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Home > Amazing FBA > Omni Channel Marketing with Rytis Lauris
Podcast: Amazing FBA
Episode:

Omni Channel Marketing with Rytis Lauris
Category: Business
Duration: 00:24:01
Publish Date: 2020-02-17 23:00:37
Description: We discuss the basics and importance of omni channel marketing solutions, omni channel data and omni channel communication. Background Rytis is the Co-founder and CEO of Omnisend which is an omni channel marketing automation tool for e-commerce   What is omni channel marketing? And why should e-commerce sellers use it? All of the e-commerce used to be separated - online and offline were very separate.  In 5-10 years, customers will be able to buy wherever they want to.  Online Social media On phones Offline/in store The idea of “e-commerce” will be just “commerce” or “retail” Marketing will also be Omni Channel It’s a variety of channels Promotion Apply Omni Channel Communication with existing customer bases.  Email, SMS, Facebook and Google ads - good lookalike audiences Popup trend Around Christmas, there are seasonal stores Even in spring, there are a lot of 1-2 month popup stores Owning the channel and permissions You don’t own channels like Amazon Amazon is moving offline  Amazon has more data than anyone else That enables personalisation Omnisend is trying to bring that ability to Amazon Ecommerce is booming but the lack of personal experience is an issue.  Offline gives you that opportunity  Why isn’t email alone enough? It IS still the most effective channel. But we should augment that.  We should broaden our definition of “subscriber” as a consumer who gave us permission to communicate with them regularly.  Allowing customers to choose the most preferred channels is important.  However, email has and will survive.  Omnisend started 6 years ago and it was just an email service provider.  The venture capitalists struggled to.  Omni Channel Data through Personalised messaging  -what is it?  Based on simple personal data eg name, city.  More important is to personalise the messages and automating the data from the online store or the data you get from the customer's Behaviour.  It’s based on triggers which initiate an auto campaign Eg if someone is looking at a specific category based on their browsing.  So you can provide automated campaigns related to that.  It’s not about demographics - may be the same person will be wanting a scarf in 3 months.  What are the mechanics of that process?  Shopify and Omnisend - connect Shopify with a marketing automation tool Build an initial profile based on past transactions When was last transaction  When was the age shopping cart Do front end Excel tracking customer’s data based on their permission. So the content of the newsletter is often not related to that so there is room for improvement  What to do in response? Start an automated campaign… send an email, maybe 2 emails (most cost-effective  If no transaction, continue to send Maybe messenger  Maybe WhatsApp  If nothing happens, push the data to Google and Facebook ads Depends on which communication channel you have permission for  SMS may be the initial channel.  What is the value of SMS compared to email? SMS is very effective but costs a little more than email Gathering Multiple Permissions You can get a form and ask for permission via various channels Then your customer can tick the boxes they prefer Then it can be more contextual:  A traditional popup, which is still very effective (which converts a lot of visitor to sub) can be emailed only On the checkout box, you can have a checkbox for the perm to get SMS You already have a relationship with the store then.  On product page when OOS - would you like to sub via messenger and we can update you when back in stock.  Sub via push notifications, we’ll give you a code for free delivery, etc.  Why use it for e-commerce? ROI is much higher compared to email on its own.  I just published some research on Black Friday 2020 campaigns.  SMS marketing is much more effective 
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