Blog Post

The New Media Playbook for Advertisers: The Novice

12/20/2022 - Sierra Ducey

In the digital age, consumers are spending more and more of their time interacting with social and audio streaming platforms like Netflix, TikTok, and Spotify. In 2022, Netflix had 222 million subscribers worldwide, and trends suggest that number will increase well into 2023. As marketers, we know the importance of meeting customers where they are, which is why an omnichannel marketing approach is more essential than ever for business growth and customer satisfaction.

Customers expect seamless brand experiences across all channels, whether they be traditional, legacy, or brand-new. They don’t want to see the same ad over and over. Rather, they want personalized advertisements with solutions to their problems or products they are interested in or have recently searched for.

For example, a consumer is much more likely to click on an ad if it is for a pair of shoes they had previously viewed. Taking it a step further, they are more willing to then make a purchase if the advertisement directs them to an in-stock product, an easy-to-navigate webpage, and a seamless check-out process.

The Benefits of Omnichannel Marketing

If you’re still relying on the same legacy digital marketing strategy from years past, we understand it can be comfortable to stay in the same arena. Your strategy is probably doing the trick and garnering satisfactory results. With change, you risk hurting the momentum you’ve built. But as consumers grow digitally savvier and the marketplace continues to saturate, “comfortable” and “satisfactory” will no longer cut it. Now is the time to invest in learning and testing new emerging channels or risk being left in the dust.

As the digital age continues to advance and consumers’ expectations of brands heighten, omnichannel marketing offers customers a seamless shopping experience from start to finish. You can create a more comprehensive digital marketing strategy that will ultimately generate revenue and elevate audience engagement by advertising on multiple platforms at once, such as DOOH, digital audio, and CTV.

Building an omnichannel marketing strategy allows for a cohesive user experience across multiple touchpoints, including mobile apps, brick-and-mortar stores, and online. Because growing your audience is a crucial step in growing your business, you must ensure clients are constantly engaged with your offers and promotions through advertising.

Tips and Tricks for the Omnichannel Marketing Novice

Have you ever found yourself asking these questions?

  • Why are my ads not generating the expected sales?
  • How do I advertise on streaming TV?
  • How can I find my target audience on social media?

If so, you might fall into our bucket of “novice” advertisers.

You are aware of emerging channels but are wary of whether you can meet your current advertising benchmarks through these channels.

As a digital marketing novice, taking the first step is the hardest part. We’ve outlined three simple tactics to help you take the first step toward embracing a more current media plan and an omnichannel marketing approach:

  1. Understand your audience and preferred channels.

As a novice, you don’t need to jump into every emerging channel available today. Rather, it’s important to garner a base understanding of which channels your audience is on and pick one or two to dive into.

Identifying your target audience and learning about their needs can help you better understand which channels work best for their needs and yours. You can additionally group individuals based on shared traits to send more personalized messages for stronger relationships or create a shared vision once you have identified their preferred channels.

An IDC study found that omnichannel shoppers are worth 30% more to a business than those who stick to one shopping method. As such, it’s important to have a strong understanding of your audience’s preferences and provide omnichannel marketing efforts on the channels that will most effectively speak to them.

  1. Test and try (and try again).

With any digital marketing strategy, the best option is to try several strategies before deciding what works best for your brand. With advertisement testing, this could look like designing various ads for your target audience to see which ones they engage with the most.

This “test and try” method lets you identify and fix errors fast. It can help prevent bigger problems down the road and allow you the room to take quick action if something isn’t working. You can also change your marketing strategy without harming your most successful campaigns and strategies. It might take some trial and error, but you’ll eventually find your business’s most accurate and effective advertising strategy.

  1. Do more with less.

If you’re worried about moving budgets away from legacy channels that have historically performed well, you’re not alone. As an advertiser, you want to get the same or even better results if you take the dive into newer channels. That’s why when you are at a jumping point in your digital strategy, it’s imperative to get the basics down first, especially when it comes to analytics.

When starting to incorporate new channels and tactics, you must have a firm understanding of what is working well and why. Analyzing relevant marketing metrics gives a full picture of digital marketing spend alongside results. It can also provide substantial evidence that the investment away from traditional channels and toward emerging channels is well worth it.

Need a Little Help Getting Started?

As an advertiser, you know how important it is to stand out from the crowd. Fortunately, new emerging media channels can help you do just that. If you’re unsure how to take the first step, “The New Media Playbook for Advertisers” might be just what you need to create impactful advertising that truly meets your audience where they are.

Contact Digilant today to learn more about omnichannel marketing, breaking out of channel silos, and building a better omnichannel strategy.

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