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Multi-channel marketing is essential for any brand that takes itself seriously. The term refers to marketing campaigns that span various media channels to engage with consumers both on- and offline. Unfortunately, the industry tends to focus on digital marketing, as it’s easier to measure online performance, pushing offline media channels aside. This has led to a perception where performance marketing is associated with online media and branding with offline media. In reality, offline channels are just as impactful as online ones—and fortunately, they can be measured for the benefit of your business.
The key to effective omnichannel marketing is to:
Read how to master these steps here!
In marketing, one thing is always true: there are plenty of tools for analytics, optimisation and planning. The downside? Each tool is often limited to a single channel, which restricts your omnichannel perspective. While you may become proficient at optimising on a channel level, you lack the insights needed for high-level strategic decisions.
Choosing the right attribution tool can alleviate this issue. Unified Marketing Measurement (UMM) accounts for channel synergies and measures the impact of offline media on your campaigns. With UMM, you can pull data from various channels—such as Paid Search and Facebook—and cross-examine it with outputs from offline sources like OOH, TV and radio. Even better, Objective Platform can do it for you. Our marketing measurement solution attributes value to each channel (on- and offline), giving you a clear overview of which channels impact users most. Whether it’s TV, Facebook or Paid Search, our solution helps you identify the ideal channels to increase your ROI and demonstrate the effectiveness of your marketing efforts.
Remember, being granular doesn’t prevent you from having a complete overview of your channels. According to Forrester, UMM can improve marketing budget efficiency by 15% to 20%. Successful campaigns come together when you optimise on both macro and micro levels, balancing your online and offline media to meet your business goals.
Campaigns that span multiple touchpoints require in-depth insights into each channel’s performance. To evaluate a campaign’s effectiveness, you need to track and analyse the results from both online and offline channels. But how do you identify the data that will give you the correct insights?
For online channels, metrics like clicks, engagements and conversions are straightforward. However, with offline channels, it’s easy to lose sight of the bigger picture and rely on gut feelings. Measuring the direct impact of your online performance alongside the interaction with offline media unlocks exclusive insights. Objective Platform provides these insights, allowing you to use your offline channels to boost your online activities. For instance, one of our major multichannel retailers saw a significant revenue increase by starting awareness-focused TV ads two weeks before releasing sales-focused online ads.
And that’s only one way to optimise a campaign with data from both online and offline channels. With our optimisation tool, you can plan based on forecasts, allocate your budget to the right channels and tweak the campaign as data evolves.
When you optimise per channel only, teams often work in silos, independently pursuing their own KPIs. The risk is that while teams may excel within their own area, their contribution to overarching KPIs may be less effective. Even worse, CMOs may lack a clear overview of team performance, making it challenging to allocate budgets effectively. Traditionally, online channels appear to perform better, often receiving the lion’s share of the marketing budget. However, offline channels enhance online channels' effectiveness and deserve more recognition.
You can only allocate your budget correctly by aligning teams and KPIs. Rather than having each team independently pursuing multiple KPIs, coordinate online and offline teams toward shared goals. A single source of truth that provides insights, comparisons, outcomes and channel synergies allows you to measure each team’s effectiveness and plan campaigns based on the right KPIs with optimal budget allocation.
Not only can you define each team’s actions, but you can also identify the ideal investment points. Our forecast tools use data from past campaigns and experiments to help you plan a campaign and distribute budgets across channels. This approach enables you to integrate on- and offline media channels effectively and align efforts with your primary KPIs.
Need real numbers? Read how we helped a leading e-commerce retailer merge their online and offline media channels and the goals they achieved.
