iCrossing

Overview

iCrossing operates as a full-service digital marketing agency, providing strategic and execution-oriented services primarily to enterprise clients. Established in 1998, the agency was acquired by Hearst in 2010, integrating its digital expertise within a media and information company (Crunchbase iCrossing profile). iCrossing's core offerings span digital strategy, performance marketing, search engine optimization (SEO), content marketing, paid media, and data analytics.

The agency is designed for large organizations that require comprehensive digital marketing solutions and integration across multiple channels. Clients typically engage iCrossing for complex challenges such as developing global digital strategies, optimizing large-scale paid media campaigns, enhancing organic search visibility for extensive content ecosystems, and leveraging data to inform marketing decisions. Their approach emphasizes data-driven insights and technology integration, often working with existing client tech stacks to improve marketing efficiency and effectiveness.

iCrossing's value proposition lies in its ability to offer integrated services under one roof, aiming to ensure consistency and synergy across different digital touchpoints. This includes combining SEO efforts with content strategy, aligning paid search with display advertising, and using analytics to measure the impact of all initiatives. For technical buyers and developers, iCrossing's engagement often involves collaborating on platform integrations, data pipeline development for reporting, and implementing technical SEO recommendations within existing web infrastructure. The agency's work can involve extensive use of third-party marketing technologies, requiring technical coordination to ensure proper implementation and data flow.

Compared to a more specialized agency, iCrossing's full-service model provides a broader scope of work, suitable for companies seeking a single partner for diverse digital marketing needs. For example, while a specialized agency like Siege Media might focus exclusively on content marketing and SEO (Siege Media homepage), iCrossing combines these with paid media, analytics, and broader strategic consulting. This integrated approach is particularly beneficial for large enterprises managing multiple brands or complex product portfolios that require harmonized digital strategies.

Key features

• Digital Strategy & Consulting: Development of overarching digital marketing roadmaps, audience analysis, competitive landscaping, and technology recommendations.
• Search Engine Optimization (SEO): Technical SEO audits, keyword research, content optimization, link building strategies, and local SEO services to improve organic search visibility.
• Paid Media Management: Planning, execution, and optimization of campaigns across search engines (e.g., Google Ads, Bing Ads), social media platforms (e.g., Facebook, Instagram, LinkedIn), and programmatic display networks.
• Content Marketing: Strategy, creation, and distribution of various content types (articles, videos, infographics) designed to engage target audiences and support SEO and lead generation goals.
• Analytics & Data Science: Implementation of analytics platforms, data integration, performance reporting, dashboard creation, and advanced statistical analysis to derive actionable insights from marketing data.
• Social Media Marketing: Strategy, content creation, community management, and paid social advertising across major social platforms.
• Experience Design (XD): User research, user experience (UX) design, interface design (UI), and conversion rate optimization (CRO) to enhance digital touchpoints.
• Marketing Technology Integration: Assistance with selecting, implementing, and integrating marketing automation platforms, customer relationship management (CRM) systems, and other MarTech tools.

Pricing

iCrossing employs a custom enterprise pricing model. Specific pricing details are not publicly disclosed due to the bespoke nature of their services, which are tailored to individual client requirements, project scope, and the complexity of the digital marketing challenges addressed. Engagements typically involve long-term retainers or project-based fees, determined after an initial consultation and proposal development. For detailed pricing inquiries, direct consultation with iCrossing is required.

For specific project estimates, prospective clients typically engage iCrossing for a discovery phase to define scope and deliverables. This process informs the final pricing structure (iCrossing Contact Page).

Common integrations

As a digital marketing agency, iCrossing leverages and integrates a variety of third-party platforms and technologies on behalf of its clients rather than offering its own direct API or SDKs. Common integrations include:

• Google Analytics / GA4: For web analytics, user behavior tracking, and performance measurement.
• Google Ads: For managing and optimizing paid search campaigns.
• Meta Business Suite (Facebook/Instagram Ads): For social media advertising and audience engagement.
• Adobe Experience Cloud: Integration with Adobe Analytics, Adobe Target, and Adobe Experience Manager for comprehensive digital experience management.
• Salesforce Marketing Cloud: For email marketing, marketing automation, and customer journey orchestration.
• HubSpot: Integration for inbound marketing, CRM, sales, and customer service platforms.
• Search Console (Google/Bing): For monitoring organic search performance and identifying technical SEO issues.
• Data Visualization Tools: Integration with platforms like Google Looker Studio (formerly Data Studio) or Tableau for custom reporting dashboards.
• Content Management Systems (CMS): Working within platforms such as WordPress, Drupal, Adobe Experience Manager, and headless CMS solutions for content deployment and SEO implementation.

Alternatives

• Merkle: A global data-driven, technology-enabled performance marketing agency, part of Dentsu International.
• Publicis Sapient: A digital business transformation consultancy that combines strategy, experience, and engineering services.
• Wunderman Thompson: A global marketing communications agency that combines creative inspiration with data and technology, part of WPP.
• Wpromote: An independent digital marketing agency focused on performance marketing, including SEO, paid media, and digital intelligence.
• Ignite Visibility: A full-service digital marketing agency specializing in SEO, paid media, social media, and email marketing.

Getting started

Engaging with iCrossing typically begins with an initial consultation to discuss business objectives and digital marketing challenges. As iCrossing is a service provider rather than a software platform, there is no direct API or SDK for developers to interact with. The process involves direct communication and collaboration with their strategy and technical teams.

A typical initial interaction might involve:

1. Discovery Call: An introductory meeting to outline your organization's needs, current digital landscape, and desired outcomes.
2. Information Gathering: Providing iCrossing with access to relevant data, existing analytics, and platform configurations for an initial assessment.
3. Proposal Development: iCrossing presents a tailored strategy and service proposal based on the discovery phase.
4. Onboarding & Collaboration: Upon agreement, a dedicated team is assigned, and collaboration begins, which may involve technical discussions regarding data integration, platform access, and implementation of recommendations.

For developers, collaboration often focuses on data exchange, API integrations for reporting, and implementing technical recommendations on client-owned platforms. An example of a technical collaboration point might be implementing schema markup or optimizing page speed within an existing web application. This would involve standard web development practices rather than specific iCrossing API calls.

<!-- Example of a schema markup implementation on a product page -->
<script type="application/ld+json">
{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Example Product Name",
  "image": "https://www.example.com/images/product.jpg",
  "description": "A brief description of the product for search engines.",
  "sku": "PROD12345",
  "brand": {
    "@type": "Brand",
    "name": "Example Brand"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://www.example.com/product/example-product",
    "priceCurrency": "USD",
    "price": "99.99",
    "itemCondition": "https://schema.org/NewCondition",
    "availability": "https://schema.org/InStock"
  }
}
</script>

This HTML snippet demonstrates a basic JSON-LD schema markup for a product, a common technical SEO recommendation that iCrossing might provide for implementation by a client's development team. The agency's role is typically consultative and strategic, guiding clients on how to best utilize technology for marketing objectives.