We’re all used to getting bombarded with messages on every platform we visit, yet often, the ads don’t make sense from one platform to another. If you’re planning on activating ads across several platforms and connecting with your audience effectively, you need to incorporate a more holistic approach to cross-platform marketing: Omnichannel marketing.
The importance of cross-platform messaging consistency
When building an omnichannel campaign, remember the golden rule: Consistency is key. Your message should be cohesive across all channels, from your website to social media to traditional media. This ensures a seamless customer experience and reinforces your brand identity, making you look really good to your (prospective) clients and your boss!.
Here’s a scenario: Imagine you’re running a campaign. If your social posts ask users to subscribe to a newsletter, but your Google ads invite audiences to download an app, you probably won’t see consistent results since the messaging is contradictory across different platforms.
How to synchronise omnichannel marketing channels
Since most customers are usually on multiple platforms; does anyone have just one social account these days? it’s important to be strategic and tactical with your omnichannel marketing campaign so you can get the best results. You’ve got to:
- Leverage data: Use data to figure out who your target audience is and tailor messages accordingly, making sure they speak to the customer’s desires or pain points coherently.
- Create complementary content: Develop content that complements your main message across all channels. For example, a TV ad could drive viewers to a website for more information, but to maximise results, the website should reference the TV ad so the conversation is seamless – Make sure the content is synchronised across all channels.
- Use cross-promotions: Promote your campaigns across different channels to increase reach and improve engagement. Your prospects are never in one place, they are everywhere at once.
- Track performance: Use analytics to measure the effectiveness of your omnichannel campaigns and make adjustments based on data. Your next campaign should focus on the best-performing channels so you can get better results.
Omnichannel marketing delivers serious results
Omnichannel marketing is important for brands who want to reap some serious benefits including:
- Customer retention: Businesses with good omnichannel marketing maintain an average customer retention rate of 89%, versus 33% for those with weak omnichannel marketing. #Ouch
- Purchase frequency: Customers engaging through multiple channels shop 250% more frequently than those who use just one. More channels equals more sales!
- Customer spend: Customers using four or more channels spend 9% more in-store, on average, compared to those using just one. #Ka-Ching!
These stats showcase the major benefits of an omnichannel marketing approach, proving it boosts customer engagement while driving both higher sales and better retention rates.
The power of attribution models
An attribution model is the way you can determine which marketing touchpoints contribute to a conversion. In terms of omnichannel marketing, attribution models help you understand how different channels and tactics work together to influence customer behaviour.
This means if you’re running multiple ads across Google search, Instagram and online publishers, you’ll be able to figure out which platforms have the best results and what the various customer conversion journeys look like.
Attribution models matter because they can:
- Identify winning channels: Attribution models help you figure out the channels that are most effective in driving conversions. So, if you’re spending across Google, Facebook, Instagram and Tik Tok, but Facebook barely contributed to conversion, you can re-adjust future campaigns based on this information.
- Optimise spending: By understanding which channels are driving results, you can put your dollars toward the platforms that move the needle the most.
- Improve campaign performance: Attribution models provide valuable insights to help you refine your marketing strategies for the current and future campaigns.
These days, it’s not enough to have all your ads in one place; omnichannel marketing is essential for reaching your target audience and driving engagement, conversion and sales. When you create consistent messaging, synchronise channels, and leverage attribution models, you can develop effective campaigns that resonate with your customers and achieve your marketing goals, making you the hero in your next strategy meeting!
