Businesses are no longer limited to a single advertising channel in today’s digital age. With the rise of digital marketing, businesses can reach their target audience through various channels, including search engines, social media, email, and more. However, as the number of channels increases, so does the complexity of managing campaigns. This is where cross-channel performance marketing comes in.

Cross-channel performance marketing refers to the practice of managing and optimising campaigns across multiple channels. This approach allows businesses to reach their target audience in the most effective way possible by using the strengths of each channel to their advantage. For example, search engines are great for reaching people actively looking for a product or service, while social media is excellent for building brand awareness and engagement. Businesses can use a combination of these channels to reach a wider audience and achieve better results.

One of the key advantages of cross-channel performance marketing is the ability to gather data from multiple sources. By tracking data from different channels, businesses can gain a complete picture of their target audience and make more informed decisions. For example, by monitoring search engine data, businesses can learn which keywords drive the most traffic, while tracking social media data can reveal which types of content are most popular. This information can then be used to optimise campaigns across all channels.

Another advantage of cross-channel performance marketing is the ability to re-engage with customers interested in a product or service. For example, if a customer visits a website but doesn’t convert, businesses can use retargeting ads to remind them of the product and encourage them to make a purchase. This can also be done through email campaigns and social media ads.

At Bastion & Flowe, we understand the importance of cross-channel performance marketing. Our team of experts uses the latest tools and technologies to manage campaigns across multiple channels, providing our clients with a comprehensive and integrated approach to advertising. Whether you’re looking to reach new customers or re-engage with existing ones, we can help you achieve your marketing goals.

In conclusion, cross-channel performance marketing is the future of advertising. It allows businesses to reach a wider audience and achieve better results by using the strengths of each channel to their advantage. At Bastion & Flowe, we use a cross-channel approach to help our clients achieve their marketing goals. Contact us today to see how we can help your business.

About JG Bezuidenhout

JG Bezuidenhout is a founding partner of the South African subsidiary of, the data technology company housed in London, United Kingdom. Although based in Cape Town, JG is the global head of Offernet's advisory and innovation hub and, as such, is responsible for the monitoring and implementation of cutting-edge solutions, particularly within the digital marketing environment. Using advanced technologies such as big data and machine learning, as well as their bespoke Touchpoint Analytics™ system, Offernet can accurately and dramatically improve their clients' returns on advertising spend (ROAS). Their comprehensive approach to marketing, which includes advisory services, data analytics, and media buying, makes Offernet a valuable partner. If you want to take your marketing to the next level to achieve far more measurable results and align yourself with the growth strategies of the entire C-suite (and the company as a whole), Offernet is a logical choice.