This post is an excerpt from our Digital Marketing Conference in Los Angeles. The conference was a rich environment for digital marketers to openly discuss tactics for building a better online presence and tracking results. All of the content from the Digital Marketing Conference is available as Digital Marketing Videos.
Here are the experts who contributed to this blog:
Here are some key takeaways from the Omnichannel Engagement panel:
- Omnichannel marketing is tracking brand interactions
- Combine offline data with digital campaigns
- Start collecting data
Omnichannel marketing is about strategically tracking every single brand interaction that your customer has along the journey. Then being able to tie all of that data together and turn it into something actionable for your brand.
The best way to turn your omnichannel marketing efforts into something actionable is to combine your offline data with your digital campaigns.
Track every brand interaction, even if you don’t know what to do with it. Capture and store the data. Over time you will start to understand how this data can be used to boost your marketing and customer service efforts.
What are some of the best practices in omnichannel engagement and omnichannel marketing?
Omnichannel is about tracking every single brand interaction that your customer has along the journey. –Tom Webster
The key for us, as marketers, is to track all channels. $240 billion dollars a year is still spent on broadcast advertising. So it’s a channel that you can’t ignore. It’s a channel that exudes a lot of influence and leads to a lot of different things. The problem for TV networks is that we are all on our phones while we watch TV. I can research the car from a TV ad on my phone and so the brand thinks that my initial interaction with the brand is through mobile and the website, when in reality I saw the TV ad first. Omnichannel is about making sure that you can track every single brand interaction that your customer has along the journey and being able to tie all of that data together to review it. –Tom Webster, TONE
How do you take your omnichannel data and get it into something that is actionable for your brand?
Take your data that is offline and combine it with a digital campaign. –Nima Asrar Haghighi
The challenge that we face, as marketers, is that what we are doing happens across several channels. You need to be able to take your data that is offline from the storefront and then combine it with the digital campaign in a database. This database then can be uploaded to your platforms and then you are able to touch the same people across the board whether they have been interacting with your website or interacting with you in person. –Nima Asrar Haghighi, MuleSoft
Start by measuring everything. Think about it as: measure, attribute, and then optimize. –Roi Lavan
Everyone recommends collecting the data into one place, but it isn’t that simple. No company in the world has a system so generic that can take everything and answer all of your questions. Start by measuring everything. Think about it as: measure, attribute, and then optimize. Understand your goal. –Roi Lavan, AOL Convertro
What are some of the cool tools that you are using and how do you deploy them? Which ones really help you make a difference?
I use Simply Measured to collect data and analytics for social campaigns. –Jacob Warwick
I use a tool called Sprout Social that allows me to engage with my audience one-on-one and provide some analytics. However, I don’t think it is the best platform for analytics so I use Simply Measured to collect data and analytics for social campaigns. I also love using Tableau to make data more understandable and digestible. The dashboard view is excellent. –Jacob Warwick, Skedulo
A tool that a lot of people are using is Datorama. They are trying to bring the data together from different sources, particularly at the campaign level. –Roi Lavan, AOL Convertro
Tone allows us to be able to see every marketing channel so that we can track and get this common thread through everything whether it is broadcast, social media, etc. This is why we love to use our own tool. –Tom Webster, TONE
What are the one or two key building blocks of building an infrastructure?
The first year, we started with Google Analytics. Now, we have built something that is similar to Marketo and we use a number of applications that each have their own purposes. You have to be specific. –Nima Asrar Haghighi, MuleSoft
Track everything even if you don’t know what to do with it. Capture the data and store it somewhere. Someday you will figure out how to turn that data into something actionable. Second, we think about omnichannel and we think about IoT, but this universe of channels is expanding all the time. Find good partners that can help you integrate channels and keep adding data to your collection. –Tom Webster, TONE