The perfect online world

In an ideal world, we would always know where our potential client is currently. This knowledge would allow us to reach him with a message that step by step would build confidence in our brand and product, and then subtly lead to conversion.

All of our marketing, sales and after-sales activities would be easily tracked and improved, creating perfect customer service.

In an ideal world, we would only use one channel to interact with the client. Unfortunately, ideal situations rarely apply to companies.

To keep your sales at the highest level, you need to go with the times, constantly develop your marketing skills and supplement your knowledge with the latest solutions. Because if you still sell only in one channel, you lose a large portion of the target audience that your competition is successfully taking over. In fact, focusing on one channel can even degrade customer service and prevent you from successfully acquiring new ones. Why? About this in a moment. Let’s explain why multi-channel marketing is so important in the 21st century.

Multi-channel marketing – why is it so important?

Today’s consumer uses 2.8 channels on average before deciding to buy a given product or service.

Over the past decade, customer service and how to acquire it have changed significantly. Observing today’s technological progress, it is difficult to imagine that brands not so long ago used only three marketing channels. These were: telephones, post office and stationary store.

Since the internet appeared, companies have expanded and some have even completely transferred their activities to the online world. Websites, applications, e-mails and marketing campaigns have created virtually unlimited possibilities of communication with potential clients. However, along with the development of new technologies, competition has also increased.

To get a customer, we must be where he is currently with what he currently needs. And if we want to engage and maintain it, the above alone will not be enough.

So we already know that a modern consumer, before making a purchase, passes through 2.8 channels on average, integrating with a given brand. It is also obvious that during the day it uses many different devices.

The digital consumer seems wise today and is prudent in their purchasing decisions. We use opinions on Facebook, in Google My Business, and view applications of a given brand. He created a world between many channels in which he controls the vast majority of the sales process.

So if you want to win this smart game you must be one step ahead of it. The way to do this, of course, is a well-thought-out marketing strategy – necessarily multi-channel.

How to engage a potential customer?

In order to successfully engage a potential customer, we should communicate with him using several channels at the same time. According to this assumption, three different strategies have evolved: cross channel marketing, omnichannel marketing and multi channel marketing.

Many have trouble distinguishing them. No wonder, because they differ slightly. However, to make good use of their potential, you should know the subtle differences between them.

Multi-channel marketing

Multi-channel marketing was available first and continues to function today. It allows the customer to interact with the brand through multiple channels. It can be a telephones, computer, stationary store. Customers have already learned that they can access brands 24 hours a day, 7 days a week on various platforms. So it is an absolute must have for an online entrepreneur if he does not want to “go out of circulation”.

Cross-channel marketing

Cross channel marketing is very similar to its predecessor. The difference between them, however, is that in the latter, different brand communication channels with the client are connected with each other. In practice, this means that they register and pass on information about the customer, which greatly facilitates the purchase and, as a result, shortens the customer’s shopping path. In particular, women know perfectly well how wonderful it is to get a 20% discount on buying shoes of your favorite brand and be able to use it both online and offline – in a stationary store, via a desktop computer or cell phones.

An example of the use of cross-channel marketing by brands is, for example, an e-mail survey after shopping in a store asking for shopping experience.

In practice, it may look like this:

When you finish shopping in an online store, you will see a pop-up asking you to complete a short survey. The survey contains 5 questions about your shopping experience. You complete it, which in turn entitles you to a 20% discount on re-purchases. You can redeem the discount both online and offline (in any stationary store of the same brand).

Each store representative will be able to scan the coupon, but the customer will also be able to enter the coupon code also at the online cash register and receive the same coupon in this channel.

In this example, the channels will communicate with each other by first creating an online survey based on personal experience and then checking the validity of the coupon.

Once the coupon is used online, it can no longer be used in the store and vice versa.

Omni-channel marketing

Omni-channel marketing is the most advanced type of multi-channel marketing. It uses channels that work together seamlessly, providing clients with comprehensive service at the highest level.

The goal of this type of marketing is to “break the barrier” between the online and offline world.

A good example of using omnichannel marketing is the use of applications that help potential customers make a purchasing decision.

The Shiseido brand allows, for example, the use of “Shiseido Makeup Mirror”. The consumer’s face is placed in a virtual mirror, and he has the opportunity to see how it looks in a given make-up. For women, this is a great help. Each of us will certainly admit that there is nothing worse than an incorrectly chosen foundation or blush that does not harmonize perfectly with our skin tone.

The application also allows you to take a photo to allow you to quietly make a purchasing decision from the comfort of your home. For people who do not like to make purchasing decisions spontaneously, it is extremely helpful. Otherwise, they might never have decided to buy.

Professionals in the field of sales psychology say that the process of making a purchasing decision begins long before the purchase and has its consequences long after. This brand is aware of this and, what’s more, it perfectly uses this knowledge.

Shiseido allows consumers to virtually “try on makeup” to help them make the best buying decision. This method also increases your chances of getting better opinions about your products. So you admit that it’s a well-planned marketing strategy.

Summary

Cross-channel marketing involves combining different marketing channels in a way that creates a logical transition for the target audience from one stage to another. Different channels work together to ensure consistent communication with the consumer.

However, it is important not to confuse it with omnichannel marketing, which also uses several marketing channels to interact with the client, but this does not necessarily mean consistency between them.

In cross channel marketing, you can send your customers an email about the promotion of their favorite product, display targeted ads on social media to improve brand recognition, and publish blog posts on topics related to key phrases. All this together is an effective method of building trust and leads to maximizing conversions.

Let’s say you run a company that sells hair thickening shampoo. The shampoo is patented and very effective. Therefore, your target group will be people with the problem of hair loss.

A potential customer will read the blog post you wrote about the causes of hair loss. The email he then receives will provide testimonials from someone who has overcome the same problem with your product. When your dream client looks into social media the same evening, he sees an ad with a catchy headline about how your products or services completely remove the problem he was reading about.

Such marketing activities give consumers a clear sense of consistency with the brand, while also building trust in it. Their shopping path becomes as smooth and direct as possible. Because there is a clear link between each part of your marketing experience, it’s easier to verify and optimize your marketing efforts, which can help you achieve the right ROI from your campaign.

In omnichannel marketing, individual channels are treated as independent entities. As a result, your marketing activities remain essentially independent, making it difficult to link a specific effort to achieving a high ROI.

Marketing has evolved considerably over the years and created new opportunities. However, in order to meet market expectations, you need to be an diligent student and constantly supplement your knowledge with new directions in the field of digital marketing.

Regardless of whether you use multichannel marketing, cross channel marketing or omnichannel marketing, the most important thing is that you put the quality of customer service first. Making the purchase process as easy and intuitive as possible is the key to catapulting your marketing to become the leader of the 21st century.

Regardless of whether you run a clothing store, an automotive parts store, a gardening equipment store, a health food store, you have one specific goal – for example, getting customers and increasing sales. An online store advertisement comes in handy, thanks to which you can reach a wide audience. This is the beginning of the road, but you are not far from success.

Online store advertising – possibilities

Wondering what online advertising options you have? Internet marketing is a very broad concept, thanks to which you will choose solutions adequate to your needs and expectations. Importantly, online store advertising should not focus on just one tool at all. To increase your chances of success, it is worth acting on many levels. Many forms of online advertising complement each other perfectly, thanks to which a larger group of potential customers can get to know you.

Paid online store advertisement

This is a paid online store advertisement that gives quick results. Therefore, it will be great when you are just starting a business and your brand is not yet known.

As part of Google Ads, you can use, among others from sponsored links. They are displayed in the search engine – above the organic results – after entering specific keywords. After clicking the user is redirected to your store.

Another option is given to banner campaigns, which are implemented with the participation of portals cooperating with Google Ads. The banner is displayed on the given website – after clicking on the graphic the user is redirected to the online store.

The third option is Google Shopping – a tool with which you can promote specific products in the search engine. The user entering the product name receives the results in a special box – a link to the product appears along with the name of the store, price and photo. This is a very effective method of advertising products from your online store.

Facebook advertising

Statistics show that most people use at least one social networking site. Facebook is the most popular and – among other things – is where you should mark your presence.

One of the forms of advertising is your own fanpage, through which you can establish long-term relationships with customers and engage in dialogue with them. It is also a good way to build brand awareness.

The fanpage itself is not enough – especially if the store takes its first steps. Facebook campaigns come in handy to help you adapt to your needs. The form of advertising can be, for example, sponsored posts appearing on the board of potential customers or in Messenger.

Content marketing

Content marketing is not direct advertising. It is a series of activities on the Internet that primarily allow you to increase brand awareness, build an image of an expert or gain leads.

These activities can be carried out in many ways, however, the publication of thematic articles on external websites and the publication of articles on a company blog plays a major role. But really, it’s just the tip of the iceberg. We discuss the topic of content marketing in detail in the guide.

Online store advertising – why is it worth it?

The need to incur financial expenses for advertising on the Internet raises many questions – including those related to profitability. Although it’s hard to get a definite answer, one thing is certain: online store advertising has many advantages.

Wide range
Internet advertising is distinguished by a very wide range. It allows reaching thousands of recipients around the world. This is especially important if you are considering selling products also abroad. A wider reach means reaching more users with more potential customers among them.

Unlimited access to the offer
Unlimited access to online stores means that an online store ad does not have to be displayed at certain times. It reaches the recipient virtually 24 hours a day, 7 days a week.

Precise targeting
Online store advertising – regardless of the tool chosen – allows you to precisely identify the target group and then reach it. This increases the chances of the recipient carrying out a specific action, e.g. placing an order, subscribing to the newsletter. Detailed targeting also allows you to optimize the campaign in terms of spending.

The speed of launching the campaign
An online advertising campaign can be launched very quickly. What’s more, it is possible to reach a wide audience as soon as the campaign starts. This works great for online stores starting out that, in the case of offline advertising, would have to wait much longer for results.

Affordable costs
Traditional forms of advertising can cost a lot – unlike online advertising. It is much cheaper, which allows you to achieve your business goals with a lot less money. Thanks to this, every online store has a chance to appear in the network – regardless of its scale.

High flexibility
Online store advertising is characterized by great flexibility. You can modify the parameters of individual campaigns – so that they bring the expected results. And all this without having to increase advertising expenditure.

Possibility of constant monitoring of effects
Internet advertising is fully measurable. It is possible to systematically monitor effects using various tools. Thanks to this – if a given form of promotion does not meet expectations – it can be modified or completely eliminated.

Internet advertising is a profitable investment. Compared to other forms of advertising, it provides the best ratio of campaign costs to results. However, to get the most out of it, it’s worth starting to work with experts. Their knowledge and experience will allow launching effective campaigns leading to the achievement of assumed goals.

For an advertising campaign to work, the ads must meet Google’s requirements. Below are some of the most common errors that can be an obstacle to the display of Google Ads text ads. At the same time, we would like to draw your attention to the fact that in some cases new ads may be accepted “from the machine” and displayed until Google notes that they are inconsistent with the company’s policy. That is why from the very beginning it is worth ensuring compliance with advertising rules.

Potential errors in the Google Ads campaign

Items that may cause your ad to be rejected or disapproved:

– no editorial requirements met – Google cares about the high quality of advertisements and the message presented to Internet users. For this reason, it may block texts that are not transparent or professional, i.e. texts that:

– they present too short and general ads containing unclear information or abbreviations that are difficult to understand,

– exceed the permissible number of characters,

– they contain too many special characters, punctuation and symbols, e.g. exclamation marks, question marks, etc.,

– contain illegal punctuation in the header, e.g. exclamation marks,

– are a combination of different characters, e.g. 4DID4S,
– use only uppercase letters, e.g. HIGH-QUALITY SILK SHIRTS, RICH COLOR OFFER. BUY NOW,
– they were written contrary to the rules of spelling or grammar
– they contain a too general or mismatched call to action, eg “Click here”,
– they contain emoticons in addition to standard text,
– they have too many or too few spaces between characters / words,
– they have a phones number in the content of the ad,

– no min. 2 headers – Google currently allows (in standard, so-called extended text ads) to use up to 3 headers and 2 lines of text. There is no obligation to use the third heading and the second line of text, but for the advertisement to be accepted it must have at least 2 headers,

– illegal content in advertising text – this is content related to products that cannot be advertised as part of Google Ads, e.g. alcohol, medicines, gambling. Please also note that Google may preventively disapprove content that “associates” with prohibited products,

– illegal content on the landing page – as above, this is content about products that are prohibited from advertising. An example would be the situation of one of our customers who had T-shirts in their offer printed with glasses of champagne. Information about the overprint, which was included in the product description on the page, resulted in the rejection of ads,

– promoting counterfeit products – since Google absolutely prohibits the advertising and sale of counterfeits, all products that only imitate the features of a particular brand will not be accepted or will be rejected,

– shocking, offensive, erotic, promoting hatred, intolerance, discrimination or violence – Google pays special attention to mutual respect and tries not to offend the feelings of Internet users. For this reason, it is not possible to advertise, e.g. firearms, products targeted at a selected ethnic group or use vulgar language in the content of advertisements,

– content impossible to verify – slogans such as: “Manufacturer of the best coffee grinders”, “Running shoes No. 1 in the world”, “Most frequently bought dietary supplements”, “The best diet catering – no competition has any chance with us”,

– problems arising from the landing page – Google very much wants internet users clicking on ads to be satisfied with what they will see after switching to the website. The landing page must therefore first of all work and be useful for Internet users. The following page issues may cause your ads to be disapproved:

– targeting ads to a dead landing page,
– no connection between the displayed URL and the actual website address, e.g. “google.com” redirects the internet user to “gmail.com”,
– it is not possible to display the page in standard browsers,
– no possibility to click the “Back” button in the browser.

The great advantage of the Google Ads system is the fact that after rejecting the ad, there is no need to combine and guess what could be the reason for this. Yes, as you can see in the above screenshots, if the advertisement cannot be accepted at the stage of its creation, the system always gives the reason for the inability to save the advertisement. However, if the system rejects an ad that has been running for some time, its status (in the Google Ads panel) is changed to “Disapproved”, and when you hover over the ad approval status, you’ll be given an explanation of the problem.

In addition, on Google support pages you can find a lot of valuable information and tips on editorial and technical requirements related to advertising, which should be taken into account at the very beginning of the campaign.