What we know about cross-channel and multichannel marketing
- share
- copy link
This article provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.
A study by the Advertising Research Foundation found that cross-platform campaigns deliver significantly higher ROI, with the most powerful results (+60%) from reinforcing TV with digital. Multichannel campaigns are most effective when they are built around a single brand idea. The integration of 'Paid, owned, earned' media (POE) can drive cross-channel effectivenss: Based on US experience, paid media is needed to drive earned media, and TV, online video, display and print are most effective at stimulating activity in social media.
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.
Definition
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.
Key Insights
- Cross-platform advertising delivers bigger Return on Investment (ROI)
A study by the Advertising Research Foundation (ARF) found cross-platform campaigns deliver significantly higher ROI, with the most powerful results (+60%) from reinforcing TV with digital. Just going from one platform to two increases marketing ROI by 19% and growth accelerates as each additional platform is added – up to 35% higher ROI with five platforms. The study also found that to reap the full benefits of a cross-platform campaign, brands need to keep creative strategy consistent from one medium to another while also customising message delivery for each platform.
Read more in: Advertising across Platforms: Conditions for Multimedia Campaigns - A Method for Determining Optimal Media Investment and Creative Strategies across Platforms and The ARF spells out how cross-platform marketing boosts ROI and TV planning: Align TV with VOD
- Multichannel campaigns are most effective when built around a single brand idea
Analysis of Institute of Practitioners in Advertising (IPA) case studies in effectiveness identified four integration types:
No Integration: Single channel campaigns or no co-ordination of channels.
Advertising-led integration: A common advertising platform.
Brand idea-led orchestration: A shared brand concept or need state platform.
Participation-led orchestration: Creates a "conversation" between a brand and its audiences.
The study concluded multichannel campaigns were more effective than single-channel campaigns. However, advertising-led integration did not appear to be more effective in driving hard business results than no integration. Brand-idea led orchestration was the most effective approach.
Read more in: Integrated channel planning: Effective integration
- Brands should only add additional channels with care
Australian research, looking at global data, found that adding a second media touchpoint to a campaign typically adds more duplicate than new audience with on average 60% overlap between the first and second touchpoint. The first touchpoint should therefore be optimised and maximised before adding a second one. Similarly, Mars found that when online advertising is added to a TV campaign, the extra reach achieved is primarily duplicated. They also found no evidence of cross-media synergy impacting sales, as exposure to both TV and online did not increase effectiveness.
Read more in:Achieving Reach in a Multi-Media Environment: How a Marketer’s First Step Provides the Direction for the Second and Is the Multi-Platform Whole More Powerful Than Its Separate Parts? Measuring the Sales Effects of Cross-Media Advertising
- Integration of paid, owned and earned media drives cross-channel effectiveness
'Paid, owned, earned' (POE) is an emerging form of multichannel marketing. Using analytics to understand the POE ecosystem has enabled insight into the interconnectedness of 'traditional and digital' channels in driving sales. This can help planners determine how best to optimise and synergise channels within the system, to
maximise ROI by up to 20%. Based on US experience, paid media is needed to drive earned with TV, online video, display and print being most effective to stimulate activity in social media. While an online-only plan can activate existing users, traditional mass media are needed to attract new users.
Read more in: How to implement a paid, owned, earned media strategy
- Digital channels boost the effectiveness of traditional mass media
Marketing consultant Peter Field and Les Binet of adam&eveDDB found when online media are coordinated with mass media such as TV and outdoor they amplify brand building effects, by creating more reach and involvement. For example, the number of very large business effects increase by 54% from adding TV and online video together versus 32% for just TV. Similarly adding digital to outdoor increases effectiveness by 37% versus 15% for outdoor only. In combining digital with traditional mass media, brand-building and sales activation activities should be integrated to maximise effectiveness, and a 60/40 balance struck to ensure long-term sales growth.
Read more in: Marketing in the Digital Age: Binet and Field on how media choices impact effectiveness and Brand success in the digital age
- TV and digital are a winning combination for reach and engagement
Adding digital to TV can increase reach – especially with younger audiences - and ROI, drive social media engagement during live TV events and amplify brand sponsorship of TV programming. TV is also a key driver of digital activity in online search, social and video viewing. As multi-screening grows and the lines between TV and digital are increasingly blurred, brands need multi-screen planning that integrates TV and digital and balances mass awareness with discrete targeting.
Read more in: How brands can maximise marketing reach across devices, ESPN spots disconnect
between big data and market research, Warc Webinar: ESPN on cross-platform audience measurement,
TV strategy: Second-screen social opportunity and TV planning: 360 degree sponsorship
- Multiscreen campaigns should have a single creative idea optimised for different platforms
Millward Brown advises brands to understand the target’s multiscreen habits to know the reach opportunity and audience receptivity to their messaging. Since different screens perform better for different purposes, the media mix should be tailored to campaign objectives. For awareness, they advise choices such as TV and online video. To generate persuasion, they advise using multiple screens synergistically to say the same thing more often and in different ways.
Read more in: How to develop an effective multiscreen ad campaigns and How to develop an effective multichannel advertising strategy
- Multiscreen campaigns should have a single creative idea optimised for different platforms
Millward Brown advises brands to understand the target’s multiscreen habits to know the reach opportunity and
audience receptivity to their messaging. Since different screens perform better for different purposes, the media mix should be tailored to campaign objectives. For awareness, they advise choices such as TV and online video. To generate persuasion, they advise using multiple screens synergistically to say the same thing more often and in different ways.
Read more in: How to develop an effective multiscreen ad campaigns and How to develop an effective multichannel advertising strategy
- Brand consistency is important in a screen-hopping world
Successful multiscreen marketing requires a holistic approach, well-defined objectives, a willingness to let each channel play its own role and strong leadership. It's important for brands to establish a consistent identity across all devices. Credit card firm Mastercard uses a unifying theme – Priceless - across all touchpoints, ensuring the core message stays the same. Thus, the idea that MasterCard can be used to pay for unique and memorable life experiences resonates across all channels.
Read more in: Seeding a multiscreen strategy: Expert advice on marketing to consumers across screens
- Integrated marketing requires careful management of agency resources
There are generally three organisation models for delivering integrated marketing:
Best of Breed – client hires specialist agencies and co-ordinates internally
Single Source – client hires agency, network or holding group as one-stop-shop
Service integrator – client hires lead agency to co-ordinate others
Whatever the model, diverse skillsets need to be formed into one team with a common goal. Clients should be clear on brand objectives, success measures, team roles and rules and compensation to create positive energy and avoid any barriers to collaboration.
Read more in: Ad agency models: Full service is no service, Integrated marketing: Play for the team and
