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Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections

Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections

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In partnership with London Research, Catalyst and Xaxis’ new original research and report, “Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections,” explores gaps in where consumers are spending their time and where advertisers are investing, revealing opportunities for marketers to adopt and advance omnichannel approaches to media and marketing for long-term growth.

Key takeaways:
• U.S. consumer trends and engagement compared to advertiser approach to search, social, ecommerce, gaming, CTV, DOOH, podcasts, and more
• Media consumption differences across key audience demographics and implications for omnichannel planning
• Brands’ mindset, approach, and recommendations for ongoing experimentation and testing into emerging platforms
• Barriers to adopting omnichannel programs and recommended solutions
• The impact of privacy and identity on consumers, advertisers, and omnichannel programs

In partnership with London Research, Catalyst and Xaxis’ new original research and report, “Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections,” explores gaps in where consumers are spending their time and where advertisers are investing, revealing opportunities for marketers to adopt and advance omnichannel approaches to media and marketing for long-term growth.

Key takeaways:
• U.S. consumer trends and engagement compared to advertiser approach to search, social, ecommerce, gaming, CTV, DOOH, podcasts, and more
• Media consumption differences across key audience demographics and implications for omnichannel planning
• Brands’ mindset, approach, and recommendations for ongoing experimentation and testing into emerging platforms
• Barriers to adopting omnichannel programs and recommended solutions
• The impact of privacy and identity on consumers, advertisers, and omnichannel programs

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Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections

  1. 1. THIS PRESENTATION ORIGINIALLY AIRED AS A WEBINAR. THE RECORDING IS AVAILABLE HERE: https://events.bizzabo.com/339851
  2. 2. PRESENTERS Meghan Lavin Marketing Director Kelley Drake Senior Director, Marketing & Communications Linus Gregoriadis Director & Co-founder www.catalystdigital.com www.xaxis.com www.londonresearch.com
  3. 3. HOUSEKEEPING & FAQS Will the recording be available after? Yes! We’ll email the recording and deck to everyone who registered. How do I access the research? We’ll email it after the webinar and it’s available on our site: www.catalystdigital.com/new-original- catalyst-xaxis-research-closing-the-gap/
  4. 4. WEBINAR Q&A Click the Q&A icon in the upper right-hand corner of the screen. Enter content questions or in the Q&A window. You may enter your question anonymously or name yourself. We’ll publish some content questions to the broader audience. Platform issues or technical difficulties? Email info@catalystdigital.com for assistance
  5. 5. AGENDA Methodology Consumers & Marketers: The Gap Search & Social: Big Gap, Even Bigger Opportunity The Next Era of Commerce Programmatic at a Tipping Point Going Omnichannel Key Recommendations 1. 2. 3. 4. 5. 7. 6.
  6. 6. METHODOLOGY • U.S. consumer and business surveys conducted in April 2021 • 2,000 US consumers • 200 advertisers working for companies with annual revenues of at least $50m across a range of sectors. All respondents were decision makers in respect of their organizations’ media planning and investment. Interviews with industry experts from:
  7. 7. WHAT IS OMNICHANNEL MARKETING?
  8. 8. CATALYST & XAXIS DEFINITION OF OMNICHANNEL MARKETING: Omnichannel solutions empower clients to reach and engage with their customers across multiple touch points (be they video, search, social, audio, DOOH, mobile or TV), providing a way to create a seamless and integrated customer experience, tied directly to, and optimized towards their true business outcomes.
  9. 9. WHY OMNICHANNEL? “As consumers continue to have an abundance of high-quality choices, brands are beginning to create differentiation based on ease of access, relevancy, and convenience. Consumers now expect seamless brand/product experiences that move with them. Brands, therefore, must deliver messages to their audiences at the most relevant moment - wherever they are. With the advancements in programmatic delivery and ethical data usage, we now have real opportunities to remove the inherent frictions of managing omnichannel executions and realize a holistic strategy that makes advertising work better for everyone.” Kirk McDonald CEO, GroupM North America
  10. 10. HOW CLOSE ARE WE?
  11. 11. CONSUMERS & MARKETERS: THE GAP
  12. 12. DAILY ENGAGEMENT
  13. 13. CONSUMER ATTITUDES TO ADVERTISING 82% of 35–54 year-olds say they’re generally happy to watch an advertisement to access free online content.​
  14. 14. CONSUMER ENGAGEMENT VS. MARKETING INVESTMENT
  15. 15. EMERGING CHANNELS
  16. 16. CHALLENGES TO INCREASED INVESTMENT
  17. 17. 21% The average amount of total media spend allocated to emerging channels and related opportunities 46% of marketers strongly agree their budget has become more dynamic and real-time based on evolving consumer behavior INVESTMENT IN EMERGING CHANNELS
  18. 18. VOICE OF THE EXPERT “To balance investment in tried-and-tested channels with emerging ones, we need to make sure we’re adapting to consumer behavior, but also that we understand how it will drive value for our business. We’ve pushed a lot further into audio this year as a key awareness driver as we see increased use of podcasts and streaming audio. In general, we are aggressive with in-house programmatic testing, and how we’re using retail media.” Kate Metzinger Senior Director, Integrated Brand Activation Georgia-Pacific
  19. 19. SEARCH & SOCIAL: BIG GAP, EVEN BIGGER OPPORTUNITY
  20. 20. WHY OMNICHANNEL? “The journey to omnichannel continues to evolve. Those that are the furthest along have a sense of optimal channel mix, how individual channels contribute to a continuum, and they don’t think of every channel as the same in its ROI to drive that end result, because after all there’s brand- building, there’s consideration, there’s action, all of which are important.” Jed Dederick SVP, Global Client Development The Trade Desk
  21. 21. SEARCH & SOCIAL = CORE TO CONSUMERS’ OMNICHANNEL JOURNEY
  22. 22. THE PANDEMIC PUSHED MORE SHOPPERS ONLINE Discoverability, whether that’s in category, retail, or branded search is becoming even more important as more consumers start relationships on-screen vs. in-store.
  23. 23. THE PANDEMIC WILL HAVE SUSTAINED IMPACT ON SEARCH 70% of 35-54s are more likely to buy products and services online in the future as a result of the pandemic 43% of consumers say they have increased their use of search since the start of the pandemic
  24. 24. MARKETERS HAVEN’T CAUGHT UP WITH SEARCH BOOM, BUT THERE IS COMPELLING REASON TO • Marketing budgets have not kept pace with the amplification of search. • Currently, the customers using search at least weekly (91%) is double the percentage of marketers increasing spend (46%). 58% of 55+ year-olds 79% of 18-34 year-olds 83% of 35-54 year-olds Receptivity to Advertising on Search Engines
  25. 25. SOCIAL MEDIA: ANOTHER BRIGHT SPOT IN THE OMNICHANNEL JOURNEY Consumers are spending more time on social media. 46% report using social media even more since the start of the pandemic. Like search, they are receptive to advertising on social media sites
  26. 26. THE DOOR IS OPEN FOR INFLUENCER MARKETING “Brands and influencers foster engagement with audiences in a way that feels like an organic relationship, increasing brand loyalty over time.” Kerry Curran, Executive Director, Performance Strategy & Growth, U.S., GroupM Services
  27. 27. THE NEXT ERA OF COMMERCE
  28. 28. CONSUMERS ARE HOOKED ON ECOMMERCE Proportion of consumers more likely to buy products & services online in the long run as a result of Covid-19
  29. 29. 75% of consumers say they are receptive to advertising on ecommerce sites like Amazon, Target and Walmart 40% of consumers visit ecommerce sites at least weekly
  30. 30. BUT IN-STORE SHOPPING ISN'T DEAD – IT'S EVOLVING
  31. 31. VOICE OF THE EXPERT Consumers will be carefully planning out store visits to make the most of their shopping trips, and search is the top resource they use to research their in-store purchases. This behavior intertwines the digital and physical properties in a way that requires brands to take stock of each customer interaction and prioritize the right marketing channels.” Ted Buell Managing Director, Measurement & Analytics & Industry Marketing Google
  32. 32. MARKETERS ARE ANSWERING COMMERCE TRENDS WITH STRATEGIC SHIFTS 56% of marketers are increasing investment in retail and ecommerce media
  33. 33. THE PROGRAMMATIC TIPPING POINT
  34. 34. PROGRAMMATIC What is Programmatic Advertising? An automated method of buying digital media where data and technology are used to make real-time decisions on a per-impression basis at scale about things such as: • whether this is the right audience • whether this is the right environment • what price should be paid • what creative/offer should be shown
  35. 35. PROGRAMMATIC $96.89B 2021 eMarketer 69% of all media spend will be digital by 2026 GroupM This Year, Next Year Forecast US 2021
  36. 36. PROGRAMMATIC MOVES ACROSS ALL CHANNELS
  37. 37. PROGRAMMATIC ENABLES INTEGRATION
  38. 38. VOICE OF THE EXPERT “The disruptions that came with 2020 are encouraging advertisers to shift to more flexible and on-demand ad strategies. They have cut their planning horizons significantly and are on average committing to media less than three months out. Programmatic is uniquely positioned to deliver on this shift, with real-time reach forecasting across channels to adapt to changing viewing behaviors and make sure every dollar counts. Having all media in one place gives marketers the ability to reach (audiences) in a more attentive and flexible way. Betsy Vankula Director of Programmatic Media Google
  39. 39. GOING OMNICHANNEL
  40. 40. BARRIERS TO MORE INTEGRATED ADVERTISING
  41. 41. DESPITE BARRIERS, MARKETERS ARE BULLISH
  42. 42. BUT NOT EVERYTHING FITS
  43. 43. VOICE OF THE EXPERT “The accelerated uptake of streaming in 2020 means a lot of marketers have to move faster than they were planning to in that space. Incorporating TV into omnichannel buying is one of the great challenges, and one of the most important things for marketers to get right at this moment, because it creates the opportunity for brands to truly differentiate and take a leading position in a moment when consumers have moved already and marketers need to catch up.” Jed Dederick SVP, Global Client Development The Trade Desk
  44. 44. 4 OUT OF 5 Marketers are keen to retain the agility in planning and budgeting they discovered during the pandemic
  45. 45. CLOSING THE GAP
  46. 46. THE BOTTOM LINE Leverage the benefits of programmatic across all channels. Address barriers to omnichannel adoption. Embrace a test-and-learn mentality. 1. 2. 3. 4. 5. 6. Don’t assume everyone who grows up with the internet thinks the same way. Retain your pandemic-era marketing agility. Move to business-level KPIs.
  47. 47. THANK YOU! Report: www.catalystdigital.com/new-original- catalyst-xaxis-research-closing-the-gap/ Infographic: www.catalystdigital.com/closing- the-gap-5-key-findings-infographic/ Questions: Info@CatalystDigital.com More about Catalyst & Xaxis: - www.CatalystDigital.com - www.Xaxis.com
  48. 48. THANK YOU FULL PAPER AVAILABE AT: https://www.catalystdigital.com/research/closing-the-gap- omnichannel-research/

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