June 13, 2013
/PRNewswire/ -- Adconion Direct (
), an industry leader in cross channel digital advertising spanning display, video, mobile, email and social media, sponsored a first-of-its-kind report examining customer engagement strategies in Omnichannel marketing in association with the IAB and Winterberry Group. The study, "
Taking Cues From the Customer: 'Omnichannel' and the Drive for Audience Engagement
," is based on an online and telephone survey of more than 120 senior executives from top advertisers, agencies and publishers spanning virtually all segments of the marketing ecosystem. Of those, 82.4% said they intend to invest in coordinated campaigns across broadcast and print media, PR, direct marketing and multiple digital screens.
These coordinated campaigns are commonly referred to as Omnichannel or cross channel marketing. Omnichannel marketing creates a channel-to-channel awareness that drives engagement, investment, and customer loyalty by delivering the right message to the right customer at the right time. Historically, advertisers focused on channel-specific marketing strategies to reach individual consumer touch points on various, disparate channels. Alternatively, Omnichannel marketing provides an advanced solution which weaves those touch points together into a seamless and immersive "surround" experience. This all-encompassing strategy offers a cohesive and impactful approach to an increasingly fragmented and confusing digital landscape.
"Adconion Direct is honored to be part of this landmark study which demonstrates that prominent advertisers and thought leaders clearly understand the value of Omnichannel marketing and are actively seeking to implement these strategies in their media spend," says Adconion Direct CEO,
Kim Reed Perell
. "Our company has invested millions of dollars into a platform that provides a solution for brands to effectively reach digital audiences at every touch point via cross channel solutions."
The study confirms the necessity to reorganize commonly applied multi-channel advertising models in the current digital space. Twenty-five percent of panelists surveyed said cross-platform products are "very important" in driving customer engagement, and four out of five (79%) believe they will be crucial in the near future. Such results demanding Omni/Cross Platform strategies prove the need for the industry to adopt an audience-centered media format, reorient advertisers' strategies, and reallocate resources. As the study concludes, execution is the next step. Adconion Direct has anticipated these challenges facing advertisers and has proactively developed both the tools and the optimization protocol to achieve these goals.