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The Omnichannel Approach: Uniting Marketing and the Boardroom
Our digital space is changing, and as marketeers we are responsible for moving with these changes.
We must work in collaboration with our wider teams and make stricter decisions on platforms to supply our audiences with brands that create social impact and are evidencing ESG. Businesses can no longer dismiss global climates when publishing messaging and communications.
Listen to Senior Marketing Manager, Jessica Peake, and Marketing Manager, Lucy Croft, discuss how The Omnichannel Approach of paid and organic marketing must adapt establish a stronger connection with current and future generations:
0:00
Jessica Peake
I think one of the biggest shifts that marketers are going to have to make over the foreseeable, is this idea of working harder with the rest of the departments within an organisation.
This idea of aligning yourselves with not only the commercial objectives but the sustainability objectives. How can you, as a marketing team, support the boardroom in evidencing ESG reporting or demonstrating social impact?
I think whilst that feels quite insular as a as a concept, it really does help build trust with the audiences. Again, as much as we have the radar for AI, we have this radar for the green washing and the green hushing.
Consumers know when they’re being fobbed off. They understand that the claims put into packaging. You know, mission statements – all those things are claims, but they have to be lived up to.
They have to be evidenced as well. It’s really important that marketers consider it within the omnichannel strategy as well. Even down to which social platforms they choose to use.
You’ve got the rise of platforms such as WeAre8, you know, that contribute a proportion of the ads spend back to the actual users.
There are options now, but I think there will only be significant change when the users decide to shift and then the spend will follow.
It’s just so important to balance all of these things. You know, commerciality will always win, but it has to have that sustainable approach overlaid onto the top to fulfil that triple bottom line.
1:24
Lucy Croft
I agree. I think it’s more than just solving a problem with a product or a service.
It’s like you said, achieving not just the legal requirements of reporting and evidencing for ESG, but also people want to be brought into a brand that is doing something that they can be a part of.
It’s almost building a community that is making a difference – creating a change. I think it’s not just “here’s a product to solve your problem.” It’s “Here’s your problem and join us to solve a bigger problem, a bigger picture.”
I think that is important when we’re looking at setting an objective right at the start of campaigns, looking at the commercial objective. So, selling the products, selling the services.
But how do we connect with our audience and achieve them wider goals?
2:15
Jessica Peake
I think when you’re thinking about authenticity as well, there’s so much significance in that with every type of messaging you do. Think about Pride month and days of national significance.
It’s got to be so much more than virtue signalling. Brands that just pop a rainbow flag into the brand ident is not good enough.
It’s OK to be an advocate or an ally. But there’s got to be something meaningful beyond that, and I think having that authenticity.
Consumers know and call out those brands that are just doing it for show, or doing it because they think it will give them that cultural significance and really it has to go beyond that.
Achieve commercial objectives with The Omnichannel Approach, unlocking your brands potential with powerful messaging across key platforms.
Want to hear more? Listen to the full conversation below The Omnichannel Approach…
Panel:
Jessica Peake
Senior Marketing Manager.
Find them on LinkedIn.
Lucy Croft
Marketing Manager.
Find them on LinkedIn.
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