Omnichannel Marketing archivos | LDM Marketing Digital y Business Intelligence

17 Sep 201919 Sep 2019

Omni Channel Marketing Software | Measuring the offline world for your digital campaign is possible

When it comes to campaign investments, it is necessary to get the most out of every dollar you invest. And if you work with a multichannel strategy, it is important to know your results on all platforms (radio, digital TV, ads, etc.). That’s when Decidata becomes your best ally, especially if you do Moment Marketing.

Because even when your strategy is adapted to each medium, it is necessary to be able to measure the efforts in all contexts. With Decidata we are truly able to understand if our omnichannel strategy is working.

One of the benefits of taking advantage of that “Moment Marketing” is its implementation in programmatic purchases, as well as Digital TV. Therefore, our investment in boosts will have the best result if we can measure and optimize.

Moment Marketing is the ability to take advantage of an event to generate a real-time interaction with customers on short occasions, which is relevant, related and seems spontaneous.
William Grobel, Senior Manager, Deloitte Digital. Toolkit 2016; Moment Marketing

Moment Marketing bases its strategy on 3 pillars to get the right message, the right consumer and also the right time to show your product or service. That’s why we must seize the perfect moment to reach the right target.

What is Moment Marketing?

It’s a strategy that allows you to connect with the right consumer at the right time. It lets you highlight your brand in the perfect moment.

What is Programmatic Advertising?

This refers to the automatic purchase of advertising spaces through auctions. Through the programmatic algorithm, the user information and the marketing strategies of the company are combined to offer personalized advertising for each user.

What is digital TV?

This refers to the set of image and sound transmission and reception technologies through digital signals.

What is AI Performance?

It is artificial intelligence technology that allows you to obtain performance results in all your marketing campaigns.

For this reason, when we need to make programmatic purchases for digital platforms, it is important to use the one that offers you the best tools, and through LDM you can apply it to your strategy.

Decidata is a technology company for media and marketing. It was founded two years ago and it develops technological solutions for brands and marketing agencies that allow the synchronization of television advertising with digital and launch targeted campaigns towards specific segments of the population.

Television in Mexico is not dead. Rather, it is in the process of digitizing its content and the way in which advertising is purchased.
Jean Mathieu Grappe – Co-founder of Decidata

The origin of the data that Decidata uses to power Artificial Intelligence algorithms comes from servers that collect through an antenna all the signals of IP television, satellite, and open television. They also gather the information through devices that pay-TV operators provide to their users to offer their services. As a result, they know exactly what each user is seeing at every moment of the day.

Get Performance Results through Moment Marketing with Decidata tv

Thanks to Performance AI, its Moment Marketing platform based on Artificial Intelligence achieves guaranteed performance results while maintaining scope and budget objectives.

Operator Solutions

They work hand in hand with TV operators, channels and broadcasters to help them achieve a higher ROI. This is achieved with real-time monitoring and monetization of content.

Advertiser Solutions

Discover how Artificial Intelligence, Moment Marketing, and Real-time Attribution can improve your digital campaigns and the efficiency of your offline ads.

Get to know the Top 3 benefits you get with Decidata tv

Due to their offline monitoring technology, they are able to recognize and analyze content and commercials on the air on TV and radio platforms.
They allow advertisers to compare, buy, control and optimize each marketing campaign on any screen.
They offer premium inventory to media owners easily on all screens thanks to their content monitoring and our tools. This helps optimize the workflow, making it easier for brands and agencies to maximize their media investment.

How does Decidata accomplish all this?

Its monitoring and advertising platform does everything mentioned above as follows:

Launch your campaigns
Monitor your inventory
Analyze your competition
Optimize your ROI

Also, a great advantage is that they provide you with reports and recommendations in real-time so you can optimize your results online and offline. All these services are available to us.

Get to know additional benefits of Decidata

Paid online and offline campaign data analysis.
Budget management, guides, and performance powered by its Artificial Intelligence developed by experts in the programmatic purchase, strategy, and analysis.
Optimization for higher conversions. A / B testing, performance campaigns, etc.
Access to direct and indirect key metrics. This is achieved through monitoring user behavior (impressions, views, CPM, CPV, CTR, CPC, VTR, CPL, etc.).
Cross-channel to reach your audience through different screens and devices.

In LDM we offer Decidata as part of our services

In Latam Digital Marketing we are the # 1 agency in Marketing Performance, that is why we always need to offer the best results to our clients. And Decidata has helped us offer this to the different brands we work with.

Likewise, when working with offline and online processes, it’s important to have the right tools to offer omnichannel strategies to our clients. Because the offline measurement is not normally possible, Decidata becomes an important ally for these cases.

Each person has steps or points of contact that a person goes through before making their purchase. Probably, it is necessary to investigate the means to know where our clients and potential clients move and thus achieve better results.

Decidata Success Story: Hot Sale 2018

During 2018 Decidata executed several campaigns for a Hot Sale, including one with the TV Attribution product. Certainly, this platform allowed conversions measurement generated by TV commercials on the brand’s website and thus, analyze which channels, schedules, days and creatives generated more interactions.

What were the results of the 2018 Hot Sale?

More than 360 brands participated during the 2018 Hot Sale
The average purchase was $ 1394.81 MXN.
The participating brands reached $ 8,557 million MXN in sales.
Consumers spent up to 35% more for each purchase made.

Decidata was part of LDM Kore AI HUB

The startup was present at the most important Artificial Intelligence Event in the region organized by LDM where the most recognized companies presented the new Machine Learning and Artificial Intelligence technologies. Here we present a summary of this presentation:

*Remember to turn on captions in English

So, if you are prepared to take your company to the next level and get the best result from your digital campaigns, Decidata tv is the perfect tool for you, and in LDM we can offer you all its services.

If you want to get a quote and get more information about Decidata tv for your brand or company, you can do it here:

More information here

If you want to learn more about Digital Marketing, don’t you miss our section!

We are ready to implement Performance Digital Marketing strategies to offer you the best results. Because the only way to change the future is to create it …

03 Jul 201912 Jul 2019

Omnichannel Marketing Strategy – How to connect the online and the offline world?

Over the years, all needs and preferences of people have changed. But there is also another thing changing: The marketing strategies.

Through this search for channels to reach customers, the companies realized that positioning themselves in a single channel, was not enough.

That’s when Omnichannel Marketing Strategy is born, in order to offer the most complete experience to users in several channels in a simultaneous way.

Since there is so much competition between companies, it has become necessary to be present in as many channels as possible.

All this in order that the customer can move from one channel to another and buy in the one that is most convenient for him.

For Hubspot, omnichannel marketing is “a multi-channel sales approach that provides the customer with an integrated shopping experience. The customer can make the purchase online from a desktop or mobile device, on the phone or in a physical store, but the shopping experience will remain uninterrupted.”

Multichannel Marketing vs Omnichannel Marketing

There are many channels that allow us to make the sale of a product or service. This is why we tend to confuse multichannel marketing with omnichannel.

The first one is responsible for making a sale, whether in an app, a local store, e-commerce, phone call, etc.

But all channels are independent and have their own and unique way of interacting with customers, while the omnichannel, use strategies in conjunction, where you can use one or more channels.

So, no matter how the person interacts with the brand. They still can move from one platform to another. In fact, you can make contact in e-commerce, but finish the purchase in-store.

Another possible scenario would be to make a phone contact and buy through the website. Options are endless!

The most important aspect of omnichannel marketing is to offer a personalized experience tailored to the client’s needs.

Our goal is that the client gets to decide to stay in touch with the brand and build loyalty. So we work based on a complete experience.

Here you can find a detailed video applied to a marketing case about this difference:

https://youtu.be/44rQux8Jfps

Walmart Mexico is on Omnichannel Marketing

Last year, this department store chain opened its store in Tlalnepantla, Mexico. As part of its omnichannel e-commerce strategy, the store offered the possibility of picking up orders by car or using electronic kiosks inside the store, as well as shopping some groceries in the app or the website store with home delivery.

Besides, as part of its business model, over the years, the brand has improved its services offering self-check up to 10 items. On the other hand, have offered digital catalogs to purchase products not available in-store, making the user’s experience more comfortable.

But this model is not for a single store. It plans to continue growing in all stores across the country.

Why bet on the Omnichannel Marketing?

It allows companies to generate new sales opportunities, adapting to channels.
Innovation in new processes, responsibilities, policies, and connections between the different departments of an organization.
Possibility of reaching more customers as several channels are used to transmit the message.
You will be able to interact with a client in different ways, which will offer you more opportunities to complete the sale.

If you want to know more about this business model and content strategy between channels that companies use to improve their user experience, Omnichannel Marketing is definitely for you.

Latam Digital Marketing is the indicated Performance Agency to grow your brand.

Let’s talk about your next digital strategy!

26 Mar 201917 Jul 2019

How to improve your Omnichannel Strategy

Talking about a good strategy focused on performance has to be integral.

But, what does this mean?

It means that all the strategies that involve the business target, can work as a team. Starting from this vision, not only digital marketing specialists and their variants, but also those who manage offline media, must join forces to draw effective strategies under the term Omnichannel Marketing (or multichannel).

Much has been said about the Omnichannel Marketing worldwide, but there is no doubt that Latin America is beginning to realize this. Today, large companies are becoming aware of the advantages of having an Omnichannel Marketing Strategy.

To create a good Omnichannel Marketing strategy, you must know how your product or service is performing in different channels. And nevertheless, to know how the customer journey is thorough.

What is the Omnichannel basis?

It consists of achieving to homogenize a message of your brand to all media where your consumer has a presence, in order to guide it to an action by the consumer. In easy words, with a good strategy of Omnichannel Marketing, you will give your consumer what he wants, when he wants and how he wants it.

With Omnichannel Marketing strategies, the journey of all customers starts with a channel. In this stage, the consumer is interacting but is not close to the purchase process. After this, he decides to review more information on another channel, and when he finds all homogenized, he decides to take action.

At this point, the consumer is already more receptive and ready to buy. He goes to another channel to make the purchase, and let’s say that this consumer decides to talk to the customer because he began to doubt making the purchase online. Then, a persuasion channel is opened.

Once you’re there, you already have the consumer in the final stage. All you need is a “push”. Then, the consumer could continue the operation talking to the customer and collect the product in a physical store or make their payment online.

In the opposite way to what really happens in a single-channel strategy or even a multi-channel (different channels that operate autonomously) in Omnichannel Marketing strategies, the consumer no longer perceives which one is the sales channel, but he rather focuses on the experience consisting of having the brand blurring the channels thanks to the fact that the information flows naturally in the channel and precise moment.

Do you know the benefits of managing an Omnichannel Strategy?

To improve the perception that the consumer has of your brand and can generate loyalty:
Current consumers seek to have a unique, personalized and consistent experience regarding the brand’s message, no matter which channel they’re using.
It makes your database more robust and in a more efficient way:

The main objective of an Omnichannel Marketing strategy is being able to detect or track your customers by implementing multiple channels, not only to know where they come but its preferences, so the client basically feels that you know him maybe better than he knows himself.

Help for increasing sales:
This point goes hand in hand with the previous one: The more you know your consumer, the better you will be when detecting sales opportunities. And not only recurring or unitary sales, but also complementary sales.

While these strategies of Omnichannel Marketing can be used in different industrial areas, there is no doubt that they can be seen implemented more often in the retail industry, which migration to e-commerce, projects a 20% growth.

At LDM, we had the opportunity to apply an Omnichannel Marketing and machine learning strategy for this industry. This allowed us to cross data from online campaigns with purchases made in any of its channels. By doing this, was possible to identify the online and offline behavior to know what were the opportunity areas for our client.

In the same way, efforts were made with another retail brand with a great presence in its territory, (in this case, in Mexico) last year during the Football World Cup. What was sought in this particular case was to enrich the database and boost the purchase at a point of sale (POS).

Through a strategy of omnichannel marketing, it was achieved (through digital interaction) the enriching of the database and at the same time, began a massive mailing campaign that detonated a benefit, allowing the consumer could see it reflected only in offline shopping.

In both cases, sales were increased and the relationship between the brand and the final consumer was strengthened, having as common denominator an effective omnichannel strategy.

An Omni-Channel Marketing strategy doesn’t mean that your brand must be in all media, but it applies an action plan where the points of contact between the consumer and the brand are active and coordinated with defined objectives.

If a brand wants to start thinking about omnichannel, it must be open and involved, so the customer’s experience is pleasantly personalized, continuous and universal.

And if your company already has an Omnichannel Marketing strategy, we recommend you implement the following tips:

Take into consideration the content
As with any campaign, the content will be the soul of your omnichannel efforts. First, you must analyze the content you have, and if this is able to have the attention of your buyer. It is important to remember that when you work with attractive and quality content, it speaks well of your brand.

Base your strategy on Customer Service

It is essential that the Omnichannel Marketing experience focuses on the customer. First, you must know your target customer and the preferred channels. Once you know them, you must improve response times in all areas. Faster responses not only improve engagement with potential customers but also reduce the turnover of existing ones.

All channels must be in the same line

Imagine that you send an email to your potential client who recently subscribed to your newsletter. After reading the email, they access their Facebook page, and it has a different logo on the profile. Remember: Visual consistency is not only a priority: It also needs your message and language to be aligned across all channels. By doing this, you avoid conflicting messages and prevent campaigns from competing with each other without knowing it.

Improve customer service in-store

Optimization through digital channels is important, but for those with physical stores, all work doesn’t stop there. Customers want a perfect shopping experience: It is vital to maintain brand and message consistency between the digital and the physical world. The integration of technology in the store experience presents an excellent opportunity to maintain the momentum established before the purchase.

Use integrated systems

To put everything together and track the success of your Omnichannel Marketing strategy, you must be able to measure and act with the correct metrics. However, this will not be possible unless all of your relevant marketing tools are integrated. Doing this also decreases ambiguity and cleans up your data. Some platforms make this process accessible to companies of all sizes. There is a lot at stake in your business to delay the first step for more time. The only way to prosper is to fulfill the promise of personal, omnichannel experience.

Success Case in LDM: Novey, The Power to Carry Everything

One case of success we had in the work in Omnichannel was the Campaign of Novey: The Power to Carry Everything.

The first campaign with stickers made by the company offered its customers the possibility of buying and receiving them in-store or at home to their address. Only in its first week, they achieved 185,000 reproductions, more than 1,600 interactions with the ads of the promotion and 150% of the expected sales.

Customers prefer to shop at companies that provide excellent customer service experience. While companies have been focused on working on their Omnichannel Marketing strategy for more than a decade, not many have been able to offer a transition according to their needs. That’s why today we leave you a super short video so you can learn more about the buyers’ journey in Omnichannel Marketing.

Tag: Omnichannel Marketing