PPC & Social
Detailed Multichannel Marketing and Advertising Strategy
Our multichannel marketing strategy coordinates paid search, paid social, organic and email around one audience view and one set of commercial goals. It turns the direction set by Results-oriented Strategy creation into a detailed channel plan, so each channel supports the customer journey instead of optimizing in isolation.
One plan for every channel and customer journey
A multichannel marketing strategy is a coordinated plan that defines what each marketing channel is responsible for, how channels support one another and how they are measured against shared goals. It connects channel roles to Marketing mix budgeting and, where existing paid accounts need a baseline review, to Advertising Audits before execution is scaled.
What our multichannel strategy covers
Channel Roles & Hand-offs
The multichannel plan defines the role of paid, social, organic and lifecycle channels across the funnel, including where one channel should warm, support or hand an audience to another. Day-to-day social execution can then run through Social presence management & optimization.
Omnichannel Campaign Planning
Omnichannel campaign planning aligns messaging, sequencing and audiences across the channels best suited to awareness, consideration and conversion, so the customer experiences one campaign rather than several disconnected ones.
Cross-platform Paid Media
The paid media strategy sets platform roles across paid search, paid social, shopping and display, including how budget can flex between them. Hands-on campaign execution sits in PPC campaigns daily management.
Demand Capture & Creation
The strategy balances channels that capture existing demand with channels that build future demand. The wider trade-off between near-term efficiency and long-term brand growth is handled in Performance vs Brand Awareness.
You receive
- A multichannel strategy defining each channel’s role and hand-offs
- Omnichannel campaign plans with consistent messaging and sequencing
- A cross-platform paid media strategy with budget flexing between channels
- A shared measurement approach so channels are judged on outcomes
- Recommendations that balance demand capture and demand creation, connected to brand and performance strategy
Our approach
Align
We start with the commercial goals and the wider direction set by Results-oriented Strategy creation, so channel planning serves the business rather than channel owners.
Map
We map the customer journey, priority audiences and the points where paid, social, organic and lifecycle channels need to support or hand off to one another.
Assign
We define each channel’s role, accountability and campaign sequence, including how paid and social execution will connect to PPC management and social media management.
Allocate
We connect channel roles to Marketing mix budgeting and a shared measurement approach, so spend can flex according to performance without losing the logic of the plan.
Activate
We deliver the coordinated roadmap, campaign logic and measurement framework so your team or the relevant ID Consult delivery services can execute one coherent plan.
Frequently asked questions
What is a multichannel marketing strategy?
A multichannel marketing strategy coordinates paid, social, organic and other channels around one audience view and one set of commercial goals. It defines the role of each channel, how they hand off to one another and how their combined performance is measured.
What is the difference between multichannel marketing strategy and channel management?
Multichannel marketing strategy sets the coordinated roles, sequencing, budget logic and shared measurement across channels. Channel management is the day-to-day execution and optimization of individual platforms within that plan.
Do you run the campaigns too?
The execution of individual channels sits in the relevant paid and social services. ID Digital Consulting can connect the strategy to PPC campaigns daily management and Social presence management & optimization, or work with your in-house team to implement the plan.
How do you measure multichannel performance?
Multichannel performance is measured against shared, outcome-based goals rather than each channel’s own last-click metric. The measurement approach is designed so coordination is rewarded and channel performance can be judged against the same commercial outcomes.
Where does budget allocation fit?
Marketing mix budgeting determines how much budget goes to each channel. The multichannel marketing strategy defines what each channel is responsible for, how channels support one another and how budget should flex as performance and demand change.
What does omnichannel campaign planning involve?
Omnichannel campaign planning coordinates messaging, sequencing and audience movement across the channels best suited to each stage of the customer journey. The goal is one coherent campaign experience rather than several disconnected channel campaigns.
Get your channels working as one system
Align roles, audiences, messaging, budget and measurement around one coordinated marketing plan.