How Whatsapp Fits Perfectly In Cookie-less Marketing Strategies?

By Author: Onceptual business solutions
Total Articles: 15
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In 2020, Apple announced fundamental privacy changes with iOS 14. While the news comforted apple users, it was a major hit for marketers and their digital marketing strategy.

The iOS 14 update in privacy settings allowed users to opt out of data tracking, inhibiting the marketer’s access to audience data. The cookies track when users revisit an application, aiding targeted ad campaigns and marketing.

As most users restrict tracking and sharing cookies, businesses face a lack of information needed for effective retargetting. Post the iOS 14 update, the number of users sharing their data have dropped from 70% to 10%.

The lack of third-party data, combined with a loss of navigational cookies, has forced marketers to move toward a cookie-less marketing strategy.

Relying on 1st-Party Data Sources
While the change in privacy settings affects how you collect audience data from third-party sources, your first-party sources remain strong. This is the information D2C brands collect themselves directly through their websites, CRM, or mobile applications.

With no choice, D2C brands must switch ...
... their digital marketing strategy to prioritize sourcing 1st party data. The information thus collected, connects you to your end-customers at a tolerable level to the prospects.

On the positive side, since this doesn’t give a privacy-violated feel to the customers, there is a chance to foster your customers’ trust.

WhatsApp Marketing—Is it effective?
To target and create marketing funnels in the Southern Asia-Pacific region, WhatsApp proves to be highly effective. The success is owed to its high popularity, reaching up to 779 million regular users as of 2021.

Consequently, D2C brands can benefit by utilizing WhatsApp for their digital marketing strategy and creating post-sales funnels. The platform offers a wide variety of marketing activities, permitting a comprehensive 1st party marketing approach and still getting better results.

Building the WhatsApp Marketing Funnel
Moving toward cookie-less marketing with WhatsApp sales funnels, D2C brands need to build a strong pipeline of prospects to target. The lack of third-party data in this scenario points toward a generalized strategy.

Brands should utilize a 3-step campaign to acquire customers.

1.ToFu Campaign.

Focusing on a high volume of leads, this is a broad marketing approach beginning at the top of the funnel.to potential customers to build brand awareness.

2.Prospecting Campaign.

Targeting a narrower audience, this step involves setting your brand as the ideal provider of consumer needs. Prioritizing Facebook marketing allows D2C brands to establish their presence and acquire trust.

3.‘Click to Chat’ Campaign.

The final step acts as the transition point from indirect marketing to the WhatsApp funnel. It initiates contact with potential customers, moving toward the next stage of sales.

The WhatsApp funnel thus created forms a productive alternative to retarget iOS users without using cookies or 3rd party data tracking. Gathering the prospect’s contact number drastically improves D2C brands’ remarketing abilities. Direct contact allows for selective and highly personalized retargetting, that further improves conversions.

However, WhatsApp conversions are a slower process. Marketing via Facebook and Google takes up to 10 days for a conversion, while WhatsApp averages about 30 days.

This longer conversion time only applies to smaller D2C brands. Popular, and well-established luxury brands will receive conversions quicker than the small D2C brands.

Who benefits the most through WhatsApp marketing?
WhatsApp is a customizable efficient tool for marketing. Customers typically react more positively to luxury brands they already know about and trust. When utilizing the platform with its effective marketing tools, these brands gain high conversion rates.

For instance, the WhatsApp chatbot, when programmed right, proves to be extremely persuasive in pitching a product or service. With precision marketing and strategic funneling, the feature enhances conversion rates, leading buyers to make purchases.

For D2C brands, WhatsApp is a gem to target iOS customers. It works around the iOS 14 privacy update, allowing marketers to contact the buyers directly and still gain 1st party information.

The process creates powerful retargetting funnels, without needing third-party cookies or audience data. WhatsApp marketing eliminates the problems created by iOS 14, reinventing the digital marketing strategy for D2C brands.

Curious to know how WhatsApp marketing would look on your brand? We are just a click away to solve your queries with a FREE consult. Let’s talk!

Onecheq(onecheq.co.nz) is an Ecommerce based out in New Zealand that sells both new and pre-owned gadgets and toys. Because of New Zealanders’ thrifty mindset, Onceheq sells used products along with new products. However, they primarily focus on gadgets, particularly gaming consoles and mobiles.

Since they started as a seller in a New Zealand auction and the classified site named TradeMe, they had an idea about running an Ecommerce. Let’s dig deeper of how we achieved 66x ROAS of this Ecommerce.

Value Proposition
To ship new and used gadgets around the world at an affordable price.

Objectives
To increase qualified traffic sessions to the website through promotions.
To increase the conversion rate.
To increase overall ROAS (Return on Advertising Spend).
KPIs(Key Performance Indicators)
Ad expense
Engagement Rate
Traffic session
Conversion rate
Revenue
AOV(Average Order Value)
ROAS
Actions Taken
1. Traffic
We analyzed that Google Searches works better than any other channel since Onecheq sells products that are already popular enough. Hence, we decided to focus on the BoFu (Bottom of the Funnel) customers through Google Ads targeting those who directly search for the product(s).

In addition, we optimized the technical SEO of the website by removing the negative keywords from the website and optimizing its page title and product title to rank better in SERPs. When combined with Google shopping performance ads focusing on BoFu keywords, it resulted in a spike in traffic sessions by 16% and increased “Add to Carts” by 4x.

2. Conversion Rate
Conversion rate is one of the most important KPIs for Ecommerce, and Onecheq’s conversion rate needed to perform better than usual.

When analyzed, we identified that the conversion rate drops in the middle of the month that remains unchanged till the end of the month. This is because the average working person would spend only when he has more money which is mostly at the beginning of the month.

To eliminate this situation, we enabled customers to buy throughout the month by implementing BNPL (Buy Now Pay Later) feature.

We then further increased the conversion rate by retargeting ads.

We started with segmenting the website visitors based on the following behaviour metrics:
1. Engagement rate
2. Product page visit
3. Checkout visit

With the segmented customer data, we pushed retargeting ads that remind customers about their abandoned carts, changed product prices, and promoted the BNPL feature.

All these measures increased the conversion rate by around 1% where the overall conversion rate spiked to 1.81%

3. ROAS
ROAS(Return On Advertising Spend) is the only metric every business owner needs to understand from their marketing measures. To increase this, we need to increase the average order value of the orders.

We increased the order values by promoting products that are of high prices. As we have already optimized the website traffic and conversion rate, only filtered qualified customers will see the ads that we promote, and that leads to the increase in ROAS by 66x.

This resulted in an increased average order value by a whopping 70x with the Average Order Value at $680.

Looking to make your business run this good? Feel free to reach out to us for a FREE consultation on your business.