For me, seeing how all the different channels work together in a marketing campaign is like seeing how all the components of a sunset at the beach come together. Everything works together to make something special.

Cross-Channel Strategy

I’ve worked on most, if not all, types of marketing. Print, digital, email, social media, events, podcasts, live TV, signage, brochures, blog, website, digital display, public relations, radio, video, photography, influencer, celebrity, direct message, lead forms, ebooks and more. The part of marketing that excites me is seeing how a brand, campaign or piece of content can have impact across all relevant channels.

Whether 1, 3, 5 or 10+, channels all have strengths, and the intentional combination of channels is what creates effective, high-performing marketing. It has delivered results in my work, and it works on me as a consumer. Brands that do this well become a part of their customers’ lives.

The Multi-Channel Experience

Much like the sunset image, excellent marketing gives the recipient a feeling of peace. When they seeing your brand showing up in their inbox with an aesthetic and specific email, see a targeted social media ad with information conveyed with a spokesperson and view a YouTube video that goes a little more in depth while giving just enough detail to pique your interest in more, you’re onto something.

Seeing your content with a consistent message or look across multiple channels reminds them about what you have to offer through a variety of ways. It’s much more effective than them seeing your same social media ad 10 times. Multi-channel presence establishes credibility and reduces fatigue of your most important messages.

Data First Leads to Business Growth

Gathering data over time and using it to optimize future campaigns is where I’ve found the most success. Knowing the audience and know what has worked for the brand or competitors has always been a solid starting point. Then, with business goals in mind, I’ve architected the campaign with KPI goals and budget.

When running the marketing for an international commercial lighting trade show, it was imperative that each distinct profession was receiving information important to them. Engineers are interested in different conference courses and exhibitors than hotel managers. Energy managers are looking for sustainable products and building automation and architects are looking for lighting types and solar shading.

Once you have your target audiences in mind, you can determine what content they would be interested in receiving and where. Advertising in industry publications, designing segmented emails and posting custom blog posts serve the right content to the right audience.

When you follow the data, you see what works and what doesn’t. That is what results in leads, sales, revenue and brand loyalty.