The Power of Unified Marketing: 360 Strategies for Cross-Channel Results

When I first started working in marketing, we typically managed only a few channels for a client—SEO, PPC, the website, and social media. Perhaps that’s why it was so clear to me that these channels should work in sync.

As time passed, specialisation became the trend. Suddenly, being a "Jack of all trades" was frowned upon. It made sense—after all, you can’t master everything. But at some point, I believe we took it too far. We became so specialised that we lost sight of the bigger picture.

What we should strive for is what we call a "golden solution" in Polish. Of course, no one can specialise in everything—marketing is far too broad a discipline for that. But at the same time, channels (or even parts of channels) cannot operate in silos, for one simple reason: all marketing activities should work towards the same goal.

Yes, each channel might support different stages of the buyer's journey, and depending on the campaign, you may rely more on one channel than another. But in the end, the goal is usually the same: either making a sale or generating a lead (which ideally turns into a paying client).

When strategies aren’t aligned, you may fail to reach the full potential of your marketing efforts—or worse, you may end up making avoidable mistakes.

If the team responsible for any part of the marketing strategy doesn’t have a clear understanding of the bigger picture—not to master every discipline, but at least to grasp the fundamental principles of how all the channels work together—it becomes much easier to make mistakes. For example, I once saw a copywriting team choose primary service keywords for a blog post that were completely irrelevant.

Another challenge arises when you fragment your channels too much—take SEO, for instance. If you divide it into technical SEO, on-page SEO, and off-page SEO, one aspect can end up receiving too much attention while another gets neglected. The ongoing debate about whether content or technical SEO is more important never seems to end, but the truth is simple: one is not more important than the other.

I’m not saying you shouldn’t specialise—specialisation is essential. But if you specialise in technical SEO, for example, you should still understand the role of content and links, as well as how these elements must work together for SEO to succeed. Moreover, you should have a foundational understanding of other marketing channels and collaborate with their teams to ensure that the overall strategy remains cohesive and aligned with the same goal.

Now, a word for brands—and a common pitfall you’ll want to avoid. This is particularly relevant for in-house teams or brands working with multiple agencies: don’t make it a priority for individual channels to "prove" they’re the top revenue driver.

First, not all channels will generate equal revenue. Some channels, like discovery channels, play an essential role in attracting potential customers who may later convert through a different channel. Second, as we’ve already established, all channels contribute to the same overarching goal. Therefore, the overall target should be the primary focus.

Of course, it’s important to analyse performance and identify any underperforming channels. But what we aim to avoid—both in-house and with our clients—is creating competition between channels. When marketing teams work against each other rather than together, you’re less likely to achieve the full potential of your marketing strategy.

Explore these and other topics at Eventus International’s upcoming events: https://www.eventus-international.com/