Rise of the Omni-Channel Marketer: Part 2

In last week’s blog post we discussed 3 digital marketing channels essential to omni-channel marketing success; Social, Search, and Display. These channels are among the most commonly used by digital marketers and certainly yield high ROIs when utilized correctly. However there are other channels out there you need to consider if you want to create a seamless “omni-channel experience” for your consumers. Here is an overview of 3 more digital marketing channels that are essential to every omni-channel marketing strategy.

Mobile

It’s no new news that mobile has established itself as a necessary channel for digital marketers. Many brands are still catching up with smartphone advertising meanwhile, a new wave of mobile devices (wearables) is becoming increasingly popular. In Q4 2014, 43% of unique visitors on LinkedIn came through mobile, compared to 2% in 2008. We see companies like Yahoo now snatching up mobile startups left and right, because it really is evolving the way consumers interact with brands. The key to successful mobile advertising is keeping them simple and well targeted. Carefully consider what types of apps your consumers use, when they use them, and the location they are in to create a formula that appeals to your audience and keeps them engaged. It’s all about catching the consumer at the right moment.

Video

Online video can either be the most effective form of online advertising or the least. It’s most effectively used towards the end of an omni-channel journey to encourage a specific action. Most consumers will click away from a video in seconds if it does not spark their interest, that’s why it is important to make good impressions prior to targeting them with video ads on Youtube, Netflix, Hulu, etc. Given that by 2017 online video will make up nearly 70% of consumer Internet traffic, brands need to keep finding new ways to stand out and engage the consumers who only watch 5 seconds of an ad and click away

Email

While all of the other digital marketing channels seem to be growing exponentially, email sometimes gets left behind. But rest assured, email is still one of the most prominent ways to reach your audience. It’s great for digital marketers because in this day and age, consumers expect their inboxes to be filled with ads from the places they regularly shop and the sites where they digest content. So you can be more “vocal” about the actions you want people to take, and there will be less of a barrier to overcome compared to channels like video. In fact, consumers who receive email marketing spend 83% more when shopping. Continuing to engage consumers after they click through an email is going to be a critical area to improve.

That covers 6 of the most important digital marketing channels need to create a seamless brand experience; Social, Search, Display, Mobile, Video, and Email. Connecting these experiences together is the biggest challenge digital marketers face today but the brands who have mastered omni-channel marketing are the most successful. In the final part of this blog series next week, we’ll discuss specific strategies on how to connect all of these channels together to drive the actions you want from your audience.