Just tacking on a channel doesn’t make marketing â€œmultichannel.â€ In fact, a disconnected multichannel marketing strategy can do more to hamper customer engagement and loyalty than to build and maintain it. Worse, poor cross-channel marketing can send frustrated customers into competitors’ waiting arms.
Customers today increasingly expect consistency across channels. Marketers need to take a more cohesive omnichannel approach to meet those expectations. With that in mind Direct Marketing News asked several industry insiders the following: What is one trend in multichannel marketing today that marketers should harness?
VP, Video, Broadcast, and Connected Devices, DG VideoFusion
TV is still the 800-pound gorilla for engaging consumers with video, but it’s flat. The primary screen in the house still serves as the ultimate reach and brand vehicle, but it’s still only a one-way conversation. Sadly, as online video continues its meteoric rise, 90% of the streams consumers watch contain a repurposed linear TV commercial. The capabilities for interactive online video can’t be any easier to implement than they are today. Self-service creative tools make it painless to add social interactivity to video, pushing brand engagement beyond the 15- or 30-second pre-roll. Interactive video, plus television reach and social integration, allows brands to leverage existing assets cross channel while driving a two-way discussion with consumers. Given the great benefits available in a digital environment, no marketer looking to inform their loyalty marketing program through video should be running non-interactive online video.
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