Marketing

The right advertising at the right time – eCommerce Magazin

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The past year has not only presented the advertising industry, but also the retail sector with very special challenges. Many offline sales channels could not be used or only to a limited extent and classic sales events such as trade fairs had to be canceled. As a result, new tactics and channels had to be developed in order to reach as many potential target groups as possible. This task also had to be Advantage Austria the foreign trade organization of the Austrian Chamber of Commerce, and relied on a programmatic omnichannel campaign.

Digital advertising campaign on new channels – with success

Advantage Austria is responsible for the implementation of the legal mandate to promote Austria’s foreign trade and to support Austrian companies in their international business. As part of the “Austrian Gourmet Week” of Galeria Karstadt Kaufhof, which took place in Germany from February 1st to 6th, 2021, a strategy was to be developed to advertise high-quality, Austrian food from various brands on new channels. The campaign was particularly aimed at customers of the Galeria, Austrians abroad, friends of Austrian cuisine, foodies and gourmets. The aim was to strengthen Austria’s image as a sustainable organic location and producer of high-quality food products.

Reach target groups with an omnichannel campaign "Austrian gourmet week" the Galeria Karstadt Kaufhof
“Austrian Gourmet Week” campaign by Galeria Karstadt Kaufhof. Image: MINT Square

Advantage Austria relied on strategy consulting for the development of a digital advertising campaign and its implementation MINT Square. Within the short campaign period of only two and a half weeks, the comparatively low 5-digit budget was intended to generate as much attention as possible for the gourmet products. Therefore, the choice fell on a purely digital, programmatic omnichannel strategy. Advantage Austria advertised for the first time in this form in Germany – with success!

Reach target groups with omnichannel - the digital advertising campaign of "Austrian gourmet week"
Digital advertising campaign for the “Austrian Gourmet Week”. Image: MINT Square

Reach target groups: multichannel vs. omnichannel

Multichannel and omnichannel are no longer foreign words in the marketing environment. Nevertheless, experts often still use both terms synonymously, although there is a clear difference. Multichannel strategies focus on using as many channels as possible simultaneously, but independently of one another, in order to market or sell products. Data and information are collected via each of these channels and analyzed separately without subsequently being connected.

When implementing omnichannel strategies, the same channels are used that are also used for multichannel, but these interact with each other and are operated jointly. They are open and transparent, and customer information is available across channels. The individual media are coordinated with one another in order to create the perfect appearance – at the right time and in the right place. Marketing channels, messages, customer support and brand touchpoints work together harmoniously. In this way, brand messages can be conveyed to existing and potential customers in many ways in order to create a uniform customer experience.

At what time can the potential target groups be reached?

In order to reach the desired target group at any time, four main channels were selected when planning the omnichannel campaign for Advantage Austria:

  • Users were addressed via display banners (desktop and mobile) between 7:00 a.m. and 1:00 a.m., as these channels are usually visible throughout the day. Visitors to the landing page of Galeria Karstadt Kaufhof were addressed again in this way (retargeting), and potential new customers were addressed using various targetings (keywords, environment, deals, etc.).
  • Potential customers who were within a 300 m radius of the nearest Galeria branch at a certain time – for example during their lunch break – were addressed via DOOH screens (digital out-of-home).
  • Only between 7:00 p.m. and 9:00 p.m. were target groups over the age of 18 addressed via addressable TV who had watched cooking programs in advance (pre-targeting).
  • In addition, advertisements were displayed on social media (desktop and mobile) around the clock. Users were selected based on their interests, for example in Austria or healthy nutrition.

The ads were played out specifically in the 25 German cities in which there is at least one Galeria Markthalle. DCO (Dynamic Creative Optimization) was used in the area of ​​display banners. As a result, the banners on the desktop as well as on mobile devices were automatically adapted to the city in which the respective person was currently located. The link ads on social media and the DOOH ads were also displayed based on cities.

Programmatic omnichannel approach: small effort, big impact

Despite the low budget, the results of the campaign are impressive. The channel display attracted a particularly high level of attention. The appearance of the banners on a large number of websites as well as the targeted use of many targeting strategies ensured a particularly high reach with more than 4.3 million impressions. Almost 369,000 unique users could be reached via social media and the total of 655 reactions, 34 comments and the 46-times sharing of the advertisements represented a great success for the still young social media account of Advantage Austria. The individual motifs that were posted via DOOH were played out, reached more than 2.2 million potential advertising contacts. They also made sure that many potential customers were made aware that the Galeria Markthallen were even open, after all, the company is not a classic grocery retailer. In the end, 128,916 households in the relevant cities were addressed by addressable TV.

The programmatic omnichannel approach as well as the use of dynamic advertising media and strategies such as retargeting made it possible to reach the desired target groups – individually and across channels. In this way, wastage could be minimized and the available funds were used as efficiently as possible. With the 5-digit budget, a large number of channels were covered and linked with one another, although a campaign that is purely for DOOH can quickly devour a 6-digit sum. The campaign by Advantage Austria and MINT Square shows once again the possibilities a well thought-out omnichannel strategy offers.

Also read: Omnichannel Sales – How Retailers Meet Customer Expectations.

Reach target groups with omnichannel, Christoph Berg
Image: MINT Square

About the author: Christoph Berg is co-founder and managing director of MINT Square, a strategy and technology consultancy for data-driven marketing. He has more than ten years of marketing and sales experience and advises advertisers on their way to more self-determination in online marketing.

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