top 5 strategies for bringing multichannel marketing to your digital channels
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© 2014 IBM Corporation
Strategies for Integrated Digital MarketingFive best practices
#SmarterCommerce
© 2014 IBM Corporation
#SmarterCommerce
Elizabeth MagillTeam Manager, Product Marketing@emagill
Sameer KhanSenior Product Marketing Manager@SameerKhan
Presenters
© 2014 IBM Corporation
Agenda
Trends in digital marketing
Best Practices in integrated digital marketing
How IBM can help
#SmarterCommerce
© 2014 IBM Corporation
Digital Marketing Trends
#SmarterCommerce
© 2014 IBM Corporation
4XIncrease in
volume of emails consumers
receive over last 10 years
70%of a B2B purchase
decision is made before a rep is
contacted
40%of online holiday traffic was from
mobile
71%of smartphone users compare prices in stores
5.9B mobile phone subscribers
across the globe in 2013
92%of consumers
research online and seek
opinions via earned media
before a purchase
Customers are more empowered today, interacting with you where and how they want…
*SOURCES: IBM Institute for Business Value; IBM 2012 Holiday Benchmark Reports; ChiefMarketer.com
© 2014 IBM Corporation
Smartphones browsed
Tablets bought
Key drivers of this transition are increased growth online and especially mobile…
6
Source. IBM Digital Analytics Benchmark, November 2013.Note. Smartphones drove 19.7 percent of all online traffic compared with tablets at 11.5 percent. When it comes to making the sale, tablets drove 11.7 percent of all online sales, more than double that of smartphones, which accounted for 5.5 percent.
40%of all online traffic that was mobile
22%of all online sales
that were from mobile
Consumers have significantly changed the way they browse and buy
20%growth in online
sales year to year
© 2014 IBM Corporation
Customers know more
Customers demand more
Your business expects more
Opportunity for marketers lies in creating unified digital experiences that span multiple touch points
To address this shift businesses need to shift from a channel focus to a customer focus
© 2014 IBM Corporation
Relationships with your customers over their purchase lifecycle
ConsiderationLoyalty
Purchase Awareness
Non linear customer transition between channels
© 2014 IBM Corporation
Within organizations, however, marketing silos are still the norm
Strategy Dataprocess tech
Customers
Strategy Dataprocess tech
Strategy Dataprocess tech
Strategy Dataprocess tech
Strategy Dataprocess tech
Strategy Dataprocess tech
Strategy Dataprocess tech
Strategy Dataprocess tech
Strategy Dataprocess tech
Strategy Dataprocess tech
Strategy Dataprocess tech
Social Ad
Paid Search
Display ad
Web
Mobile
Retarget Ad
Chat
Product Recs
Affiliates
SEO
© 2014 IBM Corporation
Brand Ad Retarget Ad
Newsletter
Community Promo
Local Promotion
Customer Service
Catalog
Reviews Forums
Non Brand Search
Transaction email
Browsed Category Mailing
Refer Friend Offer
Cross Sell Offer
Site Personalization
Show rooming
Awareness Consideration Purchase Share
Managing communications across channels and the customer journey is complex
© 2014 IBM Corporation
With an integrated marketing, marketers can deliver coordinated, customer engagement across channels
Social
SearchDisplay ads
WebMobileEmail
RetargetingChat
AffiliatesSEO
© 2014 IBM Corporation
Digital Marketing Best Practices
© 2014 IBM Corporation
The challenge to market effectively given the vast amount of data, campaigns, channels, rules, offers, and processes to manage …
Optimizemessages, content, offers
and capture reactions
Collect data that augments each
customer profile
Analyze data to find
actionable insights
Manage the best interaction for
each customer
Decide budgets, processes
and resource allocation
Marketer Customer
© 2014 IBM Corporation
To engage customers continuously and create competitive advantage, digital marketing must…
1
2
3
3
4
5
Collect360 degree view of the customer, historical & real-time
AnalyzeIdentify customer trends, personas and segments
DecideWhat channels, resource allocation, programs
ManageDeliver a consistent experience and message via the right channel
OptimizeBenchmark, test, measure, repeat
© 2014 IBM Corporation
Collect data to enable a 360 view of your customer
Web Analytics
•Digital Channels paid, owned, earned
•Mobile
•Attribution
Offline
•CRM data
•Catalogs
•Call Center
Real time
•Intra-session events
•Cart abandons
•Social media
•Deep understanding of customer & prospect interactions
•Channel and device agnostic
•Link digital activity with historical interactions
Customer Engagement Datamart
© 2014 IBM Corporation
…to better understand and predict online/offline behavior
• Visit Frequency• Purchases• Lifecycle stage
Behaviors
• Gender / Age• Geography• Income
Demographics
• OS• Screen size• Mobile
Technographics
• Channel• Contact Time• Value Buyer
Preferences
• Hobbies• Family • Lifestyle
Interests
Customer Profile
© 2014 IBM Corporation
To engage customers continuously and create competitive advantage, digital marketing must…
1
2
3
3
4
5
Collect360 degree view of the customer, historical & real-time
AnalyzeIdentify customer trends, personas and segments
DecideWhat channels, resource allocation, programs
ManageDeliver a consistent experience and message via the right channel
OptimizeBenchmark, test, measure, repeat
© 2014 IBM Corporation
Analyze key segments and personas to identify trends across channels
Identify key segments Map to their stage of purchase
lifecycle & channel preferences Start with foundation and build
richer segmentations over time
Current events, behavior, and
missed opportunities from
last hour
Real-time
Marketing based on live intra-
session activity
Historical Demographic
Longer-term patterns, behavior,
activity, and commerce actions.
Personalize based on registration profiles, CRM,
offline, & cross-channel sources.
Transactional
Key SegmentsPersonas
Customer Journey
© 2014 IBM Corporation
Larry the Ambitious LOB Manager• Focuses on the bottom line and
business value instead of IT rationale• Trusts his industry resource touch
points
Larry the Ambitious LOB Manager• Focuses on the bottom line and
business value instead of IT rationale• Trusts his industry resource touch
points
Stan the Skeptical Influencer• Wants exclusive access to new content
• Join social conversations and participates as a virtual/event panelist /
contributor
Stan the Skeptical Influencer• Wants exclusive access to new content
• Join social conversations and participates as a virtual/event panelist /
contributor
Clients
User Personas and Key Implications
Alex Under Pressure IT Director• Needs embeddable content to include
in business cases • Must see a clear financial model • Requires a roadmap with timing
Alex Under Pressure IT Director• Needs embeddable content to include
in business cases • Must see a clear financial model • Requires a roadmap with timing
Ruth the Reticent General Manager• Maintains a buffer between herself and
outside vendors• Needs to see benefits at a high level• Emphasizes ease of implementation
Ruth the Reticent General Manager• Maintains a buffer between herself and
outside vendors• Needs to see benefits at a high level• Emphasizes ease of implementation
Charles Under More Pressure CTO• Must understand the entire value
proposition, including financials• Needs competitive comparisons
• Demands an understanding of risk
Charles Under More Pressure CTO• Must understand the entire value
proposition, including financials• Needs competitive comparisons
• Demands an understanding of risk
Influencers
Gary the Objective Industry Analyst• Seeks industry by industry perspectives
• Appreciates in depth case studies• Shares social objects, but only if factual
Gary the Objective Industry Analyst• Seeks industry by industry perspectives
• Appreciates in depth case studies• Shares social objects, but only if factual
Evan the Enthusiastic Evangelist• Writes his own content and shares
other’s links with his network• Wants to see a future vision
• Enjoys participating in events
Evan the Enthusiastic Evangelist• Writes his own content and shares
other’s links with his network• Wants to see a future vision
• Enjoys participating in events
© 2014 IBM Corporation
Personas and Preferred Digital Channels SummaryC
lie
nts
Infl
ue
nc
ers
Larry the Ambitious LOB
Manager
Larry the Ambitious LOB
Manager
Stan the Skeptical Influencer
Stan the Skeptical Influencer
Alex Under Pressure IT
Director
Alex Under Pressure IT
Director
Ruth the Reticent General Manager
Ruth the Reticent General Manager
Charles Under More Pressure
CTO
Charles Under More Pressure
CTO
Gary the Objective Industry Analyst
Evan the Enthusiastic Evangelist
Social ChannelPreferences
Power User
User
User
Power User
Power User
Power User
User
LightUser
Power User
Power User
Power User
Power User
Power User
Power User
Power User
Power User
Power User
Power User
User
Aware
Aware
Aware
Power User
Power User
YouTube
User
User
Power User
User
Power User
Power User
Google+
Aware
Aware
User
Power User
Aware
Power User
HeavyUser
HeavyUser
User
User
User
User
Power User
Aware
Aware
Aware
Aware
User
Aware
Aware
Aware
Aware
Aware
User
Foursquare
Aware
Aware
Aware
User
Aware
User
Flickr
Aware
Aware
Aware
User
Aware
User
Forums
Power User
Aware
Power User
Power User
User
AwareAware AwareAware Aware
Aware
Aware
Aware
Aware
Professional Personal
N/AAware
Aware Aware Aware
© 2014 IBM Corporation
To engage customers continuously and create competitive advantage, digital marketing must…
1
2
3
3
4
5
Collect360 degree view of the customer, historical & real-time
AnalyzeIdentify customer trends, personas and segments
DecideWhat channels, resource allocation, programs
ManageDeliver a consistent experience and message via the right channel
OptimizeBenchmark, test, measure, repeat
© 2014 IBM Corporation
Design personalized communications for synchronized use across one or more digital channels & devices
Mobile WebNotification
s
Native Simple and Rich Push
Notifications
iOS and Android Wallets
SMS Messagin
g
Microsites Website Pages
eCommerce Pages
eMail Dynamic Content
Print Vendors
© 2014 IBM Corporation
Plan a consistent message across all phases of demand generation
Awareness Consideration Purchase
Website Personalized home page hero banner with product curation
Product Recommendations based on historic navigation
Promotion re-enforcing free shipping offer
Cross sell offer at order page
Mobile Personalized homepage consistent with website personalization
Time-sensitive alerts about in-store events
Social Free shipping offer Refer a friend offer
Email Subscription newsletter with dynamic content based on segment and browse history
Trigger based emails Purchase confirmation with cross sell
Shipping confirmation
© 2014 IBM Corporation
To engage customers continuously and create competitive advantage, digital marketing must…
1
2
3
3
4
5
Collect360 degree view of the customer, historical & real-time
AnalyzeIdentify customer trends, personas and segments
DecideWhat channels, resource allocation, programs
ManageDeliver a consistent experience and message via the right channel
OptimizeBenchmark, test, measure, repeat
© 2014 IBM Corporation
Identify Trigger events•Add to cart and abandon session•View a product video in its entirety without purchase•Modify an existing order
Personalize communication with real-time triggers
Syndicate to retargeting ads, email campaigns
Reinforce messaging with web and mobile personalization
© 2014 IBM Corporation
Real-time trigger example
Before Check-in
During Stay
After Check-out
Plan your stay with us!
Join our new pool party!
Share photos from stay!
Personalized Site Experience around each Client’s Stay
Guest registers for upcoming stay at hotel’s website.
Calls to make a date change
Real-time update to user digital profile
Personalized marketing tied to real-time data
1
2
3
4
© 2014 IBM Corporation
Personalized content across all campaigns…
New Registrant or Loyalty Status
Display Ad2
Facebook Ad1
Display Ad1
© 2014 IBM Corporation
To engage customers continuously and create competitive advantage, digital marketing must…
1
2
3
3
4
5
Collect360 degree view of the customer, historical & real-time
AnalyzeIdentify customer trends, personas and segments
DecideWhat channels, resource allocation, programs
ManageDeliver a consistent experience and message via the right channel
OptimizeBenchmark, test, measure, repeat
© 2014 IBM Corporation
Optimize digital campaigns with continuous testing
Define KPIs for each channel
Based on attribution analytics, determine content to be
enhanced
Benchmark performance
Deploy cross channel personalization campaigns
© 2014 IBM Corporation
Benchmark against competitor KPIs
Benchmarking Performance- Identify KPIs aligned to
channel and customer milestones
- Attribution based on first touch, assist and last click credit
© 2014 IBM Corporation31
Deploy personalization campaigns and measure…
© 2014 IBM Corporation
How IBM Can Help
© 2014 IBM Corporation
Personalize site, mobile, email• Insight to action in few clicks
• Native mobile push marketing (a.k.a Xtify)
Make it easier• Implement tags quickly via auto tagging or tag management
• Syndicate data to Digital Marketing Network partners• Draw on more complete picture of customer, i.e. across devices and
including uploaded offline data and real-time site data• Synchronize personalization across digital channels & devices
Automate recommendations• Increase engagement, conversions
& cross-sells through automated recommendations
• Combines best of both worlds: self-learning and rules based controls
Marketing operations• Create rich content and manage
marketing operations for fueling personalized marketing programs
• Connect digital channel with back office data and apps
IBM can help you achieve holistic marketing through your digital channels
Synchronizes personalization across digital channels and devices, e.g. tailors customer’s Smartphone experience based on her preceding sessions and clicks via her iPad
Grow limitlessly• Rely on the leader in omnichannel marketing solutions• Optimize marketing with the most complete customer
analytics• Accelerate value with unlimited support, services, and
innovation from IBM Research
© 2014 IBM Corporation
QUESTIONS?
#SmarterCommerce
© 2014 IBM Corporation
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© 2014 IBM Corporation
THANK YOU
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