Defining Omni Channel Marketing for DigitalDecember 30, 2018
Digital marketing in 2019 takes place over multiple channels i.e. social, email, content, search, display, direct mail and video - there are more - and each should focus on mobile experience first. With each channel the context of what is being presented is key in delivering the right brand experience to the consumer. With omni channel marketing, consumers receive a contextually relevant message across all channels, with personalization often based on the type of channel and location (as a minimum threshold).
Social Media Marketing
Marketing on social media platforms such as Twitter, Facebook, and Instagram, marketers create relevant content to the consumer. At the very least social media marketing campaigns would leverage demographic and geographic information so advertising can be bought at the granular level with targeted ads. A primary goal of social media marketing is to create brand awareness and to direct consumers to the brand's website.
Display marketing is all about low cost CPMs and wide coverage. Presenting a consistent brand image — a logo, a color palette, or even a celebrity personality, such as George Clooney for Nespresso. Display marketing focuses on saturating the appropriate marketplace with interesting images, ensuring that your brand is the first thing that comes to mind when consumers need a product or service that you offer.
Creating compelling content that builds a loyal customer base is the heart of content marketing, which often appears in blogs, videos, and other online publications. Content must be informative, and does not necessarily have to be industry focused. Generate content that is engaging to the industry but not necessarily ‘ 5 tips, 10 ways,’ etc. The best content marketing answers consumer questions before they think to ask them, and it drives traffic to your website, potentially resulting in more business and creates authority.
Search Engine Marketing
Search engine optimization (SEO) uses keywords to keep your website high in search rankings. Because search engine companies such as Google constantly change their algorithms, digital marketers need to adjust keywords and keep content current - while adhering to white hat sustainable strategy v. short term wins. SEO will be harder than ever in 2019 - so commit to a long term plan. Another vital element in search engine marketing is the backlink, which occurs when other websites link to your website, giving your site more authority in the search engine algorithm. Backlinks are harder to achieve but can be accomplished via relevant content, press, wikipedia page and having all profiles claimed from Facebook to Twitter to LinkedIn to Google.
Direct Mail Marketing
Direct mail can be used to direct customers towards websites, product pages, and other elements of digital marketing campaigns. New techniques allow personalization of direct mail to include QR codes that direct customers to customized web pages that offer personalized deals.
Video marketing is a specific type of content marketing. It deserves special attention because many people find video more compelling than written content. For example, adding a video to a web page can increase conversion by as much as 80%. Similarly, 74% of people who watch a video explaining a product subsequently purchase that product. Unfortunately, video is often the most costly form of marketing, which may create limits on its use for some sellers.
Omni Channel Marketing
Omni channel marketers view consumers as individuals with unique needs. By building customer profiles, brands can use an omni channel marketing strategy to personalize marketing. Each customer is targeted with the type of marketing that is most engaging for them. This creates higher brand loyalty and is likely to result in more conversions over time.