Single channel marketing doesn’t measure up

Marketers get better return on investment from multichannel marketing strategies than investing in a single channel.

Data from analytics companies and academics suggests the key to consistently higher marketing return on investment (ROI) is synergy and taking a multichannel approach.

Paul Sinkinson from analytics consultancy Analytic Partners told the IAB Measure Up conference in Sydney that putting the majority of a marketing budget towards one channel was such a weak marketing strategy, he would hesitate to even call it that.