Although traditional marketing has its proven success rates, processes and execution aspects, in todays marketing world omnichannel marketing is unavoidable not only for corporates but also for startups. In traditional marketing customers are always the receiver and the communication process is slow. However, now customers and marketers are both the senders and the receivers in the communication process. In this post we will try to examine the affect of this change on our lives and our communication practices as well as on startups.
The improvements in social media and the virtual world in general help us, customers, to be active in the marketing communications. Now brands that apply only traditional marketing practices fall short in being responsive to customers. Hence, the increase in the use of social media in entrepreneurial ecosystem allow SMEs to play big in marketing communications with a low budget like institutional companies do in traditional marketing channels with higher budgets. As traditional marketing campaign results can usually be observed in the long term and they cost a huge amount of money to implement, it is almost impossible to change or adapt the campaign after the implementation. In this manner pre-tests are important for organizations to conduct before the campaign. In the digital world and therefore in omnichannel marketing organizations can observe the campaign results immediately, thus resulting in a more flexible campaign allowing changes.
In addition to huge amount of costs for implementing traditional marketing campaigns, observing the results through marketing research is also costly. As omnichannel marketing communication allows trial and errors, it also allows organizations to observe immediate and instantaneous results with a low budget. Trial and error is not allowed in traditional marketing communications due to mentioned reasons and the results can only be observed through conducting pre-tests, post-tests, focus groups and surveys. Although these research tools are proven to be worthy to conduct, they are costly, in digital world campaign results can be examined through insights of the channels, with click rates, conversion and engagements.
In digital world targeting the right audience is more convenient with detailed targeting options unlike mass targeted traditional channels. Through personalization, niche marketing and customization which are popular in todays market is easier to get into and brands cannot avoid such opportunities.
Brands that use omnichannel marketing try to touch their customers with every available and profitable channel. Mobile, personalized digital ads and many various tools allow brands to look after the individual customer’s needs with a low budget. Daily, customers are exposed to hundreds of ads and omnichannel marketing communications are local, in individual level and fast, thus more visible. This is a huge opportunity for SMEs and other types of entrepreneurial organizations. Immediate responses from customers and instantaneous campaign results allow organizations to develop insights about their customer base allowing future campaigns to be better. In traditional marketing practices the insights are generalized and in the long term they can change, and organizations may struggle with timing issues.
Startups should consider above mentioned differences between traditional and omnichannel marketing practices to be more visible on profitable channels and develop their branding. Omnichannel marketing in digital world allow the organizations to learn the environment with trial and error, thus less need for experience but an ambition to learn.