Omnichannel as a trend setter in your advertising strategy.
Years ago you could only see advertisements on television or listen to them on radio. With all the scheduled programming throughout the day, you could only see or listen to your favourite ad maybe once or twice a day, if you are lucky. Imagine making a mental note to rush to the living room at 4PM just to watch your favourite ad? Tasking isn’t it? Now picture yourself arguing over the remote control because your older sibling wants to watch wrestling and you only want to see a 3-minute commercial on a different channel.
Well, that was our life for a while and the fiasco of fighting for the remote continued until other channels of advertisements came to existence years later. Media houses continued to make profits from placing ads randomly at designated periods and brands started feeling they were not getting value for their money. There was no guarantee that the message that was intended for a certain audience actually reached them. This was largely influenced by how ads were placed randomly without the consideration for important factors.
The rise of many channels like social media and CTV among others came in to save the day giving brands a huge breakthrough.Brands and marketers could now place ads on their socials and other platforms without the need for traditional media. Brands could now measure the success of their campaigns on these platforms. While brands started enjoying traffic to their websites, consumers started rumbling in hush tones. The advertisements were becoming irrelevant.!
Do you recall an advert that sparked your interest within the past day? Chances are, you might struggle to remember any. This is all because of advertising noise, everyone is advertising without implementing important factors to ensure positive ad reception. With all the channels available at our disposal, it might be draining to get an advertising message across to a desired target audience.
Well, it is no secret that over the years, consumers have now grown accustomed to being bombarded with advertisements which has increased their frustration, particularly with advertising that is irrelevant to them. With expectations raised higher in the advertising space,it makes it more important than ever to get the right advertising message to the right person and at the right time.
Omnichannel advertising strategy combines multiple touchpoints of a customer journey into a single experience by establishing a seamless transition between channels, from audio, mobile, digital outdoor, socials, native and connected TV creating a unified experience for consumers.
Case in point, take Mary’s valentine’s day visit to a local store. She discovers a product she likes, but she lacks the funds to buy it. She adds the item to the shopping cart after logging into the store’ e-commerce site. As she leaves the store, Mary looks up additional information about the item online.
Programmatic technology is able to tell Mary’s interests based on her behavior online through the power of programmatic technology. She will be shown ads for products similar to those she truly loves in addition to the one she left in her cart. Consumers will have a positive experience thanks to this unique method of delivering advertisements to a relevant audience.
You might be wondering how all this is possible. When users surf the internet, they provide information and real-time data signals to AI algorithms such as location, weather, device type, language, timezone, and so on.
With this diverse set of data and insights, audiences are placed in segments based on their interests allowing brands to reach consumers in a privacy centric manner. That is the power of a data- informed approach to advertising.
Consumers like Mary can be targeted in many ways depending on her activity online :
- Retargeting her on websites she frequents with ads of items she left in her online shopping cart.
- Sending promotional texts with discount codes to her while she is shopping in- store.
- Offering a discount to loyal customers who interact with an advertisement.
- Giving coupons to customers on their special occasions like birthdays.
The importance of an omnichannel advertising strategy is that consumers remember how they feel after encountering your brand. This feeling is very critical because it is what drives them to take action, whether it is to make a purchase or sign up for a service.
Benefits of adopting an Omnichannel Advertising strategy.
- Personalised Customer Experience:
A personalised customer experience refers to the overall perception that consumers have of your brand. Consumers should have a stellar experience with a brand at every touch point. This is possible by implementing a strategy where audiences are targeted with relevant ads at every step of their journey.
- Brand Recognition & Loyalty
Consumers have a variety of alternatives when choosing the ads they want to interact with.When they are provided with a remarkable experience, they feel more urge to continue engaging with a brand. This can easily be achieved by using unique and personalised creatives to advertise.
- Increase in Sales
One of the most crucial metrics for any advertising initiative is ROI. Implementing an omnichannel advertising strategy across channels helps consumers recognize your product right away. This instant recognition leads to more engagements, which will boost conversions and revenue for your brand.
- Cost Effective
Reducing advertising costs is now incredibly simple thanks to data-driven advertising. This is because you can run a successful campaign with one budget across channels as opposed to one budget for each channel. This can be made further effective by implementing a personalised customer journey in delivering the advertisements across channels.
- Comprehensive Customer Insight
Data analysis should be a part of any brand’s effective advertising strategy. Brands must track audience interaction across channels to better understand their consumer behaviour for the betterment of campaign enhancement to meet KPIs. MediaPal has unlocked the power of a unified omnichannel solution, giving advertisers a data-informed view of the advertising ecosystem. Implementing a customer-centric advertising has become even easier thanks to an omnichannel approach with a touch of Programmatic.
Brands cannot overlook the fact that now more than ever, consumers have upped the standard for the content they engage with online. The days of blasting ads without much consideration for audience segmentation are long gone. Customers expect relevant content that meets them where they are.
For tailored omnichannel advertising, contact us at MediaPal Advertisers.
