An omni channel salesforce success story with ADS Data Direct: The digital marketing industry is going through some growing pains. By drawing attention away from print and TV, more dollars will display ads, email marketing, and video, but click fraud is causing everyone in the advertising biz to lose sleep. Multichannel marketing has evolved into omnichannel marketing, and every day there are new metrics to consider. Here’s an omnichannel success story.
The athletic apparel industry has grown steadily, and a recent Morgan Stanley report stated that “sports apparel and footwear sales have jumped 42% to $270 billion over the past seven years.” Nike, Under Armour, and Lululemon Athletica have all experienced tremendous growth and are top-tier players in the industry. Gildan, Adidas, and Puma also have seen sales grow, and they are riding the crest of an increased amount of youngsters playing team sports and adults joining health clubs.
What is an Omni Channel Salesforce Approach?
Omni Channel Salesforce: Omnichannel, also spelled omni-channel, is a multichannel sales approach that aims to give customers a seamless shopping experience whether they’re shopping online from a desktop or mobile device, by phone, or in a brick-and-mortar store. A back-end integration of the channels for distribution, promotion, and communication is known as an omnichannel approach. In the same way that a customer service agent on the phone or in a web chat can instantly refer to a customer’s prior purchases and preferences, a customer service agent interacting with a customer in a store can do the same. Alternatively, a customer can use a desktop computer to browse the company’s website’s inventory by location, purchase the item later on their phone or tablet, and pick it up at a preferred location. An omnichannel strategy offers numerous communication channels, which enhances customer service. As a result of the back-end integration of media, there is also more flexibility because the customer can change channels in the middle of an interaction.
The word Omnis, which means all or every, is the source of the prefix Omni-. Multi in multichannel refers to numerous. Although omnichannel implies covering more channels, the difference between omnichannel and multichannel goes beyond quantity. As a subcategory of multichannel, omnichannel relies on various platforms for marketing and distributing goods. It lets customers contact brands with questions or complaints via phone, email, web chat, and social media. By moving beyond the operational strategies of multichannel, omnichannel creates a business model that connects those channels and shares data among them, allowing customers to interact with brands whenever and however they choose. For instance, channels can transfer information from the customer to an agent if a customer starts a webchat conversation with a business and decides to end it and call customer service instead. A company with strictly multichannel capabilities can serve the customer on both channels. Still, because of a lack of back-end systems integration, the customer would need to re-enter the information using an automated system, like interactive voice response, or relay it to a live agent.
Omni Channel Salesforce Marketing
Omni Channel Salesforce: As customers move down the sales funnel, Omni Channel Salesforce marketing is the seamless integration of branding, messaging, and online and offline touchpoints, resulting in a more significant customer experience. Marketing strategies are viewed through the lens of the consumer in omnichannel marketing. Customers can now communicate with brands through social media and customer service phone numbers. By providing a few essential components, an omnichannel strategy guarantees that the customer has a satisfying, consistent experience across all channels:
- Recognizable brand voice and vision that is constant.
- Based on specific interests, personalized messaging.
- Content that considers previous interactions and the current stage of the buyer’s journey.
An easily recognizable brand makes it easier for consumers to recognize it, and personalization based on interests and purchasing behavior increases the likelihood that they will engage with branded content across channels.
The Benefits of Omni Channel Salesforce
Today, most brands concur that an omnichannel strategy can produce the best results. Even though implementing an omnichannel strategy is not easy, there are many advantages when done correctly. Since consumers are used to receiving a constant barrage of messages from different brands, consumers can attain these benefits by developing omnichannel customer engagements:
- A better user experience is achieved because omnichannel marketing emphasizes the individual user experience across devices than on the channel. Companies can increase their sales and improve retention rates by putting the customer first rather than the platform.
- Cohesive Brand Strategy & Identity – Establishing a recognizable brand image and tone is necessary for developing a seamless strategy across channels. Organizations should base this image on the needs and values of their core audiences. Your brand strategy will be more thorough if you concentrate on the overall experience and use your brand guidelines to target each channel. Resulting in greater loyalty and more precise messaging.
- Revenue Growth – An omnichannel strategy encourages consumers to interact with a brand through various touchpoints and channels. Research indicates that customers who engage with multiple touchpoints tend to be 30% more valuable, so these increased, varied engagements at each stage of the buyer’s journey can help increase revenue. This more specific messaging also fosters loyalty, increasing the likelihood that a customer will use your brand again. Repeat customers typically account for 40% of your revenue.
- Better Attribution Data – A proper omnichannel strategy should encompass the user’s interaction with your brand and your data analytics. A brand’s understanding of the customer journey is improved by preferred times and locations for engagement and the campaigns that have generated the most value by tracking meetings across channels. You can use all of this information to improve the targeting of your campaigns and maximize the use of your media budget.
What’s the Difference Between Omni Channel Salesforce and Multi-Channel?
Omni Channel Salesforce: The terms omnichannel and multichannel are similar in that they both center on the idea of engaging customers across various platforms, but they are not interchangeable. Multichannel considers the particular channel and how it will carry out the transaction there. On the other hand, Omni Channel Salesforce feels how to provide customers with the best experience as they switch between channels, taking into account the possibility that the customer journey may span several. On a path leading to a conversion, each interaction is a touchpoint. To better understand the distinctions between the two, let’s look at:
- Omni-Channel
In addition to making brands accessible through online and offline channels, omni channel salesforce also ensures a seamless, integrated experience. Transitions are seamless as customers move between devices, online and offline platforms, and messages are based on previous interactions. Organizations can adopt an omnichannel strategy that is genuinely consumer-centric and keeps the entire customer journey in mind.
- Multi-Channel
Omni Channel Salesforce: Multiple channels for distributing content and advertisements make multichannel much more straightforward. Consumers can access an organization through numerous media, such as print, online, and in-person. Consumers choose how they want to engage with a brand, but the content and interactions within these different channels are frequently very compartmentalized. In light of this, omnichannel is more representative of the overall customer experience, while multichannel is more reflective of operations, encompassing all appropriate channels.
How ADS Made a Difference: Omni Channel Salesforce
Omni Channel Salesforce: ADS Data Direct consulted with a potential client, a women’s athletic apparel manufacturer looking to push sales and play with the big dogs in the top tier. Their current marketing was falling flat, and they approached ADS about shaking up their 2016 campaign. The company’s goal was to boost in-store and online purchases by 10%, and they wished to accomplish this in a year or less. A daunting challenge! ADS analyzed its current strategy and determined it was narrowly focused, relying primarily on pay-per-click and email, along with some direct mail catalogs.
ADS Strategy: ADS Data Direct proposed a Digital Omni-Channel Solution. Utilizing ADS data with strategic cookie placement, the Client could serve display ads increasing consumer brand awareness about the upcoming promotions. Rather than one impression, ADS proposed serving up to 50 appearances before the email arrived. To further support the consumers that exhibited a commercial interest in the promotion, the Client had the option to send direct mail to the consumers that opened and retarget the consumers that clicked reminder ads of the rise.
Target Market: Women 18-34 years of age, income $25K-$99K, and Fitness and Active lifestyles. This position is where ADS is powerful; our consumer database is one of the largest in the world, constantly verified and updated.
Marketing Metrics – Omni Channel Salesforce
Omni Channel Salesforce: Marketing metrics are a quantifiable way to monitor performance and a crucial tool for measuring the success of marketing campaigns. The most effective marketing metrics vary significantly from campaign to drive, but they generally track how your campaign affects audience behavior. The most important marketing metrics to follow will ultimately have the most prominent effects on your company’s objectives, whether sales are generated by one campaign or incremental reach by another.
It depends on the strategy used and what metrics are available to marketers to gauge the success of a campaign. You can learn different things from different metrics. For instance, email opens and clicks can show audience engagement, and the unsubscribe rate can indicate whether they find your content relevant and exciting. Your campaign’s reach can be measured using ad impressions and video views. Monitoring the effectiveness of your campaign is easier when using cost-per-action.
“The only marketing metric that matters is our Client’s cash register. We drive sales.” – Eric Nelson • ADS Data Direct.
The Optimal Omni Channel Salesforce Approach
Omni Channel Salesforce: The Client determined that the ADS data, integrated with retargeting results and cookies, out-performed their current digital marketing provider by 34 percent. It also clearly demonstrated the effectiveness of an omnichannel approach. ADS Data Direct was awarded the remaining campaigns in their budget, and sales have been boosted by 8.5% after six months.
Clean data, click fraud detection and elimination, cookie placement, targeted email marketing, and direct mail combine in a responsive campaign to maximize our Client’s return on investment and win!
We want to discuss this with you! If you’re tired of the same poor results and run-around from your digital marketing provider, it’s time to take on a partner.
