Why Consider Using an Omnichannel Approach?

What is Omnichannel Marketing? For most retail marketers it’s the belief that if they can better integrate online and in-store experiences they’ll win more sales.  Frankly it seems to be working.  According to eMarketer, “Omnichannel investments are paying off.”  eMarketer estimates total US retail sales climbed 4.4% in 2017.  Online sales growth has outpaced total retail sales growth for some time but the continued increase isn’t attributed solely to swelling online buyer penetration rates in the US, or pure play online retailers selling more.  Retailer investment in omnichannel initiatives is also responsible for ecommerce sales growth.

Why Use an Omnichannel Approach?

So if multichannel retailers are using an omnichannel marketing approach to improve customer purchase experience and improve sales, it would make sense to consider what many media planners and buyers call an omnichannel media approach too.

Before the Internet, we all used to subscribe to our favorite magazines, watched the same TV networks, read the same newspapers and maybe listened to a couple radio stations in town. It was a much smaller media universe to reach your target audience if you were an advertiser. But now, media distribution and consumption have dramatically changed forever.  Consumers now search for specialized content across sites, apps, devices and different platforms.  The places to reach them are virtually endless.  And while that may sound like a really tough challenge to any marketer the good news is, there is a way to reach them and reach those that matter most.

So if multichannel retailers are using an omnichannel marketing approach to improve customer purchase experience and improve sales, it would make sense to consider what many media planners and buyers call an omnichannel media approach too.

That’s where an omnichannel media approach comes in — it’s the ability to follow prospects or customers with messaging across connected TV, desktop and mobile using display, audio and video creative formats.  By using combined data to target individual users across their devices, we can better measure and attribute conversions, and deploy frequency cap across a single user’s devices.

Greater Control, Greater Flexibility With Omnichannel Marketing.

Beyond the results, another benefit of omnichannel media buying via a single agency is the control you have by seeing all of the digital media investment on a single platform such as we do with TECX.

We can immediately see patterns and engagement rhythms, and once we see that, we can shift media dollars to a particular tactic that’s offering better awareness, better click-throughs, or a better view-through rate or completion. We can optimize to conversion and dynamically insert creative based on user behavior.

This is a very dynamic, lively management of your media investment and it allows us to get in and out of particular tactics so that the final campaign performance does really well. To do this right really requires the technology platform being managed by a single team to get the results you want. Our results with an omnichannel approach have been impressive. We’re driving a greater awareness at a lower costs. We’re providing a better engagement rate and ultimately driving more conversion.

If you have questions, give us a call or send us a note – we’re happy to help.

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