Omni-channel advertising has become more than just a buzzword; it's a pivotal strategy for brands aiming to thrive in an increasingly interconnected and customer-centric market. But what does it mean to get omni-channel advertising right in the modern context?
In a nutshell: It’s about creating a seamless and integrated approach to marketing across multiple channels, aligning messaging, goals, design, and overall experience.
This strategy contrasts with multi-channel advertising, which operates channels in silos. The modern omni-channel experience is about creating a cohesive narrative across all platforms – from desktop at home, to mobile on the go, and back to the largest screen in the household on connected TV. The goal for omni-channel advertising is to ensure a unified brand experience for the customer.
So, what are the key components to modern day omni-channel advertising?
The heart of omni-channel advertising is the customer experience. This customer-centric approach requires an in-depth understanding of your audience's preferences, behaviours, and journey across various touchpoints. To get this understanding, you will need data-driven insights.
Utilizing data analytics to understand customer interactions across channels allows for more targeted and personalized advertising. Effective use of data can help predict customer needs and tailor messages accordingly; especially when you have access to intent data, location data, and transactional data.
Access to scaled, permission based SDK data sets can help build consistent brand messaging across all platforms. Whether it's a desktop ad, a native mobile ad, an in-app ad, or a connected tv ad, the core message and brand identity should remain consistent, reinforcing the brand's values and mission.
This reinforced and consistent messaging will also need to be integrated online and offline. A true omni-channel experience blurs the lines between online and offline worlds. For instance, an ad seen on mobile can lead to an in-store experience, or vice versa.
But remember, not all channels are equal. It’s important to understand the unique role each channel plays in a customer's journey and it's important for trust that the customer experience be based on previous interactions that help the ad and creative look, feel, and stay consistent across all channels.
This multi-touch approach should also make it easy for customers to pick up where they left off with your brand between channels without making it overwhelming. Use retargeting strategies and frequency capping to re-engage customers who have shown interest in your products or services without bombarding them on various devices.
For an example of how we achieved all this for a client, let’s look at a major dining chain that sought to increase offline foot traffic in-store while driving awareness for promotional offerings online. Their approach was to leverage our real-time activation capabilities that enabled them to connect with consumers throughout the patch to purchase.
At APEX Mobile Media we achieved this with our exclusive partnership with In-Market, the best in-class provider of precise, permission-based SDK-delivered location data available today.
The result of our campaign for this dining chain resulted in a 15.9% return on ad-spend, a 60% cost per visit lift, and a 31.3% in foot traffic.
At APEX we know that as technology evolves, so will omni-channel strategies. This is why we continue to work with premium partners to bring the most advanced ad integrations that help to further blur the lines between physical and digital spaces.
To provide customers with a complete omni-channel ad experience requires a deep understanding of the target audience, consistent messaging across channels, and leveraging technology to enhance the customer experience.
Brands that work with us are mastering this approach and seeing increased customer engagement and loyalty while setting themselves apart in an increasingly competitive market.
Learn how you can get started with APEX on your next omni-channel advertising campaign.
Carlos R. Guevara is the Marketing Director at APEX Mobile Media and previous host of the podcast "In Search of Good Data." He has also helped various organizations in the private and non-profit sector to become more customer-centric with the use of enriched data and modern marketing and advertising technology and strategies.
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