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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.