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BEST PRACTICES & STRATEGIES

Deciding on an omni-channel advertising campaign The change we can actually observe is the way we can
usually involves choosing the appropriate channels and measure, coordinate and control omnichannel
strategies. Separate advertising media with different activities. Truly omnichannel means not just conducting
budgets is one option, but after measuring results it may campaigns using various media but going step further
turn out that the outcome is below expectations. The like matching online and offline users.
best chances for success are found with omnichannel
campaigns where communication is integrated, and Recently, Google tried to track credit card purchases
advertising fits the time, place and serves previously and match them with online profiles to present more
established goals. accurate ads. It resonated with some complaints and
concerns, but in general this direction sooner or later
More is not always the merrier will become a standard. On one hand, people are afraid
of sharing too much data, especially sensitive data, but
A competitive marketing environment forces brands to be on the other they expect dedicated and personalized
present everywhere possible. Growing advertising content. Adlucent research found that people were
budgets show that this trend will continue and modern almost twice as likely to click through an ad featuring
technologies that optimize this are growing in value. an unknown brand if the ad was tailored to their
preferences.
The desire to be up to date with latest novelties can
often lead to large investments without effective Advanced technologies give marketers the ability to
outcomes. Expensive AR and VR technologies can provide not only more accurate but also safe data,
differentiate a company among competitors, but an which properly analyzed and used can improve overall
impressive installation in a shopping mall or awe- user experience. For example, if store information
inspiring app can submerge the marketing budget. regarding offline purchases can be matched with users
online – we can present different creatives only for
While it may have brought some publicity, at the end of
the day its effectiveness should be measured or at least those who purchased something offline more than 7
proven by the number of clients willing to make a days ago or make sure that we won’t show products
purchase. already bought. Email marketing can invite customers
to special events and after that collect data and prepare
If marketers also run social media campaigns, prepare special creatives for those who really participated.
and send newsletters, and engage in offline Combining data from CRM systems like loyalty card
promotions—omni-channel marketing can become a information or previous purchases, we can display real-
bottomless pit. The problem is not even in advertising time ads once a customer is in the physical store and
budgets, which are growing year to year. Increasing much more.
purchasing ability and a wide range of offers made are We know that it costs six to seven times more to
creating customers less loyal to a brand and more acquire new customers than it does to retain current
demanding as clients. So even though brands spend ones, so a natural consequence should be combining
more and more money to reach the audience, lack of our marketing efforts into integrated campaigns.
proper communication can lead to the loss of once
acquired customers. For a brand to implement omnichannel marketing,
marketers must establish a single customer view which
Marketers must create end-to-end experiences to make includes such of a customer’s data like demographic
sure that the journey that starts in a customer’s mind will details, their interactions with website or purchase
end in our stores. According to a Bain & Company study, history. Once they consolidate those and invest in
companies that excel in the customer experience grow advanced technology, it may turn out that demanding,
revenues 4%–8% above their market. The overall omnichannel customers are not a competitive threat,
experience can be different for different industries, but but an opportunity to rise to the occasion. ◊
the common thread should be the same: an omnichannel
campaign with measurable effects.
By Chandra Kuncara, Country Manager (SEA),
Revolution or evolution? RTB House

If we go back few years from now, some of these omni-
channels were already available for marketers.

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