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SINGAPORE, March 18, 2022 /PRNewswire=KYODO JBN/ --

An abundance of information and options are causing confusion in the customer

journey. Indeed, choice overload is blamed by the 80% of people who have

difficulty of making purchase decisions blame choice overload as the culprit.

As consumers, we all need help sometimes making sense of the shopping world. So

how can brands be in the right place, at the right time when and where

consumers need them most?

The answer lies in omnichannel campaigns. Paul Sinkinson, Managing Director

Analytics Partners (http://www.analyticpartners.com/), Australia, recently

spoke about this very subject at Google's Decoding Decisions event in March.

During the session, built on insights from Analytic Partners' ROI Genome(R)  

(https://analyticpartners.com/roi-genome-info-page-apac/), a marketing

intelligence resource with more than 2 million data points gathered over more

than 20 years, Paul shared five key points that contribute to the success of

brands achieving the pinnacle of right place/right time/right person marketing:

Reach customers where they are:

Paid search is a tried and tested method of marketing optimisation. In fact, 1

in 3 consumers will choose a brand that shows up when and where they're

searching. In a currently uncertain world, brand loyalty is low, with more eyes

and more choice than ever. Now is a valuable time to re-evaluate whether you

are reaching the customer in the right place at the right time.

More is better:

Two integrated multi-channel campaigns will drive higher campaign

effectiveness. And in fact, the ROI Genome found that the more channels

marketers add to the mix, the more ROI improves. This synergy is the hero of

marketing effectiveness since multimedia campaigns tend to have a higher ROI

than single media campaigns. But as some channels may make more sense for some

brands than others, finding the right touchpoints rather than simply following

trends is key.

Search for synergies:

Analytic Partners' ROI Genome Report

(https://analyticpartners.com/roi-genome-info-page-apac/)  finds that Search

has historically proven to provide synergistic lift with other media platforms.

Search's synergistic lift with TV is 24%, and 13% with other online video.

Keep it going in the long-term:

In the short term, it may make sense to prioritize sales performance. But

minimizing always-on upper funnel initiatives may hinder your long-term growth.

Going dark in just a few months can undo years and years of investment. Losing

share of Search will cost you more when you do decide to come back.

Double-lift with ecommerce:

The lift Search already provides can be maximized even further when paired with

online fulfilment such as e-commerce support. Brands with an ecommerce channel

increase return by over 200% compared to those that don't offer e-commerce.

"Search is undeniably indispensable not only to consumers but to advertisers as

well. Marketers should incorporate Search within a thoughtful mix of other

channels as a critical driver of incremental ROI for short-term and long-term

success", said Sinkinson.

In an ever more complex marketing environment in need of a holistic marketing

measurement solution to help drive business success, Analytic Partners

(http://www.analyticpartners.com/) combines global insights with local

knowledge to help clients adapt, evolve and thrive. A recording of Analytic

Partners' session at Decoding Decisions plus the latest ROI Genome reports can

be found here: https://analyticpartners.com/roi-genome-info-page-apac/

Analytic Partners (http://www.analyticpartners.com/)  is the leading

cloud-based, managed software platform which provides adaptive solutions for

deeper business understanding and right-time planning & optimization for

marketing and beyond. We turn data into expertise so that our clients can

create powerful connections with their customers and achieve commercial success.

Source:Analytic Partners