Building a Brand Is Expensive, Sorry. Blame Omnichannel Marketing.

“Omnichannel marketing is crucial because it allows businesses to provide a seamless and integrated experience across multiple channels, ensuring consistent messaging and engagement with customers regardless of the platform they use.”

↑ Ah, the wise words of ChatGPT.

Is it just me or does that sound like vague, jargonistic nonsense?

But that’s how omnichannel marketing is typically explained.

And it’s not AI’s fault. It’s ours.

AI gathers and consolidates information from human-written content across the internet, books, articles, etc.

We are the source.

This useless definition is the sum of our understanding.

(Well not me… but crap human content ??)

No wonder so many people think marketers are full of s**t.

(Most of them are.)

So, I’m dedicating this newsletter to demonstrating:

1. How omnichannel marketing works in practice.
2. Why it’s so deeply connected to brand building.
3. Why brand building, therefore, requires significant investment.

(Sorry again.)

Why Omnichannel Marketing Matters

First, let’s start with a definition.

Omnichannel marketing = marketing through multiple channels.

Simple.

Why is it so important?

Buyers now use a variety of channels and devices throughout their purchasing journey.

From researching products on Google → interacting with brands on social media.

As a brand, you need to create touchpoints throughout ALL stages of the buyer’s journey.

Omnichannel marketing allows you to remain visible and – most importantly – accessible across all these touchpoints.

Using the idea of demand capture and demand generation, let me clarify further.

Demand Capture?

Demand capture is about targeting people who are already interested in your product or service.

People who are actively considering or are ready to buy.

It’s about converting existing demand.

E.g.?

• SEO strategies and paid search campaigns.
• Retargeting ads displayed to website visitors.

Demand Generation

This is about creating a need or desire for your product/service in the mind of your audience.

Creating awareness in people who may not yet be aware they need your product/service.

Of course, however, can still be highly targeted.

(I.e. Identifying and targeting specific audience segments that are likely to have an interest.)

E.g.?

• TikTok Ads, Meta Ads, etc. in cold audiences.
• Webinars addressing common pain points in the industry.
• Building a personal brand on LinkedIn.

Demand Capture vs. Generation: An Example?

For months, I’ve been targeted with sleep tape on various social media platforms.

Clearly, given my buying history and interest in wellness/self-development/competing with the young uns', I have been placed in an appropriate customer segment by these platforms.

(And they must have heard me snoring ??)

These ads have undoubtedly kept this product at the top of my mind.

(But as a marketer, I’m always mindful of the advertising forces at play.)

Had 5 minutes spare one day, so I decided to take the plunge.

I went to Google and typed in “mouth tape sleep”.

I clicked on the first result, had a quick read about the tape, looked at a few reviews.

Review had a couple of moans – GOOD they must be real reviews.

And bam, paid for them.

They’re solid. I’m a fan. I’ll probably buy them again.

Incidentally, however, this is not the same brand that was advertised.

I clicked that ad a few times but didn't buy for whatever reason.

The poor guys had paid to generate demand, only for one of their competitors to capture it.

Is it unlucky?

Sure.

Maybe I could’ve purchased from them on another day,

But it does show the importance of being both visible and compelling at the moment a customer:

1. Has decided to buy.

2. Is actively researching options.

3. Doesn’t yet know they may want your product/service.

For all three, you need both demand capture and demand generation tactics.

That’s how you build a brand.

And that requires investment.

The Harsh Reality of Growth

As you’d expect, ensuring your brand is always visible and accessible is expensive.

Omnichannel marketing is expensive.

Brand building is expensive.

That’s a harsh reality.

(Founded in 2006, Shopify only recorded their first profit in 2020!)

Of course, businesses rely on cash flow.

So, I’m not saying you need to invest in all relevant marketing channels NOW.

A small online business may begin with a simple paid search and remarketing strategy, invest the profit in SEO and targeted social ads, and then scale from there.

If they’re willing to continually invest – and do so wisely – they’ll be on the road to long-term growth.

You need to map out a plan that works for you.

But building a brand should be at the centre of everything you do.

For those of you thinking,

"That is all well and good, Kieran, but we have limited funds!"

Stay tuned.

Next newsletter we will have Phil McSweeney , author of Angel Think, shedding light on what angel investors look for when investing.

Enjoyed this newsletter?

Luckily for you guys, I want to help educate businesses about the principles that underpin marketing success regularly.

Here are a few more newsletters you can check out:

• Sales & Marketing’s Best Kept Secret: The Flywheel
• Exploring Quantum Marketing
• The Dangers of Internal Bias

If anything has piqued your interest in this one, comment! Don’t be shy! Let me know what you think.

And if you liked it, please share this newsletter far and wide!

Have a great day :)