What is OmniChannel Digital Advertising & Why it is Important to Your Association/Non-profit

Abtin Buergari / August 18, 2020

Advertising, when done successfully, transforms organizations. It displaces incumbents, changes industries, and breaths new life into organizations seeking growth and influence.

This has been the case for as long as we’ve had the tools to deliver information to people in mass quantities (think the printing press).

Technology has progressed our ability to fine-tune delivery.

 

We can now deliver advertising to exactly (and only) the audiences we want to influence.

 

Digital advertising has gained dramatic growth in the last 5 years, finally surpassing television, radio, and print advertising combined. In 2020, digital advertising spend is estimated to grown an additional 6.5%, with a total greater than $300B (Johnson. “Ad spending growth will accelerate to 6% worldwide in 2020, study says.” December 23, 2019. https://adage.com/article/datacenter/new-milestone-internet-will-account-half-ad-spending-2020/2223511).

Note these estimates made by WPP, GroupM, and Publicis were before Covid-19. Covid-19 has pushed daily internet usage up by nearly 70% (how is that even possible?).

Unlike historic advertising mechanisms, digital advertising does not rely on guesswork, and audience-estimations. Instead, it has radically altered how we deliver ads; it allows us to target individuals based on their historical activities. These activities or “triggers” are recorded and stored so they can be used to identify categories of users by their historic behavior.

There are two key forms of triggers – (1) pre-targeting triggers such as information provided by users to digital advertising platforms such as demographic, geographic, psychographic, behavioral information based on users interactions with social media, clicks on websites, and searches run on Google; (2) actions taken by the targeted audience such as clicking on served ads, time on specific landing page, or running specifically targeted searches.

Omni-Channel digital advertising (or cross-channel digital advertising) simply means using the digital advertising platforms and tools in concert with one another and normalizing their metrics to visualize where your advertising processes need improvement. Doing so will give you the most optimal results and a 360-degree view of your audiences’ behaviors.

Smart advertisers use the triggers described above to target, track, and understand the value of their advertising. We use these triggers to measure the behavior of key audiences as individuals travel through the preset journey. The data we collect along the way allows us to refine dramatically how, to whom, and with what content we should advertise.

Also, when we set the course, there is no guesswork. Reported results, trend analysis, and our predictive technologies help us decide how to optimize and refine the outreach.

The fact remains that most organizations (like yours) do not or incompletely use an omni-channel approach. For your firm, organization, or non-profit to get the full benefit of digital advertising, you must “connect the dots” by using each channel in combination with the others.

It is the case that all forms of advertising are beneficial. But why stop there? As The legendary advertiser David Oglivy teaches:

 

“the best can do dramatically more with what you’re spending now”

 

Here is a real-world example of what happens when a similar organization pivoted their standard agency approach for advertising to an omni-channel with us.

One of the associations we support, the Association for Accessible Medicines (“AAM”), historically used their agency of record to perform their PR, outreach, and social media advertising. They produced good results (as does anyone that performs some part of digital advertising correctly), but AAM didn’t know what great results looked like until we got involved.

Without changing their budget, we opened AAM up to multiple new outreach platforms. We employed each platform for different tactics; from using LinkedIn to generate top of funnel engagement with key executives that may become members, to grassroots advocacy campaigns that caused hundreds of thousands of emails/correspondences to Congressional Members.

This brought AAM into the public conversation and got their voices heard across the country.

By deeply understanding their goals, evaluating how we can achieve them, setting our key metrics, and reporting against them daily, we were able to significantly increase AAM’s success, while not changing their advertising budget. Learn more about AAM’s successes.

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About Model B

Model B helps define, target, and measure the engagement of our clients’ great concepts in order to influence their marketplace (and, where applicable, grow their revenues) through an intricate process. Learn More.

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