To compete in today’s ever-changing digital marketing landscape, marketers are increasingly adopting approaches that leverage both online and offline channels to fully engage customers. Effective marketing campaigns break down silos, leverage unified customer data across all channels to deliver the right message at the right time through the right medium.
A recent study from Vizu, (a Nielsen company) backs this up. Their latest study revealed that 66 percent of advertisers use paid social media advertising along with other online advertising, and 51 percent of advertisers run it in combination with offline advertising. What’s clear is that social media ads are no longer being run in isolation to influence brand opinions and drive purchases.
So which tactics are advertisers running with their paid social media? According to the Vizu report, advertisers’ top three responses for digital were display (83%), online video (46%) and mobile (40%). For offline, advertisers mostly combined their paid social media efforts with print (52%) followed by TV (37%). By spreading their message across channels, marketers can reach a broader audience and ensure their campaigns have a greater impact.
Here are some best practices for running a multichannel campaign:
1. Optimize your online channels.
When thinking of integrating your marketing campaigns, a good place to start is with your online channels. Consumers have rapidly adopted online as the primary platform for accessing product and service information, and completing transactions. As the statistics show, social, mobile and video are the most applicable mediums for marketers to focus their online efforts. Customers are using their phone, social media and video more and more to gain insight on brands and to help them make purchases. This trend will continue to increase over time so its critical for you to align your online campaigns and execute quickly.
2. Understand your customers.
Effective cross-channel campaigns starts with understanding your customers. The more data points there are the more opportunities the marketer has to tailor their messaging to entice the customer. This means keeping track of a comprehensive customer profile along the buying journey starting from the time when they initially show intent through the time they spend collecting information, to when they make a purchase. Facebook for example offers the largest and most accurate source of customer information ever. People willingly share copious amounts of data – from their name, location and email to their interests and behaviors. Leveraging all of this customer data across channels can help reduce costs, speed up the sales process and promote retention.
3. Personalize the customer experience.
Whether you are selling a product, building brand awareness, or simply driving traffic to your website, consumers expect seamless interactions across channels and mediums. For example, retailers are incorporating more localized marketing strategies based on the demographics and psychographics gathered across channels and integrated into a cohesive platform. Marketers are using Facebook to promote in-store events and sales and tailoring print and digital advertisements based on geographic location. This allows them to personalize the customer experience across multiple channels.
4. Use metrics that span online and offline.
Advertisers that are taking a cross-platform approach prefer metrics that span across both online and offline mediums. They consider sales generated, brand lift and shares/reposts as the most relevant to measuring campaign effectiveness. Surprisingly, many marketers are unaware that they can employ optimization and tracking technology to better understand the quality of customers acquired through various channels as well as the purchasing power of their customer base. Too many attribution approaches rely too heavily on clicks and are built on inconsistent metrics. The focus shouldn’t be on CPA or ROI but on predictive lifetime value. By optimizing towards your best customers who generate the greatest profits over time, marketers can protect themselves against low future values and maximize their investment today.
Paid social media is increasingly being used to support branding-related and direct response efforts. Although marketers are increasing their budgets and using social media in combination with other advertising channels, ROI continues to be a question. With the increasingly cross-platform way that advertisers are using the medium, advertisers should look to predictive lifetime value which can help them find and acquire the most profitable customers.