The era of one-size-fits-all advertising is over. If you work in advertising or media buying, you know that there are plenty of channels to reach your target audience. From social media and search engines to display advertising, the options are seemingly endless. Getting the most out of our media budget requires a strategic approach to how all your advertising channels work together. In this article, we will explore strategies for maximizing ROI through multichannel advertising. We'll also cover how marketing mix models can optimize your multichannel efforts.
Keep an Eye on Insights
You need to monitor your analytics where you can. It helps you see how each channel is doing and where your budget is being well spent. At the end of the day, every output has a desired result, so you need to set goals, and track how different channels contribute to reaching those goals. As you continue to collect data, make changes based on real-time monitoring and testing.
Synergy between Paid and Organic Strategies:
Multichannel advertising doesn't stop at paid campaigns. Integrating organic efforts is crucial. For example, if a social media post is working well, amplify it. Organic social can be a great way to test content and see what hits home with your audience.
Organic content strategy extends beyond trial and error. The introduction of search by Forward Sortation Area (FSA) reporting gives advertisers a fresh and detailed perspective on what's effective and who it's resonating with. Through analyzing FSA reporting data, you can find out which localities are responding best to your content. With this information, you can make better use of your resources. You can also tailor your marketing message to be fitting for local areas, and even consider options for in-person activities.
Make MMMs your new best friend
The best way to know if your marketing impacts sales is through Marketing Mix Modeling. By looking at past data, MMM helps you see which channels and tactics contribute to your success. It gives a complete picture of your marketing efforts (yes, even offline channels), which gives you an even better understanding of how to use your budget.
We all know that accurate attribution is a challenge in multichannel advertising. This is where MMM shines. It provides a complete and easy-to-understand view of how different channels interact and contribute to conversions. With this knowledge, you can refine your strategy for better ROI.
In this example, Arima's Marketing Mix Model uses historical data to predict where the advertiser's budget will be best spent in the months/years to come: 
In conclusion, to get the most out of multichannel advertising, you need to combine a strategic understanding of channels, audience preferences, and data insights. By using strategies that work on different platforms and tools like MMMs and persona builders, advertisers can improve their outcomes. Whether you’re a major player or a small business, combining multichannel efforts with thorough analysis from these tools leads to huge success in modern advertising.