This year’s record of tremendous Bowl advertisers integrated first-timer Wix.com, an Israel-primarily based web site building platform that boasts greater than 60 million customers global.

the logo took full-advantage of its tremendous Bowl appearance, placing in motion a comprehensive multichannel marketing marketing campaign that went way past the 30-2d television ad that ran during the sport.

“We felt it was the suitable time for the corporate, model and product,” says Wix.com CMO Omer Shai who joined Wix.com in 2008.

along with its tremendous Bowl spot, Wix.com’s #ItsThatEasy campaign incorporated 26 pre-recreation teaser ads, along with content material spread across sixteen totally different social bills.

From his administrative center in Tel Aviv, Shai advised me over a Skype call how the emblem had been planning this 12 months’s tremendous Bowl campaign on account that first quarter of 2014, “part of our imaginative and prescient was a super Bowl marketing campaign – now not spot.”

As the primary Isreal-owned web company to turn into a great Bowl advertiser, Shai believes it was once an excellent chance to indicate the logo’s strengths. It additionally became out to be a phenomenal display of its CMO’s capacity to put into effect a truly multichannel advertising application.

leading all of Wix.com’s branding, advertising and marketing, merchandising and consumer acquisition efforts, Shai plays a crucial part within the company’s distinctive development construction, the place every member of administration serves as an advisor to teams creating core products.

In today’s CMO spotlight interview, Shai shares his ideas on what it takes to build a multichannel advertising strategy and the way his vision shaped the brand’s #ItsThatEasy tremendous Bowl campaign.

How Wix.com CMO Omer Shai Makes Multichannel advertising look #ThatEasy

Omer Shai

CMO @ Wix.com

Takeaways:

• savour the unique attributes of each and every platform and tailor your content for these totally different channels. nice content isn’t almost about the quality of what you produce, but in addition about the fit for a given medium.
• It’s so easy to fail to remember your objectives by getting caught up in what everybody else is doing. center of attention your efforts on the specific objectives which are going that can assist you enhance and develop your online business, and design methods that maximize the likelihood of accomplishing these targets.
• Taking dangers is superb, however timing them correctly is even more vital. we now have been enthusiastic about a perfect Bowl ad for years and have been so excited to deal with this problem, however we had been affected person enough to attend except the time was proper for us so that you can maximize the chance.

Amy Gesenhues: How do you outline multichannel advertising?

Omer Shai: For us, multichannel advertising and marketing is about developing a holistic method that increases brand awareness and drives efficiency.

to maximise your marketing efforts, work throughout multiple channels that improve each and every different and support your message, whereas leveraging their core attributes and reaching a broader target audience.

As an web company we touch on all elements of internet online affiliate marketing from search and show merchandising, content material marketing, social media, website positioning, email advertising and so forth. We additionally run television and radio promoting campaigns, all kinds of offline actions and more.

Adapting the creative and messaging to the totally different channels is essential, and while they will range from one channel to the following, they must all enhance the core model imaginative and prescient.

Amy Gesenhues: what’s Wix.com’s “core vision”?

Omer Shai: At our core, the whole lot we do at Wix is ready serving to folks faucet into the facility of the internet to show their aspirations into realities.

we are committed to making sure that entrepreneurs around the world, in spite of their specific box, are given the instruments essential to construct, grow and handle their ventures. It’s about growing instruments which are visually gorgeous and powerful, while at the similar time making certain that it’s simple to use and maximize.

Amy Gesenhues: What lengths do you go to totally comprise multichannel marketing practices?

Omer Shai: We reside in a hyper-dynamic truth the place new channels and marketing alternatives continuously current themselves, and what was the proper mixture (April 15, 2015) can have already run its course lately.

That’s why i feel the best strategy is to all the time research, test and analyze as a way to proceed to amplify your reach. And that’s precisely what we’ve been doing. When creating our campaigns, we start by using selecting the specific targets we’re trying to reach.

With that focus in thoughts it’s more uncomplicated to examine which channels are the very best suit to assist deliver on our objectives. That stated, nothing is written in stone; as campaigns progress we constantly exchange the combination between channels in line with the results we’re seeing. Being versatile is vital.

Amy Gesenhues: Are there any channels that have been more a good suggestion than others for Wix.com?

Omer Shai: the advantages of any channel are going to ebb and drift, and finding out to establish trends beforehand of time performs an enormous role in maximizing advertising and marketing efforts.

the secret’s to truly reside throughout the information. Multichannel advertising and marketing demands that you accept that now not each platform will power the same form of end result.

The goal isn’t to simply be all over the place for the sake of checking a field – we’re continuously taking a look to create a balanced means that permits us to create a whole marketing technique that maximizes ROI.

Amy Gesenhues: What steps does Wix.com take to combine its online and offline advertising efforts?

Omer Shai: It’s no longer sufficient to buy advert house on-line or offline – it’s a must to to find more than the message you’d prefer to bring, but in addition, the correct how you can begin and maintain a conversation.

We go beyond a simplistic “create a site” nowadays form of message and provide each offline and on-line opportunities that convey delivered worth to our target audience. For us, it’s not sufficient simply to deliver users to Wix.com to create a web site, we need to continue to assist them grow online.

To this finish, we developed rich content material across social channels, blogs and offline events that train customers to leverage the net through our platform, in addition to other on-line networks.

Amy Gesenhues: How did your multichannel advertising technique play out throughout this 12 months’s super Bowl marketing campaign?

Omer Shai: i believe the super Bowl marketing campaign is an ideal instance of our means. For Wix, the advert that we aired right through the super Bowl was once part of a so much wider campaign.

The purpose was once to show just how easy it really is to build a site with Wix, and the best way to do this was once to steer via example.

We wished to leverage the web the same manner an actual small trade proprietor would, so we constructed a complete web and social media presence for every of the fictional companies presented in our marketing campaign.

This enabled us to keep in touch with the fans for weeks earlier than the ad aired, and we had been ready to secure a high degree of engagement via a gradual unencumber of video teasers, pictures, contests and extra.

The tremendous Bowl allowed us to reach a hundred and twenty million folks – a awesome number – but we weren’t content material with that. Our online efforts allowed us to push our content, and more than double that quantity – a end result that proves the value of going multichannel.

Amy Gesenhues: can you share any of your ROI from the super Bowl campaign?

Omer Shai: A campaign of this magnitude takes time to completely take place its outcomes however we couldn’t be happier with our preliminary stats.

Views, engagement with our content material, and the clicking coverage we had been able to stable all exceeded our expectations and helped us additional our purpose of turning Wix.com into a household title.

Amy Gesenhues: Did the super Bowl offer any particular insights on your multichannel marketing way that you’ll carry into future efforts?

Omer Shai: entering into, we knew that we’d be combating for viewers’ attention with one of the world’s top manufacturers and that they’d convey their A-recreation. For us, it used to be all about developing a multi-layered campaign in order to utilize every possible channel in an effort to in reality maximize engagement and exposure.

We ran an almost month-lengthy campaign which supported the tremendous Bowl spot with unique content material created for our digital channels. in addition to the television advert we used social media, paid search, YouTube campaigns, email advertising and marketing, search engine marketing and show to make certain that our message that #ItsThatEasy to create a web-based presence with Wix is conveyed via every content item or process.

while we used the same methodology we use in all our marketing efforts, on account of its huge scale and very dynamic nature, the super Bowl marketing campaign truly helped us good our glide, join the totally different departments and act on actual-time opportunities.

Amy Gesenhues: What steps would you suggest for manufacturers that are simply beginning to build a multichannel marketing technique?

Omer Shai: There isn’t a textbook answer here – it all goes back to learning, checking out and inspecting.

choose your main channels in accordance with the targets you’re trying to achieve and on the place you could have the biggest chance of accomplishing your target market.

Optimize continuously to successfully power your audience in opposition to the result you’re attempting to achieve and be versatile and able to quickly shift efforts from one channel combine to any other in line with performance.

about the writer

Amy Gesenhues

Amy Gesenhues is 0.33 Door Media’s common project Reporter, overlaying the most recent information and updates for advertising Land and Search Engine Land. From 2009 to 2012, she used to be an award-profitable syndicated columnist for a lot of day by day newspapers from new york to Texas. With greater than ten years of marketing management experience, she has contributed to a lot of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and gross sales and advertising management magazine. read extra of Amy’s articles.

(Some images used below license from Shutterstock.com.)