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Recently, Analytic Partners Reconnaissance Consulting released the ROI Genome marketing report-"Omni-channel Marketing and Marketing Measurement". The following is an excerpt of the report. Please read the full report for details.

In the context of the rapid development of digital technology, media channels have become fragmented, marketing methods have become diversified, and the contact points of consumers have become more complex. According to the study, global spending on digital media increased by 42% in 2022 compared with 2018, and the share of e-commerce sales increased by 61%. The outbreak has accelerated the rapid change in e-commerce industry and consumer behavior, and offline sales channels have also shown remarkable resilience.

For brands, focusing on a single e-commerce channel means missing out on an opportunity of $0.20 for every $1 spent. In this omni-channel world, brands need to think about how to better optimize marketing effect and efficiency.

All media have omni-channel influence.

The research of ROI Genome Marketing think Tank of Analytic Partners Conn Consulting shows that online and offline marketing channels have different degrees of influence on sales.

In order to build a successful omni-channel strategy, marketers need to know how to maximize advertising ROI and create value for the enterprise. In this report, the ROI Genome Marketing think Tank offers the following guidelines:

1. Understand and embrace emerging media

According to research by ROI Genome Marketing think Tank, new media channels such as streaming video and digital audio (such as podcasts) have a low share of marketing spending, but ROI is above average. These marketing activities effectively promote online and offline sales channels, which can further expand the scale of investment.

two。 The Synergy effect of Marketing Channel

Retail media advertising is an efficient omni-channel strategy, which can promote sales inside and outside the retail channel station. For example, retailer advertising (such as Amazon) increases sales both inside and outside the Amazon website (target platform) and has a significant impact on D2C and other retail channel sales.

3. Short-and long-term marketing strategies

The ROI of brand marketing is always higher than that of effect marketing. In addition, the increase or decrease of brand marketing investment has a direct impact on the effect marketing ROI. As the research of ROI Genome Marketing think Tank shows, in order to maintain the sustainable development of brand influence, brands should continue or even increase their investment in brand marketing.

4. Scientific measurement of marketing effect

Media channels complement each other and promote each other, and the marketing effect should not be analyzed in isolation. Research data from the ROI Genome marketing think tank show that as the number of media channels increases, so does ROI. For each additional media channel, the return on investment increases by 11%. Scientifically measure the marketing effect and fully understand the commercial influence of marketing from an omni-channel perspective.

5. Establish the "pricing power" of products

Consumers are very sensitive to price changes, so they can effectively alleviate this sensitivity through advertising. Advertising plays an important role in regulating consumers' sensitivity to price.

Conclusion

In today's rapidly developing consumer environment, the line between online and offline sales channels is becoming more and more blurred. The comprehensive measurement scheme will help the brand to achieve omni-channel consumer insight, analyze and optimize the marketing effect of online and offline omni-channel, and provide support for the sustainable growth of the brand. With the help of data-driven marketing strategy, brands can more accurately understand consumer behavior and preferences, so as to provide personalized marketing experience for different channels. At the same time, brands should actively explore the mode of online and offline integration, integrate online and offline channels with each other, and provide consumers with a seamless shopping experience. In addition, brands should attach importance to brand image and word-of-mouth, and arouse consumers' attention and loyalty through differentiated and innovative products. The most important thing is to continuously optimize and adjust marketing strategies to cope with changing market demand and consumer behavior through continuous measurement and analysis of the effectiveness of marketing activities.

For more insight, please go to the official website to download the full version of ROI Genome marketing report, "Omni-channel Marketing and Marketing Measurement", and read the details.

About AP Inquiry

Analytic Partners Reconnaissance Consulting (AP) is a global business data consulting firm that has been repeatedly rated as a global leader in the field of quantitative marketing evaluation and optimization. Through patented technology, flexible analysis, sensitivity and insight to the industry, AP Inquiry uses a comprehensive data-driven marketing measurement program to evaluate and optimize the effectiveness of marketing ROI for enterprise customers. AP's representative integrated solution: business Analysis (Commercial Analytics) can more comprehensively and effectively measure and quantify the driving factors behind performance growth, conduct attribution analysis, evaluate and optimize marketing ROI more accurately, and guide brands to make more reasonable marketing budget allocation.

Since 2000, AP has helped many industry leaders to explore growth opportunities, give unique competitive advantages, and establish long-term cooperative relationships. AP Inquiry empowers the enterprise marketing data and helps the enterprise turn the data into competitiveness.

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