Omni-Channel Media Strategy

Mary Ann


October 12, 2020

Running a firm that specializes in media buying, placing, and managing, I throw around the phrase ‘omni-channel’ on the regular. But what exactly does that mean from a media strategy perspective?

I should start off by saying that every strategy built by myself and the Mosaic team is completely tailored to each of our partners and their individual marketing goals, target demographics, geographics, key KPIs, etc. An omni-channel strategy I recommend for one client may not work for another. However, there are a few constants in every plan we put together.

Omni-channel focuses on increasing frequency and presence across multiple platforms to provide a consistent messaging delivery to be consumed by your ideal target.

Let’s say a retail brand wants to push (1) their new online shopping capabilities and (2) a Labor Day sale to Millenials. After doing our customary market research to determine consumer behaviors, we’ll put together a customized plan that focuses on pushing each message the retailer wants to send out at optimal frequency. We’d likely recommend paid search, display, social, OTT, and others, with a goal of creating a campaign for each of the messages. With this route, the consumer not only sees a video on the TV about online shopping, but also a Facebook ad when they go through the app and a display ad when browsing a website. The same message in multiple places so it sticks.

Now, strategies will differ between each message and each target demographic; I would include more traditional television over YouTube for older generations, and Snapchat over Facebook for younger generations. 

The goal, however, is always the same. I want your audience to see your message when they’re reading a magazine, checking game scores online, checking their emails, listening to Spotify, watching a show…you get the drift. I want you to be the first thing that pops into their mind when they’re considering a purchase, and I want to remind them afterward of how great the experience is.

There are a lot of channels out there, so it’s not necessary to be on every single one – but you should definitely be everywhere your target audience is!


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