Omni, meenee, mini, mo.

By Sophie Nettlefold

You can have it all, with omnichannel marketing.

Omnichannel marketing refers to one campagin that runs across multiple platforms at once. Ultimately, marketers are seeing omnichannel marketing as the way of the future, and social has become a strong featured-element  of the bigger picture; social is the platforms and tools used to connect and collect data from your digital communities.

But rather than getting overwhelmed with new platforms and strategies, marketers are using automation to streamline this process. Smart, targeting marketing campaigns were the name of the game this year’. – ShortStack Blog

Automation can aid the marketing process in numerous ways, with features like pixel tracking or action-gated landing pages adding more value than ever before. An example of this is when an action-gate invites interaction from users to input email addresses, or perhaps answer a question, and in return, brands share something ‘of value’ with responding community (a download, entry to sweepstakes, a discount code etc).

A recent white paper published by ShortStack  outlines results from more than 27,000 campaigns developed across Facebook, Twitter, Instagram, Pinterest and LinkedIn and highlights the benefits to extending marketing efforts when it comes to sharing original content, contests, giveaways and landing pages.

The results found that omnichannel campaigns- those that were housed on a standalone landing page and posted to social networks via URL or embedded via iFrame to the website –  increased CTR (click through rate). In addition to this, those that were able to be shared and interacted with on any website or device contributed to (on average) 31% more entries than those published just to Facebook. Put simply, content such as apps, landing pages, videos and infographics created off-Facebook help to drive campaign success.

What does this mean for you? This indicates that while Facebook remains a consistent vessel for interacting with customers, it has an ever-increasing role as the bridge between user and brand content.

Due to algorithm changes and general changes in user behaviour, socials engagement occurs differently today when compared to even a year ago. For upcoming campaigns, why not consider landing pages, microsites and marketing hubs rather than relying on a single channel. At Servants, we’re automating our campaigns and currently putting these ideas into practice. If you would like to know more about our digital ideas or require assistance implementing these strategies, contact the team today!

Download the ShortStack White Paper Campaign Response on the Web vs. Facebook.


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