What we know about cross-channel and multichannel marketing

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands