Multi-channel marketing and optimisation

Ensure your marketing efforts are tailored to the right people at the right time.

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Creating and activating your audiences across numerous publisher channels is not a straightforward task.

But doing it efficiently, at scale, while maximising return on investment through optimisation is the goal for most organisations. Measuring the outcomes can also be a difficult and time-consuming task.

Once you have identified your customer and prospect profiles, the next step is to action that insight by running marketing campaigns with minimum fuss.

Create powerful campaigns using data

Once you have identified your target audience for a marketing campaign, you need to decide how and where to reach them. Data profiling and execution tools give you the ability to create your target audience once and then use it to seamlessly execute your campaigns across a wide array of marketing channels.

Woman using her laptop to create campaigns using data

Further reading on multi-channel marketing

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Improve and optimise your digital and offline campaigns

Marketing campaigns are not usually one-offs. Most organisations run a variety of campaigns, some of them being ‘always-on’ promotions that evolve over time. Running test campaigns and creatives across different audience segments and channels can help optimise your campaigns, but it can be difficult to do on some platforms.

Man optimising his digital campaign

Further reading on campaign optimisation

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Understand your marketing campaign results

Many publishers offer tools that can report the efficacy of a campaign in a single channel, but it’s often harder to obtain a holistic view of a campaign across many platforms. Top analytics and measurement teams can provide an independent view of campaigns, eliminating any single-channel bias.

Team assessing the results of their campaign

Further reading on marketing reporting and measurement

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