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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.

Before You Start

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.

How Omnichannel Works

Deploying records to ad platforms works differently than deploying to your CRM or MAT. When deployed to an ad platform, New records don't appear as Open records in Radius. Instead, they remain in New status, which allows you to deploy the same records from one segment to multiple channels. To start tracking performance, you'll need to import the CSV file with those records into your CRM so they will appear as Open.

Best Practices for Deploying Records Across Multiple Channels

  • For each segment, deploy all New records in a single deployment. This way, you can be sure that each channel receives the exact same records.
  • Most ad platforms require a minimum number of records in an audience. We recommend deploying at least 2500 records to meet that requirement after matching. If you have more than 100,000 New records in your segment, contact your CSM.

Deploy Records Across Multiple Channels

To execute omnichannel, you'll need to deploy the same New records from a segment to Facebook Ads, Twitter Ads, and then Google AdWords. Don't edit or modify your segment for each deployment, you want the same records in each ad platform. After you deploy records to the last ad platform, deploy those records to your CRM to start tracking performance.

Make sure you deploy across each channel before deploying to your CRM. Don't edit or modify your segment when deploying.

Deploy Records to Your CRM

Deploy the same segment used for your omnichannel campaign to Salesforce. When Radius syncs with your Salesforce, those records are identified within Radius as Open records. The sync update can take up to 30 minutes.

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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