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Part I: Omnichannel Marketing 101

Hook, Line & Sinker

Did you know that marketers with 3 or more channels in their campaigns have a 90% higher retention rate than those with only one channel?

In Q2 2020, Target won market share from all of its physical competitors by integrating an omnichannel approach. They discovered:

  • digital sales soared to 195%
  • total sales increased 24.3%
  • multi-channel consumers spend 4X as much as store-only customers
  • multi-channel consumers spend 10X more than digital-only customers
  • 3/4 of online sales were filled by stores

It’s time for a peek into one of the many tools readily available here on Web 3.0– so get pumped!!

I hope you are as mind-blown as I was.

Note:

This is Part 1 of an 8-part series. To jump to other articles in the series, please click below:

Summary

Omnichannel marketing is an integrated system that creates consistency in the experience of shopping for your brand across all channels, including text, SMS, direct dial, email, FB Messenger, an end-user app, and more.

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Transparent access to data and analytics help you create an easily-optimizable, cohesive, memorable customer journey.

By using actionable data, we can identify what messages are most effective with different audiences and on what channel(s). Then, by consistently delivering them information based on a specific user action, your user can be touched at every point during their purchase cycle.

Multichannel vs. Omnichannel

Before taking a look at what omnichannel marketing is, I feel it is very important to first establish what it is not. Just because you are using multiple channels in your marketing DOES NOT mean you are using an omnichannel strategy.

It is the integration of these channels to work as one that is a main feature of a proper omnimarketing campaign.

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Omnimarketing: 6 Things

There are 6 main features of an omnichannel marketing strategy:

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  1. Begin with User Research
  2. Design Journeys to Ensure they Meet all Customer Requirements
  3. Craft Design Principles Based on the Omnichannel Strategy
  4. Create a Balance Between Automation and Human Interaction
  5. Prioritize Customer Touchpoints
  6. Have an IT Structure that Supports a Seamless Omnichannel Experience

A Closer Look

An omnichannel marketing strategy puts customers at the center focus to ensure a completely consistent, unified branding experience across all available channels.

For example, if you have an online store and social media pages for your business but also do brick-and-mortar locations in different areas of town, then people will be able to find what they need no matter how far away it is.

With an omnichannel approach, there are many touchpoints between all components – this increases conversion rates as well.

Amazon: The Value of Data Exchange

83% of consumers are willing to exchange their data for personalized content and experiences. This is a fantastic opportunity for targeted outreach, making your marketing more successful in the process.

For almost a decade now, Amazon has been pushing an omnichannel strategy that gets users “locked in” to their environment.

Once you “opt-in” to their ecosystem, you give them permission to do different things with your data, like show you recommendations and send you emails or text alerts, based upon where your item is in the delivery process.

Amazon Membership Statistics

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Amazon realized that they could engender a high level of customer support into their brand culture, because they identified that “touch points” don’t stop once the purchase has been made.

Membership is definitely going up.

Remember, a true omnichannel marketing strategy takes the “right now” brand culture of America and serves it better than ever.

Data Analytics 101

There is an important distinction that should be made between a typical website/blogging/social media campaign and an omnichannel campaign.

That distinction has to do with the way user data is collected to optimize a digital marketing campaign over time.

I have over 20 years of experience building, optimizing and designing websites to rank highly in Google searches, using both Google Search Marketing and Google Local Search Marketing.

I ran a successful IT business for over 10 years off of only my organic (free) rankings (and word of mouth) by showing up in the 3-Pack at the top (more about Google SERPs).

This is marketing on Web 2.0, and as you may know, there isn’t much wiggle room for success: it’s either “First Page” or “Bust.”

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The Problem with Web 2.0

There are many problems with Web 2.0 and we’ve already mentioned a big one: room at the top.

The main point to make is this:

access to user data is delivered by a non-transparent third party.

For example, I use Google tools like Google Analytics and Google Trends, as well as keyword tools like this one by SEMRUSH, to shed light on how users are using either the internet as a whole (Google Trends, keyword tools) or a specific website (Google Analytics).

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As beneficial as they are, what Google and other 3rd party tools (who access Google data through APIs) gives us is NOT the whole picture.

And from a cost perspective, it takes a lot of money to run a successful Web 2.0 marketing campaign.

You need a professional to install and monitor third party tools like heatmaps and APIs. It takes tons of traffic to have enough data to analyze to give you a baseline for optimization.

Needless to say, this can take months or even years, depending on your market (and their skills).

Web 3.0: Transparent Access to Real-Time, Actionable User Data

I know that’s a mouthful, but all three points need to be understood:

  1. Transparent Access: As you have seen with the development of Facebooks more intuitive look at Insights, this is still a sheltered tool that doesn’t always give us 100% truth.
  2. Once a user opts-in to your omnichannel marketing campaign, you will have access to real-time user data. We can set alerts to email or text to let you know when a user performs a specific action.
  3. The data is presented in an actionable format that makes optimization easy to understand.

Web3: ManyChat

We use ManyChat to integrate Web 2.0 Facebook with the Web 3.0 tool Facebook Messenger.

In the coming articles, you will gain an understanding of the flexibility and intuition behind creating Flows that describe the different customer journeys of your brand.

Journey success is the driver of brand success. This can be boiled down to your conversion rate.

Messenger is a Web3 tool because it allows us access to the user, through Messaging, as well as whatever data Facebook has agreed to let us have: namely, their name, email address, and phone number.

As you can see in the image below, every step has 3 values:

  • deliveries: how many times was this message sent?
  • open rate: what is the percentage of those deliveries that were opened?
  • click rate: what is the percentage of users that actually do whatever we are asking them to do at that step?

You can also easily identify revenue in the left-hand column below.

ManyChat Flow

We will take an in-depth look at campaign optimization in a later article, but for now, you should already be getting stoked about the possibilities.

Here’s a hint: if the number is low at that step, tweak the step: change the image, the text or the offer, and you’re off and running again.

Up Next: 6 Benefits of Omnimarketing

Before moving on, let me point out that app integration also gives you this deep dive into user analytics. That is a main reason so many businesses will oftentimes “reward” you just for using their app.

All right! That should have your head swimming enough for now; if it isn’t, please take a look at the resources below for more excitement.

Next time, we go over the 6 main benefits of omnichannel marketing.

Please feel free to share this article if it was of some value to you. Sharing is one part of Web2 that will stick on Web3 🙂

Until next time, be blessed!

Note:

This is Part 1 of an 8-part series. To jump to other articles in the series, please click below:

Resources: