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.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands