Corporations often ask us about omnichannel, integrated and multichannel marketing. What do the terms mean, and what do they mean for their business?
Generically, these terms mean adopting a sales and marketing approach that bridges all consumer channels, integrating print, broadcast, online and onsite marketing into one cohesive experience that allows a consumer to engage and buy in the way they prefer.
So why does all of this matter? The data makes it clear. According to the 2019 Nielsen Audience Report (USA):
use a second digital device while watching TV
look up content related to content they are watching
message friends/family about content they are watching
Essentially, most people who see your TV advertising are also actively researching online at the same time. To better understand the context, imagine the following scenario.
An average homeowner in America is watching TV (or their streaming device) and sees an ad for flooring that matches the direct mail they received the day before. While they continue watching their show, they use another device to get more information about products and pricing. Once they find what they like, they forward the product information to their spouse (who is no doubt sitting right next to them on the couch) and discuss if now is the right time to redo that floor. The time-sensitive promotion encourages them to take the next step online by scheduling the premeasure and in-home design consultation. The next day, the sales team works to close the deal.
The above workflow requires a store not only to apply consistent messaging across all channels (print, broadcast, online and in the store), but also to use each channel as a means to move the customer closer to a point of measurement and conversion. The direct mail encourages online or in-store actions. The TV commercial is a promotion to go online or in-store and take the next step. The website is a platform to bridge the distance between the researching user and the salesperson by offering multiple methods of engagement.
Each channel supports the next channel on the way to a profitable conversion. No longer can a business think of these as disconnected individual efforts — it’s one program, driving one customer to one point of conversion in the way they prefer.
Omnichannel, multichannel … whatever you call it, it’s meeting the customer where they are — regardless of the medium — and engaging them on their terms. This isn't marketing of tomorrow. It’s very much the base consumer expectation of today. Ignoring the behavior of today's consumer and not adapting to their engagement preference will ensure your advertising spend will be largely wasted and ineffective.
At Integrity Web Consulting, we manage holistic marketing approaches that work in tandem to effectively reach your users. Contact the pros at Integrity to begin your brand strategy and digital marketing program.
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