Today, the average consumer goes through a minimum of five touch points with a business before converting. And this is just the beginning of the trend, as the number of interacting platforms between companies and clients keeps on increasing. These touch points can be very different, from a Google search to a visit to a company’s store, the download of a branded app for their mobile phone, or a phone call to get more information about a product.
In order to be able to develop better marketing campaigns, improve current performances and sales, and plan the future of a company, it is then absolutely essential to obtain a global vision of these touch points, both online and offline. This can be done through multichannel analytics.
Overcoming the traditional division between online and offline
However, at the moment, many companies see data as a digital tool, while using analytics almost only as a site-centric tool, mostly for data like page views, bounce rate or visit duration. The problem is that, in companies which have existed for decades, there is quite often a clear division between digital marketing and historical marketing activities.
Many companies will have a distinction between online activities and offline activities, where each department will be totally separated from the other one, and people won’t be able to discuss any global strategy. For instance, it is still quite common for the Digital Director of a company not to be part of the Marketing team! This is really absurd, as in the end, the web simply represent new communications channels, where marketing practices of yesterday are still relevant.
The rise of predictive analytics
Creating too many silos is a massive issue, as it prevents the company from building a global vision, and also creates many missed opportunities. Using the data collected from the website and the online channels can, for instance, be extremely useful to determine patterns and predict future outcomes and trends, in what is called predictive analytics.
Let’s look at the case study of one of the biggest French retailer. When the PlayStation 4 was launched, in December 2013, they took advantage of the data collected through their Analytics tool to predict the demand for the home video game console across all French territory, both online and offline. They were able to do so by analysing every search made on their website and using the geographic localisation of customers to detect which areas had the most interest. And it worked, as they were the only French retailer who didn’t end up out of stock for the PlayStation 4! This is then a great example of how a global vision, overtaking the classic silo division, can produce great results, and improve the overall performance of a company.
A global marketing vision is a necessity
Today, the gap between offline and online marketing keeps on getting reduced, as we watch TV shows online, and printed ads often have interactive features like QR codes that can be activated with a smartphone. More than ever, it is then essential for a brand to have a global strategy, using all channels available in order to establish a seamless brand presence that engages the largest number of people. Nowadays, integrating online and offline together is the best way to stay ahead of competition and build an even more convincing brand presence.
What about you, does your company has a global marketing strategy which integrates both online and offline marketing? Do not hesitate to let us know what you think!