Combine together your online and offline activities in a suitable media mix
Planning thoroughly and assessing meaningfully a suitable media mix has never been as complex as today. While the number of channels has risen massively, at the same time information platforms and sales channels have become increasingly more interlinked with each other. Today more than ever, advertisers need to know their target groups accurately, advertise appropriately and choose the suitable channels for their campaigns. The goal: optimally combining offline and online measures.
Classic is declining but still important
Even though the trend in the volume of advertising clearly points towards online channels, the latest aftermath of the introduction of GDPR in May 2018 has also shown how quickly such numbers can regress and uncertainty arises.
Nonetheless, according to Zenith Optimedia (source) the global advertising spending in the mobile area alone increased from 9,2% (2015) to 18,7% (2018). Desktop advertising remained fairly constant (from 19% to 20,2%), while the traditional areas (TV, newspaper, magazines, radio) dropped from 63% to 55%, but still accounts for the lion’s share. A comprehensive marketing strategy must therefore cover online as well as offline channels and connect both worlds. The share of investments in the different channels depends on the user behaviour of the target group and the defined campaign goal.
The biggest challenge is measurability
Online cannot be beaten, especially with regard to the provable target group approach, conversion optimisation as well as the firm sales growth. Nevertheless, through traditional approaches, relevant important effects in terms of reach, image and branding can be
Both of these together, depending on the campaign objective and budget, represent an optimal media convergence. However, the challenge here clearly lays in tracking (for instance, what is permitted in the framework of GDPR…), optimisation and provable achievement of goals. The biggest challenge in digital marketing is then measurability, given that still no reliable cross device solution is available and the advertising effects on some touchpoints cannot be verified with precision. It is therefore all the more important to use systems and solutions which make offline and online measurable.
Touchpoints in online and offline channels
By looking at the entire customer journey, it is clear that usually different touchpoints influence the end user’s buying decision or make the brand known to the consumer. These are evidently spread over numerous offline and online channels.
Consequently, it is important to be able to measure which offline measures support online purchases and vice versa. The more accurate the measurement of the individual channels is, the more effective is the resulting comparability and performance rating. Well-defined KPIs, such as a return on conversion, help in the evaluation of a campaign. Cross-channel and integrative campaign planning must therefore be part of every advertising activity. This will benefit not only sales/conversions but also customer loyalty, which will become increasingly important, as well as the customer service that will develop sustainably.