact.
Example: A streaming service optimized their ad creatives for mobile and CTV audiences. While mobile users received shorter, visually dynamic ads, CTV viewers were served longer, story-driven content. This approach resulted in a 35% lift in engagement across both channels.
Pro Tip: A/B test creatives to determine what resonates best with your audience on each platform. For example, try experimenting with interactive elements for mobile ads and cinematic storytelling for CTV.
Cross-channel marketing is the blueprint for growth and retention in the new year. By investing in strategies like mobile app retargeting, CTV retargeting, unified messaging, and data-driven optimization, you can build a marketing framework that not only meets but exceeds customer expectations.
Ready to get started? Start building a high-growth cross-channel strategy by contacting the YouAppi team today!