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Getting Started With Omnichannel Marketing

Getting Started With Omnichannel Marketing
Omnichannel marketing helps you engage with prospects by delivering a seamless information experience across multiple ad platforms. After you build a segment in Radius, you can deploy the same records to each of the ad platforms you use.

Understand Your Target Audience

Here's what you'll need to do.

  • Collect data from online and offline sources to identify insights about your audience and the channels they use to interact with your brand.
  • Identify what you will do, as a brand, to deliver a message that's relevant at the right time, in the right place. Make sure to think about any other encounters your prospect may have with your organization.
  • Identify the type of message you want to deliver.
  • Align content based on audience insights and behavior.

Build A Segment

When you build a segment for omnichannel marketing, make sure you select the business and contact signals Email and Phone so your digital ad platform has the right information to build an audience. Then, use any other Radius signals to target your audience. Most ad platforms require a minimum number of records for an audience so we recommend building Radius segments with at least 2500 records to meet that requirement after matching.

Build a Segment

Deploy Across Multiple Channels

Once you build a segment, you'll send the same New Radius records to each ad platform you're using such as Facebook Ads, Twitter Ads, and then Google AdWords. Do not edit or modify the segment for each deployment so that you get the same records in each ad platform.

Deploy Across Multiple Channels

Deploy Records to Salesforce and Track Performance

Deploy the same New Radius records to your Salesforce to start tracking performance. When Radius syncs with your Salesforce, those records are identified within Radius as Open records. The sync update can take up to 30 minutes.

Deploy a Market Segment to Salesforce

Measure and Optimize

There are two types of omnichannel metrics you should focus on: pipeline performance metrics and customer interaction metrics.

  • Pipeline performance metrics help you track the impact of your demand and sales programs across channels and how those programs influence/source your revenue goals.

  • Customer interaction metrics help you understand at a granular level how prospects interact with your brand and respond to your message across all the channels you use. 

Your marketing platforms have channel-specific metrics such impressions, click-thrus, costs, and bidding optimization. While Radius doesn’t track campaign-level metrics, it allows you to identify future campaign efforts based on historical conversions through the funnel and machine-learning. Predictive and segmentation features analyze historical performance across deployed segments and help you identify which audiences to target next, allowing you to build a consistent feedback loop between the marketing campaigns and customer interactions for your omnichannel experience.

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