Rytis Lauris, the CEO and cofounder of Omnisend, a marketing automation platform for e-commerce, discussed the potential ban of TikTok signed into law by President Biden. While legal challenges and a nine-month sale period may delay the ban for two years or more, Lauris believes the bigger issue is companies relying too heavily on third-party marketing channels at the expense of first-party relationships with customers. He suggests companies should view this ban as a wake-up call to strengthen their marketing programs and develop more direct relationships with customers.
Omnichannel marketing is becoming increasingly important in today’s complex shopping landscape. Email and SMS are the cornerstones of a profitable omnichannel marketing program, offering high engagement rates and ROI. Compared to platforms like TikTok and Google, email campaigns had a higher clickthrough rate, conversion rate, and ROI. Fixed costs for email and SMS help control marketing expenses, while platform costs like Meta’s ad system can quickly deplete budgets with limited results.
Lauris recommends integrating platforms like TikTok and Meta into a larger marketing strategy to create a branded customer experience and reduce paid marketing costs. By collecting email addresses and mobile numbers from site visitors, sending behavior-based automated emails, utilizing SMS marketing, and refining paid remarketing campaigns using data, brands can create a more effective omnichannel shopping experience. These strategies can help businesses navigate changes like Apple’s privacy updates, potential bans like TikTok, and fluctuations in programmatic tools spending.
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