Beyond the Click: Omnichannel Growth with TikTok
Beyond the Click: Omnichannel Growth with TikTok
Created in partnership with TikTok Marketing Science.
Key takeaways for proving omnichannel sales impact.
- TikTok has a positive influence on sales on online retail and brick-and-mortar sales, not just brand .com purchases. Our analysis of a leading brand showed 29% higher ROI on TikTok than the average channel, when omnichannel sales are accurately accounted for.
- Full-funnel ad strategies on TikTok beat out bottom-funnel strategies alone. When using MMM to analyze omnichannel impact, top-of-funnel tactics on TikTok beat their average ROI by 44%. Bottom-funnel tactics alone only beat the average by 7% greater ROI.
- Advanced measurement tactics like MMM quantify the interconnected consumer behavior across multiple digital channels. Our analysis showed that 10% of branded search engine queries for this client were driven by TikTok activity, building a firmer case for marketers looking to generate data-driven demand.
Monks previously partnered with TikTok’s Marketing Science Team to uncover that brands are underestimating TikTok’s ROI by more than 50% vs. pixel based attribution models, and that full-funnel ad campaigns drive 13-26% greater ROI than bottom-funnel tactics alone.
However, for retail brands, this is only half the story. The last report’s data focused on the DTC impact of TikTok ads, but understanding true omnichannel sales—including online and brick-and-mortar sales at third-party retailers—is critical to getting the full picture of your media effectiveness.
Now, we’ve partnered with TikTok once more to analyze a leading beauty retailer’s growth using Monks’ Clarity Media Mix Modeling (MMM). Our analysis unlocks a greater understanding of how TikTok ads impact business results off-channel and on-channel, and the interconnected relationship it has with the entire media mix.
Why is this significant? Last year, just 22% of marketers strongly felt they had enough data to justify value to their CFOs, according to Perion and Advertiser Perceptions.
By providing stronger data and insights, the CMO and CFO are able to more closely integrate budget changes and pivots as needed, and investment increases have a stronger ability to provide maximum impact alongside greater flexibility. In a time when budgets are under more scrutiny than ever, CMOs need to be armed with the data points to build trust with CFOs that the impact of digital media goes far beyond attributable sales. Using MMM provides a more accurate understanding of the long-term and interconnected impacts that budgeting decisions have from a marketing investment strategy.
