The Difference Between Multi-Channel and Omni-Channel Marketing
While marketers intuitively understand the benefits of running a multi-channel campaign, they can often struggle to quantify the benefits.
Multi-channel marketing tactics are easy enough to recognize. Direct mail, SEO, display, website, TV and social: each campaign is individually designed and implemented, often with different staff and resources. If a brand wants to use multi-channel to drive consumers to make an in-store purchase, they will only be able to measure campaign effectiveness through channel-specific KPIs and sales dollars. While branding may carry over between channels, until recently it was rare that audiences used for direct mail could also be used to target online in a display ad or on social media. Proving that a person who received a direct mail piece also saw a display ad online or walked into the store was literally a guess.
The Data Marketing Association has run studies on the lift associated with running direct mail with online campaigns. A statistical lift of 5% to 15% is common – especially when the same prospects receive both a direct mail piece and one or more online ads.
Omni-channel addresses the challenge of providing common audience identification with reach and transparency across offline and online marketing channels.
With a postal address from your CRM, you can now target a consumer or business online through programmatic display, mobile, social, and email at an average 85% match rate or greater. The reverse is also true; a website visitor can be compared to a CRM postal file, an online impression, or even a visit to a store location. Deterministically connecting offline marketing initiatives with online and store activity is also now possible using location targeting with omni-channel audiences.
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