As we begin 2019, we know the amount of time consumers spend engaging across digital channels and devices will continue to grow significantly higher as compared to traditional outlets (TV, Radio, Print, etc..). Much like it has been over the last decade, the consistent challenge marketers face is how to not only embrace this, but proactively build strategies to maximize efforts through it. Proactive being the key here. Marketers have historically found themselves in a position where they’re forced to react to the rapidly changing media consumption habits of consumers. Many of you reading this are probably nodding your head in agreement. You can relate to the fact that this ultimately results in inefficient media spends, risk of inaccurate consumers being targeted and the inability to deliver the right message, on the right device, and through the right channel.
The solution to transitioning from a state of reacting to one that’s proactive, centers around the idea of building the right omni-channel strategy, but it’s much more than that. To be honest, I can’t remember the last time there was a mindset in the industry where taking an omni-channel approach WASN’T a given. We all know being in front of the right consumers, when and where they engage is what we all set out to achieve. While some do this better than others, most are attempting to integrate that philosophy, even if in different ways. Where we see the biggest struggle for marketers isn’t with understanding the omni-channel importance, it’s with how they’re developing the strategies to implement this.
As a technology company who’s grown from a simple email list company, to one who specializes in identifying and connecting marketers with their intent-based audiences across the digital ecosystem, we understand some of challenges that exist with creating the right strategy:
- Don’t have the perceived budget required.
- Don’t know the digital landscape well enough.
- Too many internal silos to integrate.
- Don’t have the right people to take this on.
- Lack the deterministic data to identify and make actionable the right audience segments to target.
Sound familiar? Many of our current clients convinced themselves that these, and many others, were reason why their omni-channel approaches weren’t performing like they should. Many avoided the omni-channel landscape entirely because of these reasons, understanding their campaigns would fall well short of their potential. The biggest barrier to entry that we’ve discovered is that brands simply didn’t know where to start.
Start the process by taking 3 primary steps:
- Make the conscious decision as a company to allocate resources (Internal & External) to building the RIGHT omni-channel strategy.
- Secure a partnership with a firm who has the full spectrum of expertise required which include:
–Identity Graph solutions to define audience segment targeting using the highest quality and most accurate/compliant data as it’s foundation.
-Capabilities to make audience segments actionable for cross-channel/cross-device targeting.
-Campaign execution solutions.
-Reporting and attribution solutions providing the ability to evaluate performance real time and track metrics from campaign performance back to specific audience conversions.
- Be willing to adjust and optimize campaigns when/where needed in real time.
Whether it’s a firm like ours, your current agency-of-record or an in-house team, tackling #2 is probably the one that will take you the most time. What you’ll find very quickly, is that once you’re able to cross #2 off the list, those barriers that previously kept you from developing and implementing an omni-channel approach will be removed almost instantaneously.