Remember the old “Bewitched” TV show where Darrin would cook up a concept for a new advertising campaign, Samantha would somehow foul everything up, but in the end it would work. The client’s product would break sales records and everything turned out great!
Advertising seemed less complicated in those days..
What Has Changed?
For one thing, the average consumer is bombarded by ads almost every waking moment. What’s the first thing people do when they wake up? They check their cell phone, and chances are they see an ad. All day long, more ads. Some are click ads, maybe a few on the radio, perhaps a few email advertisements, and then a video ad before watching your favorite artist’s latest song on You Tube.
It’s hard to see which channel makes the best sense for your business.
The first digital advertising was through email advertisements in the 1990’s – it wasn’t long before the word Spam meant something other than pulverized ham in a can. Later, clickable ads were placed on websites in a haphazard manner with hopes a viewer would be interested in the product or service.
Targeted ads were later placed on websites that related to the product, for example a fishing pole company would likely advertise on Field and Stream’s website.
Multi Channel Marketing is the ability to interact with potential customers on various platforms. In this sense, a channel might be a print ad, a retail location, a website, a promotional event, a products package or even word of mouth. This was a significant development because it combined many channels and with proper analysis of analytical data (digital feedback on how many consumers viewed the ad) marketers were able to attempt figure out what channels were working best for a specific product.
Omni Channel Marketing may be a marketing buzzword, but it refers to a significant shift: marketers now need to provide a seamless experience, regardless of channel or device. Consumers can now engage with a company in a physical store, on an online website or mobile app, through a catalog, or through social media.
Example: A consumer shops on Google for a pair of Ray-Ban Sunglasses and logs off before buying anything. Later in the day the same shopper wishes to view a video on You Tube. There is a reasonable chance that person will see, prior to the actual video, an ad for Ray-Ban. Or, a savvy marketer may have purchased the rights to show a different brand of sunglasses every time a situation like this occurs. This is where the advertising marketplace gets competitive. You Tube (Google) charges based on bidding, and the highest bidder wins. It’s a very competitive business.
So, what’s the best way to spend your marketing dollar?
Probably the one with the highest return on investment. Right now, omni channel marketing is emerging as not only the most reactive way to market in the digital age, but it has the best ROI.
New technologies supporting the omni channel offer retail marketers powerful solutions for developing more effective, highly targeted, and measurable promotions for improved sales. At the same time, omni-channel technology can improve marketers’ ability to collect customer data and to measure results, two things that are vital to determining return on investment (ROI) and strengthening the retailer’s bottom line. On the consumer’s side, digitally empowered shoppers typically access multiple channels — online or in-store, with a smartphone, computer or in person—preferring to view all of a retailer’s channels as a single shopping experience from a single brand. In response, the omni-channel consolidates channels and internal operations to achieve that unified, cross-channel shopping experience customers want.