Learning How to Manage Tracking Campaigns via Omnichannel
Learning How to Manage Tracking Campaigns via Omnichannel
Team Weavr
Running marketing campaigns has been a successful integration for enhancing the brand’s presence across various platforms. Omnichannel marketing is a prime method that businesses and top marketers are popularly using to increase the exposure of their products and services. Your sales rate is definitely multiplying exponentially with the integration of multiple marketing campaigns across all devices or channels.
Creating a strategy is always the first step, but the most crucial measure is to manage tracking campaigns in an omnichannel approach. And there are certain struggles and pain points of omnichannel marketing that need fixing.. When you have the perfect strategy, you cannot let any loopholes ruin its effectiveness. So, with a basic insight into what omnichannel marketing is, let’s dive into how to manage their tracking aspects seamlessly.
Struggles of Being Omnichannel Even for the Most Proficient Marketeers
A strong omnichannel strategy helps retain an average of 89% of customers with proactive engagement. And the companies with weaker integration of such campaigns have results with an average of 33% customer retention.
Hence, this explains the stronghold of such campaigns. But in pursuit of achieving the top-end perks of being omnichannel, the marketeers are taking the tough road towards overcoming its struggles. Here are some of the struggles of being omnichannel that need to be dealt with:
- Inefficient Utilisation of the User Data
When users interact with any of the brands, they tend to leave behind an array of data such as addresses, email ids, and contact numbers. But, as per Salesforce’s research, more than 70% of customer data becomes obsolete for a company in just one year. As a result, the data becomes outdated without even being fully utilised.
To fix this, you must acquire a full 360-degree view of the customers and the collected data to ensure a successful omnichannel marketing campaign.
- Isolation of the Analytics Measurements
With omnichannel marketing approaching online and offline channels, you cannot expect the traditional analytics measurement to give accurate insights. With metrics such as sales, turnover, and profit, you won’t be able to derive whether your omnichannel marketing is profitable.
The measurement should be based on the metrics that determine the value this marketing approach offers to the overall sales process. Isolation measurement won’t be able to cover all critical touchpoints of an omnichannel strategy.
To fix this, you must consider all the omnichannel touchpoints as an analytics ecosystem and measure accordingly. Firstly, analyse your marketing campaign’s success, then break down your measurement to individual channels to determine which of them performed well or required attention.
- Missing out on Measuring the Right KPIs
Customers who interact with your brand will go through awareness, engagement, conversion, and brand advocacy as part of their buying journey. If you are imposing an omnichannel strategy, it becomes important to track all of these stages to navigate their responses in every part of their buying journey.
As the top marketers prefer to keep track of the overall effectiveness of this marketing campaign, they miss out on measuring the individual metrics.
To fix this, it is recommended that omnichannel marketers should measure the campaign at each stage of the customer’s buying journey instead of just focusing on the entire campaign results.
- Failed Implementation of Omnichannel
Around 2/3rd of all top companies’ marketing executives find it challenging to manage and coordinate their campaigns across various channels. The study that shared this statistic also says that the organisational structure and silos are held responsible for this failed implementation of being omnichannel.
To fix this, marketing executives must shift their attention from managing various channels to handling customer experiences. Moving on, you should understand what buyers need and expect from your brand while segmenting them to convey the necessary message to the specified user using the right channels.
Positive Aspects of Being Omnichannel
An omnichannel strategy deeply impacts customer responses toward your products or services. Apart from directing the customers towards all stages of the product or service lifecycle, it also helps develop a positive brand reputation. Omnichannel marketing doesn’t restrict to just online channels but extends to aggravate your brand growth through offline channels.
Even though companies use different channels for marketing their products or services and interacting with customers, each is managed separately. The entire concept of omnichannel marketing strategy ensures that target customers seamlessly find what they are looking for. It helps the brand with a consistent pitch tone, personalised messaging, and data-driven content.
Hence, this helps an organisation take a fully customer-centric approach to prepare a roadmap for customers to buy or avail of your products and services. The campaign is built upon considering the behavioural aspects, preferences, and engagement rate.
Now, what are the measures one should take to implement omnichannel tracking? Firstly, you need a centralised dashboard, using which you can take the necessary steps to manage the struggles as specified in the previous section. The below steps or ways might help you deal with these omnichannel struggles.
- Collecting Timely Data
The idea to manage tracking campaigns in an omnichannel strategy is executed by collecting timely and accurate data. It helps you understand when your target audience is willing to interact with your brand and on what specific devices. Among all the data, you must track what mode of messaging or interaction your customers use and what products or services they are looking for.
Unified Marketing Measurement (UMM) is an attribution model that helps collect and utilise this data accurately and effectively. UMM combines the aggregate data with person-level metrics to determine individual preferences across various touchpoints.
- Convert Data into Actionable Insights
Instruct your team to use the collected data and decode it into actionable insights. An analytics platform is essential to monitor real-time data, allowing the team to improvise campaigns and align them concerning the consumers’ needs.
As merchants, add the omnichannel metrics to the routine reporting analytics to expand the performance dashboard. Among all the data points, the report should focus on data associated with the following:
- The number of times people used inventory lookup through an eCommerce website or application.
- The number of times people used ‘buy online,’ ‘store pickup,’ or other such options.
- The number of online registrations done by the target audience for in-store events.
- Browsing, add-to-cart, and purchasing data
- Number of times people have used the ‘save cart’ options
- Number of times ‘like’ and ‘share’ buttons are used from the product or service pages.
- Track Customer Service across Touchpoints
The metrics acquired by the call centres should also be tracked in order to boost the usage of social media or live chat features to seek customer support. It is important as the successful utilisation of these practices will be taken into consideration while measuring the success of omnichannel marketing campaigns.
- Consumer Journey-Mapping
It is an initiative that a brand should take before launching omnichannel campaigns. If you have varying target audience segments, then you have to map the omnichannel marketing journey for each. The map involves the steps a consumer would go through, from knowing your brand to buying your goods or services.
Using such mapping techniques will help you create more curated omnichannel campaigns, which will help improve its success metrics. You can prefer using individual interests, user experience, and other such factors to prepare the marketing map.
Use Weavr to Have a Constant Track of Your Digital Business Growth
This elaborates on practical ways to manage tracking campaigns under omnichannel marketing strategies. In this competitive era, your marketing approaches and their success rate are of utmost importance to help you achieve your goals or milestones.
A perfectly rewarding omnichannel campaign will give your users a better experience, develop your brand identity and contribute towards boosting your revenue to stupendous heights. And having a performance-driven analytics dashboard, such as Weavr Slate, can contribute towards achieving it.
Weavr Slate is a unified dashboard tracking your advertising investments and metrics across various channels. All the insights you need to implement rightful actions can be tracked over Weavr. You can use it to optimise your omnichannel campaigns, monitor website key metrics, and predict overall business performance. Try it out today!
