Omnichannel Marketing: The Modern Advertising Approach

Media consumption is shifting. Fans want to engage with their favorite creators in multiple ways, and creators are increasingly adjusting their strategies to feed this hunger. This approach is referred to as omnichannel marketing, and it’s the new normal for digital audio consumers. The good news for brands is that ads can follow consumers wherever and however they get their content. If you want your brand to stay with audiences as they shift their consumption habits, it means seeing omnichannel marketing as more than a trend but a long-term strategy. 

Below, let’s dive into omnichannel marketing’s benefits and examples, and how you can get started. 

What Is Omnichannel Marketing and Its Benefits?

Think of omnichannel marketing as your brand being everywhere your audience is but leading with purpose and precision. For example, audio isn’t the only way to reach your target audience; you can also leverage social media, connected TV (CTV), and more. It's about creating a seamless experience that follows your audience throughout their day across multiple platforms, whether they're checking their email in the morning, listening to their favorite podcast during a midday workout, catching up on social media at lunch, or shopping online in the evening. 

And, when done right, your brand message can become a part of your audience’s favorite digital communities and fandoms. Let’s get into the benefits of this modern marketing approach. 

Attracting Young and Diverse Audiences

It’s often said, “Young people these days…” They’re always up to something. But they’re not all up to the same things. Young audiences have behaviors and habits that are as diverse as they are, consuming a mix of streaming audio, streaming TV, social media, podcasts, and more. By meeting audiences where they are, and showing up in more than one place, you’re boosting your brand’s chances of attracting new and diverse consumers while consolidating customer data from all possible touchpoints. And with personalized customer experiences becoming the go-to strategy, an omnichannel approach seamlessly allows for customization based on an initial interaction while minimizing ad fatigue. 

Offering More Ways to Access Favorite Content

In response to increasing media fragmentation, brands are responding by diversifying media budgets across platforms—placing the consumer at the center of campaigns. Take podcasts, for example. Even for members of the same podcast fandom, the way they interact with the show and creators can vary. In the past few years, podcast consumption on YouTube has grown by 106%, while podcast consumption on social media has increased in popularity by +36%. And Instagram is the leading platform where podcast listeners ages 18+ engage with their favorite hosts, followed by YouTube.

Boosting Reach and Frequency

When brands reach customers across a variety of platforms and media, they’re offering consistent interactions—leading to high brand familiarity and engagement potential, which can be especially beneficial for small to mid-sized businesses. Additionally, a strategy that promotes more consistent interactions helps you ensure that your brand presence and messaging stays consistent across media. 

What’s the Difference Between Omnichannel Campaigns and Multi-Channel Marketing?

While the two marketing types may sound similar, they’re differentiated by the role channels play in each approach. Multi-channel marketing means many channels are available, but they can be independent of each other and even fragmented. Meanwhile, omnichannel marketing focuses on an integrated experience for users across all channels, allowing for more personalization. Another way to easily decipher the difference between the two? Remember that multi-channel marketing focuses on the product and service while omnichannel marketing focuses on the consumer. 

Examples of Omnichannel Marketing

With podcasts becoming omnichannel entertainment, the medium is the perfect use case for omnichannel marketers. When you think of your favorite podcaster and how you consume their content, chances are you’re following them on multiple platforms. One day, you might listen to a podcast episode on Pandora while multitasking and then switch to YouTube to see the reactions of the host. And while you’re waiting for the next episode to drop, you might head to their TikTok page to see preview clips and more of their daily content. 

Let's look at how some of today's most successful podcast creators and brands use omnichannel marketing to meet their audiences in more places. 

Call Her Daddy

Alex Cooper, host of Call Her Daddy, may have started her podcast journey with an audio-only show, but her media empire has quickly grown to include video formats and an impressive YouTube presence. Her YouTube viewership has grown 160%, and 86% of viewers tune in the day the episode is released. And the show is leaning into the audience demand with engaging social media content like episode countdowns and live chats, reaching an Instagram audience of almost 3M followers and over 1M subscribers on YouTube. 

Conan O’Brien Needs a Friend

Sometimes, partnering with top podcasters with an omnichannel presence can help brands capitalize on the creator’s own earned and shared media successes. After Conan O’Brien hosted this year’s Oscars, his show Conan O’Brien Needs a Friend saw a +284% spike in listeners.

This shouldn’t come as a surprise as to date, Conan’s podcast already includes impressive numbers: 5.4M monthly episode downloads, 8.9M YouTube subscribers, and 1.9M Instagram followers.  

How to Get Started with Omnichannel Marketing

We might be biased, but no omnichannel strategy is complete without audio. In fact, in an omnichannel campaign, audio can offer 3.4x greater connection, 1.9x greater immersion, and 2.9x lesser cognitive load. And when you work with the right ad partner, you can easily tap into omnichannel marketing via podcast advertising. For instance, we offer our advertisers simple and fast, pre-packaged strategies as well as fully custom programs. We also give advertisers access to the latest adtech solutions to ensure you stay innovative. 

Partner with the SiriusXM Podcast Network 

Turnkey solutions: With host reads, creators can read your ads across audio and video channels to provide a low-lift opportunity to scale your message beyond a single format. Say goodbye to the hassle of producing new creative or additional campaigns. 

Customized solutions: Pre-packaged programs can integrate your brand into the structure and thematics of a show, making the ad feel more like a native sponsorship.

Bespoke solutions: For maximum impact, brands can partner with creators themselves to generate content that’s 100% tailored to your message. This can look like a host read or social and live extensions. 

Leverage Second-Screen Targeting

Retargeting allows you to pick up the conversation where you left off, no matter where the audience shows up next. After a listener first hears your audio ad during their favorite podcast, they'll later be retargeted and shown a matching display banner while browsing their go-to apps and websites.

Implement Voice-Activated Ads

Speaking of continuing a conversation, voice-activated ads offer the opportunity for real-time interactions. Users can engage with this ad type using voice commands.  

Lean on AudioPixel

AudioPixel is an AdsWizz solution that transforms consumer interactions into measurable outcomes, from website visits to purchases, while prioritizing privacy with anonymized data. 

Ride the Omnichannel Wave 

As audiences increasingly expect more content across multiple platforms from their favorite creators, brands need to adjust their strategy to match this consumer behavior. With our growing multimedia talent roster and their empires, open ecosystem, young, diverse audience, and top adtech solutions, we’re the best partner for you to get in on the omnichannel action. 

Ready to find your target audience (in more than one place)? Let’s talk.

Learn More about Omnichannel Marketing Opportunities