Tools to help digital marketers connect online and offline promotions are finally proving their worth. More than ever, brands and retailers are asking for data on how their online promotions impacted their offline business, but how can we best track promotions from end-to-end?
Combining online and offline campaigns by adding a hashtag to a TV ad or promoting a live event on Facebook don’t cut the mustard for today’s ‘always-on’ brands. Marketers must create a truly seamless consumer experience. As ever, the likes of Google, Facebook and Twitter are leading the way with connecting the dots between offline data and online marketing. Facebook and Twitter regularly report consumer data to TV channels and brands, showing the real reach across social networks. Google went one step further in May and snapped up marketing analysis and optimisation platform Adometry for an undisclosed sum.
At the time of acquisition, Google said: “Attribution solutions, like Adometry’s, help businesses better understand the influence that different marketing tools – digital, offline, email, and more – have along their customers’ paths to purchase. This heightened understanding, in turn, enables businesses to measure marketing impact, allocate their resources more wisely, and provide people with ads and messages that they’re likely to care about.”
Adometry specialises in crediting online ads persuading consumers to take action offline, such as making a purchase in-store. At SwipeStation, connecting marketers online and offline is what we do for a living. We've seen a great rise of technology in the in-venue startup space, some that have propensity to change the game. Red Pepper’s Facedeals uses facial recognition cameras installed at local businesses. These cameras recognise the consumer’s face as they pass by and check them in at the location. Simultaneously, their smartphone notifies them of a customised deal based on their ‘Like’ history. Businesses can deliver bespoke deals and users receive personalised offers simply by coming through the door.
Another innovative social media feature is Pay With A Tweet. The service gives people access to content or products once they tweet or post about it, creating a viral chain-reaction and all-important social buzz.
Brands are working towards a more consistent and seamless experience for the consumer, largely through technological innovations, but they must ensure relevance is always at the forefront. Ever-savvy consumers expect tailored promotions and messaging and also expect a seamless, rich and personal experience whether it’s online or in-venue, so it’s crucial to develop a fully-integrated marketing campaign and consider the customer’s end-to-end journey.
Retailers such as Argos are pioneering a more immersive shopping experience, uniting tech touchpoints and unifying data across channels. Customers who buy goods online or on mobile devices benefit from a 60-second fast-track collection service, while iPads can be used to access shopping apps, reviews, videos and catalogues. A digital Welcome Wall introduces staff upon entry alongside other information like social media activity and weather updates.
As the lines between online and offline become ever more blurred, it’s imperative for digital marketers to continue bridging the gap and bring brand experiences in line with consumer expectations.
By Sam Fresco, Founder at SwipeStation
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