Why Multichannel Strategy is Key for Digital Marketing

Are your multichannel ad campaigns supportive of each other or are they disjointed? A cohesive multichannel strategy for your campaigns is the key to making the most of your advertising budget. As customers engage with a brand at different touchpoints, we also want to be in front of them with consistency.

At Calculated Conversions, we specialize in this – building data-driven, customized, multichannel campaigns to deliver powerful results. Let’s discuss why a multichannel strategy is so important. 

Reach the Right Audience, in the Right Place, at the Right Time

While it is important to be in multiple places, it is more about strategic placement than being everywhere. We want your message to be only where it is relevant. If your audience is localized to a geographic area, place ads on the most impactful digital out of home billboards. If your audience is primarily on YouTube, place ads directly in front of them.

We recommend actively monitoring where your message appears and the engagement metrics with it. If ads on one platform start to be less impactful, try adjusting your targeting, creative, or campaign goals.

If your audience is local, and on YouTube, and listens to podcasts, our team can use Device ID and advanced audience segmentation to place your message in all of those places. This level of precision minimizes wasted impressions and ensures your budget is working as hard as possible.

Building a Cohesive Brand Across Channels

Multichannel campaigns are not necessarily about the same message or ad on every platform. Some platforms operate best for building awareness and techniques like retargeting are best suited for encouraging conversion related activities. Campaigns without an overarching strategy run the risk of appearing disjointed to the ideal audience and often limits the effectiveness.

Instead of using platforms separately, we can elevate campaign performance with a multichannel strategy. We can combine SEM with OTT / CTV, DOOH, and Meta to drive your audience through a sales funnel.

Optimizing ROI Through Data-Driven Insights

With a multichannel campaign, it gives us access to more data to understand what is working and what is not working. Reviewing data such as creative performance, search terms, engagement, click thru rates, conversion rates and more, provides an opportunity to better understand the audience.

Once this data is established, reduce ad spend on what is not working per platform and increase spend on what is performing well. We are data-driven in all of our client work and steps like this help us continually optimize campaigns for performance.

The advertising landscape can be complex with endless platforms and placement opportunities. A well built multichannel strategy can help you cut through the noise and see impactful results. By prioritizing the right audience, cohesive presence across channels, and using data to optimize, your campaigns can continue to improve over time as well.

At Calculated Conversions, we help our clients navigate their multichannel campaigns and uncover valuable insights to their business with our detailed, data-driven approaches and precise targeting. We want you to see the best results paid media has to offer.

If you are looking for an advertising partner to make the most of your marketing budget, we would love to connect with you. Send us an email (info@calculatedconversions.com) and we’ll be happy to see how we can best support you.

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