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.
“Let's be honest. Ninety percent or a hundred percent on any one channel, you don't have a marketing mix. I'd say you probably don't have a marketing strategy. You've got a channel strategy,” he said.
Sinkinson...