How to Create an Omnichannel Strategy Through Influential Touchpoints, According to Meta

How to Create an Omnichannel Strategy Through Influential Touchpoints, According to Meta

If you have worked with our team before, you know how much we believe in the power of omnichannel marketing. As covered in a previous blog post, this type of marketing involves establishing your business across multiple online and offline channels while creating a seamless experience throughout the consumer journey. Omnichannel marketing is especially important for small businesses to build brand awareness and loyalty and drive growth. 

To help your business create a successful omnichannel strategy for 2023, Meta, in partnership with Publicis Data Intelligence, generated a new report outlining the most influential factors that are encouraging consumer action. These include video, social commerce, and recommendations. While this report specifically explores trends in the South East Asian market, the findings are likely more than relevant for the United States!

Keep reading for an overview of each influential factor driving consumer action in a modern landscape: 

Video Content 

Per Meta: 

“Video has the highest engagement rate of all content types. Whilst TV is considered the most influential video touchpoint, Facebook is one of the most efficient video channels due to accelerated digitization and increased mobile video consumption.”

Video continues to be one of the most popular types of content among consumers of all age groups. This shift from static to video content has been largely due to the COVID-19 pandemic, as consumers seek new ways to connect digitally with brands, family, and friends. 

According to the report, despite TV being the most invested video channel, reach per investment through this outlet is 2x more expensive than other platforms like Facebook and YouTube. Essentially, online video ads can be more effective financially, despite TV being the prime ad channel for larger brands that can afford it. Additionally, a majority of the population does not watch cable TV anymore, so the only way to reach them is through digital content.

Social Commerce 

It’s no surprise that e-commerce has grown enormously in the past few years. In fact, according to the report, e-commerce growth is forecasted to continue its growth in the coming years with a market size of 172 billion USD by 2025. 

The top reasons Meta believes businesses should keep an eye on social commerce are:

Reaching consumers in the right place at the right time: 

Platforms like Instagram and Facebook act as discovery outlets for brands. People seek inspiration from fellow consumers and companies to discover products and services. With the ability to complete transactions via the app, consumers can make in-the-moment shopping decisions. 

Providing seamless shopping experiences: 

Every touchpoint during the purchase process is crucial for driving business, as consumers tend to drop off when they encounter friction. By offering direct and simple purchasing options, your company will easily boost sales! 

Riding on the e-commerce surge 

In today’s times, consumers are used to being able to buy everything they need online. This is an opportunity for businesses to ride the e-commerce wave and explore opportunities in the space to attract new customers.

Recommendations 

Lastly, Meta focuses on recommendations as a way to sway consumer purchase decisions, with influencers playing an important part in the process. Per the study: 

“Nielsen reports that 92% of consumers believe recommendations from friends and family more than advertising, and 74% of consumers identify word of mouth as a key influencer in their purchasing decisions. Tactics such as influencer marketing on digital touchpoints are one of the most popular ways in generating word of mouth where marketers would leverage influencers to create ‘buzz’ – they are the ones spreading the word about a specific product/service.”

By combining social media and influencer marketing, businesses can amplify their influence through paid social media to boost sales. It is crucial to consider all elements of your campaign and how they align with a given platform. Each channel offers a different audience, a different concentration of influencers, and its core benefits in terms of influencer marketing. 

Is your business in need of a strong omnichannel strategy for 2023? Call, message or email sbellem@bbrookstone.com to get started. We would love to help you grow your business in the new year and beyond!