Multidimensionality.
I love that word. But it’s not just another ‘fancy’ word. It’s the best way I’ve found to explain what makes a marketing plan actually work. The truth of the matter is that there’s never just one or two things that make the difference between success and failure. What makes for a killer marketing plan is when several different (yet similar) approaches are happening all at once. Each of them doing their part, but all pointing in the same direction.
That’s what I call multidimensionality.
What exactly is it? It’s strategic marketing that moves in layers. A paid ad campaign that drives people to a landing page. That landing page connects to a white paper or an email sequence. At the same time, social media content is helping to build awareness and spread the message. And while all of this magic is happening, the sales team is having conversations with prospects and reinforcing the story.
Here’s another way to think of it. Top-performing professional sports teams play – and win – as a team. One standout player can undoubtedly make a difference, but he or she can’t win every game alone. It requires offense, defense, starters, backups, coaching, and conditioning. Unique roles and skills, yet all working towards the same goal.
Let’s take it a step further. Multidimensionality is NOT just trying a bunch of different things and doing everything everywhere, with no single unifying thread. That’s not multidimensional – that’s fragmentation. That approach just creates lots of noise and confusion.
Truly effective marketing is never one-dimensional. It’s not a single magic bullet or the hope that one big idea will make it all work. It’s a plan that is layered, connected, and alive across many marketing channels.
That’s what I call multidimensional marketing. Growth doesn’t happen in one dimension. It occurs when each layer works in conjunction with the others.
And when that happens, you transform multidimensionality from a word into a mindset.