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,