There is substantial evidence that using multiple channels is more effective than just one. However, care is required to ensure there is indeed an additive effect and to maintain consistency of brand or message while ensuring each channel plays to its strengths. Key challenges, particularly in the ever-complex world of digital media, are organising to deliver integrated marketing and measuring multichannel effectiveness.
Cross-channel or multichannel marketing co-ordinates multiple channels to complement and reinforce the impact of each. The aim is more efficient and effective marketing. It harnesses the individual benefits of each channel, so the combination has a stronger impact than if channels are used individually. The contribution of each channel is assessed via attribution and/or market mix modelling.
Cross-channel or Multichannel marketing is also known as integrated marketing or 360° campaigns.