Rytis Lauris, the CEO of Omnisend, a marketing automation platform for e-commerce, shared his insights on the potential ban of TikTok signed into law by President Biden. He believes that the focus should not be on TikTok itself, but rather on the broader issue of companies relying heavily on third-party marketing channels. This shift puts companies at risk of losing control and highlights the need for brands to establish direct relationships with their customers through collecting first-party data.
Lauris stresses the importance of omnichannel marketing in creating a cohesive and relevant shopping experience for consumers while reducing costs. He identifies email and SMS as key channels for a profitable omnichannel marketing program. Compared to popular platforms like TikTok and Google, email and SMS campaigns show higher engagement metrics, conversion rates, and return on investment. The fixed costs associated with email and SMS also provide more control over marketing expenses compared to fluctuating costs on paid channels.
To build a branded omnichannel experience, Lauris recommends integrating platforms like TikTok and Meta into a broader strategy rather than abandoning them. He suggests collecting customer data through popups on websites, sending behavior-based automated messages, leveraging SMS marketing, and using data to refine paid remarketing campaigns. By incorporating these strategies into an omnichannel approach, brands can create a branded customer journey, reduce remarketing costs, and improve conversion rates.
In a volatile marketing landscape with changing privacy policies and potential bans on popular platforms, Lauris emphasizes the need for brands to focus on marketing resilience. An omnichannel marketing strategy can help maximize return on investment by delivering cost-effective messages with a higher chance of conversion at the right time and through the right channel. By leveraging a combination of email, SMS, and other channels, brands can strengthen customer relationships and protect themselves from external disruptions.
Forbes Business Council, the leading organization for business owners and leaders, provides a platform for members to share insights and expertise in various industries. As a CEO with experience in e-commerce marketing, Rytis Lauris offers valuable strategies for building a robust omnichannel marketing program in response to the evolving digital landscape. By prioritizing direct customer relationships and leveraging key channels like email and SMS, brands can enhance their marketing resilience and adapt to changing market conditions effectively.
