The convergence of social and digital media has been at the cutting edge of the marketing arena for a long time. However, with an increasing number of channels and devices competing for consumer attention, it is the brands who implement effective cross media engagement that will stand out and drive more powerful engagement.
Connecting offline and online engagement channels is the key to driving higher levels of brand-consumer engagement. Think about it: Where do people spend most of their time? They are either on the move in the physical world going from one activity to another or they're on their smartphones. Here's why immersive brand experiences work.
Makes Your Brand More Relatable
Immersive experiences that seamlessly become a part of online and offline journeys helps consumers to feel more connected to the brand. Such a connection helps to make the brand or the advertisement more relatable because it is recalled as part of their lives.
Brand experiences are retained longer than one-off campaigns. Your audience will relate a certain activity to your brand.
For example, for Anlene's UHT product launch, we helped the brand create the first "Active Billboard". Participants had to jump and move around to fill up a giant milk packet. Anlene encourages people to "Stay Active, Stay Agile" so it is ideal that consumers who participated relate the brand to the physical activity they did.
This is the age of personalisation. The audiences are different. Their mindsets also keep changing based on what they are doing, where they are going, the time of day, and more. Shouldn't advertising messages change based on these facts?
Let's face it. Even though the technology makes it possible, the lack of real-time audience data makes it difficult to target "moments". By now, marketers are well versed with targeting audience segments online and offline. The next step is to tailor messages to match the moments.
There are multiple use cases for this in outdoor advertising, for example. Today, brands can target high-traffic time belts using digital billboard ads. But what if they knew the audience's mindset at these locations. Are they heading home or to shop or to eat? Where do a majority of them live (long commute vs short commute)? Once creatives are tailored according to these, the messages seem personalised and stand out.
Closes the Reporting Loop
For too long, offline and online consumer experiences were measured in isolation. The actual path-to-purchase is quite different. Digital may be starting to dominate all marketing spend but more than 90% of purchases still happen in physical stores.
Marketers are now rushing to connect online engagement to offline results and vice versa. Knowing what combination of touch-points deliver the best results - visits to online store or physical location enables marketers to plan around the consumer journey rather than plan for channels.
It's clear that understanding people movement, online and offline, drives more effective brand engagement strategies. The challenge for the modern marketer is having a single view of this data. Currently, they are too dependent on individual platforms who base their findings around how users interact within their environment.
If you're a marketer, we'd love to hear about your efforts to reach the modern connected and always-moving consumer. We can also show you how offline movement data can connect and improve your online and offline media buys.