Updated: December 05, 2019
According to a study by Kantar Milward Brown, a whopping 81% of marketers acknowledge not being able to properly measure ROI across various platforms and devices. Despite the disruption in marketing through the advent of digital channels, omnipresence across media platforms remains of utmost importance for brands big and small. Forty percent of marketers believe that their media investments should be allocated to cross-channel and cross-device marketing, outpacing any individual channel. However, while measuring the impact of campaigns, integrated and traditional channels are difficult to track.
Perhaps this is why marketing budgets have leveled off to an average of 11% of company revenue, packaged goods companies including Unilever and P&G have scaled back their marketing spending, and companies from media groups such as Warner Bros. to retailers like Walmart and Starbucks have been cutting marketing staff (Gartner, 2018).
However, with rapid innovation, increasing consumption and emerging markets, it is important now more than ever to commercialize new products and services. Now, more than ever, there is a need to communicate and bring to market innovative business models, products, technology solutions and new offerings through innovative media channels that are trackable when used in an integrated media mix. Marketing after all is a core driver of a business and should not be considered as a cost center, instead a vehicle that brings in trackable, measurable ROI to businesses.
Marketing is about connecting the right customers to the right product. This is where we come in. Through a utility based, experiential media platform, WestCharge is disrupting traditional media, one touch point at a time. At WestCharge, we are creating a network of wireless charging solutions across co-working spaces, F&B locations, airports, hotels, cinemas, salons and spas, hospitals et al to give users a personal charging point without the hassles of wires/ plugs/ powerbanks. The Gorilla glass top of our chargers serves as ad space that delivers a clear call to action to the user, with 100% engagement guaranteed. Through this ad space, we deliver a seamless offline to online journey using means such as QR codes, hashtags and more that brands can leverage to measure the engagement and conversion generated through the charging experience. This conversion could mean an app downloaded, a product purchased, a subscription generated, or whatever else the brands want it to be.
Because we are building our network at multiple touch points, places where millennials and Gen Z visit during a typical day at various points in time, we are able to connect the right customers to the right product. As an example, a beer brand could leverage our charging points, installed on tables in bars, at a one arm length, to display their logo which then prompts the consumer to order that beer from that brand. Alternatively, a consumer electronics company could advertise on our chargers in a co-working space, where their ad on our charger is located right in front of the consumer, away from the clutter of traditional media, prompting the consumer to scan the code and potentially place an order for say, a new pair of headphones.
2 weeks ago, we held a hugely successful activation at WeWork, in their CyberCity location, placing our charging stations in their hot desk area. We gamified this activation through an hour long event in the middle of the week. This one week activity alone generated measured traction that no expensive medium like a billboard or standee could have matched, allowing us to reach the right audience at the right time, in the right mindset.
Are you ready to discover how we can connect your products or services to the right consumers by leveraging the right touchpoints?
Get in touch today!
Author
Sarthak Grover
Data Enthusiast, Value Creator, Content Junkie.
