Jul 31 2020
Current pandemic has been a wake up call for most of the marketers to re-look at their approach with a blooming set of new opportunities. While most of the industries got affected negatively by the pandemic situation, there are few industries that have positive new opportunities to explore.
Omni Channel marketing approach has been a word that has been thrown around recently among marketers, business leaders without much of implementation focus. However, this pandemic fast tracked the opportunity as well as the requirement to focus on a more refined omni channel approach to survive during this pandemic economic crisis.
Despite an expedited focus toward digital, marketers cannot ignore the importance of having implemented a holistic marketing approach for their brands which will have a proper combination of online and offline elements.
When a well-defined omni channel approach is implemented it is vital to target a brand’s prospects with the right message at the right time focusing on building maximum brand awareness, positive perception and in the end converting them into a lead or a sale.
According to Google, Omnichannel strategies drive an 80% higher rate of incremental store visits. (Think with Google) In a global survey done by Google it was found that 74% of in-store shoppers who searched online before going to the store to shop, said they searched for something in-store related such as the closest store near them, locations, in stock near them, hours, directions, wait times, and contact information.
Looking at the various studies done by Google and few other leading institutes we can understand that how most of the offline purchases are influenced heavily by the brand's online presence and the activities which gives you solid reasons to marketers to look at a more refined approach of having a combined marketing strategy in place with online and offline elements.
Once the fundamental requirement is understood by a marketer/ a brand, the next step is to develop a solid, well-defined omnichannel marketing plan which is supported by key strategies, tracking and execution level mechanisms.
While transiting into a more digitally focused omni channel approach could be expensive, time consuming and challenging for most of the traditional brands, it provides greater tracking, flexibility and long-term cost efficiency. Which will ultimately help most of the brands to survive and gain advance during a hard time such as this pandemic
Nisal De Silva : Associate Director - Paid Media, Isobar Sri Lanka.
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