You need to take advantage of every opportunity if you and your business want to get noticed by prospects. It’s a crowded, competitive market with prospects struggling with overstimulation and information overload. What are you going to do to stand out?
Digital marketing and social media efforts are great for reaching some interested demographics, but you need to embrace omnichannel marketing to increase your reach even further.
Omnichannel marketing is a business strategy that engages customers through multiple media and marketing channels. It’s a more customer-centric approach to marketing because customers today prefer to make a purchase and look at their options on their own terms.
In fact, studies show that an average consumer will explore and use between three and five channels before making a decision or resolving a request. Before making a reservation at a restaurant or purchasing an app, a prospect will look at a review online, watch an ad on social media with their phone, then browse a message board and sign up for a trial through an email. If the prospect struggles with friction – inconsistent information, missing support, or a lack of response – then they will switch to another provider who can help them.
Past marketing strategies focused on single, disconnected channels (television ads, engagement emails, branded merchandise, etc...). That doesn’t meet the expectations of modern consumers. Today, companies must build a content ecosystem that consumers can explore on their terms. Companies need to be as proactive or passive in marketing as the consumers want and expect, preparing to support the buying decision. That’s omnichannel marketing.
Omnichannel marketing can be an effective business strategy for your own business, but it’s also a strategy that requires careful planning and embracing creativity to be effective. Without a strong strategy, costs for omnichannel marketing can quickly skyrocket with limited returns. A more creative, customer-centric approach can be a much higher return for a lower investment.
That’s why NBCUniversal’s strategy for announcing their recent fall schedule was so effective. They designed a promotion box sent to key customers and then tied it to a digital campaign. It is an excellent example of how omnichannel marketing can generate interest and promote engagement with the brand.
During this campaign, regular television ads referenced items in the promotional box, highlighting their fall schedule. By connecting with customers physically and digitally, they made a greater impact and drove higher engagement rates than if they used a single channel. NBCUniversal created an engaging content ecosystem for consumers.
Promotional products tied to the fall schedule played a critical role in this omnichannel marketing campaign.
Promotional products provide customers with a physical connection to the product or service. It lends exclusivity and excitement to the campaign, which is difficult to replicate with digital-only campaigns.
When customers hold the promotional materials, it creates associations with your brand that are hard to replicate with other marketing. Combining these physical promotions with more traditional digital and television ads helped NBCUniversal successfully promote its fall schedule and drive viewer engagement and excitement. Through the promotional box, the new programs became a must-watch event.
If you want to develop an omnichannel strategy for your business, GO2 Partners understands how to do it. When we worked with NBCUniversal on their promotion box, they relied on our team's marketing, printing, and distribution experts. These experts are ready to work with you and develop an effective marketing strategy, so contact us today.