Our Partner Support Director, Niki Grant, took the stage at the recent Performance MCR event to share fresh insights on one of 2025’s most essential strategies: cross-channel marketing. In this post, we’ll break down the key takeaways from her talk, and explain why now’s the time to make integration a priority.
As we push further into 2025, the pressure on performance marketers has never been higher. Shrinking budgets, rising expectations, and evolving digital platforms mean the temptation to stick with “what worked last year” is strong. But the truth is: the digital landscape has already changed. What used to be clearly defined channels are now blurred. If we’re still planning and executing in silos, we’re leaving performance on the table.
The Silo Problem
Marketing silos, whether structural, strategic, or operational, create fragmented experiences, inefficiencies, and missed opportunities. Teams working independently on similar goals can lead to duplicated efforts, wasted time, and disjointed messaging. A recent Forbes report found that 65% of marketers claim silos reduce campaign clarity, leading to fragmented brand messaging. In today’s media landscape, where audiences don’t think in channels, neither should we.
A siloed campaign might perform well in one area, but if it doesn’t align with the broader customer journey, the overall impact suffers. Integration isn’t just a buzzword, it’s a necessity.
The Landscape Has Shifted
Major platforms have evolved far beyond their original functions. Google is no longer just about search; it includes YouTube, Display, Play Store, and Demand Gen campaigns. Microsoft has transformed from a Bing-centric platform into a full-funnel advertising ecosystem with connected TV, native ads, and retail media. Meta’s reach extends into 1:1 communication via WhatsApp and Messenger. TikTok, once a youth-driven entertainment app, now plays a serious role in search behavior and social commerce, with TikTok Shop and Shopping Ads. In fact, 44% of UK users have made a purchase directly through TikTok.
In short: the walls between platforms and channels have come down. It’s time our strategies followed suit.
Why Integration Wins
A recent study showed that companies using multichannel marketing see a 91% increase in customer retention. But why is this? Cross-channel campaigns outperform siloed ones because they create cohesive, consistent brand experiences. They allow marketers to:
- Maximize impact: Drive demand on social or display, then capture it with search.
- Stretch budgets: Reduce creative production costs by repurposing assets across platforms.
- Improve targeting: Reach the same audience at different funnel stages across multiple touchpoints.
- Boost efficiency: Centralized tracking and reporting unlock actionable insights faster.
Programmatic media now includes everything from digital out-of-home (DOOH) to connected TV. Tools like ClickAds.ai and DSPs allow you to build campaigns that match your customer’s media consumption, not just internal team structure.
Budget Smarter, Not Harder
Budget allocation is where siloed thinking often does the most damage. It’s not just about spreading spend across channels, it’s about reviewing performance objectively and reallocating where impact is highest. Use historical data, watch for diminishing returns, and avoid over-investing in one area without broadening your campaign reach or audience pool.
Automated tools like Adzooma’s Project-Level Opportunities help marketers dynamically shift budget and uncover opportunities across profiles, platforms, and projects.
How to Kill the Silo
To truly embrace integration, Marketing must take the following steps:
- Centralize planning and reporting. Align your teams around shared goals and unified KPIs.
- Store creative assets centrally. Ensure that messaging is consistent, on-brand, and easy to adapt across channels.
- Upskill your teams. Help your team understand adjacent platforms so collaboration becomes second nature.
- Leverage supportive tech. Choose tech that bridges data, automates insights, and empowers strategic shifts.
The Bottom Line: Integration Is Performance
2025 doesn’t reward siloed thinking. It rewards agility, cohesion, and a deep understanding of how your audience actually moves through the digital world. Tear down the walls between your channels and you’ll unlock smarter strategies, better results, and a more connected team.
Ready to transform your cross-channel marketing strategy? Sign up with Adzooma today and start turning insights into results.
