Greg Walthour

CO-CEO, Intero Digital

Greg Walthour, CO-CEO of Intero Digital, is a pioneer to the digital marketing space. He began his career as a commercial real estate broker and in 1996 took on the challenge of getting this website to rank higher in search engines. Greg has over 20 years of experience in digital marketing and enjoys camping, ATVing, traveling, and coaching football. Greg also has a passion for photography.

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Mastering Multichannel Marketing Strategy: A Diverse Approach

Mastering Multichannel Marketing Strategy: A Diverse Approach

Marketing has become a complex task. With evolving technologies, shifting consumer behaviors, and a multitude of marketing platforms, the challenge of finding the optimal mix of marketing tactics is perpetual. Understanding customer-centric strategies in marketing has never been more critical.

So what is the ideal blend of marketing strategies? The list is long and varied, including social media, paid media, content marketing and digital PR, web design and development, graphic design, Amazon marketing, video, SEO, email marketing, influencer marketing, and more. Each component has distinct strengths, audience reach, and potential impact — the key is to embrace a diversified approach, turning the complexities of today’s marketing landscape into strategic opportunities.

Why Is a Multichannel Approach Necessary?

Customers engage with brands across multiple channels and touchpoints. Therefore, it is imperative to adopt a multichannel approach to establish your brand’s presence where your customers already are. Implementing a diverse range of strategic marketing initiatives doesn’t just offer a wider reach; it unlocks enhanced capabilities, enabling you to make confident, well-informed decisions based on data-driven insights.

These capabilities go beyond understanding customers’ needs and preferences. They also enable streamlined processes through marketing automation, enhancing the efficiency of your campaigns and freeing up more time to focus on creative and strategic aspects. Additionally, the advanced personalization techniques ensure your marketing efforts are fine-tuned to mirror the preferences of your target audience.

Adopting a diversified approach can engage your audience at multiple levels, enhancing your brand visibility and reach. This diversified approach has not only become necessary — it’s now the gold standard for any successful brand.

Why is a multichannel approach necessary?

Diversified Marketing Is the Answer

Despite its evident benefits, there can be some resistance when it comes to diversifying marketing strategies. Change can be daunting, especially with the time, energy, and resources it takes to make strategic, effective changes. Choosing the right marketing mix requires a keen understanding of your goals, thorough research, and an ongoing process of selecting and evaluating your tactics. Here’s a simplified process:


Identify your goals. Whether your goals involve ramping up your lead generation efforts, boosting your SEO, or building brand awareness, clearly defining your key objectives is crucial. Your goals will guide your marketing journey and align your strategies with your desired outcomes.


Do your research. Utilize tools like Google Analytics and Semrush to gain in-depth insight into your website traffic, user behavior, and keyword rankings. Pay attention to press coverage reports, website audits, and content audits to gauge your current performance.


Choose your mix. After establishing your goals and understanding your audience, select the marketing channels and mediums that align with your objectives. Consider your business’s needs, and carefully assess each strategy’s strengths, audience reach, and potential impact.


Evaluate your progress. Marketing is not a static process. Regularly tracking your KPIs, analyzing relevant metrics, and seeking feedback will allow you to optimize your strategies and stay aligned with your goals.

Building Confidence Through a Diverse Marketing Mix

Determining the best marketing mix can be overwhelming — it’s difficult to know where to start. We’re here to empower you in navigating this process and help you achieve your marketing goals.

Here are a few steps to help you choose the right channels and tools:

Stay informed. The marketing field is constantly shifting. New trends, technologies, and customer behaviors can surface and fade quickly. It’s essential for your marketing team to stay updated.

Cultivate a data-driven mindset. Dependable and accurate data can provide insights that inform decision-making, drive efficient campaigns, and assess performance. Instill a culture of data-driven decision-making across your organization.

Foster agility. Be open to change. Encourage a culture of experimentation and trying new channels, tactics, and ideas. Strengthen your team through collaboration with partners and talented professionals. Stay ahead of the curve.

How AI Can Boost Your Multichannel Marketing Impact

As you gain confidence in diversification and multichannel strategies, you can dedicate time to another growing tool that’s transforming the marketing landscape: artificial intelligence (AI). AI is undoubtedly becoming less of a novelty and more of a necessity. The earlier you familiarize yourself with its current and projected impact, the better equipped you’ll be to leverage its potential in your marketing endeavors.

AI has redefined marketing dynamics, providing pivotal insights into consumer behaviors and their varying preferences. AI-based tools, like ChatGPT and Bard, open doors to more streamlined workflows while improving how you engage with customers.

There is no denying that AI serves as a powerful catalyst for innovative and effective marketing strategies. However, it is crucial to avoid complete reliance on AI. To leverage AI to its fullest, it’s vital to know when and how to utilize it across your marketing efforts. Here are some dos and don’ts:

  • DOS

  • $ 100


  • DO use AI for brainstorming and data interpretation. By leveraging the power of AI in our ideation process, you can create more precise and effective marketing strategies.

    DO test AI-related systems and solutions to stay on top of the ever-evolving world of AI.

  • DON’TS

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  • DON’T automate and neglect. AI demands human guidance to avoid potential risks, such as a dip in SEO performance. While AI can help automate tasks, human involvement is necessary to ensure quality and prevent unforeseen issues.

    DON’T blindly follow AI recommendations without considering the broader marketing context and human intuition. Remember, AI is a tool to assist decision-making, but human expertise remains invaluable in interpreting results and making strategic choices.

Get Started Mastering Your Digital Marketing Mix Today

Digital marketing is more of an art than a science, requiring a blend of creativity, strategy, and technical knowledge. Remember: Your brand is not simply promoting a product or a service. It’s telling a story, forging a connection, and building a relationship with the audience.

The rules of digital marketing might seem complex, but the underlying principle is simple: Understand your audience, offer value, and build genuine connections. Navigate this landscape with curiosity and creativity, and you’ll uncover its endless opportunities.

Contact us today to learn more about how an omni-channel approach can help your marketing strategy reach new heights.