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RESEARCH, ANALYSIS & TRENDS

About omnichannel marketing and the

evolution of marketing channels

If, before the age of digitization, traditional marketing that reason, the customer journey and the performance
has still been based on the fact to be seen by appropri- of its marketing activities have to be analyzed and eval-
ate target groups in catalogs, on posters and flyers, uated on a uniform data basis as an integrated ap-
television or radio advertising, to bring customers into proach is essential.
the stationary stores, in the course of time every trader
has discovered the potentials of an online store and It is recommended to proceed step by step - from the
online advertising. Unfortunately, however, many of definition of objectives to the channel selection, the
them are still treating online and offline as separate dis- budget distribution, KPI definition, the tracking selection
ciplines. It almost seems as if many companies are still and implementation, as well as campaign analysis. As
in a readjustment process, trying to figure out how to long as there is consistent communication via all online
cover all channels with an efficient strategy and how to and offline channels, besides measured marketing ac-
make optimum use of the interdependencies. Conse- tivities, the efficiency of your marketing budget will in-
quently, there are timely changes and optimizations, in crease. The high degree of transparency and flexibility
favor of the achievement of objectives through clear in online advertising makes it possible to optimize the
measurability, which motivates the growing budget shift budget distribution any time by calculating the optimal
from offline to online advertising, making performance marketing mix.
marketing and a well thought out omnichannel strategy
the alpha and omega for trade nowadays. Nowadays, consumers grab more and more often their
smart phones or tablets to learn about products or com-
Efficient Integration pare prices ("ROPO - Research Online - Purchase Of-
fline") prior to starting their shopping spree in retail
Successful omnichannel marketing uses synergies in stores. To meet the buyers exactly where they are lo-
online and offline channels to exploit potentials and to cated in that specific moment, a network of all channels
increase the efficiency of marketing activities, because is inevitable - even better when combined with optimum
today’s customers hardly differentiates between online measurement.
and offline, moving simultaneously in both worlds. For
4 Asian eMarketing - December 2015 Omnichannel Marketing
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