In the intricate world of digital marketing, the crux of monumental success hinges on a fundamental principle: the harmonious blend of reach and availability. This fusion, when adeptly tuned for cost-effectiveness, becomes the cornerstone for a brand's influential presence in the digital realm. The quintessential challenge? Pinpointing that precise intersection where cost optimization leads to significant market impact.
Let's delve into the subtleties of user behavior for a clearer picture. Envision optimizing your reach, channeling a diverse array of visitors to your website. Picture this: out of every hundred visitors, ten purchase from you online. Out of which, two finalize their purchase on your site, three migrate to platforms like Amazon, another three to Flipkart, and the rest venture into different territories. This scenario strikingly illustrates the urgent need for robust availability across multiple marketplaces.
In this vein, strategically positioning oneself at the point of sale is crucial when amplifying reach. Confine your presence to a single channel, and you commit a grave error. Observe Lenskart's strategic shift to offline channels after recognizing that a mere 3% of their sales were online – a move propelled by insightful analysis of consumer purchasing behaviors.
Similarly, Zivame’s expansion into physical stores was a strategically calculated move, addressing fundamental customer concerns such as returns and sizing issues. These instances underscore a broader trend: the indispensable requirement for an integrated approach that seamlessly connects with customers across both digital and physical domains.
The Genesis of Our Omnichannel Strategy
Our entry into the realm of omnichannel marketing stemmed from a sophisticated understanding of consumer behavior and market dynamics. We discerned that while digital platforms offer extensive reach at minimal costs, the core of consumer engagement still thrives in experiences that resonate with both product and consumer journey.
This dichotomy in consumer behavior was not just an internal observation but also a reflection of broader market trends, where a significant portion of consumers exhibit a marked preference for offline shopping experiences.
Bluestone: An Exemplar of Omnichannel Success
In our partnership with Bluestone, we observed the transformative potency of a meticulously executed omnichannel strategy. Initially, our campaigns centered around online customers, yielding substantial returns. However, incorporating offline customers into this strategy led to a notable transformation. In particular, within a 3 km to 5 km radius of their stores, we noted a 1.5x to 2x escalation in return on ad spend (ROAS), a clear testament to the efficacy of omnichannel marketing.
Despite challenges in quantifying this impact, the outcomes were unequivocal. Our digital revenue not only doubled, but we also recorded a parallel increase in in-store revenue.
The Specsmakers Narrative
Specsmakers witnessed a 60% surge in store footfall and a 30% hike in revenue, crediting this upswing to precise targeting and adept customer journey mapping. While the setup process may span 2-3 months, the payoff is indisputable. In our view, omnichannel marketing, surpassing programmatic marketing, emerges as the genuine catalyst for commercial success, effectively encompassing offline campaigns as well.
The Efficacy of Geo-Specific Targeting
Our engagements across a spectrum of clients have accentuated the criticality of geo-specific targeting. In cases where stores were located beyond a 6km radius, our campaigns realized a 10x return. Yet, by implementing geographically targeted campaigns, these returns skyrocketed to an extraordinary 20x. The underlying factor for this dramatic increase is the trust and recognition linked to a physical store's presence.
Mirroring the confidence instilled by a cash-on-delivery option on a website, the physical store enhances consumer trust, thereby boosting online purchases. This approach's effectiveness was further corroborated by the fact that 60% of walk-in customers had initially engaged with our online advertisements, illustrating the symbiotic relationship between online and offline marketing endeavors.
The Imperative for Tracking in Omnichannel Marketing
Among the paramount challenges in omnichannel marketing is the ability to track a customer's journey from ad exposure to showroom visitation. Conventional tools and integrations with platforms like Google and Facebook provide insights but fall short of a holistic view.
This gap in understanding the full impact of omnichannel marketing prompted the creation of Omniscient. This innovative tool charts a user's journey from online interactions to offline behaviors, shedding light on aspects previously obscured.
Omniscient: A Trailblazing Tool in Marketing Attribution
Omniscient, our proprietary invention, embodies our commitment to omnichannel excellence. Surpassing traditional analytics, this platform meticulously tracks the intricate journey of customers across digital and physical landscapes. With Omniscient, we can conclusively link online marketing efforts to tangible offline outcomes, yielding a comprehensive and accurate assessment of ROAS.
Omniscient addresses the most significant challenge in omnichannel marketing: correlating online behavior with offline results. This tool has been pivotal in unveiling the authentic Return on Ad Spend (ROAS) in the omnichannel domain. Conventional methods often depict a skewed perspective, indicating a 2x ROAS from online purchases, yet neglecting the broader scenario.
With Omniscient, we have demonstrated ROAS increases from 3 to 30 by meticulously tracking user journeys from online engagements to offline transactions. Achieved through advanced fingerprinting and proprietary technology at the device level, along with POS integration, this system ensures a comprehensive tracking of the buyer's journey.
Case Studies: Demonstrating Omniscient’s Impact
The prowess of Omniscient is best exemplified in our work with clients like Yezdi Jawa Motorcycles and Specsmakers. For Yezdi Jawa, the implementation of our omnichannel strategy, augmented by Omniscient’s insights, resulted in a 30% uptick in sales, elucidating which campaigns and locations were instrumental in driving showroom traffic.
Envisioning the Next Five Years in Digital Marketing
Looking forward, we envisage a more interconnected shopper journey. We're developing innovative solutions to engage customers in-store with interactive games and rewards tied to their product interactions, signaling a shift towards a more cohesive shopping experience. Additionally, the emergence of platforms like WhatsApp in fostering two-way communication, as pioneered by entities like Zigment, underscores a trend towards more fluid and interactive customer dialogues.
The Pivotal Role of Omnichannel in the Future
The crux of an omnichannel strategy for D2C and brick-and-mortar entities rests in reaching a diverse consumer base through a multitude of channels, a key factor in lowering costs and broadening reach. Approximately 20% of brands thrive by maintaining a presence across both retail and online channels, encompassing their own and multi-brand outlets.
At Unigage, we perceive digital marketing as a trifecta of 40% engineering, 30% tracking, and 30% marketing. Our objective is to seamlessly integrate your technological infrastructure and marketing strategies, thereby amplifying overall efficiency and effectiveness.
As a frontrunner in the omnichannel marketing arena, Unigage fuses innovative tools like Omniscient with profound market insights. We're at the vanguard of redefining brand engagement in a digital-centric landscape, steering the marketing revolution.
