Cross-Channel Marketing

Project Snapshot

In just eight months, a mid-tier tech gadgets brand grew its blended ROAS by 63% and cut its customer acquisition cost (CAC) by 28% by orchestrating a cross-channel marketing system that aligned paid, owned, and earned media into a unified performance engine.

Brand Background

“TechVibe” is a DTC e-commerce brand catering to gadget enthusiasts and early adopters. Known for affordable, innovative electronics—from smart home accessories to portable chargers and audio gear—TechVibe struggled with attribution chaos, channel cannibalization, and flatlining growth due to over-reliance on Meta ads.

The Challenge: The Channel Silo Trap

The brand faced several critical issues:

• Disconnected Strategies: Media buying and email/SMS strategies operated in isolation, leading to wasted budget and missed retargeting opportunities
• Channel Competition: Meta and Google campaigns were optimized in isolation, competing for the same conversions
• Poor Integration: Influencer partnerships lacked post-click integration—great awareness, little tracked ROI
• Content Misalignment: Organic content and SEO weren’t synchronized with campaign themes or launch cycles
• Generic Messaging: Email/SMS had high volume but low relevance—campaigns felt generic and salesy

Our Cross-Channel Strategy

Pillar 1: Unified Audience & Creative Strategy

• Centralized Audience Management: Centralized all paid media audiences through GA4 + Triple Whale UTM tagging to avoid overbidding on the same cohorts
• Shared Creative Library: Used repurposed content variations (UGC, influencer demos, unboxing shots) tailored to platform-specific formats
• Creative Trigger Map: Created a system matching product launches to use-case scenarios and key visual cues per channel

Pillar 2: Full-Funnel Campaign Synchronization

• Aligned Campaign Calendars: Built synchronized campaigns across Meta, Google, YouTube, TikTok, Klaviyo flows, and site content for every product drop
• Influencer Integration: Orchestrated influencer campaigns to support TOFU traffic during teaser weeks, with follow-up retargeting built into email/SMS automations
• Content Sequencing: Used YouTube Shorts and Instagram Reels as pre-click warmers for mid-funnel awareness, timed ahead of TikTok conversion windows

Pillar 3: Attribution + Feedback Loops

• Multi-Source Attribution: Layered post-purchase surveys (Enquire) with GA4 and Triple Whale to better assign contribution credit
• Holdout Testing: Ran tests on SMS and email to understand lift versus overlap with paid media
• Real-Time Optimization: Created weekly feedback loops between paid, CRM, and content teams to reallocate budget based on real-time blended ROAS shifts

Pillar 4: Lifecycle-Driven Messaging

• Acquisition-Source Segmentation: Segmented Klaviyo flows by acquisition source and funnel stage
• Personalized Cross-Sells: Used product interest tagging to personalize cross-sells between paid and owned flows
• Automated Retention: Automated retention journeys post-purchase using zero-party data collected at checkout

Results

The cross-channel strategy delivered exceptional performance improvements:

• Blended ROAS: +63%
• CAC: -28%
• Repeat Purchase Rate: +44% from segmented post-purchase flows
• Email CTR: +51% with acquisition-source segmentation
• Ad Spend Efficiency: Increased by reallocating 19% of spend to higher-yield channels via attribution consolidation

Key Learnings

• Channel success compounds when the message and moment are aligned, not just the media spend
• Cross-channel doesn’t mean everywhere—it means coordinated
• Attribution triangulation (surveys + pixel + analytics) is vital to scaling confidently
• Lifecycle personalization anchored to acquisition intent is a major LTV unlock

Next Steps

• Expand post-purchase surveys to gather creative feedback, not just attribution data
• Develop pre-built “channel starter kits” for rapid campaign rollouts
• Test YouTube retargeting synced with Klaviyo browse abandon triggers for visual-heavy gadgets

Tech Stack & Tools Used

Analytics & Attribution: GA4, Triple Whale, EnquireLabs Ad Platforms: Meta, Google, TikTok, Pinterest, YouTube Marketing Automation: Klaviyo, Postscript, Zapier Creative & Coordination: Airtable, Figma, Motion, Notion

Conclusion & Strategic Takeaways

TechVibe’s transition from channel chaos to cross-channel synergy delivered more than better metrics—it created internal clarity, marketing agility, and a scalable framework for campaign execution.

For modern brands, winning isn’t about mastering one platform—it’s about choreographing your presence across platforms to move customers seamlessly from interest to intent to loyalty.

This case study serves as a tactical template for tech e-commerce brands ready to build marketing systems that convert across the full customer journey—not just isolated touchpoints.