The art and science of Direct 2.0
Archive for February, 2014
Back in the stone-age, when there was no big data or come to think of it, any data at all, marketing was fragmented. Cave paintings and smoke signals were often “off message”. With the gradual addition of new forms of communication, the problem became worse.
Fast forward to the age of Mad Men and we see advertisers using new, “modern media” such as TV, radio, print and even advertising delivered directly to a prospect’s mail box – can you believe it? Unfortunately, these ads were often produced by different people and the output for a single brand often looked like it came from different companies. In the age of mad men, and mad women, it was really hard to break through with a break-through brand.
Well guess what – advertisers did not stand for it! Enter the age of “integrated marketing communications”. It was brand organizations that transformed marketing by embracing this new paradigm with co-equal, multi-disciplinary teams, eventually including digital and social, all dedicated to meeting common goals and objectives.
Now fast forward yet again and you’ll find yourself in the era of “multi-channel marketing” which, in our opinion, is pretty much the same as integrated marketing. But a day does not go by without the introduction of a new buzzword and now, all the talk is about “omni-channel marketing”. But does omni-channel marketing really differ from multi-channel marketing and if so, what does it mean to you?
Wikipedia defines it this way:
“Omni-channel marketing is very similar to multi-channel marketing but is concentrated more on a seamless approach to the consumer experience through all available shopping channels, i.e., mobile internet devices, computers, brick-and-mortar, television, radio, direct mail, catalog, and so on.”
Here’s why it’s important and what we suggest
Omni-channel marketing relates not just to the advertising and promotional channels of communication we use, but to the channels of sales distribution as well. In an omni-channel world, it does not matter where or how a consumer buys -- stores, websites, direct mail, catalogs, mobile platforms, social networks, home shopping, gaming, etc., as long as she buys.
We think you should embrace omni-channel marketing, and absolutely let the consumer determine how she wants to hear and buy from you -- after all, it’s she who’s in control. Listen to her, align with her wants and needs, and with a little bit of luck, you will succeed.