Multichannel marketing: When 1+1=3

Looks into the multichannel approach to marketing and how it is not only the most effective approach but also increases ROI.

Need to know

  • Findings in the article are based on nearly 20 years of analysis across over 700 brands in more than 45 countries.
  • While digital display, paid search and online video can be vital components in a campaign, our research shows that their value is amplified by adding traditional channels such as TV, radio and out-of-home. A multichannel campaign creates consumption synergies, enabling advertisers to capture consumer attention at different engagement points in their purchase journey. This holds true not only in national campaigns, but also globally.
  • Advertising across platforms generally delivers higher ROI, and TV and online combinations...

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Insights Team
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