6 Ways to Get Omnichannel Marketing Results Through Facebook and Instagram

6 Ways to Get Omnichannel Marketing Results Through Facebook and Instagram

Credit: Getty Images by Guzaliia Filimonova A shopper might initially discover a product on a mobile device, but could very well turn to their desktop for additional information, and then ultimately convert at a physical store location. Retailers are struggling to keep up, according to Deloitte . While 87 percent of retail leaders agree omnichannel strategy is critical or very important to business success, only 8 percent believe they have mastered the omnichannel equation. Recently, I connected with Yair Cohn, product growth manager at Facebook, and Bill Connolly, director of content at Montotype , to discuss how retailers can tackle offline measurement of online ads, build personalized campaigns based on omnichannel behavior, and create compelling creatives that convert both online and in-store. Below you’ll find their top six takeaways on how to drive omnichannel marketing results on Facebook and Instagram: 1. The use of Facebook offline conversions is necessary. The majority of retail sales still take place offline — 90 percent in the U.S. But brick-and-mortar stores face an uneven playing field online. By not utilizing their in-store data, retailers are missing out on a huge opportunity to measure how well their digital ads are performing. “Facebook is basically a people-based marketing platform, which really means that our systems are fueled by the fact that we understand the consumer behavior and journey,” said Facebook’s Cohn. That’s where Facebook offline conversions comes in. By integrating in-store data to Facebook offline conversions , marketers can then measure the value of their ad spend, target more of the right people, and fully optimize performance. 2. Upload data in multiple ways. Here are some of the ways to upload your data: Manually by uploading a CSV file. This method is error prone, so Cohn recommends using this only for testing purposes, and not […]

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