Brands are increasingly realizing the importance of reaching their customers across multiple channels. This week, we take a look at how brands are relying on omnichannel marketing to maximize engagement and sales.
Retailers are bridging social media and online experiences with their physical stores to ensure that their brand is in front of shoppers at the most crucial points. Some notable examples: Nordstrom’s 3D Instagram installation on a store roof and Lowe’s recreation of its “Fix in Six” Vines in store windows.
Welcome to the new normal of marketing – a world in which the point of purchase moves closer to the point of interaction. And a world in which those points of interaction proliferate on channels you don’t own. Think it’s far fetched? It’s already happening.
“The need for relevancy has never been stronger; today’s consumers expect a seamless digital experience across the board. … If consumers are going to engage with a brand, they expect that brand to know the best way to reach them and communicate with them.”
Visual assets help brands tell their stories, and recent research shows that usage will continue to increase. In fact, nearly two-thirds of senior marketers in North America said that visual assets were core to communicating their brand story, and the majority believed the importance would only grow.
“This year’s back-to-school messages are taking on a new form, as marketers target a new generation of parents. … Millennials—the very first generation of digital natives—are now parents of school-age kids. So, marketers are reaching them where they live, which is increasingly on social media.”
By creating handy how-to pins, monitoring metrics and scheduling pins during peak pinning hours, home improvement brand Bob Vila has increased traffic to its website by 33%. The team found that men are a big chunk of the audience, as the number of male pinners who visit BobVila.com grows by 20% each month.
“Benefit Cosmetics has seen an uptick in customers who enter the store in search of specific products they’ve seen on the brand’s Instagram account. As a result, Benefit … is part of a growing number of fashion and beauty brands that are betting their social marketing dollars and resources on Instagram over any other platform.”
“The always-on shopper is forever taking in the experiences of their peers, and these experiences are frequently more valuable than physical ‘things.’ With the app, Louboutin customers now have a novel way to experience a collection of coveted products and to connect with a much-loved brand.”
To implement its famous “What’s in your wallet?” campaign on Instagram, Capital One gave three Instagram influencers the keys to its Instagram account. The images shared during this time boosted Capital One’s ad recall by 16% among Gen Xers and Baby Boomers, and by 25% among the 45 and older demographic.
“Design aficionados looking for cool fonts and calligraphy have posted more than 2.6 million photos and videos on Instagram with the #typography hashtag. … When Miller Lite marketers recently noticed that growing social audience, it crafted an Instagram campaign that zeroes in on millennial dudes.”
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