Marketing, PR and technology channels can no longer work in silos. Effective Multichannel Marketing provides a clear road map to streamline 'paid' advertising, 'owned' content marketing and the growth of 'earned' community engagement and influencer marketing into a single, long term strategy. Offering a step by step framework to select, align and tailor the relevant digital channels for different objectives, this book addresses common pitfalls such as scattergun investment, hiring in expensive specialists, plus the ability to absorb technology advancements like AI, voice search, chatbots and AMP web formats for mobile friendly content. Using Effective Multichannel Marketing, organizations will synchronize cross-department brand messaging, gain more accurate measurement of their communications system as a whole and dramatically improve efficiency in time, budget and team allocation. Including case studies such as Skyscanner, Booking.com and Amazon Prime and dovetailing to offline media where relevant, this book clarifies which digital channels to invest in, when to reassess them and how to integrate them into a measurable online marketing mix.

Author Biography

Ann Stanley is an award winning business entrepreneur with more than 20 years of experience in digital marketing. She is founder and managing director of Annica Digital, a leading digital marketing agency, training centre and consultancy for B2B and B2C clients such as Experian, TMF Group, Elsevier and Deichmann Shoes, plus an international speaker, guest lecturer and contributor on paid, owned, earned and technical media.