Effective multi-channel communication strategies are no longer a “nice to have” – they’re essential for engagement, consistency, and brand reputation. What’s more, research shows that omnichannel marketing campaigns can achieve a 287% higher purchase rate. That’s a compelling proposition! 

However, many organizations struggle with integrating multiple channels seamlessly, aligning messaging across platforms, and leveraging data to personalize communication effectively. 

We recently had the opportunity to sit with Luke Sinclaire, an AMF Media Group consultant and seasoned marketing leader with over 15 years of experience in strategic communications, go-to-market execution, and community-building across the technology and finance industries. He’s currently helping LinkedIn diversify its internal channel communications strategy, taking an omnichannel approach to help bolster employee collaboration and engagement.  

Luke shared his views on key channel communications trends, challenges companies face in creating cohesive strategies, and how data can be leveraged to achieve consistency across channels. He also offered insights on overlooked B2B tactics, how to measure ROI, and offered some helpful advice for companies looking to up-level their channel communications strategy.   

Q: Tell us about your background and how you came to focus on engagement and multi-channel communications. 

Luke: I’ve had a very diverse career, having worked in the U.S. for 11 years and previously in Australia. I’ve consistently focused on engagement content and go-to-market strategies, particularly around building communities and bringing people together in digital forums for business outcomes.  

I was a director at American Express, worked with Swoop Analytics in customer success, and now have about two and a half years at LinkedIn. Through these roles, I’ve been able to master various disciplines in marketing, and I feel that multichannel engagement is more essential than ever.  

Both employees and customers expect to consume information when and where it’s convenient for them. A single-directional communication channel no longer works; it’s about meeting people where they are. 

Q: You mentioned your career path has been non-linear. How has this shaped your perspective, and how do you see it as an advantage in today’s field? 

A: LinkedIn often highlights the idea that careers aren’t linear, and I can definitely relate. As I look toward what’s next for me, I find that this isn’t always valued in every organization. I think you need the right hiring leader who values diverse experience.  

At a company like American Express, for example, you may start in one role, and as you build trust and rapport, they begin diversifying your responsibilities to grow you as a future leader. Since being placed at LinkedIn by AMF Media Group, I tried my hand at different things here, and it has really broadened my skill set. 

Q: How have channel communications evolved recently, and what challenges and opportunities do companies face when implementing multi-channel strategies? 

A: The biggest shift is moving away from a single, one-direction format to an omnichannel, “surround-sound” approach. Imagine Dolby Atmos, with multiple elements forming the complete picture. Today, we must approach every channel individually and use them together to form a cohesive experience. This shift requires companies to adapt, but larger organizations can be slow to turn.  

Internally, one of the biggest challenges is adapting to the need for short-form content across different formats. People don’t have the time or focus for long-form content anymore. We often say “TLDR” – short for Too Long, Didn’t Read – and it’s true! Technology follows us everywhere, especially in remote or hybrid work settings, and to reach these mobile audiences, companies need to create shorter, more engaging content that captures people’s attention quickly. 

Q: What’s your approach to crafting a new channel communication strategy, and can you share an example of how this was applied? 

A: I think a successful strategy starts with empathy. You need to put yourself in the shoes of your audience, whether that’s employees, customers, or other stakeholders. Design thinking principles are useful here. Once you understand your audience and map out your strategy, you can get creative with the delivery.  

For example, at LinkedIn, we created our first-ever intranet. We mapped our audience by work style, targeting mobile-accessible channels for salespeople on-the-go and more desktop-focused channels for those at their desks. This approach ensured that we were showing up in the right way for each group. 

Q: What role do analytics and data play in your strategy, and what metrics do you prioritize? 

A: Establishing a baseline is essential for understanding engagement. I like to use a test-and-learn approach; by setting benchmarks, we can experiment and see what works or doesn’t. Tracking engagement metrics such as views, comments, or reactions lets us gauge the effectiveness of our strategies and adjust as needed.  

To assess the success of LinkedIn’s intranet, we measure visitor numbers, time spent on the site, repeat visits, and engagement with community spaces. All of these metrics help us understand how well our strategies are working and where we might need to make changes. 

Q: Community spaces are a big trend in communications. How do you view their role in today’s landscape, both internally and externally? 

A: Community spaces are incredibly powerful, both internally and externally. They’re generally positive spaces where employees can engage openly. Microsoft has done this well with their Yammer community, where people discuss everything from politics to company issues. It fosters psychological safety and can even act as a self-regulating environment.  

Importantly, community spaces encourage employees to share feedback and ideas, and this drives engagement and trust. 

Q: How do you see AI impacting communications, and what other trends are you watching in the industry? 

A: AI can be a powerful tool for sparking creativity and improving efficiency. While there’s still a stigma around using AI in creative processes, I see it as a fantastic brainstorming partner. I might ask AI for ten ideas, and it often provides new perspectives. However, human intervention is still necessary; AI doesn’t fully grasp nuances, and some ideas might be too radical.  

Alongside AI, I’m watching the rise of omnichannel integration and sustainability. The idea of a unified experience across all touchpoints is huge, and sustainability is gaining importance, influencing everything from project rollouts to everyday practices. Both trends have a lasting impact on internal and external communications alike. 

1. What advice would you give to companies just beginning to focus on optimizing their channel communications?

First, get to know your audience deeply by building out personas that capture the nuances of different types of customers. Personas help tailor content and messaging for specific needs, which is crucial for effective communication. Whether through embracing AI or creating psychologically safe community spaces, companies can benefit from adaptable, empathetic approaches that meet audiences where they are.  

Next, understand your channels and map them strategically. Choose a set of channels that align with your audience and stay consistent. Avoid the temptation to neglect certain channels or heavily favor one over another. Each channel plays a unique role in reaching and engaging with different segments. 

Establish a central “source of truth” for your brand content – a strategy I call the “NYT model.” Just like content from the New York Times lives primarily on NYT.com, your content should always have a central hub. Whether people find you via email, social media, or podcasts, they should always be able to trace back to your core platform. 

Finally, don’t be afraid to foster 2-way communication. Engaging directly through interactive channels and communities helps build trust and brings campaigns to life, creating meaningful engagement and lasting brand loyalty. 

Your Partner for Effective Omnichannel Communications 

AMF Media Group takes a team-oriented, results-driven approach that begins with a deep understanding of each client’s brand and business. We focus on building strong client relationships, applying a 360-degree integrated strategy, and crafting creative stories that connect with communities and shape culture 

 For more guidance on building a winning channel communications strategy, contact us today!