The secret to multi-channel marketing success

This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!

 

This week, we're exploring how TV works together with other marketing channels to drive results. We'll cover the most effective channel combinations and how to measure their impact. 

—Elena  

 

Removing TV can reduce a campaign’s impact by 39%.        

According to Kantar and ThinkTV, removing TV from a multi-channel campaign could reduce its impact by a whopping 39%. This underscores the value of including TV in your multi-channel marketing strategy.            

 

Multiply results with multi-channel marketing.     

Combining marketing channels can significantly boost campaign performance. Here are a few recommendations for leveraging channel combinations effectively: 

1. Embrace TV's amplifying effect. TV significantly boosts other channels' performance, with social media seeing up to a 31% lift when paired with TV.
   
2. Look beyond immediate results. Only 23% of TV's impact is seen in the first two weeks. Plan for and measure long-term effects.
   
3. Tailor creative to each channel. While maintaining brand consistency, adapt your message to suit the unique characteristics of each platform.
   
4. Consider specialized media buying. Channel-specific expertise often outperforms all-in-one solutions, especially for pivotal channels like TV.
5. Implement robust measurement. Use multiple models to capture both short-term and long-term impacts across channels.
6. Prepare for AI integration. Artificial intelligence is poised to revolutionize cross-channel brand management and asset creation.
7. Don't neglect other traditional channels. Radio and out-of-home advertising can still play powerful roles in a multi-channel strategy. 

Listen in on our discussion.

 

 

"The Benchmark Series: Cross Channel Impact”   

This Kantar and ThinkTV study analyzes 179 real-world campaigns from 2017 to 2023. The research highlights TV's crucial role in multi-channel marketing, showing that removing TV from a media mix damages awareness, association, motivation, and consideration metrics. 

Read the article.

 

 

TV has an unrivaled impact.                   

“Never in the history of marketing has it been more clear or proven that TV advertising is effective.” 

— Mark Ritson