It’s Time to Leverage the Entire Digital World in Your Marketing Strategy
On any given day, a consumer will switch between scrolling social media, listening to their favorite playlist, browsing products online, bingeing shows on a connected TV (CTV), and more. This is why in 2022, advertisers should consider leveraging a multi-channel strategy.
A multi-channel strategy enables marketers to reach users across different platforms and devices. This strategy helps to increase campaign scale by capturing users who are only using some channels, and it enables greater reach to meet those consumers throughout the entire funnel, creating a cohesive story.
The reality today is that users are likely to be on some but not all of the channels that marketers are using in their campaigns. Targeting multiple channels is proven to lift the performance of campaigns. And performance lift isn’t the only benefit.
The Benefits of a Multi-Channel Strategy
A multi-channel strategy will create more visibility for a campaign and a brand. By creating coherence across the channels that ads are appearing on, marketers can consistently remind users about a brand’s offerings, which will inch them closer to conversion.
Multi-channel campaigns also increase engagement from customers. If a brand is present on many channels, then customers won’t struggle to find them. And creating multiple opportunities to engage encourages those customers to actually do so. This moves customers through the funnel and builds loyalty.
Finally, multi-channel campaigns offer an opportunity for retargeting. Marketers can leverage a retargeting strategy to deliver online ads to a user based on their previous intent-based actions on the web. For example, if a user clicks on a display ad and browses the landing page, they can be retargeted on another channel like programmatic audio.
Through multi-channel retargeting, marketers can increase the likelihood that their messaging reaches the audience repeatedly. Seeing ads across various devices and in various formats helps to build campaign awareness, and increases reach and frequency so a brand’s messaging reaches the users who matter most.
How Multi-Channel Campaigns Work
Planning a multi-channel campaign may seem overwhelming because it involves more than one channel and various formats. But demand-side platforms should allow you to plan, execute, and analyze all ad formats within the same platform. Plus, most DSPs allow you to target cross-device as well.
Let’s say a brand is looking to drive brand awareness and product purchases through a multi-channel campaign. That brand would start by identifying their target consumer, choosing which channels to run the campaigns across and crafting a cohesive message to be relayed across those channels. In launching the campaign, they might start with prospecting by capturing new users through ads across CTV and video.
A prospecting campaign could be used to attract new consumers while simultaneously building the audience pool for a retargeting tactic. In this scenario, the brand could leverage display as their main retargeting channel, using a video completion strategy to target users who had watched their video and CTV ads in full. With this multi-channel approach, the brand can drive brand awareness, engagement, and qualified leads to their website.
Consumers are using a mixture of channels. For the best strategic results, it makes sense to be present on the channels and devices that those consumers are on. A multi-channel approach allows marketers to make the most of opportunities for re-engagement and acquisition.
Christiana Marouchos is senior director of digital marketing at StackAdapt.