How to develop an effective multichannel advertising strategy

Sue Elms

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Engaging with consumers in a complex media landscape is hard, especially when the map is constantly changing. It is vital for marketers to be well-informed, in a media neutral way, about the media choices available to reach their audiences, for their purposes. Staying rooted in the real lives of their consumers provides "True North" for navigating the shifting landscape.


A multichannel advertising strategy should consider any media context through which a brand can reach their target audience with their communications. The aim is to find the best route to the target consumer, to deliver the most compelling content in the most effective way to meet the advertising goals. This should elicit the highest return on investment per the advertising goals and budget, which in turn should contribute to brand growth or other business outcomes.

Where to start