Omnipresence in Marketing: The Power of Being Everywhere (and How to Get There)

by Josh Barney
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Is it possible to be everywhere at the same time?

Omnipresence is a term often used in religions to describe God(s). And whilst it’d be wrong of us to aim for divine status, every digital business should be directing marketing efforts towards it.

In layman’s terms, omnipresence is the ability to be present everywhere, kind of like…oxygen.

The perfect business example would be Coca-Cola, ask yourself, how far away from a can of Coca-Cola are you right now?

I bet that 95% of you are within half a mile (maximum) of a bottle or can of Coca-Cola (many of you 100m). Whenever you need to buy a drink, Coca-Cola is there, whether it’s a shop, bar, restaurant, vending machine, canteen, café, hotel, fast-food chain.

They are omnipresent. And they reap the rewards of it.

coca cola vending machines omnipresence

Over-Exposed

There is no such thing as over-exposure in marketing, but being ‘over-exposed to’ is something that all of us have to deal with.

Throughout our waking hours, we are bombarded with 1,000’s messages – ads, texts, calls, news stories, notifications, emails, banners, newsfeeds, videos, posters, brand packaging – and when your brand/offer is just one of those messages, it can be almost impossible for it to stick and direct action.

This is why you must be aiming for omnipresent marketing.

The more messages and mediums you control, the more power your marketing has.

In effect, there are big benefits to being everywhere.

Never Ending 

Many marketers and business owners think sending out a few emails, making some phone calls, writing a couple of blogs and recording a few videos is enough. They make progressive steps and believe that they’ve done everything they can.

They’re wrong.

The pursuit of omnipresence is endless (unless every man, woman and child knows who you are). There is never a moment when somebody has ‘done all they can’, ‘reached everyone possible’, or ‘utilised every channel’.

apple product range omnipresence
Apple offers a range of products, from desktop computers and phones to watches and smart speakers – granting them access to many different parts of your life.

For example, do you think Nike will ever stop running adverts? Apple will ever stop developing new products? Coca-Cola will stop placing new vending machines wherever possible?

Omnipresence requires repetitive consistency AND endless diversity. You must be prepared to put in continuous hard work or pay somebody to do it for you.

Fast-Tracking 

Omnipresence might sound impossible (sorry about that!), but it isn’t, in fact, it’s very much an achievable goal.

As you’d imagine, there are steps to reach it (we’ll get to those in a little while) as well as methods of fast-tracking your progress.

The speediest way of increasing your presence is to stand out. This might sound like ‘marketing 101’, but it’s something that very few companies actually do.

Too many marketers and business owners work on what’s tried and tested in their industry – effectively blending in with their competitors. It’s an honest, risk-reducing thing to do, but it takes serious time and repetition to make any considerable indent on presence and awareness.

Brands that implement marketing tactics that are controversial or bold will immediately fast-track themselves towards the ultimate position of omnipresence.

This doesn’t have to mean going against the grain – it can simply mean applying the same technique as your competitors but in a completely different way – for example, a Facebook ads campaign with a whacky ad creative.

The famous Dollar Shave Club advert helped them stand out from the competition.

If you are serious about marketing and really want to achieve the goal of omnipresence, you cannot be shy, withdrawn or prepared to blend in with your competitors.

For instance, have you ever had a super-irritating advertising jingle stuck in your head? And, when that jingle was stuck in your head, did you know the brand who were responsible for it?

At that moment, that annoying song was increasing that brand’s presence. If you need a product or solution from that industry (at that time), you’d be much more likely to buy from them because you were carrying their marketing message around with you.

Here’s an example of a company that went from unknown to very-almost-omnipresent with the help of that very tactic:

The Clearest Indication of Success

The greatest limiter on your pursuit of marketing omnipresence is fear. Fear of being criticised, of looking stupid, of being exposed, of embarrassment and ridicule.

It’s natural for people to seek compliments and avoid criticism. We’ve been hardwired to feel good when we receive compliments and feel bad when are criticised…

…the problem is, if you remain in a place where you only receive compliments (a safe zone), you’ll never increase your presence. Think about people who would never criticise your outward pursuits, your mother? Brother? Grandad? Friend? Partner? Colleagues?

The clearest indication of successful movement towards marketing omnipresence is criticism.

Think of it like this, you can’t please everyone, but in order for you to be the first business to mind when somebody thinks about your industry, you need everyone to know about you.

Criticism is a good thing! It’s an indication of success. Learn to embrace it more than compliments.

For example, do you think everybody who knows Coca-Cola, praises it? Do you think they’ve never heard a bad word about their drinks? Brand? Company?

I can name at least 5 of my friends who don’t drink Coke (I don’t either), but still, Coca-Cola continues to pump out their product in the faces of all those who criticise.

Advantages of Omnipresence in Marketing

As you’d imagine, being everywhere at the same time (or trying to) has near-endless advantages. But, to prove the power of omnipresence, I’ve rounded up a few of the most powerful:

First-to-mind

The greatest advantage of omnipresence is the first-to-mind factor. Put simply, this is the first brand that springs to mind when you think about an industry.

For example, which sports brand comes first to your mind? I bet it’s probably Nike.

omnipresent marketing nike shoes
Recognise this sports brand?

Ok, let’s try again, this time with a more obscure niche, who is first to mind when you think about sunglasses? Ray-Bans?  Thought so.

Leave a comment below if you thought of something else.

First to mind is effectively the top result in a psychological Google search. If you can achieve omnipresence, you’ll generate loads of direct visits.

Brand Recognition

When you’re everywhere, people recognise your brand and when that happens, they’re more tuned into your brand message. Increased brand recognition leads to more recommendations and helps your search for first-to-mind dominance.

Reduced Price Sensitivity

Greater awareness, social proof and recognition increase brand trust. The more people trust your brand, the more they’re prepared to pay for the same product.

Reduced price sensitivity offers the possibility to increase profitability.

Authority Positioning

When people immediately link your industry with your brand, it puts you in an authority position.

In other words, they consider you to be an expert on the subject, and when you have that, you can carve an industry’s direction (in your favour).

How to Achieve Omnipresence in Marketing

Now that you’ve heard all about the power of omnipresence, you’re probably hoping for me to give you a step-by-step guide to achieving it. Unfortunately, that’s not possible but…

…what I can do is give you a few broad brushstrokes that will send you in the correct direction.

Just remember, omnipresence is not for marketers and entrepreneurs who are after short-term fixes or quick ‘hacks’, it’s for people who are committed to consistency, hard work and diversity (in terms of presence). 

Sure, it might feel a million miles away, but nothing worthwhile was ever achieved with a snap of the fingers. If something takes five years to achieve, you better start today because that time will start ticking down immediately.

Always Say ‘Yes’

If you’re beginning your hunt for omnipresence, the first mentality factor you need to change is your ability to say YES. No matter how small or strange the offer, you should always say YES if it means increasing your presence. When you’re asked for interviews, comments, private messages, lectures, speaking events, conferences, always say yes. Omnipresent marketing is about being everywhere. Be there!

If you’re tuned in to START ASAP and you’re prepared to always say YES, you’ll need to formulate a strategy.

Find and Advance

When it comes to omnipresence, I always recommend a ‘find and advance’ strategy. To explain this strategy in super simple terms, find where your target market hang out (e.g. certain social networks), build a presence and advance to the next place and repeat.

This might mean going to Instagram and spending some serious resources building an engaged community – when you’re ready, advance to YouTube.

Content

Unless you’re willing to constantly buy ads on every platform – you’ll need to create content.

Great content should engage your target audience, provide value, build community and share your key brand messages!

Content has become a key element of modern brands’ marketing efforts, particularly if they’re aiming for marketing omnipresence.

The most time-effective way to do this is to repurpose content. This means creating content, and reusing, recycling and finding new ways to extract the most valuable messages.

For example, a great podcast episode could become audiograms, videos, quotes, carousels, how-tos, stories and much more!

This repurposing of content will enable you to harness omnipresent marketing. You can be everywhere, without diluting your messages, losing your brand voice or consuming all of your time.

If you’d like to repurpose your content and start being everywhere, reach out to We Imagine Media – and repurpose your content with their platform.

Conclusion

Whilst you might not be able to command the same level of presence as the Nike’s, Coca-Cola’s and Apple’s of the world, just remember, those businesses might be ahead now, but they started in the exact same place as you.

When you’re committed to increasing your presence and you’re able to expand your presence horizontally, you’ll gain all the sweet advantages that omnipresence offers.

Prepare yourself for repetition and marketing diversity, because omnipresence is about to become your new long-term strategy.

What do you think about omnipresence in marketing? Who is the first brand to mind when you think about denim jeans? Leave a comment or send us a message!

Josh is the Founder of We Imagine Media, an award-winning content marketer and best selling author. He creates and strategises content, sharing the most successful tactics with his lovely audience. He hates writing in the third person, follow him on the social links (above) so he can get back to writing as himself.

One Response

  1. Great post! I?m just starting out in community management/marketing media and trying to learn how to do it well – resources like this article are incredibly helpful. As our company is based in the US, it?s all a bit new to us. The example above is something that I worry about as well, how to show your own genuine enthusiasm and share the fact that your product is useful in that case

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