In previous posts, we’ve addressed the need for marketers to continue taking steps towards a true omni-channel approach in their marketing strategies. This has been specific to the integration of traditional and digital channels. That said, the need to ensure the omni-channel approach is integrated within the digital side is more critical than ever. In a recent Winterberry Group study, over 50% of companies stated that optimizing their media plans across various consumer touchpoints was a top priority for their organizations.
In 2018, it’s projected the consumers will spend more time per day (6+hrs) engaging with digital channels across multiple devices, than they will across all traditional media channels (TV, Radio and Print) combined. The challenge for marketers hasn’t been understanding this shift in consumer habits, it’s how best to approach the development of an effective omni-channel strategy. Not only is there the challenge of determining how to engage the digital channels across social, email and display, but there’s the challenge of which device to engage them on, which adds another layer of complexity.
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.
Sound familiar? Many of our current clients convinced themselves that these, and many others, were reason enough not to take on an omni-channel approach. An approach they perceived as daunting. Depending on your situation, one or all of these may resonate with you. 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:
1. Make the conscious decision as a company to move forward with an omni-channel digital approach.
2. Secure a partnership with a firm who specializes in omni-channel strategy and execution or bring in the right personnel who has the expertise.
3. Be willing to optimize and adjust campaigns
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.