The Importance of Omni-Channel Marketing
None of us are in any doubt about how much the marketing landscape has transformed over the past few decades, with huge revolutions occurring after the advent of the Internet and, more substantially, smartphones. These days it can be difficult for marketers to assess all the mediums available to them in their pursuit to reach and engage as many potential customers as possible. We here at channelforge, believe an omni-channel campaign is the solution to this predicament.
“Is my target audience more likely to engage via social networks, apps or E-mail?”
“Which medium should I focus on to achieve our objectives?”
“What is the best way to target highly specific customer groups?”
Sophisticated targeting and analytical tools have evolved alongside the Internet, allowing for significantly more focused marketing campaigns. These tools give marketers the ability to easily advertise to a target audience that is more specific than ever before. It is essential that modern day businesses grasp these new opportunities and harness this power in order for their product to succeed.
To grasp these opportunities a digital marketing strategy must be omni-channel, meaning its message is present over a mixture of E-mail, SMS, Social Networks, Apps and websites across multiple devices.
The Problems with Traditional Advertising
To understand the importance of using digital marketing methods, we must first examine traditional marketing methods. While still being extremely relevant, these methods have had to learn to take a step sideways as the necessity of digital strategies becomes larger. Digital marketing strategies address issues that were so prevalent yet largely unavoidable when implementing traditional campaigns.
The wastage of mediums like television, print media and radio does not exist with digital marketing. Rather than purchasing media space and advertising to everyone even though only 5% of listeners may be your target, digital methods allow you to funnel your audience carefully by age, sex, location, shopping habits and most other criteria you could think of.
The Benefits of Digital Marketing
The transmission of communication through digital mediums is obviously infinitely faster. A digital marketing campaign can take just as long to prepare and initiate than a traditional print media campaign but the ability to market almost instantly also exists. Brands can be reactive to sudden breaking news stories particularly through social media channels like Facebook and Twitter where their clever responses to current affairs can be shared amongst followers and friends.
Perhaps the largest benefit that digital marketing has brought is its measurability. Marketers have a wealth of analytical tools to examine the customers’ actions through every step of the cycle. We can analyze and produce graphs easily using a range of different solutions and use these results to become even more precise and effective.
The Growth of Mobile Devices
By the end of 2015:
-Over 80% of Europeans are expected to have smartphones
-Roughly 50% are expected to have access to tablet device
-More than 90% will regularly use email
-Over 90% will regularly send and receive SMS
-80% will regularly use some type of mobile app
-65% will be present on social media
Having established the benefits of digital marketing and the ease of access that brands have to customers through digital channels, let’s ponder a study from Nielsen that monitored behavior in a multi-screen living room.
A 2015 Nielsen Report studied the behavior of 200 millennials during 20 minutes with multiple devices in a typical living room situation. The study found that while the TV is almost always the first device to be activated by the user, after initial engagement the user’s attention shifts to the other devices available.
-92% were shown to at some point interact with an additional advice while the television is on.
-80% interacted with their smartphone, 75% with a laptop and 73% with a tablet.
-Respondents spent less than half of the time paying attention to the television when it was active.
-The study concluded that in a multi-screen environment, 30% of ads on television are seen, 71% of ads on laptops are seen and a huge 93% of digital ads on smartphones and tablets are seen
-It was decided from the study that digital presents a far greater opportunity for increased engagement when compared to traditional methods.
For us, these figures amplify the huge potential that your digital marketing campaign can fulfill. Campaigns across laptops, mobiles and tablets are typically much cheaper than traditional methods yet their considerably higher engagement rate and targeting ability make it a significantly more efficient method.
It is not just in the living room that multi-screen advertising can be a competitive advantage. Think about your morning commutes on trains and buses and how commonplace device interaction is. A study by KBH On-Train Media in 2014 conducted research on 6.3 million monthly passengers and concluded that 92% of connected rail travellers have used smartphones during the 50-minute average journey on London city trains. They also discovered that 54% are ‘light’ TV viewers and 41% had not read the Metro or Evening Standard for the past 12 months. These intellectual urbanites are mostly affluent and are soaking up boundless amounts of digital information daily.
Even in the office there is constant exposure to multiple screens, primarily phone and laptop. This is where engagement can become tricky, as employees are not likely to be freely browsing the web and digesting social media. So marketers must employ different methods of reaching the screens that workers access.
At Channelforge we not only insist on a multi-screen approach to marketing but also a “omni-channel” approach. What we mean by this is that a range of communications mediums must be employed to reach the multiple screens that our target audience engages with everyday. Different segments of our market will be more accessible through different channels.
For example, if we are targeting young professionals whom we know will be at their computers during work hours, the use of social networks may be futile because their access to these channels is limited during these hours. It is much more likely that an email marketing strategy could be applied to reach the desired targets.
The same might be said for using SMS marketing to effectively target customers over the age of 60 who are more likely not to own smartphones and to be absent from social networks.
Teenagers and young adults are much more likely to engage with rich media content that can easily viewed and shared over social media channels.
Differentiating your target audience by the channels they use and how they use them is of paramount importance.
A company’s different marketing channels must work in harmony to follow their customers through the digital roadmap that they navigate through each week. Email marketing, SMS marketing, social media marketing and push marketing can all be used in tandem to create an efficient and effective digital marketing strategy over multiple devices in the present day multi-screen environment.
At Channelforge we provide all the solutions that make the initiation and implementation of such strategies simple, effective and measurable through our simple interface of our platform, “The Forge”. Get in touch now and get started!