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Cross-channel Effects
The impact that one marketing lever can have on the effectiveness of another when used in combination.
Implications
The impact that marketing activities in one channel have on another channel, often used to understand the interplay between online and offline marketing efforts and optimize overall campaign performance.
Example
Example: A retailer observes cross-channel effects when a TV ad campaign leads to increased online search traffic and higher conversion rates on its e-commerce site.
Related Terms
Different from single-channel marketing, cross-channel effects consider how different channels influence each other and contribute to overall campaign success.
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