Cross-channel marketing, or using several different platforms to reach customers, will continue to be successful with the use of traditional offline media. Even though digital ad spend has outpaced traditional means, it doesn’t mean that these options aren’t still worthwhile. Marketers should continue to believe in the value of offline advertising and tie it into their digital efforts. To measure the traction a cross-channel strategy that spans across many different platforms may get, be sure to use unified marketing measurement. This will allow you to have a bird’s eye view into how campaigns, both online and offline, are impacting conversions and the broader customer experience.