The Future of Omnichannel: What’s Next for Your Industry

The omnichannel concept has been a game-changer for many industries, offering a seamless customer experience across various channels. As technology evolves, so do the expectations and possibilities of omnichannel strategies. Here’s a look at the next steps in the evolution of omnichannel strategies, illustrated with real-world examples across different industries.

The future of omnichannel has arrived for media buyers or programmatic media traders. Many AI tools help with digital campaign optimization, creative optimization, and more, as well as connections across different DSPs to advertisers’ websites to track customers’ journey touch points using pixels from campaign manager platforms or DSPs. These pixels are not only for tracking purposes but also for targeting and audience segmentation of first-party data.

Under programmatic media, you can run different campaigns on different channels simultaneously. Each one plays a role in the marketing funnel to drive prospects to convert. All channel (omnichannel campaign) efforts push the prospect to the next touch point the advertiser desires. For example, when looking at the top of the funnel, you might have a display campaign targeting new people to get to your website, SEM, and video. Then, for the mid-funnel, you might have to display targeting first-party data along with native ads to start targeting people who know about your brand and are considering consuming it. Last is the lower funnel, where you might have an SEM campaign with more specific keywords to convert a long with some audiences based on first-party data to push people interested in your product to convert.

With all the new omnichannel tools and setups mentioned above, finding the right prospect for your brand and sending them down the funnel is more possible. The usage of these tools is very idea-based, which means there are rules on how to do certain things, but how you apply them to your strategies might vary from mine or any other marketers. Because of this, I invite you to explore the following tools and setups to start creating ideas for setting your new campaigns toward success, even with the threat of a cookieless environment.

See below the tools and setups:

– Custom bid Scripts

– Creative AI Google ads

– Marketing Funnel Strategy

– First-party data based on website pages and booking funnel

– Exclusions using first-party data