Blog Post

Evaluating the Success of an Omnichannel Marketing Strategy

January 26, 2021 - Sierra Ducey

If you’ve invested in an omnichannel marketing strategy, after a bit of time working with this marketing strategy, you may start to wonder, “what’s next?” or “how will I measure the success” of these campaigns. These are very reasonable questions to ask yourself as you need answers to help support the investment that your team has decided to make on behalf of your brand. 

Keep reading to learn more about how to evaluate the success of your omnichannel marketing strategy

Understand the time commitment

As with any new advertising initiative, change and results take time. Chances are your brand won’t go viral overnight, but rather a successful omnichannel marketing strategy will use continued evolution to acquire better and better touchpoints among consumers. An omnichannel marketing strategy will drive both positive brand awareness and the more specific KPIs you desire. 

So rather than deeming an omnichannel marketing strategy a success or a failure overnight, clearly outline your short and long-term goals. With every campaign, evaluate if your short term goals are being met and have remained on track. All of these short term goals will support fulfilling your long term goal. Continually focusing on your long term goals will make them seem unattainable. Instead, decide on a time frame – quarterly, mid-year, yearly – to stringently look at your long term goals.

Chances are if your short term goals are on track, your long term goals are, as well. Hyper-focus on the long-term goals will lead to tunnel vision, which could cause you to miss out on diversifying towards a strategic channel or opportunity.

Examine Your Campaigns Granularly

It is crucial to understand each channel, each tactic, each audience segment, data point, etc. Determine how they support your overall goals – both short-term and, when applicable, long-term. Maybe that audience segment that you were testing out didn’t interact with your brand as much as you had hoped. Conversely, the SEM strategy you invested more budget towards resulted in higher click-through rates than traditionally used channels.

Look closely at each flight and the overall campaign to acquire as many data points as possible. Don’t overlook anything that doesn’t seem essential; at this stage, everything contributes to the omnichannel marketing strategy’s overall story

A strategic omnichannel marketing partner will implement an always-on analytics dashboard that gives you these data-points and critical information throughout your entire campaign. This level of access to campaign information means you don’t have to wait for a campaign to run its course to perform this evaluation and allows you to better track if you are reaching these short-term goals that you have set for your brand. 

Survey the Full Picture

With the detailed data gained from the previous step, you will now better understand if your omnichannel campaign was successful overall. (Again, always keep in mind that particular successes take months, if not years, to pan out.) 

With granular data obtained, you will be able to paint a better picture of your overall campaign and assess and evaluate those long term goals. As your short-term goals were reached each month, did they contribute to your long-term goal of more sales during the slower summer months, more webinar sign-ups, or a greater brand awareness amongst consumers in the Pacific Northwest?

Many of these long-term goals would not be possible without short-term success. As you look at your campaigns in full, you will be able to see how the different channels, all tied together with an omnichannel customer journey, led to tremendous success. 

Identify Areas for Opportunity or Growth

The step above will also allow you to identify areas for opportunity or improvement. Just as mentioned above, an omnichannel marketing strategy should always be evolving. So, as you check off those long-term goals, create new ones. 

And if you aren’t reaching those long-term goals, it may be time to reconsider your short-term goals. Is there a missing piece to the puzzle that is hurting the success of the campaign? Are specific audiences not being targeted on their channel of choice? Do I need to invest in certain technologies that would diminish cart-abandonment?

Understanding the missed steps during the campaign will allow you to invest your advertising budget for future campaigns better. 

Analyze Successful Aspects of your Omnichannel Marketing Strategy 

Just as important as taking the time to understand missed opportunities and areas for growth is evaluating what made your omnichannel marketing strategy successful. Taking time to address where your campaign is finding the most success highlights your company’s driving business, growth, etc. Knowing this will help you better invest your tie and resources in continuing to foster these environments. Taking time to analyze this portion of your omnichannel strategy will also help you build, even more, making it even more successful. Because, as mentioned above, omnichannel marketing strategies are never 100% done. 

Ensure Your Omnichannel Marketing Partner is Working Towards Your Success

As you evaluate your omnichannel marketing campaign’s success, this is an excellent opportunity to reflect how well you and your omnichannel marketing partner worked together. The partner you work with should support your brand’s overall KPIs and give you guidance and aid every step of the way to achieve those goals. Partners might have to shift strategy mid-campaign, implement new tactics, dive deeper into audience insights; the list is endless. But, no matter what’s needed, the best omnichannel partners are quick on their feet to address potential concerns before they become problems. 

As you continue through this vetting process, take time to evaluate your omnichannel marketing partnership’s success.

Digilant’s Omnichannel Marketing Solution

Digilant’s omnichannel marketing solutions are purpose-built; where traditional agencies can be slow to react, overly complicated, and high-cost, we are proactive, agile, and readily available. These qualities position Digilant as the best possible partner for advertisers. Our omnichannel solutions span across social, programmatic, affiliate, influencer, radio, television, and audio. Our always-on, transparent analytics dashboards give advertisers insight into their campaign’s performance every step of the way. 

Are you interested in learning more about how our team of data analysts, biddable-media platform experts, ad tech specialists, and planners and strategists will work on your behalf to ensure omnichannel marketing success? Let’s talk.  

Like what you see? Join the 500+ clients that have partnered with Digilant.