Building digital into your marketing mix means auditing your current customer journey (online and offline), identifying friction points and digital opportunities, creating a seamless experience across channels, equipping your teams with the right tools, and building digital fluency across the business. Create a seamless customer experience by letting people start online and finish offline (and vice versa), unifying your customer data (CDP), personalising based on cross-channel history, offering the same standard of service everywhere, and measuring the full journey rather than each channel in isolation.

Measure display and video ROI beyond the click through view-through conversions, brand search impact, halo effect on other channels, brand lift studies, and offline conversions where relevant. Use post-view attribution windows of 1-7 days for display and 1-30 days for video, compare an exposed audience against a control group, and accept that some of the impact simply can't be measured directly. Process: set up view-through attribution in your platforms, analyse the uplift in brand search during and after the campaign, measure the boost in direct and organic traffic, run pre/post brand lift studies, and model contribution through MMM. Display and video campaigns generate 40-60% of their value through indirect impact. Common mistake: measuring clicks alone massively undervalues these formats. Tools: Google Ads view-through conversion tracking, Google/Meta brand lift studies, independent attribution tools, and marketing mix modelling. Measurement budget: set aside 5-10% of the campaign budget for proper lift studies. Example: a €50,000 video campaign generates €2,000 in post-click conversions but €8,000 in view-through conversions plus €5,000 in brand search uplift - a real ROI three times higher than click-based measurement alone would suggest. Invest in complete measurement to give display and video their fair value.

Focus on 2-3 channels you can truly master rather than spreading your effort across all of them. Prioritise owned media (SEO, content, email) for its lasting ROI, then add targeted paid once the foundations are in place.

Paid shows results within a few weeks, while SEO and content take 3 to 6 months to build momentum. Judge a mature omnichannel strategy over 6 to 12 months - the time it takes for all channels to start reinforcing one another.