You’ve got your website, your Facebook page and you’ve got some email shots going out. You may even have some printed offers on flyers or ad space in local magazines and newspapers. That’s a lot of ‘stuff’ happening in your marketing strategy. If you are already doing these things you’re probably aware of omni-channel marketing. Okay, maybe not that it was called omni-channel, but you were aware of its existence. Omni-channel marketing is a fancy word for multi-channel marketing. Let’s break it down.
50 years ago, an ad in the newspaper or perhaps on the radio meant you spent your money and then had to wait for the phone to ring or visitors walking into your store. Nowadays, between Google, Facebook, Billboards, TV, Radio. Email, Post and many others there are countless ways to market your products and services to folks online and offline. But how do you tie it all together? How do you make sure that the right hand is talking to the left hand? How do you make sure that you can account for all of your marketing efforts most effectively? Simple. It’s called Omni-Channel Marketing – Are you doing it right?
You’ve Gotta Link it All Together with Omni-Channel Marketing
Even if your message is plastered against a bus, the call to action, offer, contact detail etc can be focused on one measurable metric. The My Pillow Guy has code offers on everything he markets online and TV. Look for the unique discount codes per advertisement. His marketing team can see that a call from an advertisement on TV resulted in $400 in pillow sales in Hanahan, South Carolina. That’s the easy stuff. When you include multi device, cross channel marketing behaviours, it really gets tough.
It’s pretty hard to track a click from Instagram to the IG store, then a log in from a tablet or desktop to enter payment details, only to find the cart abandoned. Then you’re sending out follow-up automated emails to bring the customer back to your website to complete their purchase. All the while other digital content from various other places is driving traffic to the site and generating emails as well. Don’t you want to know which email acquisitions converted best? Don’t you want to know which call to action had the most conversions?
All of these questions can be accurately answered if your marketing channels are aligned properly. Creating UTM parameters for your campaigns, sources, mediums and messaging allows content to be tracked and measured across multiple devices and various platforms. But it’s not easy to set up. Rather the opposite actually. But once set has been done correctly the value gained in your marketing insight is invaluable. If you think that your business could use a hand with some deep analytics and omni channel marketing, get in touch. We’d love to hear from you.