Rise of the Omni-Channel Marketer: Part 1

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Let’s face it, the internet is a busy place. No matter what type of company or industry you work in, if you’re a marketer then you are well aware of the evolving digital landscape and the challenges that come with retaining a consumer’s attention. Marketers are not just competing with millions of other brands trying to reach the same consumers, but also the cutest animal videos in the world. What is going to make consumers focus on your message over Grumpy Cat? The key to standing out is having a plan of attack to engage consumers throughout the many channels they interact through. Here is an overview of 3 digital marketing channels that should be a part of every omni-channel marketer’s strategy. We’ll cover 3 more next week.

Social

Social is now the the number one activity on the web. This means it is going to be one of the most essential components of your digital marketing plan. It’s the easiest way segment and reach customers, but it’s also the easiest place to lose their attention. Consider effective ways that you can quickly capture a consumer’s attention and get them to your landing page. Content and viral marketing are two of the most effective ways to accomplish this. Given that businesses are paying 122% more for ads on Facebook than they did a year ago, it is going to be increasingly important to optimize return on social marketing.

Search (SEO / SEM)

Search Marketing and SEO make up about 47% of a firm’s digital marketing budget, which makes it the largest online ad expense for most companies. This is because it has the ability to target consumers at the exact moment they are interested in something specific to a product or service. As an omni-channel marketer, this is your time to shine. It’s essential to find clever and creative ways to get a consumer’s attention because you are in a bidding war with 100 other brands. What is going to make a consumer click your link over theirs? More important is finding ways optimize engagement after the consumer clicks on your link, because they are the ones who are likely to be a good fit for your product.

Display

Display advertising is actually the next biggest share of a firms online ad spend, at about 34%. Display ads are typically most effective when used to re-target consumers who have previously clicked an ad or visited your website. It’s your second chance to deliver a personalized message or visual to get consumers to the next stage of your marketing funnel. With display advertising, it’s important to balance your production and your deployment costs. Making the investment to ensure your ads are, eye catching, aesthetically pleasing, and to-the-point is just as important as investing in your CPC. Since display ads typically have a higher CPC, optimizing your return here is essential.

So what can you do to optimize these channels after you’ve persuaded consumers to your landing page? This is where having dedicated post-click strategy can really amplify your digital marketing return. If you are interested in learning more, check out this eBook that covers 3 Essential Tips for Managing Post-Click Engagement.