Today’s internet population suffers from data deluge and social-media driven. This means that as a marketer, you need to run omnichannel marketing campaigns to ensure that every customer touch-point communicates a branded and holistic message in your marketing strategy. This includes digital marketing as well as traditional marketing touch-points.
Marketers today have more choice than ever before to advertise. The challenge in creating an omnichannel marketing campaign is the alignment of traditional with online.
Traditional marketing channels like direct marketing, print advertising, radio and television have a unique method of advertising and you know what is the most effective method. Besides this, web advertising, social media marketing and mobile marketing cater to a distinct set of customers and have an entirely unique set of success strategies. In this backdrop, a unified omnichannel marketing strategy can be a challenge to create and execute.
Because of the above challenge, there is no fool-proof or surefire formula to create an integrated marketing campaign that is successful. However, the following steps will help create one that can maximise success through viewership and interesting CTAs.
Key 1: Isolate and understand your target audience
According to @StratCommun‘s Linda Pophal – “It’s important to clearly identify [who your target audience is by] both demographic and psychographic (attitudes, interests and behaviors), to help develop key messages and to identify the best communication channels to reach them.”
Creating audience profiles can be a great beginning to your omnichannel marketing campaign. Bring on the old audience profiles, if you have created them for other integrated marketing campaigns in the past. Edit them and make them relevant to the present time.
Some questions you should ask yourself are:
Who are your target audience / customers?
What are they motivated by?
How do they like being communicated to?
Which magazines or newspapers do they read?
Which websites do they visit regularly?
If they are on social media, what are they talking about?
Key 2: Choose your channels for the omnichannel marketing campaign
Traditional or digital, choose your channels for your branded communication. Once you lock your data using Step 1, create a list of channels, both traditional and digital. Select relevant and useful channels where you think your audience fits in. Do not increase your marketing costs by including channels that may not work for you. You can use experience from past campaigns to choose.
Some questions that need answering here are:
What are the channels strengths and weaknesses?
Which ones will help me reach my objectives?
What percentage of my target audience is on each one?
Concentrate on effective channels and prune the list mercilessly.
Don’t be everywhere, all the time, ‘spray and pray’ does not work anymore.
Keep your brand’s visual identity consistent across all traditional / digital channels and communication. Visual identity is how you want your viewers to perceive your brand. It is more than your logo; it is about the look and feel, common fonts and colours, graphics and photographs, and the totality of its impact. This will ensure that the viewer will make a visual connection across channels and with such branding, you will create a successful omnichannel marketing campaign. Research shows it takes over 5 impressions for a viewer to recognise a brand or its specific message.
Key 4: Create interesting content that can be adapted to all chosen channels
For communication across channels to be consistent, it is very important to create simple yet compelling content that can be adapted to all of them with ease. Do not use confusing phrases or Shakespearean language to impress. It is more important to get the message across than to learn your English. All communication – offers or messages must be clear and appeal to the viewer to take action while being consistent across internet, mobile phones and in-store.
All messaging should be good to use across all channels whether it is a blog post, email marketing content, a video or a case study. And, we should use the messaging across all channels as and where suitable by cutting across it without changing the visual impact.
All messaging created for your omnichannel marketing campaign should have proper CTA’s driving traffic and culminate in action, whether it is a sale, or a subscription or to build lists.
Integrated marketing campaigns need specific communication strategies to grow and succeed. Use client reviews, client’s social media handles and whatever resources you have to create the right impact. This will help your message go viral and improve reach. The more the reach, the more the conversions.
Key 5: Synchronise your omnichannel marketing campaign
If you are outsourcing your integrated marketing campaign, even bits and pieces of it, make sure that all teams involved are in sync with others. This is very crucial to success. Have regular team meetings, even daily, if required to ensure that the right messaging goes out on the right schedule at the right time. All teams should understand the campaign well along with its objectives, look and feel and messaging tactics. We should share all collaterals used across teams to drive home the message of success. Simply put, all of them should agree.
Coordination will go a long way in ensuring that your omnichannel marketing campaign is on course to success.
Key 6: Analyse the analytics
This is the most critical aspect of your omnichannel marketing campaign. It is important to man the analytics and use human analysis to understand the direction in which your campaign is headed. The attribution methods used can help understand your success and to tuck away as an experience for campaigns to come.
We understand that analytics from traditional marketing are difficult to come by, track, or their correctness is questionable. Take them with a pinch of salt, but do not write them off. They will important from a comparison perspective. But your digital marketing practices can get you perfect analytics of your omnichannel marketing campaign.
These analytics will also help you keep tabs on spending and give you insights from an ROI standpoint.
Omnichannel is one of the new digital marketing trends that will drive a consistent brand experience to grow your business with ease and make is sustainable.
Use these time-tested keys to drive successful omnichannel marketing campaigns and get futuristic.
Branding is going to see a sea of change in 2022. With humanization, inclusivity, and building a social brand becoming important branding in 2022 will explode. Time to be on train or rebrand with a purpose.
We do not limit branding as a concept to your logo design, typography or visual paraphernalia. It is a lot deeper than that and in the digital era, without a one-on-one interaction, is critical to business.
Your online presence is highly critical to growing your business. The content you share, the design of your website and a lot of other factors create a psychological impression on the visitor and speak about your trustworthiness and professionalism. All these factors are decisive to conversion, and your brand is the foundation of all this.
Being a digital marketing agency for over 18 years has given us tons of data and research on branding and we firmly believe that telling compelling stories and communicating USPs is critical to brand building, besides evolving your brand with the times.
Trend #1 – Go retro
Ads and content always yield better conversion when evokes emotions or aligns with them. So, if your business is looking to rebrand or refresh the brand, the best way is to go retro.
With people being glued to social media and mobile phones throughout their waking hours, data chaos rules supreme. We live in a busy world and under a lot of stress.
Getting nostalgic and remembering the old times always gives people the much needed release. The remembrance of a simpler life, a stress-free day, is something we cherish. By going retro and aligning with those emotions, your brand can evoke positive feelings.
Positive feelings will build trust in the brand and help brand recall. So, go ahead, give it a thought and align them with your domain. If you feel nostalgic branding helps, spend a little more time on the drawing board.
Trend #2 – Branding in 2022 will see humanization
Most brands use brand communication to send out content like ads, social media marketing, announcements, press releases, etc. The space out there has become chaotic.
So, people have ignored such messaging and today they prefer brands that talk to them. Also known as conversational messaging, brand talking is the trend today.
This is the first step to humanizing the brand. This enables a better connection with customers and prospects and also weeds out the ambiguity from brand communication.
User engagement being the top ranked branding aim, brand humanization is on the rise and will remain so.
The difference from the past is that today brands engage with every comment, like or retweet they get as a part of their social media marketing. In the bygone era, brands only posted and did not really care about the reactions or engagement they got.
Today, because of humanization, brands get more engagement, more comments and connect with customers and prospects better, like peers. Building an approachable brand becomes much easier, and it helps conversions. Of course, content is the key and will remain so for branding in 2022.
Trend #3 – Brand with a purpose
To become more sociable, many brands have moved on to addressing the pressing needs of the society. Aligning the business, its services and products for social appeal is glorious business. The motivation comes from their core mission, leading to changes in visual identity, story telling and decision making.
A business that looks for more than just ‘profit’ will always create a profound impact on the customers. When your business can align with such a cause and create a marketing strategy to execute, it will create more appeal.
Customers will now buy from you because they can identify with the brand that aligns with their values.
You will find many brands that give away a part of their revenue to underprivileged children or to the homeless. These brands evoke sympathy and align with people’s values and sales improve automatically.
Branding in 2022 will see this trend moving up the agenda for many businesses. Empathizing with the audience is again humanizing the brand to a certain extent.
If you are looking to create or rebrand to brand with a purpose, it is time you palled out a strategy and began working on the collaterals to align the messaging and communicate your social priorities.
Customer expectations have changed over time and today they are more interested in seeing positive physical appearances, diversity and inclusivity. No more is ‘zero’ size, white or blonde, a statement of beauty. If your brand is still following the old norms, it is time for a rethink.
According to an Accenture study, people prefer and are more likely to buy from brands that are diverse and inclusive. Approximately 80% of the brands that cater to this philosophy agree that they also address cultural and social issues in their branding exercises. For example, we handle certain brands that have different price points for differently abled people.
Celebrity marketing or using well-known people to endorse your brand is over, as a strategy. If I were you, I would prefer to engage my most loyal customers by featuring them in my ads. Real people who have actually used the product or service are always more authentic and compelling. Believe me, it shows.
In fact, a famous brand has been using diversity in its branding for about 40 years now. We are talking of branding in 2022, but this brand went quirky way back and has been reaping benefits continuously.
Trend #5 – Influencer driven branding
Though still nascent, influencer driven branding is the new trend. While I completely based this on numbers and approachability today, it will open up more vistas once it gets data driven.
This is a new opportunity for brand and influencers both to get more engagement besides word-of-mouth.
Branding in 2022 will see data in use, more and more influencers will come to the fold depending on segregation of target audiences. Small and big influencers will get the same opportunities and will be a win-win situation.
The next level of influencer-driven branding could be to showcase influencers as brand ambassadors, which will attract more customers. In fact, influencer-driven marketing will grow to be a $15B industry in 2022.
Trend #6 – Branding in 2022 will be absentia
Branding in absentia or branding ‘without’ a brand is going to rise in 2022. What was a joke in the marketing circles has become a reality and is rocketing.
Branding in 2022 will see brands putting up ads or hoardings with no brand on them. These ads will only talk about the USP of a product or a service, but will not mention the brand itself.
Customers have seen enough brand logos and mascots, and the recognition has become more of reflex and therefore the trend. This is also a part of minimalist branding.
Now, showcasing USPs is one thing, however such ads should have a brand recall. Which means, only those brands that are sure of brand recall should use this trend. So for beginners, we will see this trend mostly amongst the big brands.
As a digital marketing agency with a pedigree of over 18 years, we understand that the above mentioned trends for branding in 2022 are here to stay.
Going into the future, aligning your brand to these trends, or rebranding on the path to follow them is the best thing your business can do.
It is time to change and once you are on that strategy, things will only brighten up and your brand will be ready to take on the future trends easily.