Developing an Effective Multichannel Marketing Mix 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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    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

    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.

    5-step framework to navigate marketing transformation

    Marketing leaders often feel ill-equipped to successfully guide their marketing teams through change. Learn how our 5-step framework can help you identify your marketing team’s capability, potential and action steps to navigate marketing transformation.

    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.

    Optimize your digital customer service presence on social media and email

    As consumer spend more time shopping online, marketers must provide customer service on platforms such as Twitter, Facebook, Instagram, and email. Use our intelligence report to learn how marketers can improve their customer service presence.

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    Case Study

    Client Improves Digital Reputation

    Gartner helps a client in the home-building industry with social and mobile marketing best practices to improve positive brand awareness after the housing bubble

    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 is a trusted advisor and an objective resource for more than 14,000 organizations in 100+ countries.

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