Successful Omnichannel Marketing Campaigns
Omnichannel marketing campaigns
Omnichannel marketing campaigns can include digital channels such as paid search, paid social, programmatic, audio, TV, print, mobile, email marketing, in-store, influencer marketing, and direct response marketing (and the list continues). This is why it was essential to take some time to understand your consumers and where they spend their time. This will allow you to better budget (both financially and time-wise) where your ad spend should be allocated.
Innovative omnichannel marketing campaigns
Disney
Media mogul Disney needs little introduction. With a successful career spanning decades, Walt Disney’s motion pictures continue to dazzle audiences today. And one of the biggest drivers of the brand’s success is its ability to adapt to change, remaining relevant and even innovative as a result. It’s tourism-based omnichannel marketing experience is no exception.
As the anchor or lynchpin of its consumer offerings, Disney’s mobile-optimized site is responsive, intuitive, and performs just as efficiently as its desktop site. With functionality that is specific to smartphone or tablet use. Along with this, Disney’s trip planning website also works seamlessly in smartphones. Making it simple to conduct research and book tailored excursions while on the move.
What’s particularly unique about Disney Park’s omnichannel experience is that upon booking, it’s possible to use the My Disney desktop. Or mobile application to pre-plan the itinerary of your entire trip. From dining to queue jumper passes, with stats on each attraction from peak visiting periods to average wait times.
Chipotle
An early adopter of the omnichannel marketing experience, established restaurant franchise Chipotle has taken decisive measures to enter the arena. Inspired by a desire to eliminate a common issue present in the fast food industry. Placing an order online, only to discover that the restaurant hadn’t received the instructions of your purchase by the time you arrive at the store.
By adopting an integrated approach to this age-old solution, Chipotle has developed a platform that makes it simple to place food orders. Big or small, from a number of locations at your convenience.
After identifying that the brand was suffering from dwindling sales, Chipotle optimized its in-house ordering systems and desktop-based menus. And also launched a cutting-edge mobile ordering application with a flawless level of user experience (UX). That makes the processes of choosing, placing, and receiving an order an intuitive experience, boasting simplicity from start to finish.
Glade
As one of the world’s most renowned air fragrance brands, Glade has become somewhat of a household name over the years.
Based on the understanding that the scent has a direct impact on human emotion, sparking feelings of nostalgia, the innovative brand set up a pop-up installation. Housed within a portable 5,300-square-foot building in Manhattan’s Financial District. This physical display featured a multitude of rooms. That leveraged the power of touch, sound, visuals, and smell to spark strong emotions in its various visitors.
To accompany its ‘Museum of Feelings’ experience, Glade launched a dedicated microsite explaining the concept while helping to immerse the consumer in the campaign, and promoted the initiative across its social media platforms with the #MusuemofFeelings hashtag.
Within the exhibition itself, visitors were immersed in a kaleidoscopic sensory experience based on Glade’s new range of fragrances. Passing through a multitude of themed rooms that changed colour to reflect the mood of the city. Based on a host of real-time trends, statistics, and digital data.