In today’s post, we’re continuing our series of interview segments with AcquireWeb President and CEO Albert Gadbut, with a quick read on omnichannel marketing. We’re often asked if it’s ever appropriate to advertise on only one channel. Here’s our CEO’s opinion on the matter.

Q: Is it ever okay to advertise on only one channel?

Al: “Is it okay? Sure. It’s okay. Is it okay to ride in a horse and buggy? Sure. But it depends on what you are trying to accomplish. If you’re going a long distance, a horse and buggy isn’t the best way to get there. If you’re trying to put your products and services in front of your ideal audience in the most effective way possible to drive sales and growth for your business, one channel isn’t going to cut it.

If you can market across channels in a truly integrated way, there is no doubt that the lift is significant (18-47%). If you have the resources and capacity to reach people across multiple channels and have an intelligent, integrated effort, isn’t it negligent to not do that?

On a CRM level, if someone says, ‘reach me via email, Facebook or text,’ then respect it and cultivate it. But when you haven’t had that conversation and you are trying to reach people, you need to do it on all channels. You need vendors who can do it in an integrated way. Not one guy for search; one for social; that’s marketing in different channels. You need a vendor to help you across all the channels and target the same audience across all of them.”

What’s your take on cross channel or omnichannel marketing? Are you skeptical or do you believe in the results that a smart, integrated effort can drive? Do you have the right partner in place to help you execute a successful cross channel marketing campaign?