Key Takeaways
  • Coordinate your channels around one core offer and message.
  • Use repeated exposure to build recognition and confidence.
  • Let each channel reinforce the others.
  • Measure total campaign costs against qualified leads and sales.
  • Give hesitant prospects additional reasons to respond.
  • Focus your budget on your most promising audiences.
  • Reconnect with interested prospects through relevant follow-up.

 

Your prospect sees your ad. Gets distracted. Leaves without buying.

If that’s your only opportunity to reach that prospect, you have lost a sale or lead.

A multichannel, integrated approach gives you more opportunities to get attention, build confidence and generate a response.

In over 40 years of helping clients market their products and grow their businesses, I’ve found this approach to be one of the most effective.

It doesn’t rely on one channel to drive prospects to your landing page or close the deal.

It reinforces your offer. And can help you generate more leads and sales from your marketing investment.

The principle is simple: Reach the same prospects with the same core offer, message and theme across coordinated channels, including:

  • CTV.
  • Facebook ads.
  • Email.
  • Pre-roll video on YouTube or Rumble.
  • Direct mail.
  • Native ads.
  • Display advertising.

Adapt the copy and format to each channel while keeping your promise and offer consistent.

Here are seven powerful benefits.

Benefit #1: You can get higher response from each channel.

Multichannel, integrated marketing can improve overall response by helping individual channels reinforce one another.

For example, if a prospect has seen a Facebook ad for your offer, that familiarity will make your targeted direct mail piece more recognizable—and more likely to get attention.

Your next message builds on the previous impression.

We have seen a usual increase of 84%.

Benefit #2: You can lower your cost per lead and cost per sale.

A coordinated integrated campaign will make your marketing more targeted and effective.

When your messages reinforce one another, you have more opportunities to convert the prospects you’ve already invested in reaching.

The goal is better results from the total campaign.

Benefit #3: You will generate more leads and customers over time.

An integrated approach takes more work upfront. You need a campaign adapted to each channel, with coordinated timing, creative and follow-up.

But that preparation gives you more ways to reach prospective buyers—and stay in front of them until they are ready to act.

Benefit #4: You build a broader presence and greater credibility.

When prospects see your offer in their email inboxes, in display ads, in their mailboxes and their CTV ad, your company becomes more credible.

You can build a strong presence among the people you want to reach without advertising to everyone.

Consistent messages, supported by useful information and proof, build confidence in your company.

Benefit #5: You give prospects multiple opportunities to say “yes.”

Some prospects are interested but hesitant. Others are busy. Still others need more information before deciding.

An integrated campaign gives them additional opportunities to consider your offer and respond.

There is no universal number of exposures that produces a sale. The important point is to follow up with relevant reasons to act.

One message might explain the benefit. Another might provide customer proof. A third might answer a common objection.

Benefit #6: You target your ideal prospects with a consistent message.

A multichannel campaign helps you concentrate your marketing on people most likely to respond.

For example, in direct mail we use Transactional Data Modeling, or TDM, to identify promising prospects based on purchasing patterns.

You can also use lookalike audiences, where available, to reach people who share characteristics with your customers.

Then carry the same core message and offer across the channels you use to reach them.

Better audience selection gives your creative a better opportunity to work.

Benefit #7: You bring interested prospects back through retargeting.

A prospect who visits your landing page and leaves may still be interested.

Retargeting gives you an opportunity to reconnect through display ads and, when you have the appropriate contact information, email or direct mail.

You can remind prospects of the offer, answer an objection or give them another reason to return.

This helps you continue the conversation with people who have already shown interest.

Put Your Channels to Work Together

The strength of multichannel, integrated marketing comes from

coordination: the right audience, a consistent offer and messages that reinforce one another.

Action:

In my book, The New Multichannel, Integrated Marketing: 29 Trends for Creating a Multichannel, Integrated Campaign to Boost Your Profits Now, I explain how to build a more accountable campaign focused on response and profitability.

Could your current marketing work harder?

Get my book The New Multichannel, Integrated Marketing: 29 Trends for Creating a Multichannel, Integrated Campaign to Boost Your Profits Now. Click HERE to order the book online.

You can also order it on Amazon, HERE.

Or get the audiobook version HERE, or on Kindle HERE.

You can also get an autographed version HERE or by phone at 615-814-6633 (M-F 10am to 3pm).

You can also send a check for $26.13 (includes shipping) payable to Media Specialists and send it to this address:

Media Specialists
1313 4th Ave N
Nashville, TN 37208

Call Michael at 615-933-4647 for a second opinion on your marketing approach or email him at [email protected]. Our team can help coordinate your audience targeting, media, copy, landing pages and follow-up into an integrated campaign designed to generate more qualified leads and sales.

FAQs:

Q: What is multichannel, integrated marketing?
A: It is a coordinated approach that uses multiple channels to reach prospects with a consistent core message and offer. Each channel supports the others.

Q: How is integrated marketing different from simply using several channels?
A: Using several channels means appearing in multiple places. Integration means coordinating the audience, offer, creative, timing and follow-up so those channels work together.

Q: Should I use identical copy in every channel?
A: Keep the core promise and offer consistent, but adapt the wording, length and format to each channel. An email, direct mail piece and video ad have different presentation needs.

Q: Can multichannel marketing lower acquisition costs?
A: It can, if the additional leads and sales justify the total campaign expense. Measure qualified leads, completed sales and acquisition costs to determine whether it is working.

Q: Does this approach work for B2B marketing?
A: Yes. Coordinated messages can educate prospects, establish credibility and support follow-up throughout a longer buying process.

Q: What role does retargeting play?
A: Retargeting reconnects with people who have shown interest but have not yet acted. It can remind them of the offer, provide proof or answer objections.

Q: How can CDMG help create an integrated campaign?
A: CDMG can help coordinate audience targeting, media, copy, landing pages, testing and follow-up. Call Michael at 615-933-4647 to discuss your campaign.

About Craig Huey:

Craig Huey is President of Creative Direct Marketing Group (CDMGinc.com), a 30-year leader in direct response advertising and multi-channel marketing. Under his leadership, CDMG has:

  • Tested more than 10,000 digital marketing variables.
  • Mailed over 10 million pieces of direct mail in the last year alone.
  • Won more than 120 awards for marketing excellence.

Craig is also the publisher of Direct Marketing Update, the trusted newsletter for company presidents and marketing directors looking to maximize ROI with cutting-edge, accountable advertising strategies.

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CDMG is more than an ad agency.

Let us be your second opinion.

CDMG’s award-winning team, run by marketing veterans Craig and Caleb Huey, is dedicated to improving your advertising, marketing, branding, and bottom line with a proven approach that maximizes response rates and ROI.

With expertise in media, data, digital, and creative strategy, we’ve earned over 120 prestigious awards, in 2024 alone.

Why CDMG? 

  • Proven Success:  Over 128 prestigious awards.
  • Data-Driven Strategy: We don’t guess. We know what works. Our campaigns are crafted with precision to deliver maximum ROI.
  • Expertise Across the Board: From media buying to digital copywriting, testing, and direct-to-consumer strategies—we’ve got it all covered.
  • Real Results: We’ve helped launch new products, reposition brands, and turn small businesses into multimillion-dollar success stories.

Let us help with your video needs! 

We produce:
• Pre-roll videos
• Video sales letters (VSLs)
• TV commercials
• Infomercials
• Addressable TV
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…and much more!

Our team has launched new products… and helped reposition companies to a higher level. Our strategies and tactics have generated leads, and built powerhouse e-commerce programs that have helped turn small businesses into multimillion dollar success stories and grown large companies.

Our formula is data driven, accountable advertising that supercharges your growth. Every campaign is crafted precisely, focusing on what matters most to drive your success.

Let’s discuss your marketing challenges and give you a second opinion.

Contact Michael Oppenheimer at 615-933-4647 or email him at [email protected].

Start transforming your marketing results today with CDMG, Inc.