Category: Digital Marketing

How To Make Changes In Amazon Retail Contributions| Logicserve Digital
How to Make Changes to Amazon Retail Contributions?

According to reports, Amazon India has more than 100 million registered users.

For any online seller, listing products on Amazon is an effective way to expand their reach.

Although, Amazon has made the entire process of listing and selling efficient and hassle-free, there are some issues that sellers continue to struggle with.

Listings with retail contributions and difficulties in making changes to such listings is one such known problem.

What are Amazon Retail Contributions?

When brand owners, manufacturers, distributors, and retailers sell products on Amazon through Vendor Central, the listing is known as “retail contribution.”

What is Vendor Central? Vendor Central and Seller Central are two leading fulfilment options offered by Amazon. Take a look at what they mean-

● Vendor Central

When you sell your products through Vendor Central, you sell your products to Amazon and then Amazon resells them to the customers. This option is mostly used by first-party sellers such as distributors and manufacturers. With Vendor Central, product listing is managed by Amazon.

● Seller Central

If you’re selling your products on Amazon via Seller Central, you sell the products directly to the customers through the Amazon marketplace. Here, the account setup and maintenance are handled by the seller.

Why Is It Difficult to Make Changes to Retail Contribution Listings?

For sellers, it is very challenging to make changes to their retail contribution listings as the listings are created by Amazon and thus believed to be accurate. And while this is true in most instances, there are times where sellers might encounter an error in such listings.

The easiest solution to this problem is to make the required changes through Vendor Central. But if you don’t have access to Vendor Central, the only way is to contact Seller Support and the process will mostly involve plenty of back and forth with the support team.

How to Make Changes to Amazon Retail Contribution Listings Through Seller Support?

In order to make changes to retail contributions, someone from Amazon’s retail team will have to override the listing. Here are some tips that can help you in this endeavour-
- You’ll need adequate proof to support the listing changes. The proof can be linked to the product manufacturer’s website, photos, etc.
- Include the collected proof in every ticket.
- Don’t forget to regularly mention how the required changes are essential to offer a positive customer experience.
- Ensure that the requested changes don’t violate Amazon India’s style guidelines.
Making Changes to Amazon Retail Contribution Listings:

While it is possible to make changes to retail contribution listings, you’ll have to be persistent and patient. You’ll also need adequate proof to support your request.

As an Amazon seller, you already have many things to take care of. Why not consider a reputed digital marketing company that can handle your Amazon product listings and create a custom strategy to boost their visibility?

As experienced marketer’s regularly work with Amazon sellers, they are well-versed with techniques that can boost your sales and generate more revenue. They can also handle common issues on your behalf so that you can entirely focus on your business and its growth.
June 23, 2022
What Makes a YouTube Video Successful? Watch Out for These 13 Elements

According to a report by Global Statistics, YouTube was the most used social platform in India in 2021. With a more than 450 million user base, YouTube is also an excellent place for brands to reach their target audience. But while YouTube’s popularity among the masses is no secret, most brands have not succeeded in leveraging its true potential.

More often than not, the root cause of the problem is not creating great videos. If you are looking for ways to grab more eyeballs to your YouTube videos, ensure that it has these 13 elements-

1. Create a Brand Account

If you are on YouTube to boost your brand’s presence, start with creating a brand account. Besides allowing multiple people to manage the account, brand accounts also come with valuable features like YouTube Analytics.

2. Build a Visual Identity

A YouTube brand account should look professional and appealing. For instance, the channel icon can be your logo, and the banner image could be something that complements your brand. In the “About” section, add a brief description including relevant information and keywords.

3. Focus on a Particular Topic or Keyword

If the goal is to bring more people to your YouTube channel and improve your reach, create videos that revolve around a specific topic or keyword related to your industry/brand/product/service. You can check the “Trending” section on YouTube or use Google Trends to know more about what people view and search online.

4. Consider Branded Intros

Viewers should be able to recognize your videos as soon as they begin. Branded intros can help you achieve this objective. Apart from encouraging the viewers to watch the entire videos, branding can also help make the video memorable.

5. Make the Intro Enticing

According to a report, 20% of the viewers leave a video if it fails to attract them in the first 10 seconds. After the branded intro, do not waste time on opening credits and titles. Start telling the viewers what the video is about and how the information can help them to encourage them to keep watching.

6. Use Powerful Thumbnails

Another very critical aspect of succeeding with YouTube videos is using powerful thumbnails. When people search for anything on YouTube, the results are presented in the form of thumbnails. If your thumbnails are appealing, the chances of people watching your video will be higher.

7. Add a Personal Touch

Consumers prefer connecting with brands on a more human level. Most popular YouTubers have their gestures, phrases, or even intro songs that give them a unique identity. Even for your brand videos, you can incorporate such elements to build a deeper connection with the viewers.

8. Choose the Background Score Carefully

Background music makes your videos lively and attention-grabbing. However, always choose something that aligns with your brand vision and evokes the target aura and emotion. Also, ensure that you can legally use the selected music in the videos.

9. Bit of Storytelling Can Help

The video content should always be presented as uniquely as possible so that your video stands out from the crowd. Rather than simply explaining concepts, convey emotions to connect with the viewers. Storytelling can be an effective way to simplify complex concepts and make your videos memorable.

10. Focus on Recording Quality

Aspects like the sound quality and lighting also deserve your attention. As vlogging is such a global rage, there shouldn’t be any issues finding pocket-friendly video recording equipment and accessories. Invest in a quality editing software and prefer a professional editor for the job.

11. Add Creative CTAs

Every YouTube video should have a CTA. Place the CTAs creatively throughout the video, including the first few seconds, as the engagement generally drops over the course of the video. You can add CTAs through clickable annotations, allowing you to add custom external links.

12. Use End Screen Creatively

Each YouTube video can feature a 20-second end screen which can be used for promoting your channel, website, or videos. While creating videos, ensure that you always leave some room after the end of the video for the end screen.

13. Share Videos on Social Platforms

Brands should also share their videos on social platforms like Twitter and Facebook, as YouTube prioritizes external traffic. Your videos will rank higher on YouTube if they regularly receive a consistent stream of viewers from other platforms.

Build a Winning YouTube Marketing Strategy

Creating quality content is one part of effectively using YouTube for brand promotions. The videos should also be optimized to ensure that they rank higher and reach the right audience. Most leading brands hire the services of a digital marketing company for YouTube SEO.

Apart from boosting your popularity on YouTube, professional SEO strategies can also improve your search rankings and bring relevant traffic to your website.

February 15, 2022
What is Google’s Latest Search Console URL Inspection API?

The Search Console is a free tool by Google to help SEOs and webmasters track the performance of their website on Google Search. It offers valuable insights on how the search engine indexes and serves websites to the users. The information can be used to boost search engine rankings and bring more traffic to the website.

Moreover, the platform also offers Search Console APIs that webmasters extensively use for accessing reports and actions through 3^rd party applications. To further improve the functionality of Search Console, Google has recently introduced a new URL Inspection API. Here’s everything you should know about the latest API-

What is the URL Inspection API?

The URL Inspection Tool allows users to access valuable information related to the URLs already indexed by Google. It can be used for discovering problems related to indexing, AMP (Accelerated Mobile Pages), and structured data. With the help of the latest URL Inspection API, URL-level data can be programmatically accessed by users for optimizing and debugging pages.

For instance, SEOs can use the API for discovering the differences between Google-selected and user-declared canonicals. Similarly, plugin and CMS developers can access template or page-level insights and perform ongoing checks for current pages with the API.

How to Use the URL Inspection API?

Google has provided a detailed explanation of how to use the URL Inspection API. You’ll need the property URL used in Search Console along with the indexed URL that needs to be inspected. Once executed, the response will include indexed information like AMP, rich results, index status, mobile usability, and more.

Here’s the API doc containing all the responses that URL Inspection API can provide. In case the request fails, an error message will be displayed on the screen. If any particular parameter or result is missing from the response, it is possible that it was not available for the selected URL.

What is the Usage Limit of the URL Inspection API?

Like all the other Search Console APIs, the URL Inspection API comes with a usage limit. However, as per Google’ latest update, users can perform up to 2,000 queries in a day or up to 600 queries in a minute for a particular website property in Search Console.

So, it won’t be possible to run the API against the entire website in a day if it features several thousand pages. Instead, try to prioritize the URLs or use the API as and when needed.

Professional Webmaster/SEO Services for Improved Search Rankings

While Google offers a wide range of free tools to help website owners improve their search rankings and attract traffic, you need to know more than just the basics to use them effectively. Even if you have the expertise, it is a time and effort-consuming process.

A smarter alternative is to look for a reliable webmaster/SEO services. The knowledge and expertise of a professional team can significantly boost your online presence and bring more relevant traffic to your website.

February 8, 2022
3 Marketing Strategies to Rule the Digital Landscape in 2022

Every new year brings with it a new set of digital trends that often have the ability to disrupt the future of marketing. And when the year is as eventful as 2021, which has put immense pressure on the marketing budgets, we can expect marketers to tread with caution and only invest in a marketing strategy that could deliver the biggest impact.

With 2022 just around the corner, taking inspiration from the past, present, and future could pave the path for laying a solid digital foundation for your brand. Here are 3 strategies that marketers should watch out for to make the most of their marketing budget in 2022-

1. Sustainable Growth with Omnichannel Marketing

Rapid digitalization, affordable data, and consistently rising internet penetration in India have caused significant changes in consumer behaviours. According to consumer trends, experience and convenience have taken over price and product to a considerable extent. As per a report by Adobe, 82% of Indians now demand personalized experiences across online and offline channels.

As we step into 2022, it’d become very crucial for brands and marketers to focus on building an omnichannel presence with a consistent message across channels to keep up with customer expectations.

2. Rise of AI in Cookie-less World

While Google has delayed blocking 3rd party cookies until 2023, their demise is inevitable amid the rising concerns regarding user privacy. When marketing for Google, ad targeting would probably be the biggest challenge for marketers in a cookie-less world. Artificial Intelligence or AI could be an effective solution to the problem.

With benefits like keyword recommendations for improved organic reach, automated web traffic reporting, and purchase probability predictions, AI has a lot to offer. Moreover, according to a SEMrush blog, 71% of marketers believe AI could help them with personalization.

3. Conversational Marketing to Engage with the Customers

As per a report by SalesForce, 89% of Indian consumers expect real-time interaction with businesses. Delayed response is one of the most common reasons why consumers start looking for other alternatives. Conversational marketing, a dialogue-driven and customer-centric marketing approach could be an effective marketing strategy to boost customer experience, engagement, and revenue.

The conversational approach allows brands to utilize every channel, including customer service chatbots, personalized emails, videos, etc., for fulfilling customer expectations. The strategy will ensure that your customers don’t have to wait for hours or days to get a response from you.

Acing Digital Marketing in 2022

While the pandemic has had a significant impact on the digital landscape, it has also offered a host of valuable opportunities that can be leveraged by brands and marketers in 2022. The assistance of an experienced digital marketing company can ensure that your strategies make the biggest impact and help you get closer to your business objectives.

As reputed marketing companies have worked with businesses throughout the pandemic, they better understand the changing digital landscape and how brands can take maximum advantage of the available marketing opportunities to continue growing.

December 27, 2021
8 Tips to Help You Optimize Your Google My Business Listing for Competitive Markets

Google My Business (GMB) is an effective way to gain traffic and customers for free. Unfortunately, this is no secret. As long as you’re not offering some very unique product or service, you’d mostly have at least some local competitors. Like you, they too might have already claimed their GMB listing.

So, while claiming your business on GMB is an excellent first step to get some local exposure, you need to optimize your listing in order to stand out from the competition. How do you do that? Here are 8 tips that can help you optimize your Google My Business listing-

1. Add Accurate, Complete, and Engaging Information

Google suggests that your GMB profile should be accurate, complete, and engaging. Start optimizing your business profile by accessing the Info tab in your GMB profile. You can find several different attributes in this section.

Update all the attributes, including service options, hours, etc., to ensure that the listing correctly reflects your operations. You can also add links and pictures to help the customers better understand your business.

2. Update Contact Information Carefully

Ensure that the business name you add to your GMB listing is the same as your store signage. Never use keywords or location names in the business name, as it could be considered spamming and might result in a penalty.

Also, make sure that your contact number and address exactly match your business listings throughout the web. If there are inconsistencies, Google will most probably track them, and this can affect your local ranking negatively.

3. Use Google Posts

If you want to make your GMB listing more engaging, Google Posts can be a great choice. You can use the posts for keeping the business listing current and promoting your latest offerings. They can also be used for sharing updates with customers.

As the content you add in the posts can impact search rankings, you can also consider adding relevant keywords wisely to improve your local ranking.

4. Encourage Customer Reviews

Review count and review score also impact local rankings. Higher review volume with a high score can help you rank better than your competitors. You can implement strategies to encourage your customers to leave a review for your business on Google.

For instance, if you are just starting with GMB optimization, you can consider offering some discount to the customers who write a review for your business.

5. Choose the Right Business Category

The business category is also a crucial component of your GMB listing as it helps you get found in discovery searches and highlight category-specific features of your business. Google offers a list of 2,000+ business categories to choose from.

Be very specific when choosing the business category. For instance, if you’re running a ‘nail salon,’ do not select just ‘salon.’

6. Track QnAs

There is also a QnA section for every business listing that cannot be turned off. Anyone can ask questions about your business, and anyone can answer them. As the answers can impact a customer’s decision of whether or not to deal with your business, it’d be wise to closely track the QnAs.

In the Settings panel of your GMB account, you can turn on notifications for questions and answers posted on your business profile. You can also create your QnA section with frequently asked questions. Use keywords wisely when writing the questions and answers to improve your ranking for the keyword.

7. Write Hyperlocal Website Content

Your website’s SEO also impacts the ranking of your GMB listing. To improve your local search engine rankings and boost your GMB ranking in the process, consider writing hyperlocal website content.

The posts can be dedicated to nearby places or things that can be done in the neighbourhood. Follow the best SEO practices while writing these content pieces for the best results.

8. Work on the Core Web Vitals

The recent algorithm update by Google has made the Core Web Vitals a crucial ranking factor. These are made up of three factors, largest contentful paint, cumulative layout shift, and first input delay, related to page speed and user interaction-.

You can visit this Google page to generate your free Core Web Vitals report. View the report and work on factors that are negatively affecting the website vitals to improve your ranking.

Succeed Locally with GMB Optimization

Claiming your business on GMB is only the first step to improving your local business ranking. GMB optimization is the key to making your business rank higher, preferably above your top competitors, in local search results.

Businesses can also consider hiring a reputed digital marketing company to help them optimize their business listing on Google and rank higher even in competitive markets. As experts better understand the SEO landscape, they can provide your business listing an edge over others.

November 30, 2021
Connect Organic and Paid Search to Boost ROI

Most brands and marketers already understand how critical it is to have powerful organic and paid search strategies. After all, around 63% of the online experiences begin with a search engine, according to a report by BrightEdge.

But if you are keeping the channel teams siloed and not integrating the two, you sure are missing out on the opportunity to boost conversions, ranking, and ROI. By connecting organic and paid search, you can effectively coordinate and streamline your search marketing strategy. At the same time, brands can also save time and money spent on content production and ads.

But what is the most effective way to combine the two? Here are 3 of the most popular ways in which brands and marketers can combine organic and paid search-

1. Leverage Paid Search Data for Publishing Great Content

One of the easiest ways to connect organic and paid search is to use data from paid campaigns to publish content for your website. If you are struggling to come up with fresh content ideas to attract traffic, you can craft something around the keywords that are bringing the maximum number of PPC clicks.

Alternatively, such top-performing keywords can also be added to the meta descriptions to boost your website’s organic ranking. The keywords and phrases that are bringing in traffic can also be explored further through additional pieces of content. For instance, if people are searching for “how” one of your products work, you can consider publishing a few instructional blogs.

2. Encourage Return Store Visits

According to a recent survey by American Express and Nielsen, Indian consumers spend most of their online time shopping. While shopping online, people browse through several stores before making a purchase. Unfortunately, most of the people who might have visited your online store while searching for a product might not remember your brand after a single visit.

It is possible that the initial visit might have come from your higher organic ranking for a particular keyword. With PPC, you can target such visitors through a remarketing campaign. The website cookies record such visits and abandoned carts. Paid ads can be used for displaying products or messages to these one-time visitors throughout the Google Display network.

3. Merging Organic Search with PPC Bidding

Brands can also work on a bidding strategy that can react to a particular organic data feed to boost ROIs. For instance, keywords with higher organic coverage but lower competition can be selected as higher efficiency targets to minimize ad spends. With the help of bidding strategies that revolve around auction timing, the algorithm uses intent signals collected in real-time.

At the same time, the attribution is driven by data to ensure that the conversion value depends on the stage at which a consumer is in their buying journey. These strategies help optimize the ad spends, allowing brands to spend more on other potential areas.

Combine Organic and Paid Search for Improved ROI

Several brands treat organic and paid search as different entities that need individual teams and exclusive strategies. By combining organic and paid search, brands and marketers can unleash the true potential of their search marketing campaigns and boost ROIs.

The expertise of a reliable digital marketing company is your best bet to take maximum advantage of this combination and achieve improved results.

October 29, 2021
3 Reasons Why Brand Websites Are Consumer Favorites

Digital adoption is at an all-time high in India. With people forced to remain at home due to the pandemic, digital platforms became the go-to choice to shop for everyday needs. As per a Shopify report, 86% of Indians adopted online shopping during the pandemic.

But while popular marketplaces like Amazon and Flipkart witnessed record sales, brand websites became consumer favourites. According to a 2020 report by Unicommerce, brand websites saw an 88% increase in order volumes compared to the 32% growth of marketplaces.

What are the reasons that encourage consumers to prefer brand websites over marketplaces? Here is a list of top 3-

1. Brand Websites Offer Immersive Experience

The COVID-19 pandemic has had a significant impact on consumer behaviours. As people could not visit their favourite offline stores due to the lockdowns, they switched to online platforms for exploring products and services. But this switch came with the expectation for online stores to offer a personalized and immersive shopping experience.

Compared to marketplaces, it is easier for retailers to offer this immersive experience on brand websites. From detailed product photos and videos to technologies such as VR and AR, several brand websites are making the most of this opportunity to attract more customers. And according to a global report by PwC, customers are willing to pay up to 16% more for a great shopping experience.

2. Genuine Products with Accurate Product Information

Authenticity is another critical factor for customers when shopping online. On popular marketplaces, one can easily find multiple resellers and distributors offering the same product. The verification barrier separating the brand company from resellers and distributors is lacking when people shop from marketplaces.

With the number of counterfeit products steadily rising in India, it makes a lot of sense for customers to prefer brand websites for purchasing genuine products. Besides the product itself, brand websites also have accurate product information to help customers purchase the right product according to their needs and expectations.

3. Wider Range of Products and Dedicated Support

Most retailers that have their own websites and also sell products through marketplaces often do not list all of their products on these marketplaces. In fact, to encourage customers to shop from their brand website, the best of the products are often reserved for the company website. Fast-selling products that can be sold at a discounted price are generally listed on marketplaces.

The broader range of products on brand websites is another critical reason that makes them a preferred choice over marketplaces. Moreover, customers often need assistance to make a buying decision. According to a report by SalesForce India on BusinessToday, 89% of Indian consumers expect real-time interaction with brands. The dedicated support available on brand websites fulfils this expectation.

A Brand Website to Boost Your Digital Growth

It is essential for every brand to build a digital presence that is balanced and omnipresent. If you are a retailer only selling products through marketplaces, it is time for you to think about building a brand store to boost your growth further.

Consider a reputed digital agency to build a customized online store and provide expert assistance in boosting its popularity and reach.

October 4, 2021
How the Omnichannel Approach Improves Customer Experience

A few years ago, brands offering high-quality products and world-class service were believed to have cracked the code for winning customers. After some initial success, most such brands were unable to keep the momentum.

If it is not product or service quality, what is the single most important factor for attracting and retaining customers?

Customer Experience is the Key

While there are several aspects that build a successful brand, one of the top priorities should be to deliver a great customer experience.

According to Zendesk’s Customer Experience Trends Report 2021, 72% of Indian customers have said that they are willing to spend more with a brand offering a good customer experience. Moreover, the report also suggests that 50% of the customers will switch to a competitor after just one bad experience.

But with the number of traditional and digital channels for engaging with the brands steadily rising, especially since the pandemic, delivering improved customer experience is a major challenge. An omnichannel approach could be an effective solution. Here are some of the different ways in which an omnichannel strategy could boost customer experience-

1. Consistent Messaging and Improved Awareness

An omnichannel strategy aims to deliver an integrated shopping experience to the customers whether they shop from an online store or a virtual store. For instance, a customer who wants to purchase a new smartphone should have the same experience on a brand’s website, app, and even in their brick-and-mortar store.

The approach allows the business to have consistent messaging irrespective of the channel used by the customers. As the message remains the same, it helps in improving the customer journey and often leads to increased brand awareness.

2. Increased Number of Purchase Channels

According to a study by Harvard Business Review, around 73% of consumers now use multiple channels during their shopping journey. In other words, it is now crucial for brands to be present across as many channels as possible to deliver an improved customer experience.

An omnichannel strategy provides businesses with an opportunity to have a healthy presence across channels, be it on the web, mobile, or in physical stores. According to a joint study by MediaCT, Sterling Brands, Ipsos, and Google, 75% of the consumers are more likely to visit an offline store if they have come across the brand’s information online.

Moreover, the Harvard study also suggests that omnichannel customers spend around 4% more on average every time they shop offline and 10% more when shopping online. This could lead to significant improvement in sales and revenue for the brand.

3. Omnichannel Attribution Helps Map Customer Journey

If you can’t measure it, you can’t improve it. Omnichannel attribution is a measurement model that brands can use to measure the effectiveness of each element of their marketing initiatives. Each channel or touchpoint that contributed to a sale can be pinpointed to understand the customer journey better.

The information can then be used for fine-tuning the marketing strategy and deliver an improved experience to the customers. Omnichannel attribution enables brands to track how effective their online and offline initiatives are even when multiple channels are utilized.

Improving Customer Experience with a Custom Omnichannel Strategy

Merely being present across the channels is not adequate anymore. Customers now prefer a consistent and rewarding shopping experience across channels, which makes omnichannel marketing an excellent way to fulfil their expectations and provide them with an improved experience.

Most brands foraying into omnichannel marketing do so with the expert assistance of reliable digital marketing companies. Experienced marketers can customize the omnichannel strategy for a brand to ensure that every initiative is fully focused on fulfilling the brand’s objectives while also delivering an improved experience to the customers.

September 3, 2021
What is Omnichannel Attribution and How to Get It Right?
Fulfilling customer expectations, improving customer retention rates, and generating higher revenues are some of the primary reasons that make omnichannel marketing a must for every successful brand.

Especially in a country like India, where consumers are inherently omnichannel and combine online and offline touchpoints before making a purchase, offering a unified experience across channels is becoming more important than ever. According to research available on Mint, around 74% of Indian consumers shop across channels, including trade outlets, local retailers, and online.

If you are planning to implement an omnichannel strategy, how will you recognize the channels and customer touchpoints that are working and ones that are not? Will you be able to pinpoint a specific channel that is bringing in maximum conversions? Without an effective omnichannel attribution model, multichannel measurement could be very challenging.

What is Omnichannel Attribution?

Omnichannel attribution can be defined as a measurement model that brands can use to figure out the effectiveness of each element used in a marketing mix. It can help measure the role of every element that ultimately helped or encouraged a customer to make the purchase.

Let’s understand this with an example.

Tanmay, a working executive, is contemplating investing in a life insurance policy. He sees a billboard ad for an insurance product while driving through the highway on his way to work. Later in the day, he sees a TV commercial for the same product. The curiosity encourages him to search for the policy online through his smartphone and land on the same company’s PPC ads and organic search results. The following day, while browsing the web on his laptop and scouting through social media, he then sees a retargeting ad for the product. He then decides to purchase the product offline or online.

With omnichannel attribution, brands can know the effectiveness of each touchpoint that resulted in the sale. Moreover, it can also be used for understanding how individual touchpoints assisted in improving the effectiveness of other channels.

What are the Common Omnichannel Attribution Strategies?

While there are a few common attribution strategies, none of them is perfect and requires customization as per the goals and expectations of a brand. Most brands work with either a digital marketing company or their internal marketing team to help them design a personalized attribution model. Here are two of the most commonly used strategies-
- MTA
The MTA or Multi-Touchpoint Attribution provides personal-level granular data of each touchpoint in real-time. This data can be analyzed by marketers for making changes to the live campaigns to meet customer expectations and needs better.

But a common problem with the MTA model is it does not provide any insight into how important the role of a particular touchpoint was in the customer’s buying journey.
- MMM
Unlike the MTA strategy that focuses on personal-level data in real-time, the MMM or Media Mix Modeling only considers aggregate data that has been collected over a longer duration. This makes it an effective strategy to understand the overall impact of a campaign and historical trends better.

However, this model offers no assistance in helping brands understand the individual preferences of a customer. Also, as MMM requires long-term data, marketers cannot use it for real-time campaign optimization.

Measuring Impact of Each Channel with Omnichannel Attribution

While having a multichannel presence is paramount, it is equally essential to effectively measure the impact of each channel on the customer journey. Only when a brand can measure the impact can they use the data to improve their strategies further.

Omnichannel attribution is an evolving field that brands should make a note of when it is still in a preliminary stage as it can help make their omnichannel strategies more effective and enable them to optimize their media spends.

Marketing experts can help brands build an effective attribution model that is customized as per their objectives so that they can accurately measure the strengths and weaknesses of their omnichannel campaigns and make them more effective.
September 1, 2021
The Rise of Omnichannel Marketing in the Post-Pandemic World

With almost every country resorting to strict lockdowns for preventing the spread of coronavirus, brick-and-mortar stores had no option but to remain shut for several months. The e-commerce industry became the biggest beneficiary of the pandemic, with the likes of Amazon registering record sales and revenue.

Apart from digital experiences becoming a more common aspect of consumers’ everyday life, the pandemic also accelerated the evolution of online channels and customer expectations. Most consumers now use multiple channels and expect a seamless and consistent experience across channels.

Omnichannel marketing effectively targets this consumer behaviour, making it an essential tool in the marketing arsenal of every brand in the post-pandemic world.

What is Omnichannel Marketing?

In a nutshell, omnichannel marketing is a cross-channel strategy to improve customer experiences and drive improved relationships across digital and traditional touchpoints and channels. Every channel works in tandem with the overall marketing strategy to deliver a unified experience.

Whether a customer is shopping online from mobile or desktop or a physical store, the experience across the channels will be seamless and consistent. Some of the basic examples of omnichannel marketing are cart abandonment emails, retargeting ads from abandoned carts, and promotional SMS messages when a customer is shopping in-store.

Why Omnichannel Marketing in the Post-Pandemic World?

Here are some of the top reasons why brands should focus on building an omnichannel presence in the post-pandemic world-

1. Delivering Personalized Communication and Experiences

According to a Zendesk report, more than 50% of the customers in India agree that experience is now more important to them than it was a year ago. The report also suggests that 40% of the customers would prefer to shop from a different brand after just a single bad experience.

An omnichannel marketing strategy unifies all the online and offline channels to ensure that customer experiences are consistent across platforms and devices, making it easier for brands to engage with the customers on a more personal level.

2. Improved Engagement and Revenue

Customers also respond much better to omnichannel strategies. As per an Omnisend report that analysed more than 2 billion campaigns, marketers using 3 or more channels generated 18.96% engagement compared to 5.4% engagement earned by marketers only using a single channel.

Moreover, omnichannel customers also had a 250% higher purchase rate compared to single-channel customers. In other words, omnichannel marketing not only improves engagement but also encourages more purchasing, helping brands generate more revenue. As several brands were hit financially during the pandemic, an omnichannel strategy could help make an effective comeback.

3. Data Analytics at Its Best

Going omnichannel also extends to data analytics. Omnichannel attribution makes it possible for brands and marketers to track engagement across all the channels and touchpoints. This provides them a better understanding of the customer journey and preferred engagement channels and makes it easier for them to understand which channels/touchpoints/campaigns deliver the best results.

All this data can then be used for fine-tuning the marketing strategy for optimizing media spends and building targeted campaigns.

Futureproof Your Brand with Omnichannel Marketing

While omnichannel marketing has been around for some time, it was only during the pandemic that its importance shot up due to the changing consumer habits.

With customers getting used to the extensive range of channels and touchpoints that make their buying journey easier and more rewarding, omnichannel is all set to become a dominant marketing strategy for every successful business.

The expertise of a reliable digital marketing company could help brands make the most of this marketing trend that is expected to revolutionize the marketing landscape.

August 27, 2021

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