Last week’s message at the Direct Marketing Association Integrated Marketing Week in New York was clear; marketers must deliver great customer experience through integrated marketing across multiple channels; web, social, mobile, broadcast, email, in-store, outdoor and beyond. In a panel discussion led by Linda Gharib, SVP of Digital Marketing for Citigroup and Margot Vaughan, SVP for MasterCard the take-away was that marketers and agencies alike are challenged with the task of implementing omni-channel marketing; a seamless, consistent, relevant message available when customers demand necessary information. They stated, “For brand messaging to be effective marketers must understand what phase of the journey customers are experiencing. For example, brand messaging must reflect whether customers are on boarding or current customers.”
“Avoiding Silos” was another topic that proved to be top of mind with attendees. Integrated marketing involves so much more than integrating channels. More often than not, marketing teams are divided into departments, but they still need to work together for the common goal. The outbound message must be consistent and regionalized across all channels with consideration of the user experience. Marketers are challenged with marketing in silos. At DataSource we recognize the need for localized, regional messaging and offers. We call it “B2Local.” Our expertise has allowed us to help leading organizations with multiple locations or distributed networks solve the challenge of creating a platform that builds brand engagement, reduces costs and drives ROI while providing a consistent, regional message that produces results!
Who Is Doing It Right?
It’s called the Oreo factor. The favorite, hands down, among the marketing panelists at the conference was Oreo. Oreo’s 2013 Super Bowl tweet in reaction to the power outage at the New Orleans Super Dome where Oreo posted the picture on Twitter of a marginally illuminated cookie with the text, “You can still dunk in the dark.” The Oreo post received over 20,000 retweets and earned an estimated 525 million global media impressions - five times more than the overall audience for the game itself. Marketing panelists at the conference agreed that Oreo is ahead of the curve in practicing “agile marketing.” Oreo became a trendsetter for successful real-time marketing and proved that social media has transformed marketing. Superbowl 2014, Oreo sent one tweet, “Hey guys…enjoy the game tonight. We’re going dark.” The panel concluded that you must have a strategy for social media yet be nimble to respond to opportunities.
In the final keynote address, Gary Vaynerchuk, a self-taught social media guru, bestselling author and owner of VaynerMedia, provided words for marketers to live by, “market in the year we actually live in.”
He went on to state, “Thanks to the massive change in and proliferation of social media platforms in the last four years, the winning combination of the next campaign and creating content to engage consumers is different now. Communication is still key, but context matters more than ever. It’s not just about developing high-quality content; it’s also about developing high-quality content that’s perfectly adapted to specific social media platforms and mobile devices. It’s about truly engaging with customers, not by shouting at them over social media but by using new narrative forms particular to each different media platform—especially, though not exclusively, Facebook, Instagram, Pinterest, Twitter and Tumblr.”
Get Your Omni-Channel On
As always the Direct Marketing Association meeting did not disappoint, and it solidified that DataSource solutions are what is necessary to implement an “over the top” omni-channel brand experience for the future.
Our team of professionals at DataSource can help you expand your brands reach across the physical and digital landscape. DataSource will ensure your digitally integrated brand stays on target with traditional pieces, enabling a cohesive experience – online and offline – for your customers.