Is TikTok fuelling your omni-channel success?

Today, we're unravelling the powerful and often overlooked ripple effect TikTok has on other channels and how brands can harness this knowledge to boost their overall marketing performance. 

I had the pleasure of a conversation with the team from Apex to dig deeper into one of the hottest topics in marketing right now – just what impact is TikTok having on other channels, and how can brands effectively measure it?

Apex' unique approach helps brands understand how TikTok is influencing sales not just on DTC websites but across other channels like Amazon, retail stores, and beyond.

This kind of holistic attribution has become essential as more brands realise that the full impact of TikTok can extend far beyond direct click-through sales.

Here are some of the key takeaways from our conversation:

1. TikTok's 'halo effect' is real

Brands often notice a lift in performance on other platforms when they ramp up their TikTok spend, but they may not have the tools to fully understand this “halo effect".

TikTok ads, especially full-screen and immersive video formats, drive brand awareness that translates into organic search traffic, higher sales on platforms like Amazon, and increased footfall in physical stores.

Apex is using advanced attribution models to pinpoint exactly how much TikTok is driving these indirect sales and the impact is clear.

2. The rise of multi-channel attribution

Traditional attribution models often fail to capture TikTok’s true value because they focus on direct, last-click conversions.

However, the Apex team highlighted the importance of measuring TikTok’s influence across various platforms, from Amazon to John Lewis and other retailer.com sales channels.

Innovative technology helps brands understand how TikTok ads, influencer campaigns, and even non-branded searches are driving revenue across all channels. 

3. From DTC to retail – omni-channel measurement is key

Many brands still silo their DTC and retail sales, leading to a distorted view of TikTok's effectiveness.

Apex Projects’ work shows that TikTok ads can significantly boost sales across retail partners, often without being credited.

For example, a brand may see a surge in sales at Amazon or John Lewis directly linked to a TikTok campaign, but without a clear attribution model, these sales are misattributed.

Apex is helping brands solve this puzzle with advanced omnichannel attribution modelling that reveals TikTok’s true influence on omnichannel sales.

4. The race to master multi-channel impact

Many brands are scrambling to understand just how much TikTok is driving sales across multiple channels.

Apex has been instrumental in helping brands ranging in revenue between £20m and £1bn understand this complex ecosystem by creating bespoke marketing attribution models.

These models take into account every touchpoint, from influencers to TikTok ads to Google searches, allowing brands to optimise their budgets across the entire marketing funnel.

5. Omni-channel is the future

The conversation underscored that omnichannel marketing strategies will be the future for brands that want to thrive on TikTok.

Apex’ ability to tie TikTok performance to retail sales, in-store purchases, and other non-DTC channels offers a more complete understanding of the platform's power.

As the race heats up, brands that adopt these sophisticated models will have a clear competitive advantage.

The bottom line is that brands must move beyond basic click-through metrics and explore the broader impact TikTok is having on their marketing ecosystem.

From organic searches to influencer content driving in-store sales, the ripple effect of TikTok cannot be underestimated.

My LinkedIn Week

One of my favourite guests on the last season of Tash Talks was Maxine Laceby of Absolute Collagen .

I’ve known Maxine a long time and as well as the many other things that have made her and her business such a success, one thing she’s so incredibly good at is knowing and accepting her weaknesses as well as her strengths.

I think this is so, so important for any entrepreneur, especially when it’s so easy to fall into the trap of feeling you need to do everything yourself.

Check out the video and leave a comment on LinkedIn!

The Notting Hill Shopping Bag – from W11 to every corner of the globe!

The Notting Hill Shopping Bag's impact doesn't start and end in W11 – people carry the bag with pride all across the world!

I love seeing how the iconic tote is styled and carried by people all over the globe and this week we've been showcasing the chic style of 'madeincolombia_____' on TikTok.

She absolutely nailed the London look and you can check out her video here.

That's it for this week!

As always, thanks for reading :)

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