Aligning channels to achieve commercial objectives

0:00

Jessica Peake

Understanding the role that a omnichannel strategy plays in achieving commercial objectives really boils down to purpose.

I think it’s the responsibility of the marketing team to really hone in on that purpose. Whether it’s brand reputation, increasing visibility, acquiring leads – lead generation.

It all has to drill back into that purpose, before you even start thinking about channels or platforms.

0:23

Lucy Croft

I agree. I think it starts from the strategy and overall marketing goal.

Then also looking at your options in platforms and channels, before figuring out which ones are the best in terms of opportunity. But which one is also a necessity in the commercial landscape and where you already sit within this, and where you need to be to achieve them commercial goals.

So, I think understanding exactly what that is, and how you can use an array of platforms and channels to achieve that.

0:52

Jessica Peake

I think it’s so important that we recognise impact measurement and auditing – being able to undertake a flexible, responsive approach, as the nature of the data is constantly changing. I think that’s a bittersweet thing for marketeers, because you have the opportunity to adapt and flex and really maximise performance.

But at the same time, it can be quite challenging to keep on top of all of that data.

1:19

Lucy Croft

I think as we enter the cookie-less world, getting that data is harder – but it is more valuable because it’s really insight led.

We can understand exactly how our customers are behaving, but also use that to create what is next, to ensure that we’re informing our strategies.

But also doing it right at the start to make sure that what we what we want to communicate can be tracked. So, it’s not just a case of we’ll do and then reflect. It’s thinking about the reflection before you arrive there.

Making sure that we can gleam all the data and use it along the campaign to adapt – to make sure that we’re not just getting to the end and going “We should have done this.” We actually implement and adapt.

Especially with the changes in data that we can get. There are always new things that we can, we can gleam. So it’s worth doing that on a regular basis.

2:07

Jessica Peake

The platforms are now being created with such high functioning insights tools already in them. Whereas you think back five years ago when you have to use external sources to track, for example, Instagram follower growth – now everything is in-built.

They know that organisations and marketers are wanting to construct that data led approach. There’s still a long way to go with quite a lot of I think, but with the rise of GA4 and all the other wealth of different insights tools that we’re using, like you say, it’s getting harder and easier at the same time.

2:40

Lucy Croft

Yeah, it’s getting harder, but I think it’s becoming more valuable in terms of what we can get and where we can get it from.

Bringing that all together, and not just using one in isolation.

So, using the social media data, but also using behavioural data on page to connect the journey and figure out where it is that users are engaging, what they’re engaging with. Then using that to inform is the way is the way forward, and continuing to do it throughout the campaign.

3:05

Jessica Peake

Definitely. And with behavioural data, I think especially within the service led or the B2B industries – it’s not always as easy to attribute a definitive ROI to marketing activities.

I think understanding there are so many different metrics that can help reinforce whether you’ve achieved that original KPI. Whatever that commercial objective was, it might not just be that an easy enough track in terms of E-commerce.

It might be, you know, time on page – how was the user really engaging and interacting with your content?

I think really putting together a robust reporting approach really just has to centre with that purpose and the original objective.

3:47

Lucy Croft

It’s defining, to start with, what is a conversion to you.

It’s understanding, so E-commerce is click to buy – that’s my conversion. But with B2B, like you said, it’s more difficult. So, understanding where your engagements are, and implementing things like custom conversion on GA4 and understanding what does that mean to us?

OK, they’ve clicked on this, but what does that mean? Where have they gone next?

It’s connecting that journey but making it unique to your business and align it with the goals that we’ve set at the start of the campaign.

It’s understanding all the different options and how you would use it, but also what it means and how it links back to that.

Overall, what is a conversion.

4:26

Jessica Peake

And the beauty of all of that as well?

It really easily signposts where you can improve. So, thinking about a continual strategy, continually moving forward.

If we know where people are dropping out of that funnel, and we know in terms of lead generation, where are we losing them?

If we can sign post that, we can then adapt our organic, our paid, all of our other types of marketing strategy, to reinforce those areas where we might be feeling, you know, weaker or learn from those areas where we’re stronger.

Achieve commercial objectives with The Omnichannel Approach, unlocking your brands potential with powerful messaging across key platforms.

Want to hear more? Listen to the full conversation below…

Panel:

Jessica Peake

Senior Marketing Manager.
Find them on LinkedIn.

Lucy Croft

Marketing Manager.
Find them on LinkedIn.