Single-channel marketing leaves money on the table. Multi-channel marketing done right creates a system where channels reinforce each other. The whole exceeds the sum of parts.
Why Multi-Channel Matters
The Buyer Journey Is Multi-Touch
PI clients don’t convert on first touch:
- See TV ad
- Later search your name
- Visit website
- Research more
- See retargeting ad
- Finally call
Single-channel thinking misses this reality.
Channel Strengths Complement
Each channel does something others can’t:
- CTV: Creates awareness at scale
- Search: Captures active intent
- SEO: Builds foundation, credibility
- Social: Reinforces, retargets
- Referrals: Highest trust, limited scale
Together, they cover the full journey.
Attribution Reveals Truth
Single-channel measurement misses these connections.
The Multi-Channel Framework
Layer 1: Awareness (CTV)
Purpose: Create demand, build recognition Metrics: Reach, frequency, verified visits, branded search lift
CTV reaches 90% of households and creates the awareness that feeds other channels.
Layer 2: Foundation (SEO)
Purpose: Baseline presence, long-term efficiency Metrics: Rankings, organic traffic, conversion rate
SEO provides the foundation other channels build upon.
Layer 3: Capture (Search)
Purpose: Catch demand when it emerges Metrics: Leads, CPL, branded vs. generic performance
Search captures what CTV creates and what SEO doesn’t reach.
Layer 4: Reinforcement (Social/Retargeting)
Purpose: Stay present, deepen connection Metrics: Engagement, return visits, assisted conversions
Retargeting extends CTV reach across devices.
Channel Allocation
Growth-Mode Firm
Building awareness and systems:
| Channel | Budget % |
|---|---|
| CTV | 40-45% |
| Search (branded) | 10-15% |
| Search (generic) | 15-20% |
| SEO | 15-20% |
| Social/retargeting | 5-10% |
Established Firm
Maintaining position, optimizing efficiency:
| Channel | Budget % |
|---|---|
| CTV | 30-35% |
| Search (branded) | 15-20% |
| Search (generic) | 20-25% |
| SEO | 15-20% |
| Social/retargeting | 5-10% |
Making Channels Work Together
CTV → Search Integration
The most important connection:
- CTV builds awareness
- Viewers search your firm name
- Branded search campaigns capture them
- Attribution connects CTV to conversion
Without this integration, CTV investment leaks to competitors.
See CTV and Search Coordination.
CTV → Retargeting Extension
Extend CTV reach:
- Track CTV-exposed households
- Retarget across display, social
- Reinforce message on other devices
- Multiple touches before conversion
CTV-exposed households are 40% more likely to visit your website.
SEO → Search Synergy
Organic and paid work together:
- SEO establishes presence
- Paid search fills gaps
- Combined coverage maximizes visibility
- Data from each informs the other
Search → CRM → Optimization
Close the loop:
- Track leads by channel
- Follow through to signed cases
- Calculate true cost per case by channel
- Optimize based on case value, not just leads
Coordination Requirements
Unified Messaging
Same brand story across channels:
- Visual consistency
- Message alignment
- Tone continuity
- Call-to-action coordination
See Brand Consistency Across Channels.
Timing Coordination
Channels should complement timing:
- CTV flights
- Search budget increases
- Retargeting activation
- Content calendar alignment
Unified Attribution
Track across channels:
- Multi-touch models
- Cross-channel view
- Connected data
- System-level optimization
Regular Optimization
Review and adjust:
- Weekly monitoring
- Monthly analysis
- Quarterly strategy review
- Annual planning
The Coordination Challenge
Multiple Agencies Problem
Common situation:
- CTV agency
- Search agency
- SEO agency
- Social agency
Each optimizes their silo. Nobody optimizes the system.
Solutions
Single integrated partner:
- One team manages all channels
- Unified strategy and execution
- Natural coordination
Lead agency model:
- One agency coordinates
- Others execute specific channels
- Coordination protocols defined
In-house coordination:
- Internal marketer manages agencies
- Forces integration meetings
- Owns overall strategy
See Coordinating Agencies for CTV, SEO, Search.
Measurement Framework
Channel-Level Metrics
Each channel has specific KPIs:
| Channel | Primary Metrics |
|---|---|
| CTV | Verified visits, branded search lift |
| Search (branded) | Leads, CPA, impression share |
| Search (generic) | Leads, CPA, conversion rate |
| SEO | Rankings, organic leads |
| Retargeting | Return visits, assisted conversions |
System-Level Metrics
What matters most:
| Metric | What It Shows |
|---|---|
| Total leads | Overall volume |
| Blended CPL | System efficiency |
| Lead-to-case rate | Quality indicator |
| Cost per signed case | True ROI |
| Channel contribution | Relative value |
Common Multi-Channel Mistakes
Mistake 1: Uncoordinated Silos
Agencies don’t talk. Channels don’t connect. Suboptimal results.
Mistake 2: Last-Click Tunnel Vision
Only crediting converting channel. Cutting awareness that feeds conversions.
Mistake 3: Budget Competition
Channels fighting for budget rather than optimizing system.
Mistake 4: Inconsistent Messaging
Different story in different channels. Confusion, not reinforcement.
Mistake 5: No System View
Optimizing each channel independently. Missing system-level opportunities.
The Integrated Advantage
Firms running integrated multi-channel programs:
- Lower system CPL than single-channel
- More sustainable growth
- Better lead quality
- Defensible market position
The complexity is worth it.
For complete marketing strategy, see the PI marketing guide.
References
- Decentriq. (2025). CTV advertising: The complete guide. https://www.decentriq.com/article/ctv-advertising
- MNTN Research. (2025). Second screen use by TV viewers. https://research.mountain.com/insights/an-exploration-of-second-screen-use-by-tv-viewers/
- Nielsen. (2025). Connected TV: Transforming advertising trends. https://www.nielsen.com/insights/2025/connected-tv-transforming-advertising-trends/
- JamLoop. (2025). CTV attribution modeling and ROI measurement. https://jamloop.com/ctv-attribution-modeling-roi-measurement/