It has never been more complex than today to comprehensively plan and meaningfully evaluate a suitable media mix. While the number of channels has risen massively, at the same time information platforms and sales channels have become increasingly more interlinked with each other. More than ever, advertisers need to know their target audience accurately, act in accordance with legal constraints and select the appropriate channels for their campaign. The goal: optimally combining offline and online measures.

Classic is declining, but important

Even though the trend in the volume of advertising clearly points towards online, the effects of the DSGVO implementation in May 2018 have also shown how quickly volumes can decline and uncertainty arises. Nonetheless, according to Zenith Optimedia (Source), global advertising spending in the mobile area alone is growing from 9.2% (2015) to 18.7% (2018). Desktop remains nearly constant from 19% to 20.2%, the classic sector (TV, newspapers, magazines and radio) drops from 63% to 55%, but still accounts for the lion’s share. A comprehensive marketing strategy must therefore cover online as well as offline channels and connect both worlds. The share of investments in the different channels depends on the user behaviour of the target group and the defined campaign goal.

The biggest challenge is measurability

Online cannot be beaten, especially with regard to the provable target group approach, conversion – optimisation as well as the firm sales growth. Nevertheless, through classic it is possible to achieve relevant important effects in terms of reach, image and branding. Both of these together, depending on the campaign objective and budget, represent an optimal media convergence. However, the challenge behind this is clearly in tracking (for example, what is permitted within the DSGVO…), optimisation and provable achievement of goals. It follows that one of the biggest challenges in digital marketing is the measurability, because there is still no reliable cross-device solution and the advertising impact on some touchpoints cannot be accurately understood. It is therefore all the more important to use systems and solutions that can be employed offline and online.

Touchpoints in online and offline channels

By looking at the entire customer journey, it is clear that usually different touchpoints influence the end user’s buying decision or make the brand known to the consumer. These are evidently spread over numerous offline and online channels. Consequently, it is important to be able to measure which offline measures support online purchases and vice versa. The more accurate the measurement of the individual channels is, the more effective is the resulting comparability and performance rating. Well-defined KPIs, such as a return on conversion, help in the evaluation of a campaign. Cross-channel and integrative campaign planning must therefore be part of every advertising activity. This will benefit not only sales/conversions but also customer loyalty, which will become increasingly important, as well as the customer service that will develop sustainably.