Over the past 3 decades, much has been written, debated, and discussed about Omnichannel Strategies. With recent advancements in the adtech industry, discussions have been narrowed down particularly to omnichannel programmatic, but the essence still remains the same. Almost all of what has been written about omnichannel experiences reflects two significant learnings:

Every consumer expects it, every advertiser desires it, and every publisher yearns to be a part of it

It is still a distant reality

My conversations with 200+ marketing leaders across the domain reveal a stark reality: hardly any of them claim to have deployed blanket omnichannel programmatic strategies successfully. The reasons could be many, but a singular insight stands out: Marketers as well as publishers operate within an increasingly fragmented ecosystem, and their priorities are more channel obsessed than ever. Combine that with the increasingly opaque nature of programmatic transactions, and you end up with a broken ecosystem that is omni in theory, not in practice.

Before we dive deeper into the intricacies of Omnichannel Programmatic, we need to analyse what is meant by an omnichannel programmatic strategy. Forrester has aptly defined it as ‘the practice of digitally sequencing advertising across channels, which is connected, relevant, and consistent with the customer’s stage in their life cycle’.

If only modern marketers and programmatic enablers understood the simplicity of this definition, they would be able to cognize that omnichannel is highly distinct from multi-channel, and a sole reliance on presence across channels without a semblance of data driven thinking to hold together the consistency needed in experiences is a mistake too many of them make.

Omnichannel strategies have evolved from the basic multi-channel approaches that merely involved being present on various platforms. The key distinction lies in the integration and consistency across these channels. An effective omnichannel strategy ensures that customers have a uniform experience whether they are interacting with a brand via CTV, mobile apps, websites, or physical stores.

This evolution is driven by the need to meet the expectations of modern consumers who demand convenience, personalization, and consistency. As the digital landscape becomes more fragmented, businesses must adopt sophisticated strategies that leverage data and technology to create a unified customer journey.

In the quest for connected experiences, marketers tend to become what can only described as ‘channel obsessed’, relying less on data that gives an insight into how customers behave and who they are, and leaning more towards the ‘how’ of it.

Customer-Centric Approach

At the heart of an effective omnichannel strategy is a deep understanding of the customer. This involves collecting and analyzing data from various touchpoints to gain insights into customer behavior, preferences, and needs. By putting customers at the center, businesses can tailor their messaging, offers, and interactions to create a personalized experience.

Integrated Data Management

Data is the backbone of an omnichannel strategy. Integrated data management systems enable businesses to collect, store, and analyze data from multiple sources. This holistic view of customer data allows for more accurate targeting and personalization. Programmatic advertising relies heavily on data integration to deliver the right message to the right audience at the right time. And this data needs to flow across channels consistently and seamlessly, acting as an enabler rather than a hindrance. The convergence of data is essential, and this includes 0P, 1P, 2P, and 3P data across every programmatic channel. We must create an environment where data is the glue that connects the consumer journey together across her ecosystem, leveraging a universal view and understanding of the consumer to make seamless experiences a reality.

Consistent Messaging

Consistency is key in omnichannel marketing. Regardless of the platform or channel, the brand message should remain uniform. This builds trust and reinforces brand identity. In programmatic advertising, this means ensuring that ad creatives, messaging, and offers are consistent across all channels, be it web display, in-app Video, Native, in-Game, or CTV.

Technology Convergence

Leveraging technology and automation is crucial for executing a successful omnichannel programmatic strategy. Programmatic advertising platforms use algorithms and machine learning to optimize ad placements and targeting in realtime. This not only improves efficiency but also enhances the effectiveness of marketing campaigns by reaching the most relevant audience segments. With AI in the mix, it becomes even more crucial to utilise the right aspects of intelligence to optimise customer experiences.

Cross-Channel Coordination

An omnichannel strategy requires seamless coordination between different channels. This means that marketing teams must work collaboratively towards ensuring that campaigns are aligned and that there is a coherent customer journey. For instance, a customer who clicks on a social media ad should have a consistent experience when they visit the website or receive an email follow-up.

Real-Time Adaptation

The digital landscape is dynamic, and consumer behavior can change rapidly. A successful omnichannel programmatic strategy must be adaptable and agile. This involves real-time monitoring and analysis of campaign performance, allowing for quick adjustments to optimize results. Programmatic platforms provide the tools needed for this level of agility.

Human-Centric Design

An oft skipped aspect of programmatic ecosystems is human centricity. Given that programmatic transactions are milliseconds-long affairs, the human touchpoints at every stage in the programmatic supply path are oft overlooked. Despite the heavy reliance on technology, human-centric design remains a cornerstone of effective omnichannel strategies. This means designing experiences that are intuitive, user-friendly, and empathetic. Understanding the human element behind data points helps in creating more engaging and meaningful interactions. And in the quest to deliver omnichannel experiences, programmatic partners must also take the entire supply path into account.

The above principles may seem simple enough on paper, but so far, very few advertising exchanges have actually strived to adhere to this. By leveraging these principles, the programmatic ecosystem can create seamless and personalized customer experiences that drive engagement and loyalty.

At Nexverse.ai, we founded our advertising exchange on a very similar set of principles. Using a holistic approach that combines data, technology, and human centric insights, we have been able to offer cohesive and personalised customer journeys that delights the end consumer while being seamless for the programmatic stakeholders. Get in touch with us to know how we intend to revolutionize the programmatic space with the consumer at the center of our business model!