Smartphones have become the remote control of our lives, where every thing from clothing to grocery, is being called at your doorstep with your thumb clicks. All is due to effective sync between the online and offline E-Commerce practices, Let it be inventory, chain management, delivery management and every thing involved in between.
With digital marketing been the primary source of a marketing channel for some brands, it becomes very important to measure the impact of it across all channels. Lately, Many Brands are trying to make Sync between their online campaigns and offline sales. It is understood that there is an impact of the online effects on the offline sales, but how much is what becomes the question.
Many channels are doing this by gathering offline data from the advertiser and try to make sense out of it by comparing the unique click Ids, email ids, phone numbers, and device Ids. Let’s see how each channel is solving this problem.
Google ads have a unique GCLID with every ad, which clicked and the user fills a form, can later be marked as a conversion if converted offline against the same GCLID. The problem with this is that you can’t track view conversions since the user requires to click on the Ad on the ad.
Setup your Google Conversions: https://support.google.com/google-ads/answer/7012522
This is store level data accumulated over the August to November 2017 (US-based participation), and retailer ROAS varies between 2x to 14x.
Facebook went one step further, and here you can actually track if the person has viewed (even if no action was taken on the ad) your ad, and converted. If he comes to the offline store or a restaurant, you can have his phone number uploaded on the Facebook panel actually see if the impact was from the online marketing. Usually, the match rate of the conversions is between the range of 40 to 70%, at best.
Many brands are using the Facebook offline conversions technique, especially in-store visit campaigns. MomsCare with Bionic scaled their offline sales and maintained an ROAS of 7.5x, with 16% new users. They integrated their EPOS with Facebook offline conversion API and optimized the ads in real time and automated way.
In a similar way, Max Fashion recorded an ROAS of 26x and 2500 conversions using Facebook offline conversion API. It is a middle east brand for clothing and increased online, as well as drove 25000 people to their stores with online campaigns
Find more case studies at: https://www.facebook.com/business/success/categories/offline-conversions
Beacons can be really helpful in tracking the footsteps in the offline stores and then using mobile IDs, we can track those offline conversions. This is how beacon tracking works
This can be revolutionary when it comes to the measuring the impact of the online marketing, Stores in UK and US has started rolling out beacon tracking, and even shopping malls are doing so, so you can be served Relevant ads according to the Mall you’re in.
The World’s cultural shift of interaction with brands has changed the way we track our conversions, however, not far majority of the people have realized the power of traction of offline conversions and how it can help in creating accurate impact reporting to online marketing.
The day we would be able to fully understand the online impact on the offline sales and footsteps, the world is going to be a better place for us marketers.
5 great examples of Triggered, automated marketing campaigns that actually works
‘’63% of companies who outgrow their competition are using marketing automation’’
Marketing automation or CRM is when software automatically sends campaigns to your customers and prospects based on triggers you define.
CRM automated emails are highly effective and have the ability to drive massive revenue and results for businesses as they achieve 86% higher open rates, produce a 196% increase in click-through rates, and generate 320% more revenue than standard promotional emails. With stats like that, marketers can’t deny the power of marketing automation.
Welcome email series
Welcome emails are your first chance to make a great impression on subscribers. Using CRM Software, you can create a stellar experience for your subscribers with a one-time welcome email, or a series of emails that help onboard them.
Lee Jeans welcome email series featured a special welcome discount to its first time subscriber. And with this second email in its welcome series, it reminds the subscriber to avail the special discount on their next purchase thus creating a sense of urgency. Lee’s welcome campaign does a great effort in building a relationship with the customers.
Reminder emails attract customers to keep buying their products and services over time and help retain which acts as a opportunity to deliver a timely message to your customer.
Nissan collects relevant information about their customers, including the purchase date of their car. They can then use the purchase date to automatically trigger a reminder email six months after the car was purchased to schedule the first service appointment.
Birthday or Anniversary
Birthday & anniversaries are special occasions where CRM software’s can send automated emails to customers with special offers. These act as highly effective strategy to drive revenue and also increasing customer happiness at the same time.
The first step is to collect your customer’s birth date and add it to your email list, like how payback does for its customers.
Most Active Customers
It’s simple to set up a series of automated emails that can make your most active customers feel special and keeps them engaged, and spending.
Sephora does an excellent job with their VIB which offers early access to new products and special promotions for customers who spend a certain amount of money.
Once someone spends the required amount, they’re entered into the VIB segment of the email list and automatically receive an email introducing them to the VIB program. This email welcomes them to the program and provides an exclusive VIB-only offer that encourages them to make additional purchases.
You can encourage email subscribers who haven’t purchased in a while with an email-exclusive offer, “Save on your next order” discount like Snapdeal does in the below example, or cart abandonment deal:
Disclaimer: The pictures and data used in this post are just for reference and have no links to the brands.
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