Omnichannel marketing is about seamlessly integrating different marketing channels into one marketing strategy. Making sure that consumers are reached at different stages of their journey through different mediums.
In a world where consumers are constantly bombarded with content, it’s more important than ever that yours stands out from the crowd in an over-saturated space. That’s where omnichannel efforts come in. By using different marketing channels together, you can be improving your customers’ experience and ultimately drive more conversions.
Multiple touchpoints
Adopting an omnichannel marketing strategy allows you to connect various touchpoints across multiple channels. Allowing your customers, or potential customers, to interact with your brand at different stages of their buying journey.
Whether your customers are just discovering the different products/ services you have available or are at the stage of purchase, having an omnichannel marketing strategy can help you close the sale.
The place PDOOH has in your omnichannel strategy
When used as part of an omnichannel marketing strategy, Programmatic Digital Out Of Home (PDOOH) advertising can be really effective. Here are our top three ways it can be used:
Using PDOOH to convert customers
Something that PDOOH advertising does really well is context-dependent advertising. What we mean by this is being able to show weather-dependent ads or geographical-dependent ads. For example; displaying an advertisement that says that the consumer is a 2-minute walk away from a hot chocolate when the weather is cold.
This type of advertising can be really effective at pushing a consumer to the point of purchase. Especially when used as part of an omnichannel strategy as, if done right, the consumer viewing the display screen ad has already seen the hot chocolate advertised somewhere else. Whether that be online or through another offline channel; like a magazine. Now finding out that they’re a two-minute walk away from it could be the push they need to purchase it.
Retargeting consumers with PDOOH
PDOOH allows consumers to be retargeted through display screen advertising. This works through the use of mobile location data and can be a really powerful way to get your brand at the forefront of your target consumers’ minds again.
One of the most common ways to use PDOOH to retarget is by running a social media campaign and a PDOOH advertising campaign simultaneously. If a consumer sees your ad on a display screen and then sees your social media ad, your message is going to reach them more effectively. A company ran a campaign just like this and achieved 80% click-through rate, a result achieved due to the priming of the audience through Out Of Home (OOH) advertising.
Use PDOOH to advertise time-specific offers
All PDOOH platforms allow for ads to be scheduled at specific times and for real-time changes to be made to campaigns. Using this functionality, time-specific offers can be advertised using PDOOH. Think ‘today only’ promotions or quick sales that are only taking place on a particular day.
With Black Friday coming up, PDOOH advertising could be the advertising channel you need to get your offers seen by the right people at the right time. Creating that FOMO (fear of missing out) among your audience; encouraging them to purchase from you.
Hopefully, those three ways have given you some ideas about how PDOOH advertising can fit into your omnichannel strategy. Although the possibilities don’t end there! There are other ways PDOOH advertising can be used as part of an omnichannel strategy.
We would love to have a chat with you to make it work for your business. Give us a call on 0800 058 4275 to speak to our team about how PDOOH advertising can work for you.