Omnichannel modelling of audience

Dynamic orchestration as the customers are. Maybe the company succeeds at lead generation on social media. Maybe the company is hitting it out of the park with banner advertisement switching to known customers. Maybe abandonment of shopping cart has declined significantly since the redesign of commerce. That is all great news. 

But does the company know how any one of those victories is influencing the others? When it turns to matching mediums, messages, and moments to audiences, is the company capable of building, test, tune, and test once again, in the moment and between channels? 

This type of interconnected omniscient, real-time understanding of how the marketing mix is operating together has been the guarantee of digital marketing for years. However— due to business silos, technological complexity, disconnected data and a lack of complete transparency and integration from agencies and vendors—those pledges have mostly gone unfulfilled. 

As a consequence, most marketing specialists are only useful on a channel-by-channel ground. What is necessary is effectiveness on a client-by-client basis. 

This is the most difficult challenge—and powerful opportunity—that marketing specialists meet. CMOs have noted for years omnichannel marketing; yet most of modern technologies, metrics, processes, and contracts—not only marketing operations—are made for a multichannel paradigm. Channel teams each function in their own customer data orbit and are creative, and those trajectories rarely cross one another. The paths that audiences are slashed on social media are different from how they are split on connected TV. Creative on one platform are not instantly tested, applied, and refined on another—much less across them all. 

People are ever-moving and dynamic. The company’s marketing team has to be as well. That is why success of omnichannel marketing starts with getting good at creative optimization and dynamic audience modelling. 

Consider looking far beyond standard retargeting instruments utilised nowadays. Those essential capabilities were created on connections that advertisers and networks created between a few pieces of past browsing details. Today’s AI and ML capabilities—together with the company’s first-party customer data, publicly available contextual information and the ongoing audience resources of commerce, search, and social media platforms—make it likely for the company to orchestrate engagement and audiences in different channels based on tons of data points in real-time. 

That is why modern most sophisticated marketing specialists are doubling down on machine learning, analytics, and automated decisions—with a priority on connecting actions to insights across channels. They acknowledge that in order to model the 5 or 10 audience groups that are most feasible to make a particular purchase today— and then make it again tomorrow and the following day—they have to reorient both their internal processes and technologies to allow more regular and ambitious modelling in a test-and-control framework. 

And through audience delivery, connecting advanced data integration,  creative optimization, and marketing orchestration instruments, they are capable of effectively closing the loop between actions and inputs—across every touch point between audience and brand. 

Getting there is not only about developing and connecting technology. In many businesses, marketing tactics are owned and siloed by different teams: One team is responsible for email, another manages social, and third optimizes website landing pages. These silos must be changed in order to effectively manage paid and owned marketing activities, and to comprehend and engage audiences in an omnichannel way. That method, for instance, cross-selling emails sent to segments of customers align, in both content and tone, with targeted ads revealed to those same clients on social channels or publishing platforms. 

In spite of the technological complexness involved, these steps can ultimately help the brand turn out more emotionally relevant, more trustworthy, and responsive. In doing so, the company can build customer loyalty and trust in manners that competitors just will not be able to question. Testing and optimization are not linked to known customer data. 

The company’s individual customers do not turn different when they move between devices or channels. Yet the approach born by most brands suggests that audience insights appear in one moment.

For example, a global financial services corporation wanted to accomplish better performance, personalization, and efficiency via its marketing. End-to-end journeys were set up and managed in the company’s own marketing cloud, utilising advanced segmentation and A/B testing. The measure reduced the time of journey life cycle by 50%, reduced creative and data errors by 20%, and improved customized messages through adding personalization attributes.

In addition, there are social media trends discussed that experience-focused CMOs are adopting in order to fulfil the digital marketing promise —and propel growth as a result. 

TikTok will grab social media, pushing other platforms to adapt 

As the one trend that is practically guaranteed as to be in 2022 and move further, it is the continued TikTok domination. The short-term video platform has smashed download records, fast becoming the go-to application for binding with exciting and future customers. Powered by a very personalized system of content recommendation, TikTok can help brands raise exposure to and unite with an engaged, qualified audience. As the application looks to raise an e-commerce aspect and model of monetization, brands that want to communicate with consumers have to be TikTok savvy.

TikTok recognition has grown markedly since its beginning. Conversations rose stably until the 2019 end, and the application then jumped in popularity as people spent more time at home over the pandemic. A more than 60% increase in mentions year on year over the H1 of 2021, transformed into new users, making it the first application developed not by Facebook to reach 3B downloads over the world. 

Takeover of TikTok is making a stir on social media. 

Conversations about TikTok have been expanding since the 2017 end and earned traction over the H1 of 2020, to peak in 2021. 

One expert emphasized that with TikTok, there is a change from views to creations. There is no ‘recipe’ in posting ‘the proper thing’. A platform that welcomes diversity, TikTok encourages individuals to cast images of themselves without considering too much about complying with specific standards. Anyone can be a trendsetter or creator. With such democratization, content evolves more hyperlocal and succeeds on being a place where content that is irreverent, humorous and snackable. 

At TikTok, it is believed that businesses of any size earn to be discovered, and the brand can be empowered to grow via storytelling and creative content. 

Modern consumers are increasingly tech-savvy and set a premium on holding up with the latest trends. They are also glancing for fun, short, snackable information on the go. Merge these two forces and it turns increasingly hard for brands to contend for user attention, particularly with advertisements – because, people have noticed time and time again, they do not like advertisements.

The research show that almost 70% of marketing specialists did not intend on using TikTok for marketing. However, 35% are curious in learning concerning this platform. If the company is looking to diversify marketing beyond Instagram, examine TikTok. This is especially crucial if the company is targeting Gen Z.

The persisted TikTok rise is unquestionable. The platform provides such a low entry barrier when it turns to making creative, bitesize video data, whilst providing the opportunity of huge organic engagement and reach. You can also repurpose the videos and share them on other platforms. Some of the TikTok videos shared on LinkedIn can help to generate thousands of revenues for social media and video marketing agency of the company

As TikTok keeps rising its active users, new opportunities for journalists and news organisations become noticeable to use this platform in a manner which is fitting with the platform’s distinctive format and culture.

Over the last years, TikTok was the most downloaded application and with more and more customers preferring to operate the creative entertainment platform, brands are using the opportunity to catch a new audience and reveal their brand personality. This popularity has also prompted the more habitual social media platforms, such as YouTube and Instagram, to experiment with new forms of content that will catch the TikTok generation’s attention.

IN PRACTICE

TikTok knows better 

Discussions around the #TikTokResumes shined in July when the brand revealed this new feature that would deliver more value to the consumer experience. Over the course of becoming a brand that is for more than entertainment, TikTok Resumes let users publish their resumes and apply to positions directly via the platform. With over 3.4K online conversations and more than 300M views on TikTok, this hashtag has been getting traction among young generations who are eager to express their creativity when applying to positions. 

How customers are pushing the trend 

TikTok has generated quite a move after it first started to develop, and huge brands that take an attraction are benefiting from the new application. Many brands have shifted to TikTok to maintain their audience over the COVID-19 period, switching from advertisements to more direct consumer interaction forms. The success of TikTok is caused by consumers themselves, and businesses that are listening to customers will operate better in the long term. 

It was also noted that TikTok content diffuses regularly over other platforms, revealing that it is a medium that customers engage with on an omnichannel level. Encouraging other channels to try content to match.

Consumers have moved quickly and fully and to TikTok that other social media have had no option but to follow. For example, Instagram Reels took impulse from TikTok’s platform, and also Reddit rolled out a short video format that is similar to TikTok. 

Examining the mentions and keywords of TikTokResume it can be noted that major brands like Shopify, Chipotle and Fitch have been mentioned alongside the launched feature. 

KEY FINDINGS

Follow the audience 

If the company’s audience is on TikTok, the business should be too. Join them and know where and what they are interested in. To flourish on the platform, the company has to make sure it is a part of the conversations it is having. 

Put aside tradition 

Such a strong and sudden increase in user-generated content has transformed the course many traditional enterprises have been marketing. Some brands will stay reluctant to admit TikTok’s potential, while the pandemic has revealed just how important this new application is to access in a better direct way to engage with customers. 

Prepare for a model of monetization 

Even with all the absolute success, TikTok has to keep innovating to remain ahead of the competition. To capitalize on the potential and momentum, the platform is operating on enhancing monetization processes to support both creators and customers from bouncing ship or losing interest.  This is necessary to keep in mind when planning the company’s next year’s campaigns. 

Keep development on the horizon

TikTok placed some new restrictions on direct messages for teens to ensure the application is secure and available for every age. As the application grows, so will its services and features.

Social advertisements will evolve, while cookies get ceased 

As Google is set to stop cookie tracking by next year, the future of social ads remains to be clarified. For businesses, this means learning to balance the demand for personalized assistance and the need for compliance and consent. While the cookieless future appears bright for advertisers, consumers, and good publishers, those that have been benefiting of privacy-invasive information collection from users will need to reconsider their strategy. 

Advertising has arrived a long way, and with social media, companies are capable of reaching bigger audiences than before, raising engagement and brand awareness. This last year, social platforms have evolved a massive asset for advertisers to reach customers in a direct and more personal way. The internet’s power to manage billions of data points on individuals is a complete gold mine for brands. Advertisers have learned the importance of social ads and how critical they will be driving forward. 

 The consumer journey is not linear. It also turned shorter than ever. The course to purchase is evolving more and more unexpected though for sure community commerce evolves and will continue to play a key role not solely in pushing conversion while also in shrinking the buying journey. Think shoppable advertising formats though also organic trends, those are at the heart of transforming the standard buyer journey from one where browsing and hesitation take the lead, to one that runs straight to purchase, thanks to the social proof power.  

Social commerce has undergone an exponential boost and has markedly changed e-commerce. This trend will persist in 2022. Even TikTok just jumped on the e-commerce tendency and now shows shopping links. In addition, corporate influencers will turn more and more crucial – whether it is to execute marketing targets or to recruit staff.

Social networks like to entertain a lower place in the purchase path of services or goods, and the ease of purchasing through social commerce will be the true game-changer. This will have an effect on the client experience that will be become more and more fragmented and distributed across different channels, as well as the data developed that will have to be handled by management via a single, ordered, and consistent measurement framework. In this reason, data strategy will become essential to understand client behaviour and adjust performance.

Withdrawing the cookies is a power play from the most influential and important tech giants while also a big opportunity for marketing specialists to leave lazy tactics and create a more straightforward relationship with prospective and current customers. Paid email and social marketing will turn increasingly vital, though the winners coming out of this will be the companies who understand the customer relationship power. 

This year, customers and brands also stayed online amid to the pandemic. This increase in all digital things resulted in a massive spike in social ads, a tendency that is certain to persist into 2022. Brands shifted to promotions as a fast solution, which raised competition in an already crowded advertising space. Social platforms have turned a huge asset for brands attempting to reach their audiences. The brands that will reach out on top are those that operate consumer insights and social ads to drive business influence and deliver hyper-relevant content for specific audiences.

Whether it is TikTok, Instagram, Facebook, or social ads, innovation is required to grab users’ short attention spans. Those who concentrate on surprise moments, interactive content and emotions will take their content marketing to the new level and be capable to meet the needs and viewing target audiences habits.

IN PRACTICE

GoPro pushes online presence

GoPro has a whopping total of 18M Instagram followers, 

2M Twitter followers, over 10M Facebook followers, and a widely noted hashtag. GoPro consistently operates their social channels in a plenty of ways, always ensuring their content is channel-specific and on-brand. GoPro operates consistent marketing campaigns, such as photo competition, to improve engagement and support customer loyalty, and demonstrate the product quality. The company’s social media posts and general presence is more useful than any clickable ad or pop-up due to it is genuine and representative of their mission and brand. With absolutely thought-out content and initiatives, it is no wonder their following is as big as it is.

How customers are pushing the trend 

Almost half of internet users note that they are probably to purchase brands they notice advertised when browsing, making a massive opportunity for advertisers to develop via this tactic. Nevertheless, success here sits on the company’s ability to provide personalized ad experiences that speak to ideas or needs that customer already have in mind. User anticipations for advertisements change across generations, so the trick is to earn a deep knowledge of the preferences of the audiences and build the strategy around them. 

KEY FINDINGS 

Tap into the confidence in user-generated content (UGC).

With so many individuals setting up ad blockers and actively attempting to avoid advertisements, the company will have to turn creative. Most customers trust other customers over brands, so make sure UGC content is a component of the game plan. 

Time for target training 

Facebook has 52K data points, which includes every message sent or received by the individual, every time he or she logged on, downloaded files, messaged,  and more. With such a huge amount of data accusable to advertisers, brands can move forward with extremely targeted and personalized ads. 

Make data metrics the company’s new friend 

Ensure the company’s determinations are data-driven, with understandings of the customers. Develop a comprehensive analytical view of the customers, then build the strategy around it. 

Engage, educate, and entertain 

It is inherently hard to determine the tone of an advertisement, though one thing that can be effective is pairing the angle with information or other useful content.

Social selling to streamline the consumer journey 

While social commerce was once focused on promotions or ads, platforms are starting to deliver new and creative selling solutions that concentrate on making the journey more comfortable for buyers. For instance, Instagram presented new shopping options which allow social media customers to purchase products without leaving the application. Moving into this year, brands have to re-evaluate the purchasing paths they consider taking benefit of social selling options via Instagram Reels, stories, posts, and more.

As social media platforms are beginning to supply e-commerce merchants with new features of shopping, channels such as Instagram have turned synonymous with influencers. Influencers support brands via strategic partnerships, promoting services or products to their big, loyal follower databases. This influencer marketing set marks a great opportunity for brands to adjust their services and products with appropriate influencers to meet new audiences in a position where they are already spending most of their day. If the company is not thinking of this strategy, now it has to: 70% of marketing specialists plan to spend more money on Instagram influencers than any other options this year. 

 The development of social selling – seamless selling is the course of the future and social ads are adjusting to the demand. TikTok advertisements revealed that ‘native’ is a lot more convincing for a savvy audience that can see via staged promotions.” 

This year will see the continuance of TikTokResume functionality appearing on social platforms as TikTok keeps its application download leading position. In-platform shopping will also keep growing. The company will also notice if live audio spaces turn popular with the mainstream after some key players ran to add them in 2021 in reaction to Clubhouse’s impulsive user surge.

Social selling is expected to gain more importance this year. On the one side, influencers who have been nurturing products through their channels with coupons will increasingly develop their own creations. On the other side, businesses will develop new options such as product live streams with immediate customer feedback.

TikTok will keep paving the path and setting the manner for other platforms. It is not only about TikTok-like formats such as short videos or reels; the manner TikTok sets trends, develops content, and attract users is unique.  

This year is set to bring an uptick in social selling as sales teams shift from face-to-face to online selling and new-age customers choosing digital channels for purchasing.

IN PRACTICE

PrettyLittleThing giveaway 

Social commerce is not only selling through social media; the company have to ensure consistent interactions that guide to customer interest. Social commerce has slowly been rising in popularity over the last years, nevertheless, due to coronavirus consequent lockdown, social commerce has undergone a fierce surge as customers familiarized themselves with e-commerce. 

PrettyLittleThing is an online apparel brand that utilises influencer marketing to engage with community, making posts an average of six times per day to boost its chances of visibility. Last year PrettyLittleThing’s summer giveaway obtained over 8.7K engagements. 

How customers are pushing the trend 

To get a customer attention and hold it, brands are having to think out of the box and turn creative. Livestreams have evolved into a popular way in which customers can interact and even buy products immediately. The more the company knows about the customers, the better it will be at making content that attracts them. As companies catch on, it can anticipate more shoppertainment content on social media. 

KEY FINDINGS 

The visuals of the company have to attract 

If the company is utilising social media to market, be as eye-catching as feasible. Based on Instagram statistics, 70% of shopping fans shifted to the platform to check products. Use image analytics to discover industry-engaging images.

Become personal 

Customers desire personalized experiences, and brands that aim to stay competitive have to get onboard. Try to act as much responsive as possible. Think of chatbots or customer analytics instruments to ensure the customer journey is as swift as can be. 

Simple and seamless

The company can no longer overlook the client experience. The faster and easier it is to steer the process and platform; the better chances of a sale are. No one likes a complex ten-step process just to check out. 

UGC as a method to connect 

Connect with the customers with user-generated content. Whether it is enhancing how considerations are collaborating or accessed with happy clients, UGC is a great option to sell on social media as it builds trust while improving engagement. 

Keep up with existing social commerce tendencies 

This year more and more platforms revamp or incorporate  social commerce into the planning. For instance, Pinterest setting up buyable pins. Elevated functionality within social commerce is the course to go. 


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