Omnichannel Marketing

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How can my brand take advantage of an omnichannel marketing approach?


Omnichannel marketing is a helpful way to remain relevant in an overcrowded market place across countless channels. It's easy for consumers to feel overwhelmed by a barrage of messages that all feel the same. How can a brand differentiate itself in a sea of sameness?

One word: data. Data, when used in conjunction to glean insights into actions, and help push creativity and narrative, is invaluable. Brands, thus, need to invest in creating data warehouses and streamlined analytics processes.

At an ANA event, ad and software company Mediaocean recommended that marketers "need an omnichannel data warehouse that 'encompasses and normalizes all activities.' This data warehouse can both improve media performance and unlock insights that can be used across marketing programs. It starts with a consistent data foundation that not only unifies data from disparate sources (like planning, buying, and measurement platforms), but then normalizes it against a taxonomy that makes it possible to compare performance and business metrics across platforms, channels, media types, geographic regions, etc. This setup should make it possible to apply data science to synthesize and analyze data to yield intelligent insights."

Meanwhile, Huggies leveraged an omnichannel campaign to introduce a creative platform to help new parents navigate parenthood. The brand created "optimized journey maps that outline parents' steps through pregnancy and baby stages that are backed by research" as well as "in-email interactivity, including illustrations, GIFs, quizzes, polls, and relatable baby moments from TV commercials."

That being said, know your own limitations. What is the goal your brand is trying to accomplish? Jenn Choo, marketing director at Theorem, said it best, "What's most important, then, is making sure you identify your goals and set precise and aligned objectives at the outset, so that the metrics you do use demonstrate success and tell a compelling story about your business's growth."

The following resources provide insight on omnichannel marketing strategies.


Trends and Best Practices

  • The Importance of Omnichannel Marketing in the Modern Landscape. ANA/Theorem, September 2021.
    The world of marketing and advertising is pivoting at a rapid speed. Concepts and methodologies that were cutting edge not so long ago are now imperative elements of the modern marketing strategy. Among them is omnichannel marketing and its relevance in modern marketing success. In this article, Theorem shared best practices in developing omnichannel campaigns to accommodate consumers across a fragmented media landscape and expand reach through a variety of platforms.

  • Omnichannel Advertising in a Streaming-Centric World. ANA, June 2021.
    For some time now, industry leaders have been saying the "streaming revolution" is here. Like the shift from landlines to mobile devices, society is likely to continue its preference for CTV and digital video over linear TV. For marketers, this requires a shift in media strategy. Though marketers have been operating in an omnichannel world for a while, they must now confront the complexity of a fragmented digital environment and refocus their omnichannel advertising strategies with CTV rather than linear TV at the center.

    For brands that have yet to make the change, a challenging task of playing catchup awaits, but the finally arrived streaming revolution presents new opportunities, as well. This is a time to reimagine the omnichannel marketing mix. It's also a time for marketers to assess the value their tech partners deliver and focus on partners who can provide the most reach, relevant targeting, and streamlined workflows across all screens and devices.
  • Omnichannel Advertising: From Buzz Words to Brass Tacks. ANA, May 2021.
    When Mediaocean set out to define omnichannel advertising, it quoted from Forrester Research's Joanna O'Connell, who defined it as "the practice of sequencing advertising across channels so that it is connected, relevant, and consistent with the customer's stage in his or her lifecycle." Here, Mediaocean offers advice for how to organize omnichannel advertising operations and for how to select the tech partner who will support these operations.

  • Omnichannel: The Path to Value. McKinsey, April 2021.
    Offering a compelling omnichannel experience used to be the bleeding edge of retail. Now it's a requirement for survival. More than one-third of Americans have made omnichannel features such as buying online for in-store pickup part of their regular shopping routine since the pandemic, and nearly two-thirds of those individuals plan to continue. But before retailers rush to expand their omnichannel capabilities, they need to step back and consider the underlying drivers of value for their specific business.

    Otherwise, with multiple approaches and technologies to choose from, and acute margin pressures, retailers can invest in the wrong thing and quickly fall into a downward spiral that can destroy value. Omnichannel excellence requires a laser-like focus on value creation. Leaders in the field take a hard look at their strategic and customer priorities and decide who they want to be from an omnichannel perspective. And they develop an equally clear-eyed understanding of what it will take to achieve that ambition. By embedding these principles into their retail strategies, leaders can use the momentum—and urgency—of the present moment to create decisive advantage.

  • 9 Omnichannel Metrics Your Business Should Be Measuring. ANA, March 2022.
    There's no universal punch list of metrics marketers can rely on to steer their businesses in the right direction: it's not a one-size-fits-all exercise. As the rules of modern marketing and capabilities of new platforms continue to grow, flexibility has become the name of the game. Today's marketers must be prepared to pivot their measurement tactics whenever necessary to support their specific (and often evolving) goals and prove their success.

    That said, there are some metrics all businesses can count on for measuring the effectiveness of their omnichannel marketing efforts. This article offers three essential marketing KPIs you should be using and how they can help you reach your business goals.

Examples

  • American Red Cross: Direct Mail and the Omnichannel Approaches of Nonprofits. ANA, June 2022.
    While online donations have overtaken mailed donations as the No. 1 preferred mode of giving to nonprofits, the latter remains the second most preferred giving method. In other words, direct mail remains an important channel for nonprofits, but it should be part of an omnichannel marketing approach. At a June 2022 ANA Half-Day Conference, the American Red Cross offered advice for such an approach.

  • Pepsi: Full of Detroit Soul. ANA, April 2022.
    Pepsi created a purpose-driven, omnichannel campaign to restore pride to Detroit, giving local artists and creators a platform to share their stories and talent with the Detroit community.

  • Neustar: Omnichannel Marketing Post-Pandemic: Tackling Tomorrow's Analytics Challenges. ANA, April 2022.
    The pandemic has reshaped how and where people live, work, and shop. Now, with the endemic in sight and the world rapidly changing around it, companies must take an omnichannel approach to reach consumers in an impactful way. Brands need an innovative and agile approach to stay relevant to a dynamic consumer. Here Neustar presented on how it measures and reaches consumers on the channels that matter, including both on and off-line, and closed digital platforms.

  • How Kellogg and Kroger Are Connecting the Consumer Journey. ANA, March 2022.
    For generations, Kellogg has been inspiring shoppers with their trusted food brands. Today, consumer shopping habits have been disrupted. Shoppers have high expectations for brands and retailers — but gaps in the digital ecosystem can lead to a disconnected purchase journey. Here, discover how Kellogg and Kroger have worked together to bridge the gaps, inspire shoppers, and drive omnichannel results that matter.

  • Huggies "We Got You, Baby": A Creative Platform to Help Parents Navigate Babyhood. ANA, March 2022.
    Huggies leveraged an omnichannel campaign, which included email, social, e-commerce, print, and a Super Bowl ad, to introduce a creative platform meant to help new parents navigate parenthood.

  • What is Omnichannel? 20 Top Omnichannel Experience Examples. HubSpot, February 2022.
    The more technology advances, the more it's integrated into our daily lives. The lines between what we do online and in real life have begun to blur. As people change their behaviors, marketers, salespeople, and customer support reps will need to react. Instead of thinking of a desktop experience, a mobile experience, a tablet experience, and an Apple Watch experience, we'll need to pursue one, holistic approach — an omnichannel experience that customers can use whenever they want. In addition to providing examples, HubSpot also goes over what omnichannel means and how you can use omnichannel experiences to create profitable marketing, sales, and service strategies. It includes these strategies:
    • Start with the basics: your website and social media channels.
    • Create an app if needed.
    • Seek to solve for the customer every step of the way.
    • Use the same messaging across channels but beware of using boilerplate content.
    • Give customers a device and platform appropriate CTA.
  • 11 Omnichannel Marketing Examples that Fully Integrate the Marketing Experience. Influencer Marketing Hub, May 2021.
    Omnichannel marketing involves using an interconnected range of channels for a marketing campaign. The marketing is centered on the individual consumer and is integrated and seamless across that person's devices and other channels. Much of omnichannel marketing is ensuring that you give a consistent experience across all your brand's touchpoints. It also revolves around the overall shopping experience. For example, it makes it as easy to shop online as it is in-store. Here the Influencer Marketing Hub presents examples of brands that have discovered the advantages of running omnichannel campaigns.


The Marketing Knowledge Center actively connects ANA members to the resources they need to be successful. You can visit the ANA website to engage with the MKC in three ways.

  • Explore content to access best practices, case studies, and marketing tools. Our proprietary content includes Event Recaps, which share actionable insights from conference and committee presentations.
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Source

"Omnichannel Marketing." ANA, 2022.