Omnichannel marketing enables marketers to engage consumers where they are, with the right offer at the right time. Through omnichannel marketing, businesses deliver a full and unified brand experience that connects every touchpoint along the customer journey.
For marketers, there are multiple paths in the drive to survive. As people interact with brands and technology differently, marketing evolves. Having an omnichannel strategy that addresses the different ways consumers engage different channels, process information, and make tough purchasing decisions will be critical to successful campaigns.
Leverage first party data for connecting with your audience. The best advertising has always been targeted, relevant and personalized. A keen emphasis on first-party data will help marketers understand, message, target and reach the right customers in the right channels with personalized communications that keep them engaged and loyal.
First-party data offers powerful insight into your audience. It’s yours and only yours. It’s reliable. It’s accurate. And with an increase in consumer data privacy laws (i.e., cookies are off the menu), it’s more valuable than ever to businesses.
Failure to effectively use first-party data is a missed opportunity to address multiple critical business needs: delivering a personalized experience, improving your strategy, identifying behavioral changes, and predicting consumer trends.
For example. Use two marketing channels delivering results.
Not all channels are created equal. And despite inflation, consumers are still consuming. Be sure to plan your marketing spend to include two channels getting a lot of attention from today’s consumers: print and digital.
Data strongly suggests that print (direct mail, printed coupons, custom inserts) and digital (connected TV [CTV], digital coupons, display ads, email, video, social, SEO, SEM) provide the visibility and brand awareness needed to give businesses the best opportunity for success.
84% of Marketers say direct mail improves campaign performance.
Source: “34+ Multichannel Marketing Statistics 2022,” Gurus Coach
66% of Consumers agree that, with the current economy, coupons and discounts are more important than ever.
Source: Vericast Awareness-to-Action Study, September 2022 (n = 1,842)
Digital Is a Proven Way to Keep Your Strategy Tuned In and Clicking
49% OF CONSUMERS surveyed perceive CTV ads as more relevant than traditional TV, and 36% made a purchase from a CTV ad.
And Both Channels Complement Each Other Beautifully.
47% of Cosumers surveyed want both paper and digital coupons and discounts
70% surveyed go online after seeing a print ad. Source: Vericast Awareness-to-Action Study, February 2022 (n = 1,841)
Why Print And Digital? Why Now?
Unfortunately, many businesses are pausing channels for short-term cash gains.
47%of marketers are pausing connected TV (CTV); 44%digital video.
Adams, Peter, “CTV, digital video fall victim to inflation’s toll on marketing budgets,” Marketing Dive, July 13, 2022
There’s more room — and visibility — at the top of the funnel. Less competition and activity are not only a valuable opportunity for bold, forward-thinking brands to stand out but also a chance for marketers to take advantage of friendly ad budget pricing.
Everything costs more these days, including marketing. That’s why our technology captures all reporting. It lets marketers know which touchpoints are contributing to conversions and which aren’t, providing the keys to improve campaigns, lower costs, plan and allocate budget, customize messaging, and increase ROI. If you’re not using marketing attribution, don’t wait too long …
75% of companies are using multi-touch attribution to measure marketing performance.
Source: Holmes, Katie, “24+ Marketing Attribution Statistics You Need to Know in 2021,” Ruler Analytics, July 15, 2021
Performance data drives informed decision-making and creates strong partnerships. When you’re carefully vetting marketing partners, be sure to choose one with advanced tech stack attribution technology to correctly identify what’s working and what’s not to ensure your campaigns come out on top.
Combining a targeted omnichannel strategy with innovation and technology can quickly propel your business beyond the competition and into the hearts, minds and wallets of consumers.
Smart businesses focus on winning the decade. That means increasing your presence starting now.
Contact Our Search Engine Marketing Company
DigiROI Marketing LLC provides search engine and social media marketing services throughout Miami and Fort Lauderdale, FL. We also serve Austin and San Antonio, TX. From search engine optimization and website design development to display advertising, we provide the services your company needs to gain the attention of its target demographic and the guidance and knowledge to utilize a variety of marketing tactics to achieve optimal results. For more information about full-funnel marketing and other tactics, contact us today.