Cross-channel marketing is a unified marketing strategy that uses multiple channels to reach customers throughout their journey, increasing brand awareness and driving conversions. It benefits businesses by building on the strengths of each channel, creating a consistent experience, and expanding reach while capturing customers who favor different channels. The goal is to create personalized ads using customer data from all platforms, which has been proven to increase ROI. To get started with cross-channel marketing, businesses need tools such as a customer data platform (CDP), customer engagement platform (CEP), email service platform, and social media advertising tools, which can be integrated to gather first-party data and deliver personalized marketing campaigns across channels.