Multichannel Campaign
What is a multichannel campaign?
A multichannel campaign is a marketing campaign that reaches customers through two or more channels, such as email, social media, paid search, and web, to support a single business goal. Each channel may run with its own messaging, creative, and timing, and the channels aren't necessarily synchronized with each other or working from a fully shared strategy.
In the context of a DXP, like Xperience by Kentico, a multichannel campaign can still benefit from centralized asset management and shared customer data, even if the channels aren't tightly orchestrated. It's a step beyond single-channel marketing, but a step before full orchestration.
What are the key features or benefits of a multichannel campaign?
- Broader reach: Engage customers through the channels they actually use.
- Redundant exposure: Reinforce a message across multiple channels, increasing the odds it lands.
- Channel-specific optimization: Tailor creative and format to what performs best per channel.
- Simpler starting point: Easier to plan and launch than a fully orchestrated campaign.
How does a multichannel campaign work, and why does it matter?
A multichannel campaign begins like any campaign: a goal, an audience, key messaging. The team builds assets for each channel involved, an email sequence, social posts, a landing page, and schedules them within the same general campaign window. Unlike an orchestrated campaign, these channels don't necessarily adjust dynamically based on what a customer does elsewhere.
This matters because most customers don't engage with a brand through just one channel. A campaign confined to email alone misses customers who primarily discover brands through social or search. Running the same campaign across channels increases the surface area for a message to land, even without deep coordination.
"Customers bounce rapidly between channels, devices, and touch points, influenced by countless variables along the way.”
How does Xperience by Kentico support multichannel campaigns?
- Centralized asset management: Store and organize creative for every channel in one place.
- Structured campaign briefs: AIRA helps teams define goals and messaging once, keeping every channel's assets aligned.
- Shared customer data: Even when channels run independently, they pull from the same underlying customer and content data.
Because the platform also supports full orchestration through the AIRA Agentic Marketing Suite, teams running multichannel campaigns today have a clear path to more coordinated, behavior-driven campaigns as their needs grow.
How do companies benefit from multichannel campaigns with Xperience by Kentico?
Organizations can launch a campaign across email, web, and social from a single platform, using shared assets and customer data instead of duplicating work across disconnected tools. A manufacturer, for example, could run a product launch campaign with email, social posts, and a landing page, all built from the same asset library and tracked in one place. Teams aren't locked in; they can start multichannel and layer in orchestration as data maturity grows.
Industry Insight
On average, B2C marketers now use at least five channels to run their customer engagement campaigns, according to MoEngage's 2025 omnichannel marketing research.
What is the difference between a multichannel campaign and an omnichannel campaign?
A multichannel campaign reaches customers across several channels, but those channels can operate somewhat independently. An omnichannel campaign goes further: it's designed so the experience feels continuous and consistent no matter which channel a customer is on, with each channel aware of what's happening in the others.
In practice, orchestration is how a multichannel campaign becomes a true omnichannel experience.
