SlideShare a Scribd company logo
Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections
THIS PRESENTATION
ORIGINIALLY AIRED AS A
WEBINAR. THE RECORDING IS
AVAILABLE HERE:
https://events.bizzabo.com/339851
PRESENTERS
Meghan Lavin
Marketing Director
Kelley Drake
Senior Director, Marketing & Communications
Linus Gregoriadis
Director & Co-founder
www.catalystdigital.com www.xaxis.com www.londonresearch.com
HOUSEKEEPING & FAQS
Will the recording be available after?
Yes! We’ll email the recording and deck to
everyone who registered.
How do I access the research?
We’ll email it after the webinar and it’s available
on our site:
www.catalystdigital.com/new-original-
catalyst-xaxis-research-closing-the-gap/
WEBINAR Q&A
Click the Q&A icon in the
upper right-hand corner of the
screen.
Enter content questions or
in the Q&A window.
You may enter your
question anonymously or
name yourself.
We’ll publish some content
questions to the broader
audience.
Platform issues or technical difficulties? Email info@catalystdigital.com for assistance
AGENDA
Methodology
Consumers & Marketers: The Gap
Search & Social: Big Gap, Even Bigger Opportunity
The Next Era of Commerce
Programmatic at a Tipping Point
Going Omnichannel
Key Recommendations
1.
2.
3.
4.
5.
7.
6.
METHODOLOGY
• U.S. consumer and business surveys conducted in April 2021
• 2,000 US consumers
• 200 advertisers working for companies with annual revenues of at least $50m across a range
of sectors. All respondents were decision makers in respect of their organizations’ media
planning and investment.
Interviews with industry experts from:
WHAT IS
OMNICHANNEL
MARKETING?
CATALYST & XAXIS DEFINITION OF OMNICHANNEL MARKETING:
Omnichannel solutions empower clients to reach and engage with their
customers across multiple touch points (be they video, search, social,
audio, DOOH, mobile or TV), providing a way to create a seamless and
integrated customer experience, tied directly to, and optimized towards
their true business outcomes.
WHY OMNICHANNEL?
“As consumers continue to have an abundance of high-quality choices, brands
are beginning to create differentiation based on ease of access, relevancy, and
convenience. Consumers now expect seamless brand/product experiences
that move with them. Brands, therefore, must deliver messages to their
audiences at the most relevant moment - wherever they are. With the
advancements in programmatic delivery and ethical data usage, we now have
real opportunities to remove the inherent frictions of managing omnichannel
executions and realize a holistic strategy that makes advertising work better for
everyone.”
Kirk McDonald
CEO, GroupM North America
HOW CLOSE ARE WE?
CONSUMERS &
MARKETERS:
THE GAP
DAILY ENGAGEMENT
CONSUMER ATTITUDES TO ADVERTISING
82%
of 35–54
year-olds say they’re
generally happy to watch
an advertisement to
access free
online content.​
CONSUMER ENGAGEMENT VS. MARKETING INVESTMENT
EMERGING CHANNELS
CHALLENGES TO INCREASED INVESTMENT
21%
The average amount of
total media spend
allocated to emerging
channels and related
opportunities
46%
of marketers
strongly agree their budget
has become more dynamic
and real-time based on
evolving consumer
behavior
INVESTMENT IN EMERGING CHANNELS
VOICE OF THE EXPERT
“To balance investment in tried-and-tested channels with emerging ones, we
need to make sure we’re adapting to consumer behavior, but also that we
understand how it will drive value for our business. We’ve pushed a lot
further into audio this year as a key awareness driver as we see increased use
of podcasts and streaming audio. In general, we are aggressive with in-house
programmatic testing, and how we’re using retail media.”
Kate Metzinger
Senior Director, Integrated Brand Activation
Georgia-Pacific
SEARCH & SOCIAL:
BIG GAP,
EVEN BIGGER
OPPORTUNITY
WHY OMNICHANNEL?
“The journey to omnichannel continues to evolve. Those that are the furthest
along have a sense of optimal channel mix, how individual channels
contribute to a continuum, and they don’t think of every channel as the
same in its ROI to drive that end result, because after all there’s brand-
building, there’s consideration, there’s action, all of which are important.”
Jed Dederick
SVP, Global Client Development
The Trade Desk
SEARCH & SOCIAL = CORE TO CONSUMERS’ OMNICHANNEL
JOURNEY
THE PANDEMIC PUSHED
MORE SHOPPERS ONLINE
Discoverability, whether that’s in category, retail, or
branded search is becoming even more important as more
consumers start relationships on-screen vs. in-store.
THE PANDEMIC WILL HAVE SUSTAINED IMPACT ON SEARCH
70%
of 35-54s are more likely
to buy products and
services online in the
future as a result of the
pandemic
43%
of consumers say they
have increased their use of
search since the start of
the pandemic
MARKETERS HAVEN’T CAUGHT UP WITH SEARCH BOOM, BUT THERE
IS COMPELLING REASON TO
• Marketing budgets have not kept pace with the amplification of search.
• Currently, the customers using search at least weekly (91%) is double the percentage of marketers
increasing spend (46%).
58%
of 55+ year-olds
79%
of 18-34 year-olds
83%
of 35-54 year-olds
Receptivity to Advertising on Search Engines
SOCIAL MEDIA: ANOTHER BRIGHT SPOT IN THE OMNICHANNEL
JOURNEY
Consumers are spending more time on social media. 46% report using social media even
more since the start of the pandemic.
Like search, they are receptive to advertising on social media sites
THE DOOR IS OPEN FOR INFLUENCER MARKETING
“Brands and influencers foster
engagement with audiences in a
way that feels like an organic
relationship, increasing brand loyalty
over time.”
Kerry Curran, Executive Director,
Performance Strategy & Growth, U.S.,
GroupM Services
THE NEXT ERA
OF COMMERCE
CONSUMERS ARE HOOKED ON ECOMMERCE
Proportion of consumers more likely
to buy products & services online in
the long run as a result of Covid-19
75%
of consumers say they are
receptive to advertising on
ecommerce sites like
Amazon, Target and
Walmart
40%
of consumers visit
ecommerce sites at
least weekly
BUT IN-STORE SHOPPING ISN'T DEAD – IT'S EVOLVING
VOICE OF THE EXPERT
Consumers will be carefully planning out store visits to make the most of their
shopping trips, and search is the top resource they use to research their in-store
purchases. This behavior intertwines the digital and physical properties in a
way that requires brands to take stock of each customer interaction
and prioritize the right marketing channels.”
Ted Buell
Managing Director, Measurement & Analytics & Industry Marketing
Google
MARKETERS ARE ANSWERING COMMERCE TRENDS
WITH STRATEGIC SHIFTS
56%
of marketers are
increasing investment in
retail and ecommerce
media
THE
PROGRAMMATIC
TIPPING POINT
PROGRAMMATIC
What is Programmatic Advertising?
An automated method of buying digital media where
data and technology are used to make real-time decisions
on a per-impression basis at scale about things such as:
• whether this is the right audience
• whether this is the right environment
• what price should be paid
• what creative/offer should be shown
PROGRAMMATIC
$96.89B
2021
eMarketer
69%
of all media spend
will be digital by
2026
GroupM This Year, Next Year Forecast US 2021
PROGRAMMATIC MOVES ACROSS ALL CHANNELS
PROGRAMMATIC ENABLES INTEGRATION
VOICE OF THE EXPERT
“The disruptions that came with 2020 are encouraging advertisers to shift to
more flexible and on-demand ad strategies. They have cut their planning
horizons significantly and are on average committing to media less than three
months out.
Programmatic is uniquely positioned to deliver on this shift, with real-time
reach forecasting across channels to adapt to changing viewing behaviors and
make sure every dollar counts. Having all media in one place gives marketers
the ability to reach (audiences) in a more attentive and flexible way.
Betsy Vankula
Director of Programmatic Media
Google
GOING
OMNICHANNEL
BARRIERS TO MORE INTEGRATED ADVERTISING
DESPITE BARRIERS, MARKETERS ARE BULLISH
BUT NOT EVERYTHING FITS
VOICE OF THE EXPERT
“The accelerated uptake of streaming in 2020 means a lot of marketers have
to move faster than they were planning to in that space.
Incorporating TV into omnichannel buying is one of the great challenges,
and one of the most important things for marketers to get right at this
moment, because it creates the opportunity for brands to truly
differentiate and take a leading position in a moment when consumers have
moved already and marketers need to catch up.”
Jed Dederick
SVP, Global Client Development
The Trade Desk
4 OUT OF 5
Marketers are keen
to retain the agility
in planning and budgeting they
discovered during
the pandemic
CLOSING THE
GAP
THE BOTTOM LINE
Leverage the benefits of programmatic
across all channels.
Address barriers to omnichannel adoption.
Embrace a test-and-learn mentality.
1.
2.
3.
4.
5.
6.
Don’t assume everyone who grows up with the
internet thinks the same way.
Retain your pandemic-era marketing agility.
Move to business-level KPIs.
THANK YOU!
Report: www.catalystdigital.com/new-original-
catalyst-xaxis-research-closing-the-gap/
Infographic: www.catalystdigital.com/closing-
the-gap-5-key-findings-infographic/
Questions: Info@CatalystDigital.com
More about Catalyst & Xaxis:
- www.CatalystDigital.com
- www.Xaxis.com
THANK YOU
FULL PAPER AVAILABE AT:
https://www.catalystdigital.com/research/closing-the-gap-
omnichannel-research/

More Related Content

What's hot

Retail Media Insights - Digital Retail Media Measurement & Metrics
Retail Media Insights - Digital Retail Media Measurement & MetricsRetail Media Insights - Digital Retail Media Measurement & Metrics
Retail Media Insights - Digital Retail Media Measurement & Metrics
retailmediainsights
 
Mapping Manulife's Direct to Consumer Path-to-Purchase
Mapping Manulife's Direct to Consumer Path-to-PurchaseMapping Manulife's Direct to Consumer Path-to-Purchase
Mapping Manulife's Direct to Consumer Path-to-Purchase
Delvinia
 
Beyond fundamentals in SEO for large corporates | Benchmark Search Conference...
Beyond fundamentals in SEO for large corporates | Benchmark Search Conference...Beyond fundamentals in SEO for large corporates | Benchmark Search Conference...
Beyond fundamentals in SEO for large corporates | Benchmark Search Conference...
Click Consult (Part of Ceuta Group)
 
Everything About Digital Marketing
Everything About Digital MarketingEverything About Digital Marketing
Everything About Digital Marketing
GloriousPoint
 
Merging Online & Offline to Deliver Omni-Channel Experiences, Performics & Ko...
Merging Online & Offline to Deliver Omni-Channel Experiences, Performics & Ko...Merging Online & Offline to Deliver Omni-Channel Experiences, Performics & Ko...
Merging Online & Offline to Deliver Omni-Channel Experiences, Performics & Ko...
Performics
 
Omni-Channel Strategy
Omni-Channel StrategyOmni-Channel Strategy
Omni-Channel Strategy
Rico Beans, CSCP
 
Driving Growth With Omnichannel Marketing
Driving Growth With Omnichannel Marketing Driving Growth With Omnichannel Marketing
Driving Growth With Omnichannel Marketing
MoEngage Inc.
 
Understanding The Mobile SEO Opportunity | Benchmark Search Conference 2015
Understanding The Mobile SEO Opportunity | Benchmark Search Conference 2015Understanding The Mobile SEO Opportunity | Benchmark Search Conference 2015
Understanding The Mobile SEO Opportunity | Benchmark Search Conference 2015
Click Consult (Part of Ceuta Group)
 
Unifying Search with Performance Media | Benchmark Search Conference 2015
Unifying Search with Performance Media | Benchmark Search Conference 2015Unifying Search with Performance Media | Benchmark Search Conference 2015
Unifying Search with Performance Media | Benchmark Search Conference 2015
Click Consult (Part of Ceuta Group)
 
10 Trends Changing Programmatic
10 Trends Changing Programmatic10 Trends Changing Programmatic
10 Trends Changing Programmatic
Catalyst
 
Omnichannel guide
Omnichannel guideOmnichannel guide
Omnichannel guide
Magestore
 
Research Presentation: The Everywhere Shopper
Research Presentation: The Everywhere ShopperResearch Presentation: The Everywhere Shopper
Research Presentation: The Everywhere Shopper
MediaPost
 
Use Video Effectively Throughout Your Customer’s Journey
Use Video Effectively Throughout Your Customer’s JourneyUse Video Effectively Throughout Your Customer’s Journey
Use Video Effectively Throughout Your Customer’s Journey
Tinuiti
 
Mapping the Omnichannel Customer Journey: How to Engage People in a Mobile Fi...
Mapping the Omnichannel Customer Journey: How to Engage People in a Mobile Fi...Mapping the Omnichannel Customer Journey: How to Engage People in a Mobile Fi...
Mapping the Omnichannel Customer Journey: How to Engage People in a Mobile Fi...
FollowAnalytics
 
Epiphany Summer Conference 2016
Epiphany Summer Conference 2016 Epiphany Summer Conference 2016
Epiphany Summer Conference 2016
Epiphany
 
Rio SEO Webinar: Transforming Mobile Searches Into Sales: The Hype Around Bea...
Rio SEO Webinar: Transforming Mobile Searches Into Sales: The Hype Around Bea...Rio SEO Webinar: Transforming Mobile Searches Into Sales: The Hype Around Bea...
Rio SEO Webinar: Transforming Mobile Searches Into Sales: The Hype Around Bea...
Rio SEO
 
Omni Channel Strategies for Walmart
Omni Channel Strategies for Walmart Omni Channel Strategies for Walmart
Omni Channel Strategies for Walmart
Utsav Parashar
 
The digital marketing bible
The digital marketing bibleThe digital marketing bible
The digital marketing bible
Fredrick Eghosa
 
The growth of eCommerce: does it impact brand strategy?
The growth of eCommerce: does it impact  brand strategy?The growth of eCommerce: does it impact  brand strategy?
The growth of eCommerce: does it impact brand strategy?
Nurun
 
Derin Dolen | Introduction to Digital Marketing and How its work
Derin Dolen | Introduction to Digital Marketing and How its workDerin Dolen | Introduction to Digital Marketing and How its work
Derin Dolen | Introduction to Digital Marketing and How its work
Derin Dolen
 

What's hot (20)

Retail Media Insights - Digital Retail Media Measurement & Metrics
Retail Media Insights - Digital Retail Media Measurement & MetricsRetail Media Insights - Digital Retail Media Measurement & Metrics
Retail Media Insights - Digital Retail Media Measurement & Metrics
 
Mapping Manulife's Direct to Consumer Path-to-Purchase
Mapping Manulife's Direct to Consumer Path-to-PurchaseMapping Manulife's Direct to Consumer Path-to-Purchase
Mapping Manulife's Direct to Consumer Path-to-Purchase
 
Beyond fundamentals in SEO for large corporates | Benchmark Search Conference...
Beyond fundamentals in SEO for large corporates | Benchmark Search Conference...Beyond fundamentals in SEO for large corporates | Benchmark Search Conference...
Beyond fundamentals in SEO for large corporates | Benchmark Search Conference...
 
Everything About Digital Marketing
Everything About Digital MarketingEverything About Digital Marketing
Everything About Digital Marketing
 
Merging Online & Offline to Deliver Omni-Channel Experiences, Performics & Ko...
Merging Online & Offline to Deliver Omni-Channel Experiences, Performics & Ko...Merging Online & Offline to Deliver Omni-Channel Experiences, Performics & Ko...
Merging Online & Offline to Deliver Omni-Channel Experiences, Performics & Ko...
 
Omni-Channel Strategy
Omni-Channel StrategyOmni-Channel Strategy
Omni-Channel Strategy
 
Driving Growth With Omnichannel Marketing
Driving Growth With Omnichannel Marketing Driving Growth With Omnichannel Marketing
Driving Growth With Omnichannel Marketing
 
Understanding The Mobile SEO Opportunity | Benchmark Search Conference 2015
Understanding The Mobile SEO Opportunity | Benchmark Search Conference 2015Understanding The Mobile SEO Opportunity | Benchmark Search Conference 2015
Understanding The Mobile SEO Opportunity | Benchmark Search Conference 2015
 
Unifying Search with Performance Media | Benchmark Search Conference 2015
Unifying Search with Performance Media | Benchmark Search Conference 2015Unifying Search with Performance Media | Benchmark Search Conference 2015
Unifying Search with Performance Media | Benchmark Search Conference 2015
 
10 Trends Changing Programmatic
10 Trends Changing Programmatic10 Trends Changing Programmatic
10 Trends Changing Programmatic
 
Omnichannel guide
Omnichannel guideOmnichannel guide
Omnichannel guide
 
Research Presentation: The Everywhere Shopper
Research Presentation: The Everywhere ShopperResearch Presentation: The Everywhere Shopper
Research Presentation: The Everywhere Shopper
 
Use Video Effectively Throughout Your Customer’s Journey
Use Video Effectively Throughout Your Customer’s JourneyUse Video Effectively Throughout Your Customer’s Journey
Use Video Effectively Throughout Your Customer’s Journey
 
Mapping the Omnichannel Customer Journey: How to Engage People in a Mobile Fi...
Mapping the Omnichannel Customer Journey: How to Engage People in a Mobile Fi...Mapping the Omnichannel Customer Journey: How to Engage People in a Mobile Fi...
Mapping the Omnichannel Customer Journey: How to Engage People in a Mobile Fi...
 
Epiphany Summer Conference 2016
Epiphany Summer Conference 2016 Epiphany Summer Conference 2016
Epiphany Summer Conference 2016
 
Rio SEO Webinar: Transforming Mobile Searches Into Sales: The Hype Around Bea...
Rio SEO Webinar: Transforming Mobile Searches Into Sales: The Hype Around Bea...Rio SEO Webinar: Transforming Mobile Searches Into Sales: The Hype Around Bea...
Rio SEO Webinar: Transforming Mobile Searches Into Sales: The Hype Around Bea...
 
Omni Channel Strategies for Walmart
Omni Channel Strategies for Walmart Omni Channel Strategies for Walmart
Omni Channel Strategies for Walmart
 
The digital marketing bible
The digital marketing bibleThe digital marketing bible
The digital marketing bible
 
The growth of eCommerce: does it impact brand strategy?
The growth of eCommerce: does it impact  brand strategy?The growth of eCommerce: does it impact  brand strategy?
The growth of eCommerce: does it impact brand strategy?
 
Derin Dolen | Introduction to Digital Marketing and How its work
Derin Dolen | Introduction to Digital Marketing and How its workDerin Dolen | Introduction to Digital Marketing and How its work
Derin Dolen | Introduction to Digital Marketing and How its work
 

Similar to Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections

From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...
Rebecca Lieb
 
AdRoll-State-of-the-Industry-UK
AdRoll-State-of-the-Industry-UKAdRoll-State-of-the-Industry-UK
AdRoll-State-of-the-Industry-UK
Aishling Maguire
 
Consumer-Attention_Infographic_2015
Consumer-Attention_Infographic_2015Consumer-Attention_Infographic_2015
Consumer-Attention_Infographic_2015
Shabazz Kelton
 
Industry Pulse: Consumer Attention in Digital Advertising
Industry Pulse: Consumer Attention in Digital AdvertisingIndustry Pulse: Consumer Attention in Digital Advertising
Industry Pulse: Consumer Attention in Digital Advertising
Undertone
 
Kantar-Catalyst State of Ecommerce 2021.pdf
Kantar-Catalyst State of Ecommerce 2021.pdfKantar-Catalyst State of Ecommerce 2021.pdf
Kantar-Catalyst State of Ecommerce 2021.pdf
Dr Arash Najmaei ( Phd., MBA, BSc)
 
How to Succeed Across Channels with Omnichannel Marketing
How to Succeed Across Channels with  Omnichannel MarketingHow to Succeed Across Channels with  Omnichannel Marketing
How to Succeed Across Channels with Omnichannel Marketing
Tinuiti
 
An Overview of Digital Marketing
An Overview of Digital Marketing An Overview of Digital Marketing
An Overview of Digital Marketing
Charles Lubbat
 
Com score - ad analytics-booklet - lessons learned in digital advertising
Com score  - ad analytics-booklet - lessons learned in digital advertisingCom score  - ad analytics-booklet - lessons learned in digital advertising
Com score - ad analytics-booklet - lessons learned in digital advertising
Nguyen Dang Vu
 
LSA18: Agency Workshop - Advanced Attribution - Simple to Sophisticated (Loca...
LSA18: Agency Workshop - Advanced Attribution - Simple to Sophisticated (Loca...LSA18: Agency Workshop - Advanced Attribution - Simple to Sophisticated (Loca...
LSA18: Agency Workshop - Advanced Attribution - Simple to Sophisticated (Loca...
Localogy
 
The Power of Digital in Brand Building in South Africa
The Power of Digital in Brand Building in South AfricaThe Power of Digital in Brand Building in South Africa
The Power of Digital in Brand Building in South Africa
Kantar
 
Digital Marketing Updates
Digital Marketing UpdatesDigital Marketing Updates
Digital Marketing Updates
shubhamparwekar
 
Creating Optimal Customer Journeys With Programmatic Marketing
Creating Optimal Customer Journeys With Programmatic MarketingCreating Optimal Customer Journeys With Programmatic Marketing
Creating Optimal Customer Journeys With Programmatic Marketing
RTBforum
 
VWO Webinar: How To Build Complete Visibility Around Your Paid Marketing Efforts
VWO Webinar: How To Build Complete Visibility Around Your Paid Marketing EffortsVWO Webinar: How To Build Complete Visibility Around Your Paid Marketing Efforts
VWO Webinar: How To Build Complete Visibility Around Your Paid Marketing Efforts
VWO
 
CMOandRiseofSocialInsights_Updated
CMOandRiseofSocialInsights_UpdatedCMOandRiseofSocialInsights_Updated
CMOandRiseofSocialInsights_Updated
Jordan Alston
 
Programmable
ProgrammableProgrammable
Programmable
Felipe San Juan
 
Growth hacking. The future of marketing in Tech.
Growth hacking. The future of marketing in Tech.Growth hacking. The future of marketing in Tech.
Growth hacking. The future of marketing in Tech.
Acta School
 
Maria De Matteo (Outbrain) | Ecommerce e Native advertising: a winning combo ...
Maria De Matteo (Outbrain) | Ecommerce e Native advertising: a winning combo ...Maria De Matteo (Outbrain) | Ecommerce e Native advertising: a winning combo ...
Maria De Matteo (Outbrain) | Ecommerce e Native advertising: a winning combo ...
Ecommerce HUB
 
Branding in the digital age
Branding in the digital ageBranding in the digital age
Branding in the digital age
Sourabh De
 
8 B2B Marketing Trends for 2013 from hawkeye
8 B2B Marketing Trends for 2013 from hawkeye8 B2B Marketing Trends for 2013 from hawkeye
8 B2B Marketing Trends for 2013 from hawkeye
John Tedstrom
 
Finding the right IMC channels
Finding the right IMC channelsFinding the right IMC channels
Finding the right IMC channels
Team Pramkaew
 

Similar to Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections (20)

From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...
 
AdRoll-State-of-the-Industry-UK
AdRoll-State-of-the-Industry-UKAdRoll-State-of-the-Industry-UK
AdRoll-State-of-the-Industry-UK
 
Consumer-Attention_Infographic_2015
Consumer-Attention_Infographic_2015Consumer-Attention_Infographic_2015
Consumer-Attention_Infographic_2015
 
Industry Pulse: Consumer Attention in Digital Advertising
Industry Pulse: Consumer Attention in Digital AdvertisingIndustry Pulse: Consumer Attention in Digital Advertising
Industry Pulse: Consumer Attention in Digital Advertising
 
Kantar-Catalyst State of Ecommerce 2021.pdf
Kantar-Catalyst State of Ecommerce 2021.pdfKantar-Catalyst State of Ecommerce 2021.pdf
Kantar-Catalyst State of Ecommerce 2021.pdf
 
How to Succeed Across Channels with Omnichannel Marketing
How to Succeed Across Channels with  Omnichannel MarketingHow to Succeed Across Channels with  Omnichannel Marketing
How to Succeed Across Channels with Omnichannel Marketing
 
An Overview of Digital Marketing
An Overview of Digital Marketing An Overview of Digital Marketing
An Overview of Digital Marketing
 
Com score - ad analytics-booklet - lessons learned in digital advertising
Com score  - ad analytics-booklet - lessons learned in digital advertisingCom score  - ad analytics-booklet - lessons learned in digital advertising
Com score - ad analytics-booklet - lessons learned in digital advertising
 
LSA18: Agency Workshop - Advanced Attribution - Simple to Sophisticated (Loca...
LSA18: Agency Workshop - Advanced Attribution - Simple to Sophisticated (Loca...LSA18: Agency Workshop - Advanced Attribution - Simple to Sophisticated (Loca...
LSA18: Agency Workshop - Advanced Attribution - Simple to Sophisticated (Loca...
 
The Power of Digital in Brand Building in South Africa
The Power of Digital in Brand Building in South AfricaThe Power of Digital in Brand Building in South Africa
The Power of Digital in Brand Building in South Africa
 
Digital Marketing Updates
Digital Marketing UpdatesDigital Marketing Updates
Digital Marketing Updates
 
Creating Optimal Customer Journeys With Programmatic Marketing
Creating Optimal Customer Journeys With Programmatic MarketingCreating Optimal Customer Journeys With Programmatic Marketing
Creating Optimal Customer Journeys With Programmatic Marketing
 
VWO Webinar: How To Build Complete Visibility Around Your Paid Marketing Efforts
VWO Webinar: How To Build Complete Visibility Around Your Paid Marketing EffortsVWO Webinar: How To Build Complete Visibility Around Your Paid Marketing Efforts
VWO Webinar: How To Build Complete Visibility Around Your Paid Marketing Efforts
 
CMOandRiseofSocialInsights_Updated
CMOandRiseofSocialInsights_UpdatedCMOandRiseofSocialInsights_Updated
CMOandRiseofSocialInsights_Updated
 
Programmable
ProgrammableProgrammable
Programmable
 
Growth hacking. The future of marketing in Tech.
Growth hacking. The future of marketing in Tech.Growth hacking. The future of marketing in Tech.
Growth hacking. The future of marketing in Tech.
 
Maria De Matteo (Outbrain) | Ecommerce e Native advertising: a winning combo ...
Maria De Matteo (Outbrain) | Ecommerce e Native advertising: a winning combo ...Maria De Matteo (Outbrain) | Ecommerce e Native advertising: a winning combo ...
Maria De Matteo (Outbrain) | Ecommerce e Native advertising: a winning combo ...
 
Branding in the digital age
Branding in the digital ageBranding in the digital age
Branding in the digital age
 
8 B2B Marketing Trends for 2013 from hawkeye
8 B2B Marketing Trends for 2013 from hawkeye8 B2B Marketing Trends for 2013 from hawkeye
8 B2B Marketing Trends for 2013 from hawkeye
 
Finding the right IMC channels
Finding the right IMC channelsFinding the right IMC channels
Finding the right IMC channels
 

More from Catalyst

TechSEO Boost 2021 - Cultivating a Product Mindset for Success
TechSEO Boost 2021 - Cultivating a Product Mindset for SuccessTechSEO Boost 2021 - Cultivating a Product Mindset for Success
TechSEO Boost 2021 - Cultivating a Product Mindset for Success
Catalyst
 
TechSEO Boost 2021 - SEO Experimentation
TechSEO Boost 2021 - SEO ExperimentationTechSEO Boost 2021 - SEO Experimentation
TechSEO Boost 2021 - SEO Experimentation
Catalyst
 
TechSEO Boost 2021 - Rendering Strategies: Measuring the Devil’s Details in C...
TechSEO Boost 2021 - Rendering Strategies: Measuring the Devil’s Details in C...TechSEO Boost 2021 - Rendering Strategies: Measuring the Devil’s Details in C...
TechSEO Boost 2021 - Rendering Strategies: Measuring the Devil’s Details in C...
Catalyst
 
TechSEO Boost 2021 - The Future Is The Past: Tagging And Tracking Through The...
TechSEO Boost 2021 - The Future Is The Past: Tagging And Tracking Through The...TechSEO Boost 2021 - The Future Is The Past: Tagging And Tracking Through The...
TechSEO Boost 2021 - The Future Is The Past: Tagging And Tracking Through The...
Catalyst
 
New Commerce Conference: Charting a Course to Success with Your Retail Media ...
New Commerce Conference: Charting a Course to Success with Your Retail Media ...New Commerce Conference: Charting a Course to Success with Your Retail Media ...
New Commerce Conference: Charting a Course to Success with Your Retail Media ...
Catalyst
 
The New Commerce Conference: The Omni-channel Imperative
The New Commerce Conference: The Omni-channel ImperativeThe New Commerce Conference: The Omni-channel Imperative
The New Commerce Conference: The Omni-channel Imperative
Catalyst
 
New Commerce Commerce: All Things Instacart
New Commerce Commerce: All Things InstacartNew Commerce Commerce: All Things Instacart
New Commerce Commerce: All Things Instacart
Catalyst
 
The Power of SEO: Protect Your Bottom Line & Future Proof Your Brand
The Power of SEO: Protect Your Bottom Line & Future Proof Your BrandThe Power of SEO: Protect Your Bottom Line & Future Proof Your Brand
The Power of SEO: Protect Your Bottom Line & Future Proof Your Brand
Catalyst
 
Reignite Your Business with Performance Marketing: 4 Ways to Fuel Your Reopening
Reignite Your Business with Performance Marketing: 4 Ways to Fuel Your ReopeningReignite Your Business with Performance Marketing: 4 Ways to Fuel Your Reopening
Reignite Your Business with Performance Marketing: 4 Ways to Fuel Your Reopening
Catalyst
 
Reignite Your Business with Performance Marketing: 4 Ways to Dial-Up Brand In...
Reignite Your Business with Performance Marketing: 4 Ways to Dial-Up Brand In...Reignite Your Business with Performance Marketing: 4 Ways to Dial-Up Brand In...
Reignite Your Business with Performance Marketing: 4 Ways to Dial-Up Brand In...
Catalyst
 
Evolve Your Social Commerce Strategy: Thinking Beyond Facebook
Evolve Your Social Commerce Strategy: Thinking Beyond FacebookEvolve Your Social Commerce Strategy: Thinking Beyond Facebook
Evolve Your Social Commerce Strategy: Thinking Beyond Facebook
Catalyst
 
B2B SEO: Increase Traffic & Leads in 2020
B2B SEO: Increase Traffic & Leads in 2020B2B SEO: Increase Traffic & Leads in 2020
B2B SEO: Increase Traffic & Leads in 2020
Catalyst
 
Keynote: Bias in Search and Recommender Systems
Keynote: Bias in Search and Recommender SystemsKeynote: Bias in Search and Recommender Systems
Keynote: Bias in Search and Recommender Systems
Catalyst
 
TechSEO Boost 2019: Research Competition
TechSEO Boost 2019: Research CompetitionTechSEO Boost 2019: Research Competition
TechSEO Boost 2019: Research Competition
Catalyst
 
NLP Powered Outreach Link Building
NLP Powered Outreach Link BuildingNLP Powered Outreach Link Building
NLP Powered Outreach Link Building
Catalyst
 
Generating Qualitative Content with GPT-2 in All Languages
Generating Qualitative Content with GPT-2 in All LanguagesGenerating Qualitative Content with GPT-2 in All Languages
Generating Qualitative Content with GPT-2 in All Languages
Catalyst
 
Automate, Create Tools, & Test Ideas Quickly with Google Apps Script
Automate, Create Tools, & Test Ideas Quickly with Google Apps ScriptAutomate, Create Tools, & Test Ideas Quickly with Google Apps Script
Automate, Create Tools, & Test Ideas Quickly with Google Apps Script
Catalyst
 
NLP for SEO
NLP for SEONLP for SEO
NLP for SEO
Catalyst
 
What I Learned Building a Toy Example to Crawl & Render like Google
What I Learned Building a Toy Example to Crawl & Render like GoogleWhat I Learned Building a Toy Example to Crawl & Render like Google
What I Learned Building a Toy Example to Crawl & Render like Google
Catalyst
 
The User is The Query: The Rise of Predictive Proactive Search
The User is The Query: The Rise of Predictive Proactive SearchThe User is The Query: The Rise of Predictive Proactive Search
The User is The Query: The Rise of Predictive Proactive Search
Catalyst
 

More from Catalyst (20)

TechSEO Boost 2021 - Cultivating a Product Mindset for Success
TechSEO Boost 2021 - Cultivating a Product Mindset for SuccessTechSEO Boost 2021 - Cultivating a Product Mindset for Success
TechSEO Boost 2021 - Cultivating a Product Mindset for Success
 
TechSEO Boost 2021 - SEO Experimentation
TechSEO Boost 2021 - SEO ExperimentationTechSEO Boost 2021 - SEO Experimentation
TechSEO Boost 2021 - SEO Experimentation
 
TechSEO Boost 2021 - Rendering Strategies: Measuring the Devil’s Details in C...
TechSEO Boost 2021 - Rendering Strategies: Measuring the Devil’s Details in C...TechSEO Boost 2021 - Rendering Strategies: Measuring the Devil’s Details in C...
TechSEO Boost 2021 - Rendering Strategies: Measuring the Devil’s Details in C...
 
TechSEO Boost 2021 - The Future Is The Past: Tagging And Tracking Through The...
TechSEO Boost 2021 - The Future Is The Past: Tagging And Tracking Through The...TechSEO Boost 2021 - The Future Is The Past: Tagging And Tracking Through The...
TechSEO Boost 2021 - The Future Is The Past: Tagging And Tracking Through The...
 
New Commerce Conference: Charting a Course to Success with Your Retail Media ...
New Commerce Conference: Charting a Course to Success with Your Retail Media ...New Commerce Conference: Charting a Course to Success with Your Retail Media ...
New Commerce Conference: Charting a Course to Success with Your Retail Media ...
 
The New Commerce Conference: The Omni-channel Imperative
The New Commerce Conference: The Omni-channel ImperativeThe New Commerce Conference: The Omni-channel Imperative
The New Commerce Conference: The Omni-channel Imperative
 
New Commerce Commerce: All Things Instacart
New Commerce Commerce: All Things InstacartNew Commerce Commerce: All Things Instacart
New Commerce Commerce: All Things Instacart
 
The Power of SEO: Protect Your Bottom Line & Future Proof Your Brand
The Power of SEO: Protect Your Bottom Line & Future Proof Your BrandThe Power of SEO: Protect Your Bottom Line & Future Proof Your Brand
The Power of SEO: Protect Your Bottom Line & Future Proof Your Brand
 
Reignite Your Business with Performance Marketing: 4 Ways to Fuel Your Reopening
Reignite Your Business with Performance Marketing: 4 Ways to Fuel Your ReopeningReignite Your Business with Performance Marketing: 4 Ways to Fuel Your Reopening
Reignite Your Business with Performance Marketing: 4 Ways to Fuel Your Reopening
 
Reignite Your Business with Performance Marketing: 4 Ways to Dial-Up Brand In...
Reignite Your Business with Performance Marketing: 4 Ways to Dial-Up Brand In...Reignite Your Business with Performance Marketing: 4 Ways to Dial-Up Brand In...
Reignite Your Business with Performance Marketing: 4 Ways to Dial-Up Brand In...
 
Evolve Your Social Commerce Strategy: Thinking Beyond Facebook
Evolve Your Social Commerce Strategy: Thinking Beyond FacebookEvolve Your Social Commerce Strategy: Thinking Beyond Facebook
Evolve Your Social Commerce Strategy: Thinking Beyond Facebook
 
B2B SEO: Increase Traffic & Leads in 2020
B2B SEO: Increase Traffic & Leads in 2020B2B SEO: Increase Traffic & Leads in 2020
B2B SEO: Increase Traffic & Leads in 2020
 
Keynote: Bias in Search and Recommender Systems
Keynote: Bias in Search and Recommender SystemsKeynote: Bias in Search and Recommender Systems
Keynote: Bias in Search and Recommender Systems
 
TechSEO Boost 2019: Research Competition
TechSEO Boost 2019: Research CompetitionTechSEO Boost 2019: Research Competition
TechSEO Boost 2019: Research Competition
 
NLP Powered Outreach Link Building
NLP Powered Outreach Link BuildingNLP Powered Outreach Link Building
NLP Powered Outreach Link Building
 
Generating Qualitative Content with GPT-2 in All Languages
Generating Qualitative Content with GPT-2 in All LanguagesGenerating Qualitative Content with GPT-2 in All Languages
Generating Qualitative Content with GPT-2 in All Languages
 
Automate, Create Tools, & Test Ideas Quickly with Google Apps Script
Automate, Create Tools, & Test Ideas Quickly with Google Apps ScriptAutomate, Create Tools, & Test Ideas Quickly with Google Apps Script
Automate, Create Tools, & Test Ideas Quickly with Google Apps Script
 
NLP for SEO
NLP for SEONLP for SEO
NLP for SEO
 
What I Learned Building a Toy Example to Crawl & Render like Google
What I Learned Building a Toy Example to Crawl & Render like GoogleWhat I Learned Building a Toy Example to Crawl & Render like Google
What I Learned Building a Toy Example to Crawl & Render like Google
 
The User is The Query: The Rise of Predictive Proactive Search
The User is The Query: The Rise of Predictive Proactive SearchThe User is The Query: The Rise of Predictive Proactive Search
The User is The Query: The Rise of Predictive Proactive Search
 

Recently uploaded

Go To Market Strategy - Zig When Others Zag
Go To Market Strategy - Zig When Others ZagGo To Market Strategy - Zig When Others Zag
Go To Market Strategy - Zig When Others Zag
Rajesh Math
 
Rural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural IndiaRural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural India
Saravanan Sugadevan
 
Ranking in AI-powered Search - Berlin SEO & Content Club 2024
Ranking in AI-powered Search - Berlin SEO & Content Club  2024Ranking in AI-powered Search - Berlin SEO & Content Club  2024
Ranking in AI-powered Search - Berlin SEO & Content Club 2024
Flow Agency (formerly Flow SEO)
 
Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...
Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...
Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Brand Repositioning & Communication Presentation
Brand Repositioning & Communication PresentationBrand Repositioning & Communication Presentation
Brand Repositioning & Communication Presentation
Rajesh Math
 
3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf
3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf
3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf
search engine jornal
 
The Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led CompaniesThe Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led Companies
Bethan Vincent
 
Introduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy MktgIntroduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy Mktg
puneetmonga971720526
 
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
Top Klickz
 
Mobile Marketing in the form of ppt document
Mobile Marketing in the form of ppt documentMobile Marketing in the form of ppt document
Mobile Marketing in the form of ppt document
ArhamBaloch1
 
Paid Media Targeting in a Cookieless Future - Kevin Lee
Paid Media Targeting in a Cookieless Future - Kevin LeePaid Media Targeting in a Cookieless Future - Kevin Lee
Paid Media Targeting in a Cookieless Future - Kevin Lee
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and JharkhandShravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
suyogkulkarni39
 
Factsheet pdf
Factsheet                            pdfFactsheet                            pdf
Factsheet pdf
Kaushal445159
 
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin LundPPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
LinkedIn Marketing Plan for The Sparks Foundation.pdf
LinkedIn Marketing Plan for The Sparks Foundation.pdfLinkedIn Marketing Plan for The Sparks Foundation.pdf
LinkedIn Marketing Plan for The Sparks Foundation.pdf
The Sparks Foundation
 
Uncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account ManagementUncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account Management
GNW Consulting
 
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
mjenkins13
 
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
SFC Today
 
Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation
SyrineTouati
 
ABM, The True Story - Rob Griffin, G5 Futures
ABM, The True Story - Rob Griffin, G5 FuturesABM, The True Story - Rob Griffin, G5 Futures

Recently uploaded (20)

Go To Market Strategy - Zig When Others Zag
Go To Market Strategy - Zig When Others ZagGo To Market Strategy - Zig When Others Zag
Go To Market Strategy - Zig When Others Zag
 
Rural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural IndiaRural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural India
 
Ranking in AI-powered Search - Berlin SEO & Content Club 2024
Ranking in AI-powered Search - Berlin SEO & Content Club  2024Ranking in AI-powered Search - Berlin SEO & Content Club  2024
Ranking in AI-powered Search - Berlin SEO & Content Club 2024
 
Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...
Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...
Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...
 
Brand Repositioning & Communication Presentation
Brand Repositioning & Communication PresentationBrand Repositioning & Communication Presentation
Brand Repositioning & Communication Presentation
 
3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf
3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf
3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf
 
The Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led CompaniesThe Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led Companies
 
Introduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy MktgIntroduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy Mktg
 
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
 
Mobile Marketing in the form of ppt document
Mobile Marketing in the form of ppt documentMobile Marketing in the form of ppt document
Mobile Marketing in the form of ppt document
 
Paid Media Targeting in a Cookieless Future - Kevin Lee
Paid Media Targeting in a Cookieless Future - Kevin LeePaid Media Targeting in a Cookieless Future - Kevin Lee
Paid Media Targeting in a Cookieless Future - Kevin Lee
 
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and JharkhandShravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
 
Factsheet pdf
Factsheet                            pdfFactsheet                            pdf
Factsheet pdf
 
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin LundPPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
 
LinkedIn Marketing Plan for The Sparks Foundation.pdf
LinkedIn Marketing Plan for The Sparks Foundation.pdfLinkedIn Marketing Plan for The Sparks Foundation.pdf
LinkedIn Marketing Plan for The Sparks Foundation.pdf
 
Uncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account ManagementUncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account Management
 
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
 
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
 
Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation
 
ABM, The True Story - Rob Griffin, G5 Futures
ABM, The True Story - Rob Griffin, G5 FuturesABM, The True Story - Rob Griffin, G5 Futures
ABM, The True Story - Rob Griffin, G5 Futures
 

Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections

  • 2. THIS PRESENTATION ORIGINIALLY AIRED AS A WEBINAR. THE RECORDING IS AVAILABLE HERE: https://events.bizzabo.com/339851
  • 3. PRESENTERS Meghan Lavin Marketing Director Kelley Drake Senior Director, Marketing & Communications Linus Gregoriadis Director & Co-founder www.catalystdigital.com www.xaxis.com www.londonresearch.com
  • 4. HOUSEKEEPING & FAQS Will the recording be available after? Yes! We’ll email the recording and deck to everyone who registered. How do I access the research? We’ll email it after the webinar and it’s available on our site: www.catalystdigital.com/new-original- catalyst-xaxis-research-closing-the-gap/
  • 5. WEBINAR Q&A Click the Q&A icon in the upper right-hand corner of the screen. Enter content questions or in the Q&A window. You may enter your question anonymously or name yourself. We’ll publish some content questions to the broader audience. Platform issues or technical difficulties? Email info@catalystdigital.com for assistance
  • 6. AGENDA Methodology Consumers & Marketers: The Gap Search & Social: Big Gap, Even Bigger Opportunity The Next Era of Commerce Programmatic at a Tipping Point Going Omnichannel Key Recommendations 1. 2. 3. 4. 5. 7. 6.
  • 7. METHODOLOGY • U.S. consumer and business surveys conducted in April 2021 • 2,000 US consumers • 200 advertisers working for companies with annual revenues of at least $50m across a range of sectors. All respondents were decision makers in respect of their organizations’ media planning and investment. Interviews with industry experts from:
  • 9. CATALYST & XAXIS DEFINITION OF OMNICHANNEL MARKETING: Omnichannel solutions empower clients to reach and engage with their customers across multiple touch points (be they video, search, social, audio, DOOH, mobile or TV), providing a way to create a seamless and integrated customer experience, tied directly to, and optimized towards their true business outcomes.
  • 10. WHY OMNICHANNEL? “As consumers continue to have an abundance of high-quality choices, brands are beginning to create differentiation based on ease of access, relevancy, and convenience. Consumers now expect seamless brand/product experiences that move with them. Brands, therefore, must deliver messages to their audiences at the most relevant moment - wherever they are. With the advancements in programmatic delivery and ethical data usage, we now have real opportunities to remove the inherent frictions of managing omnichannel executions and realize a holistic strategy that makes advertising work better for everyone.” Kirk McDonald CEO, GroupM North America
  • 14. CONSUMER ATTITUDES TO ADVERTISING 82% of 35–54 year-olds say they’re generally happy to watch an advertisement to access free online content.​
  • 15. CONSUMER ENGAGEMENT VS. MARKETING INVESTMENT
  • 18. 21% The average amount of total media spend allocated to emerging channels and related opportunities 46% of marketers strongly agree their budget has become more dynamic and real-time based on evolving consumer behavior INVESTMENT IN EMERGING CHANNELS
  • 19. VOICE OF THE EXPERT “To balance investment in tried-and-tested channels with emerging ones, we need to make sure we’re adapting to consumer behavior, but also that we understand how it will drive value for our business. We’ve pushed a lot further into audio this year as a key awareness driver as we see increased use of podcasts and streaming audio. In general, we are aggressive with in-house programmatic testing, and how we’re using retail media.” Kate Metzinger Senior Director, Integrated Brand Activation Georgia-Pacific
  • 20. SEARCH & SOCIAL: BIG GAP, EVEN BIGGER OPPORTUNITY
  • 21. WHY OMNICHANNEL? “The journey to omnichannel continues to evolve. Those that are the furthest along have a sense of optimal channel mix, how individual channels contribute to a continuum, and they don’t think of every channel as the same in its ROI to drive that end result, because after all there’s brand- building, there’s consideration, there’s action, all of which are important.” Jed Dederick SVP, Global Client Development The Trade Desk
  • 22. SEARCH & SOCIAL = CORE TO CONSUMERS’ OMNICHANNEL JOURNEY
  • 23. THE PANDEMIC PUSHED MORE SHOPPERS ONLINE Discoverability, whether that’s in category, retail, or branded search is becoming even more important as more consumers start relationships on-screen vs. in-store.
  • 24. THE PANDEMIC WILL HAVE SUSTAINED IMPACT ON SEARCH 70% of 35-54s are more likely to buy products and services online in the future as a result of the pandemic 43% of consumers say they have increased their use of search since the start of the pandemic
  • 25. MARKETERS HAVEN’T CAUGHT UP WITH SEARCH BOOM, BUT THERE IS COMPELLING REASON TO • Marketing budgets have not kept pace with the amplification of search. • Currently, the customers using search at least weekly (91%) is double the percentage of marketers increasing spend (46%). 58% of 55+ year-olds 79% of 18-34 year-olds 83% of 35-54 year-olds Receptivity to Advertising on Search Engines
  • 26. SOCIAL MEDIA: ANOTHER BRIGHT SPOT IN THE OMNICHANNEL JOURNEY Consumers are spending more time on social media. 46% report using social media even more since the start of the pandemic. Like search, they are receptive to advertising on social media sites
  • 27. THE DOOR IS OPEN FOR INFLUENCER MARKETING “Brands and influencers foster engagement with audiences in a way that feels like an organic relationship, increasing brand loyalty over time.” Kerry Curran, Executive Director, Performance Strategy & Growth, U.S., GroupM Services
  • 28. THE NEXT ERA OF COMMERCE
  • 29. CONSUMERS ARE HOOKED ON ECOMMERCE Proportion of consumers more likely to buy products & services online in the long run as a result of Covid-19
  • 30. 75% of consumers say they are receptive to advertising on ecommerce sites like Amazon, Target and Walmart 40% of consumers visit ecommerce sites at least weekly
  • 31. BUT IN-STORE SHOPPING ISN'T DEAD – IT'S EVOLVING
  • 32. VOICE OF THE EXPERT Consumers will be carefully planning out store visits to make the most of their shopping trips, and search is the top resource they use to research their in-store purchases. This behavior intertwines the digital and physical properties in a way that requires brands to take stock of each customer interaction and prioritize the right marketing channels.” Ted Buell Managing Director, Measurement & Analytics & Industry Marketing Google
  • 33. MARKETERS ARE ANSWERING COMMERCE TRENDS WITH STRATEGIC SHIFTS 56% of marketers are increasing investment in retail and ecommerce media
  • 35. PROGRAMMATIC What is Programmatic Advertising? An automated method of buying digital media where data and technology are used to make real-time decisions on a per-impression basis at scale about things such as: • whether this is the right audience • whether this is the right environment • what price should be paid • what creative/offer should be shown
  • 36. PROGRAMMATIC $96.89B 2021 eMarketer 69% of all media spend will be digital by 2026 GroupM This Year, Next Year Forecast US 2021
  • 39. VOICE OF THE EXPERT “The disruptions that came with 2020 are encouraging advertisers to shift to more flexible and on-demand ad strategies. They have cut their planning horizons significantly and are on average committing to media less than three months out. Programmatic is uniquely positioned to deliver on this shift, with real-time reach forecasting across channels to adapt to changing viewing behaviors and make sure every dollar counts. Having all media in one place gives marketers the ability to reach (audiences) in a more attentive and flexible way. Betsy Vankula Director of Programmatic Media Google
  • 41. BARRIERS TO MORE INTEGRATED ADVERTISING
  • 44. VOICE OF THE EXPERT “The accelerated uptake of streaming in 2020 means a lot of marketers have to move faster than they were planning to in that space. Incorporating TV into omnichannel buying is one of the great challenges, and one of the most important things for marketers to get right at this moment, because it creates the opportunity for brands to truly differentiate and take a leading position in a moment when consumers have moved already and marketers need to catch up.” Jed Dederick SVP, Global Client Development The Trade Desk
  • 45. 4 OUT OF 5 Marketers are keen to retain the agility in planning and budgeting they discovered during the pandemic
  • 47. THE BOTTOM LINE Leverage the benefits of programmatic across all channels. Address barriers to omnichannel adoption. Embrace a test-and-learn mentality. 1. 2. 3. 4. 5. 6. Don’t assume everyone who grows up with the internet thinks the same way. Retain your pandemic-era marketing agility. Move to business-level KPIs.
  • 48. THANK YOU! Report: www.catalystdigital.com/new-original- catalyst-xaxis-research-closing-the-gap/ Infographic: www.catalystdigital.com/closing- the-gap-5-key-findings-infographic/ Questions: Info@CatalystDigital.com More about Catalyst & Xaxis: - www.CatalystDigital.com - www.Xaxis.com
  • 49. THANK YOU FULL PAPER AVAILABE AT: https://www.catalystdigital.com/research/closing-the-gap- omnichannel-research/