- A rapidly changing advertising environment has led marketers to cut back and refocus their ad spend
- Agile marketers can adapt to this environment by pivoting their short-term ad budgets towards omnichannel strategies
- An approach focused on connecting with the consumer across multiple channels enables brands to tailor campaigns to the values of the consumer
- With the right processes in place, omnichannel marketing provides flexibility in campaigns, more efficient use of ad budgets, and personalized consumer insights
The COVID-19 pandemic and resulting economic slowdown have drastically impacted the way marketers interact with a more distributed workforce. As a result, retail periods like back-to-school and holiday shopping will look very different this year, with many advertisers preparing to spend less.
Forrester found that two-thirds of advertisers are pausing or cutting down on demand generation or advertising investments because of current economic realities.
Given all the variables in the modern spot ecosystem, marketers should pivot their short-term budgets to focus on omnichannel strategies. In doing so, they can allow campaigns to work more efficiently for them.
Strategically “spreading the wealth” across devices will enable brands to treat customers as individuals, take their values into account, and entice them to spend more.
By adapting intelligently to present circumstances, marketing teams can make their ad dollars go further while gaining valuable, personalized insights through a holistic view of campaigns.
An omnichannel, intelligent and agile process
Advertising conditions are changing rapidly, with countless complex variables to consider at a time of unprecedented change. That means buyers and planners must be more agile to align budgets with immediate goals.
One consistent factor is that customers regularly access information from different channels, so marketers should reach them with a storytelling approach on multiple mediums through TV commercials, email, banner ads, and social media.
Omnichannel marketing offers a critical life raft at times of economic uncertainty. According to IDC, the pandemic wiped out almost $500 billion worth of worldwide technological investment.
The good news is that omnichannel commerce platforms in education, health care, and telecommunications still offer opportunities for rapid growth because they solve specific business problems.
Brands cannot rush into omnichannel projects because the right process is crucial. Each consumer is different and needs to receive tailored individual attention.
To ensure they are sharing relevant content that connects with customers, companies should test ideas internally at the start of any ad campaign.
The best course of action during a trial period is to mirror the retail journey both online and offline. By walking a mile in a consumer’s shoes, teams will get insights into the aspects of the process that work and the roadblocks that need an overhaul.
Businesses that discover problems early and fix them quickly provide a more authentic, engaging, and seamless consumer experience.
Through this “measure twice, cut once” approach, advertisers can ensure they are offering new information in every spot and sharing integrated messaging that puts each brand’s unique voice at the forefront.
Smart, proven results
Whenever campaigns launch across channels, firms need to stay flexible and optimize in real time to fit the dynamics of the current ecosystem. After identifying audiences’ wants and needs, marketers should focus on developing and sustaining profitable customer relationships.
Teams that utilize all the tools at their disposal will maximize media spend and get more information to help consumers.
Every campaign generates copious amounts of data about platforms and end-users, requiring businesses to separate the wheat from the chaff.
Utilizing automated tools to capture targeted insights quickly and accurately is a strong strategy. Brands can then leverage this information across the organization for market research, customer service, merchandising, and product development.
These analytics offer a sizable advantage in today’s dynamic ad environment, giving marketers the bandwidth to provide remarkable and memorable customer experiences.
They also provide a holistic 360-degree view of buying habits, enabling teams to change tactics as needed and produce content that dovetails with consumer preferences.
Advertisers with all these tools in their arsenal will take service to the next level.
Firms can get more out of their budgets by pursuing intelligent omnichannel strategies in a volatile business landscape. This nuanced process is sometimes complicated, but it attracts target audiences and allows all parties to reap significant benefits.
Marketers will garner better results by intelligently investing in omnichannel approaches while staying ahead of evolving buyer behavior. With proper planning and precise execution of omnichannel campaigns, they will move beyond today’s challenges and build a strong foundation for future success.