As the number of marketing channels continues to grow, managing campaigns across all of them has become harder.

Marketers now run ads, publish content, send emails, and track performance across several tools and platforms.

Without the right system, things get messy. Marketing teams lose time, miss messages, and struggle to track results.

That’s where multichannel campaign management becomes important. It helps you stay organized, reach your audience where they are, and deliver consistent messaging.

In this article, you will learn what it is, why it matters, and how to manage campaigns across multiple channels with better results. We’ll show what makes TapClicks stand out as one of the best solutions available and also give an overview of the seven leaders in the magic quadrant of the Gartner report on multichannel campaign management.

Build, track, and report multichannel campaigns faster. Book your TapClicks demo today!

What Is Multichannel Campaign Management?

Multichannel campaign management is the process of planning, running, and tracking marketing campaigns across multiple channels at the same time.

These channels can include email, social media, paid search, websites, direct mail, SMS, and more. The main goal is to deliver the same marketing message in different places without losing clarity or focus.

Instead of managing each channel in a separate system, this approach helps you align your content, timing, and goals in one connected plan. It saves time, reduces mistakes, and improves how campaigns reach your target audience.

Brands that manage this well often see higher returns since multichannel customers spend three to four times more than single-channel customers do.

Multichannel Marketing vs. Omnichannel Marketing

Both terms involve using multiple marketing channels, but the way they are used is different.

Multichannel marketing means having a presence on several platforms, like social, email, and search, but managing them separately.

In contrast, omnichannel marketing aims to create a seamless and consistent experience as customers move between those platforms.

For example, if someone receives an email, clicks on your website, and then sees a related ad later, that’s an omnichannel flow.

With multichannel, you’re simply showing up in more places. Meanwhile, with omnichannel, you’re connecting those touchpoints in a way that feels smooth and personalized.

Multichannel Marketing vs. Cross-Channel Marketing

There’s also a difference between multichannel and cross-channel marketing. In multichannel campaigns, each channel works on its own.

In cross-channel campaigns, the actions in one platform affect what happens in another. For example, a user clicking on an email could trigger a follow-up ad on social media, which improves timing, targeting, and results.

Benefits of Multichannel Marketing Campaign Management

Managing campaigns across multiple channels brings more than reach. It helps you:

• Find new audiences by expanding channel coverage - Reaching people across different channels helps you connect with those who prefer different platforms. Some may respond to email, while others engage more through social media or direct mail. Using more than one channel increases your visibility and helps bring in new leads.

• Boost customer interaction with more touchpoints - When your message appears in different places, you create more chances for people to engage. These multiple touchpoints increase brand recall and improve response rates.

• Marketing campaign optimization - Using customer data from each channel helps you learn what’s working and what’s not. The more data you collect from each campaign, the easier it becomes to adjust your strategy and improve results.

• Connect with customers on the channels they use most - People don’t all use the same platforms. Some spend more time on mobile devices, while others prefer desktop or in-store experiences. Running multi-channel campaigns lets you meet customers on their terms, not just where it’s convenient for your team.

How TapClicks Tackles the 3 Biggest Gaps in Multichannel Campaign Management

If you’re an enterprise agency managing multiple marketing campaigns across different channels, a multichannel campaign management tool can help you stay organized.

But campaign execution isn’t enough. You also need reliable reporting across multiple channels. While these tools offer basic reporting, most fall short in three important areas:

1. Centralizing data – Marketers use tools like LinkedIn, radio, and CRMs. Many platforms can’t pull data from all sources or require technical skills to do so.

2. Automating campaign calculations – Measuring results across several campaigns often means repeating the same manual calculations in spreadsheets. Few tools support reusable, automated metrics.

3. Flexible reporting formats – Not all tools let you build live dashboards, create slide-style reports, or export to platforms like Tableau with updated data.

We’ll break down each challenge below and explain how TapClicks solves them within a single platform.

Issue #1: Centralize All Your Data in a Marketer-Friendly TapClicks Data Warehouse

Running multichannel marketing campaigns involves collecting data from many sources, such as direct mail, email marketing, SMS, digital platforms, and even broadcast media like TV and radio.

Getting all that data into one place where you can use it without technical barriers is a major challenge.

Most campaign tools support some integrations, but many fall short. They may only connect with a limited number of platforms or store data in systems that require SQL or engineering support.

That leaves you stuck doing manual exports or using extra tools just to get started.

TapClicks Connects Everything and Stores It in One Easy System

With TapClicks, you get a full data hub built for marketers. Our Smart Connector pulls data from any source, including offline or custom systems.

We also offer hundreds of instant integrations with platforms like Facebook Ads, LinkedIn, Genius Monkey, and more.

Once connected, your data updates automatically on your schedule. In many cases, you can pull in up to 12 months of historical data as well.

Our team handles connection maintenance so that you don’t have to rely on developers. All your data is stored in your own TapClicks warehouse, which is fully accessible without any coding.

You can analyze it directly, build reports, or send it to another platform when needed.

Connect all your data sources and simplify multichannel reporting. Try TapClicks today!

Issue #2: Define Advanced Calculations Once for All Your Multichannel Campaigns

Many multichannel campaign management tools support execution across different channels, but they fall short when it comes to reporting.

To measure performance, you often need to pull data from each source, transform it, run calculations, and combine the results. Doing this manually for every report wastes time and increases the chance of errors.

TapClicks solves this problem by letting you set up advanced calculations once and reuse them across all campaigns.

Create Custom Metrics That Update Automatically

Marketing teams often track similar engagement metrics under different names. A like on Facebook, a subscriber on YouTube, and a click on LinkedIn might all represent engagement.

TapClicks lets you group those into a single custom metric, such as “Total Social Engagement.” Once created, this metric updates automatically and stays ready to use in future dashboards and reports.

Automate Repetitive Calculations Across Campaigns

TapClicks also handles more complex, rule-based calculations.

For example, if a company runs hundreds of campaigns tied to specific product lines, you can tag them with a shared label like “HNP Campaigns.” TapClicks will then pull all relevant data into a single metric that reflects performance for that group.

You can segment by product, region, customer type, or campaign category.

Need to calculate click-through rates across dozens of campaigns? Set it once. TapClicks will add all clicks, divide by impressions, and keep the metric updated.

Once defined, your custom calculations stay live in the platform. There is no need to rebuild formulas or work in spreadsheets. You get accurate data ready for reporting every time.

Issue #3: Build Powerful Multichannel Reports in Three Ways with TapClicks

Some multichannel campaign management tools offer basic reporting and require marketers to export data to another platform. Others include more advanced reporting features, but they often need help from a data team to use.

Report Multichannel Campaigns Through Dashboards, Slide Reports, or Data Exports

Some multichannel campaign management tools limit reporting or require technical help to access advanced features. TapClicks gives marketers full control with three simple options.

First, build live dashboards that update daily. Create one, turn it into a template, and apply it across clients or campaigns. For example, a social media dashboard can filter results from Facebook Ads, X (Twitter), and LinkedIn.

Second, use Report Studio to generate slide-style reports that auto-update with your latest data and custom metrics. Schedule them to send on any timeline.

Third, if you prefer another platform, TapClicks can export your processed data to Tableau, Google Sheets, or any tool you already use.

Gartner Magic Quadrant: The 7 Leaders in Multichannel Campaign Management

The Gartner Magic Quadrant is a trusted report that ranks software vendors based on their product strength and ability to execute.

Vendors are placed into four groups: Leaders, Challengers, Visionaries, and Niche Players.

For multichannel campaign management, the Leaders offer proven tools, clear direction, and strong support across multiple channels.

Below are the seven multichannel marketing platforms Gartner ranks as top performers:

1. SAS

Image Credit: sas.com

SAS is a leading platform for data analysis and campaign management, built for teams that work with large, complex data.

It helps marketers run and track multi-channel campaigns using advanced tools for modeling, reporting, and integration.

Key features include:

• Data handling - Supports large data from spreadsheets, databases, and cloud sources.

• Advanced analysis - Offers methods like forecasting, Bayesian analysis, and causal modeling.

• Flexible programming - Uses a 4GL language for custom workflows and automation.

• SAS studio - Web-based access with a clean, browser-friendly interface.

• Security - Includes strong encryption and privacy tools.

• Reporting options - Exports in HTML, PDF, and RTF formats.

• Integration - Connects with platforms like Hadoop and others.

• Data visuals - Charts and graphs make insights easier to read.

• CRM tools - Helps target top customer segments for higher impact.

• Predictive analytics - Builds models to guide smarter marketing campaigns.

2. Adobe

Image Credit: business.adobe.com

Adobe supports enterprise teams with a full set of tools for multichannel campaign management.

It helps run and automate cross-channel campaigns, personalize outreach, and manage customer journeys across web, mobile, email, and more.

With Adobe Campaign, you can plan and deliver messages across platforms, adjust content by behavior, and respond in real time.

The platform makes it easier to reach your target audience with the right message at the right time.

Key features include:

• Segmentation - Create focused customer segments based on interests, location, or actions.

• Automation - Set rules to trigger follow-ups and email flows without manual work.

• Personalized content - Use customer data to adapt messages for better engagement.

• CRM integration - Sync with sales tools for a full view of each contact.

• AI tools - Power predictive content and marketing attribution analysis.

• Journey optimizer - Map and adjust flows in real time based on user behavior.

• Experience cloud - Aligns marketing, analytics, and content tools to support a seamless customer experience.

3. Salesforce

Image Credit: salesforce.com

Salesforce is a cloud-based platform that connects marketing, sales, commerce, and service teams in one system. It manages both customer relationships and large-scale multi-channel campaigns.

With Salesforce, you can track interactions across email, web, mobile, and social media channels while using real-time customer data to guide every step.

The platform also supports automated marketing campaigns, personalized outreach, and predictive targeting through built-in AI.

Key features include:

• Marketing cloud – Manages campaigns across multiple channels with automation and audience targeting.

• Sales cloud – Helps sales teams manage leads and close deals efficiently.

• Service cloud – Supports better customer service and case resolution.

• Commerce cloud – Enables online and in-person sales, including retail stores.

• Data cloud – Centralizes and organizes customer data for better decision-making.

• AI-powered features – Predict behavior, personalize content, and automate actions based on real-time inputs.

4. IBM

Image Credit: ibm.com

IBM offers a data-focused approach to multichannel campaign management.

It brings together AI, automation, and analytics to help teams manage multi-channel outreach, uncover insights, and improve decision-making.

Instead of relying on disconnected tools, IBM gives you one place to manage channel campaigns, monitor systems, and work with large customer data sets.

Key features include:

• IBM Cloud – Delivers secure storage, processing, and infrastructure services.

• Cognos Analytics – Builds reports and dashboards with real-time updates.

• SPSS Statistics – Offers tools for deep analysis and forecasting.

• Cloud Pak for AIOps – Supports DevOps with automated issue detection.

• Integration Bus – Connects apps and systems to share data smoothly.

• Intelligent Operations Center – Tracks IT performance and alerts teams to system changes.

• AI capabilities – Provide smarter multichannel marketing campaign management through predictive models and automation.

5. Oracle

Image Credit: oracle.com

Oracle supports enterprise teams that manage large-scale multichannel marketing campaigns and need reliable tools for analysis and decision-making.

With Oracle Analytics Cloud, you can organize data from different sources, build models, and extract insights that guide smarter campaign management.

The platform helps unify information across departments, which allows teams to work from the same datasets and avoid wasting time on spreadsheets.

It also supports automated insights and easy-to-read summaries so that reports are easier to understand and share.

Key features include:

• Data preparation – Cleans and organizes data from various sources for better analysis.

• Easy data flow – Supports building and adjusting machine learning models.

• Natural language output – Translates reports into readable formats like bullet points for faster review.

• Team collaboration – Allows different departments to work from the same structured data.

• Data visualization – Recommends the best charts or graphs to help spot key trends.

6. SAP

Image Credit: sap.com

SAP supports reporting and analytics for multichannel marketing campaigns with strong customization and export options.

Its reporting tool, Crystal Reports, gives marketing teams the flexibility to design clear, well-structured documents that can be shared with clients, executives, or team members.

The platform also works across several data sources, which lets you pull information from cloud systems, flat files, and large databases.

With the ability to present reports in multiple formats and languages, SAP helps you collaborate more easily and present data in a format that suits your audience.

Key features include:

• Flexible report design – Build reports using drag-and-drop tools with smart sorting and grouping options.

• Pixel-perfect output – Create highly formatted reports like invoices, statements, or campaign summaries.

• Data source connectivity – Pull data from tools like SAP HANA, SQL Server, Oracle, and Excel.

• Interactive reports – Share reports through portals, apps, or mobile with live features and offline access.

• Multiple formats – Export reports in PDF, Excel, or other formats.

• Multi-language interface – Work in up to 28 languages for cross-regional teams.

• User permissions – Control who can view, print, or export reports based on roles.

7. Marketo

Image Credit: business.adobe.com

Marketo, part of Adobe, gives marketing and sales teams the tools to run campaigns, manage leads, and track performance all from one place.

Though it may take time to set up, once in place, it helps unify customer data, simplify reporting, and run repeatable campaigns across multiple channels.

The platform supports everything from email marketing to landing page creation and social promotion. Marketo also improves team collaboration by integrating with popular CRM systems like Salesforce and Microsoft Dynamics.

Key features include:

• Intuitive platform – Build landing pages and email templates using a drag-and-drop interface.

• Email automation – Set up flows and triggers for sending emails based on customer actions.

• Lead management – Score and track leads using behavior, demographics, and past interactions.

• Social tools – Promote, share, and test content across social platforms.

• Campaign assets – Organize campaign materials with a simple folder system.

• CRM integration – Sync with major CRMs to align marketing and sales efforts.

• Analytics – Access performance data for leads, emails, and marketing campaigns.

How to Implement Multichannel Campaign Management

Putting a multichannel marketing strategy into action requires planning, coordination, and the right tools. Below are key steps to build a process that works:

1. Choose the right marketing channels – Identify where your target audience spends time. That could be email, social, direct mail, or search. Focus on platforms that align with your goals and message.

2. Define your messaging strategy – Keep your core offer consistent, but adjust marketing messages to fit each channel. A headline that works in email may not be right for social. Speak to each audience in the format they expect.

3. Map the customer journey – Plan how a lead will move from one channel to another. Think about how someone who clicks an ad might later receive an email or visit your site.

4. Set clear roles and tools – Everyone on your team should know who manages what. Use a single system or multichannel marketing platform to keep campaigns, assets, and results in one place.

5. Track results by channel – Use analytics to see which channels drive clicks, leads, or sales.

6. Collect feedback and adjust – After each campaign, gather insights from your team and data reports. What worked well? What slowed things down? Use that to improve your next launch.

Scale Campaign Execution Across Channels With TapClicks

TapClicks covers the three core areas marketers need for reporting on multichannel campaigns.

It centralizes all your data, supports advanced, reusable calculations, and offers multiple ways to create reports that stay up to date.

If your current multichannel campaign management tool lacks flexible reporting, TapClicks can close that gap. It can act as your all-in-one reporting hub or work alongside your existing tools to handle data collection, storage, and analysis.

By unifying campaign execution and performance tracking, TapClicks helps you scale faster while keeping full control over results.

Take control of your multichannel reporting with TapClicks. Book a demo today!

FAQs About Multichannel Campaign Management

What is multi-channel campaign management?

Multi-channel marketing campaign management is the process of running and tracking marketing campaigns across multiple channels like email, social media, paid search, direct mail, and mobile. Each channel works independently, but together, they support a broader effort to reach the target audience.

What is a multi-media campaign?

A multi-media campaign uses online and offline channels like video, audio, images, and text to deliver marketing messages. These appear across media such as TV, radio, print, and digital. The goal is to reach users in more ways by using a mix of content types.

What is cross-channel campaign management?

Cross-channel campaign management connects activity across channels. A customer might click an email and then see a related social ad. Each step works together to guide users through a connected experience.

What is a multi-platform campaign?

A multi-platform campaign runs across devices or formats, such as desktop, mobile apps, websites, and in-store screens. It focuses on keeping messaging consistent no matter how users interact.