Multichannel Marketing Strategy

Strengthen customer relationships and align multichannel marketing mix efforts to drive business goals

Perfect your multichannel marketing mix strategy

40% surveyed marketers say reaching audiences at the right moments remains their top multichannel marketing challenge.

Lack of experience, data, and insight into customer behaviors across platforms makes marketers hesitant about which additional networks to enlist to accomplish their multichannel marketing goals.

Download our research to uncover how to:  

  • Diversify brand presence and identify opportunities for your messages to be heard more clearly and receptively

  • Determine what new platform territory to pursue in smaller social networks

  • Investigate target customers’ social media habits on smaller platforms

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    The benefits of multichannel marketing mix efforts are rooted in tools, talent and data

    The right insights and objectives can help you align your multichannel marketing mix efforts to data-informed customer personas, strengthen your team’s capabilities and demonstrate a direct impact on bottom-line results.

    A bar graph showing the top objectives of marketers, with the highest response being "increase general brand awareness"

    Multichannel Marketing Insights You Can Use

    Gartner’s multichannel marketing and cross-channel communication research will help you convert multichannel connections into purposeful, cohesive, ongoing interactions that meet customer and business expectations.

    Develop an effective marketing plan

    A marketing plan is incomplete without an effective strategy and strategic plans. At a functional level, it is imperative that a clear, measurable and communicable marketing plan is put in place that goes well with the overall strategy. Use this one-page template and effectively execute your marketing strategy. 

    Align multichannel marketing initiatives to business goals

    When it comes to measurement and optimization of multichannel marketing campaigns, focus on three different categories of metrics around marketing opportunities.

    Enhance your social media marketing strategy and execution

    Social is no longer a platform for simply raising awareness and consideration.  Marketers turn to social marketing for long-term brand health and revenue growth. Use our social media benchmarks report to optimize your social marketing strategy to improve brand awareness, demand generation and conversion.

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    Multichannel Marketing Strategy Questions Gartner Can Help Answer

    Multichannel marketing mix aims to build relationships between brands and customers through relevant, connected engagements with targeted audiences. While success depends on generating and applying data-driven insights into customer behaviours and interests, it also requires knowing how channels operate most effectively — in isolation and in unison — to deliver the desired combination of the right content, product to the right audience at the right time.

    As marketers prioritize customer acquisition goals, including increasing brand awareness, demand generation and conversion to sales — they need to be strategic in their use of different channels to accomplish those goals. Across industries, there’s notable consistency in the components of the multichannel marketing mix that are found to be the most effective. Hence, to drive business goals, marketers use multichannel marketing.

    Below are the key steps to build an effective multichannel marketing mix strategy:

    • Tailor your multichannel marketing mix strategy based on marketing goals and channel effectiveness
    • Break down silos between social and multichannel marketing by integrating social marketing and digital advertising budgets and planning
    • Align multichannel marketing measurement with business outcomes, like increasing brand awareness or market share. Connect business outcomes with marketing goals

    As per Gartner’s digital marketing survey 2021, social marketing and digital advertising are consistently ranked at the top for channel effectiveness. For high tech and healthcare marketers, more respondents rank social marketing in their top three. For consumer products, manufacturing and media marketers, the greatest percentage of respondents (or tied for the greatest) say digital advertising is a top three channel for each marketing goal. 

    Gartner Multichannel Marketing Strategy Case Studies

    I did not have the resources in house, or the talent, for the help that I needed and I needed it in a lot of different areas. I spent a lot of time with Gartner and the was really a team, helping me and my leadership team succeed and go to market quickly...all in all it was a team effort

    Leslie Doty

    Former CMO, Time, Inc
    Case Study

    Client Improves Digital Reputation

    A leading home-building firm struggled with positive brand awareness after the housing bubble collapse. Here’s how Gartner’s research and expert analysis helped client to refine its digital marketing strategy to improve its reputation and brand awareness.

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    Gartner is a trusted advisor and an objective resource for more than 15,000 enterprises in 100+ countries.

    Learn more about how we can help you achieve your mission-critical priorities.