Today's consumers move seamlessly across devices and platforms—your marketing strategy should too. Cross-platform marketing isn't just about being present everywhere; it's about creating a cohesive, unified experience that meets users wherever they are. This guide covers how to build an effective cross-platform strategy for 2025.
The Cross-Platform Imperative
Users don't think in channels—they think in experiences:
- Average user owns 3.6 connected devices
- 67% of users start on one device and convert on another
- Multi-platform users have 3x higher LTV
- Consistent brand experience increases purchase intent by 90%
🌐 The Modern User Journey
A typical journey might be: See CTV ad → Search on mobile → Browse on desktop → Purchase in app → Engage via email → Reactivate through push. Each touchpoint matters.
Key Platforms to Consider
Mobile (iOS & Android)
Often the primary conversion point. Focus on:
- App install campaigns
- In-app engagement
- Push notifications
- Deep linking from other channels
Web (Desktop & Mobile)
Critical for discovery and consideration:
- Search and display advertising
- Content marketing and SEO
- Retargeting site visitors
- Web-to-app conversion
Connected TV (CTV)
Powerful for brand building:
- High-impact video storytelling
- Household-level targeting
- Cross-device attribution
- Incremental reach vs. linear TV
Social Media
Engagement and community building:
- Organic content and community
- Paid social advertising
- Influencer partnerships
- Social commerce
Email & Owned Channels
Direct relationship management:
- Lifecycle marketing automation
- Personalized communications
- Low-cost re-engagement
- First-party data activation
Building a Unified Strategy
1. Define Your Customer Journey
Map how users discover, evaluate, convert, and engage across platforms:
- Identify key touchpoints in the funnel
- Understand platform-specific behaviors
- Find conversion friction points
- Map cross-platform handoffs
2. Unify Your Data
Cross-platform strategy requires cross-platform data:
- Customer Data Platform (CDP): Unify user profiles
- Identity resolution: Connect anonymous to known users
- Event tracking: Consistent events across platforms
- First-party data: Build your own data asset
3. Coordinate Messaging
Consistent but platform-appropriate messaging:
- Core brand message stays consistent
- Creative adapted to each platform's format
- Sequenced storytelling across touchpoints
- Frequency management across channels
"Cross-platform isn't about saying the same thing everywhere—it's about telling a cohesive story adapted to each context."
Cross-Platform Measurement
Measuring cross-platform impact is challenging but essential:
Attribution Approaches
- Multi-touch attribution: Credit touchpoints across platforms
- Media mix modeling: Aggregate impact analysis
- Incrementality testing: True lift measurement
- Unified analytics: Single view of performance
Key Cross-Platform Metrics
- Total reach: Deduplicated audience across platforms
- Cross-device conversion rate: Users who convert on different devices
- Channel assist rate: Platforms that contribute to conversions
- Customer journey length: Touchpoints before conversion
Platform Integration Tactics
Web-to-App
Drive mobile web visitors to install your app:
- Smart app banners
- Deferred deep linking
- Progressive web app prompts
- QR codes on desktop
CTV-to-Mobile
Connect TV viewing to mobile action:
- QR codes in CTV ads
- Second-screen retargeting
- Household-to-device matching
- Search lift measurement
Social-to-App
Convert social engagement to app installs:
- Deep link ads to in-app content
- Social proof and UGC in ads
- Influencer-driven app promotion
- Social commerce integration
Cross-Platform Best Practices
- Start with user understanding: Where does your audience spend time?
- Prioritize ruthlessly: You can't be everywhere equally
- Invest in data infrastructure: Unified data enables unified strategy
- Test incrementally: Measure lift of adding new platforms
- Balance brand and performance: Some platforms better for each
- Coordinate teams: Break down channel silos
- Iterate continuously: Platform dynamics change constantly
The Future of Cross-Platform
Emerging trends shaping cross-platform marketing:
- AI orchestration: ML optimizing cross-platform journeys
- Privacy-preserving measurement: Clean rooms and aggregate attribution
- New platforms: Gaming, AR/VR, in-car screens
- Retail media: Commerce platforms as ad channels
- Audio renaissance: Podcasts and streaming audio ads