Big traditional ad spending has long been crucial to many enterprise marketing campaigns. Mediums like television, radio and direct marketing scale easily, and give you the opportunity to reach thousands – even millions – of potential customers. And these methods do still work, despite the hordes of naysayers lauding their demise. But without an integrated digital strategy to support traditional campaigns, you may as well throw much of your ad budget out the window.
A change in the consumer purchasing cycle is responsible for the increasing importance of digital media. In the past, customers would simply see an ad for your products, visit your store, and make a purchase decision based on the available information (which generally consisted of your marketing messaging.) Advertising was content, salespeople were product experts, and choices were fairly limited. Life was simple.
The internet changed all of this by allowing consumers to research products online before even walking into the store. Now when a customer sees your commercial, they run to the computer instead of their car. Their phones are used for browsing instead of dialing. They flock to social media, review sites and Google searches in lieu of a conversation with a salesperson. A healthy amount of investigation is now a natural part of customer behavior.
This digital research phase is where many enterprise campaigns fall apart. More than 84% of shoppers regularly research businesses online before making a purchase, and the average shopper looks at 10.4 different online sources during this research phase – almost doubled from 5.27 sources the previous year. Without properly investing in your digital assets, you’ll be sending your customers on a wild goose chase as they attempt to find your brand online.
In essence, digital research is a natural follow up activity to traditional ad exposure, and generous investments on traditional without a comprehensive online strategy will result in major ROI issues. You can spend hundreds of thousands on a TV campaign, but if customers can’t find your nearest location in a Google search they’ll fall right out of the funnel and directly into a competitor’s shop.
Closing the Gap with SoLoMo
The most efficient way for multi-location retailers to fix this gap is by adopting an integrated SoLoMo strategy. SoLoMo is the online combination of Social Media, Local Search and Mobile Marketing. When used together, these channels provide customers with a clear route to conversion.
Take this example:
Customer A hears a radio ad at work for a major burger franchise right around lunchtime, piquing her interest immediately. She pulls out her smartphone and quickly navigates to a mobile friendly version of the franchise website, and finds a great lunch special. She then does a Google search to find the nearest location, and quickly finds two nearby options within walking distance. She selects the location with the best reviews and clicks “Get Directions” to navigate to the restaurant.
Now imagine if this location had no mobile site. Or, if their address was listed incorrectly on search directories, and the customer took a trip miles away from the actual business location. Any number of bad experiences could evolve from this lack of online consistency, and the radio ad would have been executed in vain.
Multiply this by hundreds or thousands for multi-unit locations and franchises, and the consequences are more pronounced. Even the slightest adjustments can have a major impact on traffic in each store.
Vivial solves this problem by providing multi-unit groups and enterprise level retailers a streamlined, scalable method for executing their lucrative SoLoMo campaigns. Our products are trusted by some of the nation’s top brands, including Buffalo Wild Wings, Alliance Parking, and Macy’s (just to name a few.)
Call us to see how we can help you integrate your marketing strategy – past traditional advertisements – and increase the ROI of every dollar you spend.