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The rapidly changing digital environment has led to many companies facing new challenges. Individuals responsible for marketing activities in businesses are constantly seeking more effective ways to reach their message directly to the customers and persuade them to make a purchase, furthermore, using several tools simultaneously. Without a proper action strategy, these can prove to be difficult and time-consuming, so it’s worth considering the implementation of the omnichannel model in your business.
Automate Omnichannel Customer Experience
Your customers expect personalized content (in every channel they use!). In response to the needs of their consumers, companies should invest in automated omnichannel experiences. Where to start?
Focus on Customer-Centricity
For years, the greatest scholars believed that planets and stars revolved around the Earth (geocentric model of the universe). It wasn’t until 1543 that Nicolaus Copernicus proved that humanity had been mistaken for centuries. His heliocentric theory depicted the sun as the center, with other planets revolving around it. Contrary to appearances, the solar system has a lot in common with business. Instead of assuming that everything revolves around specific channels in which you communicate, place your customer at the center. Change the way you perceive your e-business. Collect data about users across different communication channels that your customers use. Purchase history, activity on the site, interest in specific product cards — you can use this information to create individual recipient segments in your database. And for those created groups, you will then send communication more tailored to the recipient.
About 15 years ago, consumers used an average of 2 touchpoints with a product before making a purchase. Today, this number has risen to 6-7 touchpoints.
Omnichannel Strategy
The customer’s experience with your brand begins with the first impression. It could be an engaging post on Instagram, a sponsored ad on Facebook, or a dynamic landing page. There are multiple ways customers can engage with your brand.
In the offline world, the environment in which we find ourselves affects the mode of communication we adopt. Similarly, each online platform has its own style and audience, so it’s essential to tailor your communication to the channel you are using.
Your customers are looking for stores that maintain consistent brand communication across all advertising channels, yet stylistically adapted to the nature of a specific channel.
So, if you distribute the same content everywhere, you need to realize that it won’t be equally effective in every place. Don’t think of your channels as distribution networks — treat them as touchpoints (places where users interact with your brand).
How to communicate in an omnichannel model?
Communicating in an omnichannel model requires coordinating various communication channels such as email, chat, social media, web push, mobile, and even in-person store visits. To communicate effectively within the omnichannel model, consider several key aspects:
Ensure that your communication channels are synchronized and that information is relayed between them in real-time. In this way, your customer will have a consistent experience and won’t be disoriented. In every sales or advertising channel:
- Ensure product availability is updated,
- Ensure you offer consistent pricing,
- Aim to ensure that product descriptions and specifications are consistent.
Collect data on your customers, i.e., preferred communication channels, purchase history, etc. This will allow you to tailor your omnichannel strategy to the needs of your customers.
Use automation, which, for example, can shorten the response time to customer queries. Utilize an email marketing automation system for this.
Invest in a good Customer Relationship Management (CRM) system. This allows you to monitor their behavior across different communication channels and makes it easier to provide personalized experiences. Additionally, a good CRM system can help manage customer data more efficiently and allow for quicker responses to their needs.
Ensure a consistent customer experience. Users expect integrated communication across all channels they use. Hence, it’s vital to maintain consistency in communication content (adjust the style and tone to the channel you’re using).
Regularly monitor your omnichannel strategy to check its effectiveness. Use analytical tools to track the efficacy of various communication channels and optimize your strategy as necessary.
Analyze omnichannel performance with attribution models
Half the money I spend on advertising is wasted. The problem is that I don’t know which half.
– John Wanamaker, inventor of the price tag and pioneer of modern advertising.
Although it’s been more than 100 years since those words were uttered, many companies today are still unsure whether they are managing their advertising budgets well.
Customers today have more choices and more shopping options. They use multiple touch points both online and offline. That’s why omnichannel communication is so important. Today, there are tools on the market to measure the effectiveness of any marketing activity. With access to such solutions and data, you are able to select key advertising channels that will generate more sales in your e-business. This is an attribution modeling procedure that will help you decide where to allocate your resources in the future to maximize your return on investment.
What is attribution?
Attribution in the omnichannel model refers to the process of identifying and assigning value to each communication channel that a customer uses on his or her path to make a purchase or conversion.
Attribution helps to understand how much a channel influences a customer’s conversion process and which channels are most effective in guiding a user to purchase.
Attribution Models in Omnichannel
In a traditional attribution model, the full conversion value is assigned to the last channel a user engaged with before making a purchase. However, in the omnichannel model, which involves multiple channels, this approach is inaccurate. If you are interested in precise data, it is worth utilizing a more complex attribution model that takes into account the impact of different channels on the customer’s decision.
Multi-Touch Attribution
Multi-Touch Attribution is a method of measuring the effectiveness of marketing efforts that considers all the touchpoints a customer has with a brand and assigns a specific value to them. With this model, you can determine the significance of each of the advertising channels you use in the conversion generation process. For instance, if a consumer is considering buying a new pair of shoes and encounters various advertisements along the way, each will be treated as a touchpoint in the customer’s purchase journey.
Key Benefits of Multi-Touch Attribution
- You have access to all touchpoints across the entire customer purchase journey. This allows you to tailor messages to reach your customers at the right time and through the right channel in the future.
- You achieve a higher return on investment by identifying which marketing expenditures are the most and least effective.
- Shorten the sales cycle in your e-business by engaging users with personalized messages across different channels.
Multi-Touch Attribution vs. First-Touch and Last-Touch
Multi-Touch Attribution differs from First-Touch and Last-Touch attribution models. It takes into account several different touchpoints a customer has with a company, and each of these points is assigned a value. This allows marketers to understand how different channels and touchpoints influence the final conversion, leading to better optimization of marketing efforts.
- Last-Touch Attribution Model — assigns the entire sale value to the last touchpoint before conversion. This model is often used by marketers who want to focus solely on what directly contributed to the sale, overlooking earlier contact points.
Example:
John buys running shoes every spring. For several days he’s been browsing various online stores looking for the best model. During a work break, he scrolled through Facebook and clicked on an ad showcasing new shoes, then proceeded to the product’s website. However, he didn’t decide to buy. When he got home and turned on the TV that evening, an ad showed the same shoes he had been looking at earlier! The next day on his way to work, he passed a billboard advertising the new collection of running shoes, and there THEY WERE. This motivated John to stop by the store and buy the shoes.
John finally decided to purchase after seeing the billboard on his way to work. In the Last-Touch attribution model, only the billboard would be assigned value. However, if we look at the entire buyer’s journey, we know that the billboard is just one of many touchpoints that contributed to the sale.
Even though Last-Touch attribution is used more frequently than First-Touch, it also doesn’t account for earlier touchpoints or those in the middle. In this model, every other touchpoint is overlooked and deemed irrelevant to the sales process.
- First-Touch Attribution Model — assigns value only to the first touchpoint.
How to implement attribution in your business?
Implementing Multi-Touch attribution can be challenging due to the intricate customer journey. Therefore, it’s worth seeking assistance from experienced specialists who will help analyze your marketing efforts step by step. At SARE, we precisely check the effectiveness of the strategy you are implementing. With our technology, you’ll understand which advertising campaigns produce the best results and which channels convert the best!
Although Google Analytics data serves as a basis for settling marketing campaigns, our approach is more holistic and takes into account numerous information sources. By analyzing the results of ongoing campaigns, we can accurately determine the share each communication channel has in sales.
What will we do for you?
- We’ll measure the touchpoints consumers have with your brand.
- Analyze the results of ongoing campaigns.
- Verify the actions you are taking.
- Measure the ROPO phenomenon in your business.
- All this is done to enable you to tailor communication to the expectations of recipients and increase sales in your e-commerce.
If you’re interested in implementing an omnichannel model, contact us at: kontakt@sare.pl. We will analyze your customers’ touchpoints and optimize your marketing efforts based on them.
