News & Insights

What is Omni-Channel Marketing?

October 20, 2015

Consumers are no longer only engaging with a brand through a single interaction. As consumers, we transition our attention between devices countless times in a day, encountering messages and advertisements everywhere we look. In fact, Media Dynamics Inc. conducted a study that concluded an average adult was exposed to over 5,000 advertisements and brand exposures each day in 2014. However, we only have some awareness of about 86 of those ads each day and ultimately engage with an average of 12 ads.

This data demonstrates the importance of the marketing industry’s latest buzzword: Omni-channel marketing. The key to omni-channel marketing is to the ability to provide a continuous experience for consumers across channels. We’re moving away from mass, “push”-based marketing, and towards more personalized, 1:1 communication with consumers, through the many channels and on the many devices they use. The experience should be consistent across devices and should replicate a good feeling that they had from one format to the next regarding a product or service. Consumers have access to brands through physical engagement, on a mobile device, on a desktop web browser, through a catalog, on social media, over the phone, and the list goes on. Every channel presents an opportunity to reach a target audience. In a 2013 Industry Study by Neustar, 62% of companies surveyed report that they currently have a plan to implement an omni-channel strategy and 78% currently realize or expect a sales lift with an integrated omni-channel marketing strategy.

It’s also important to implement complementary responses based on a consumer’s preferred device at any given time. If a consumer saves an item in a shopping cart on a mobile device, that item should also be saved in their shopping cart when they open the website on a desktop computer.

Omni-channel marketing is most successful when a brand is able to identify target consumers based on personal information they gather about them across channels. By gathering this data, they can provide a personalized experience to individual users. According to AdWeek, the top 5 most important consumer data identifiers include: email addresses, online cookies, cell phone numbers, home addresses, and IP addresses and home phone numbers.

To learn more about building a strategic media plan that successfully gathers customer data, identifies your key consumers, provides reporting to measure ROI, and reaches your audience through connected channels, contact a Chicago Tribune Media Group representative.