asae lunch learning webinar: omni-channel marketing: how to layer your channels to increase leads
TRANSCRIPT
Omni-Channel Marketing
Suzanne CarawanChief Marketing OfficerHighRoad Solution
All the ways you interact with a user:• Instagram on iPhone• Facebook on iPad• Chrome on Laptop• YouTube Video on Laptop• Text Message on iPhone• Direct Mail in Inbox• Booth at Tradeshow• Ecommerce Receipt
Multi-Channel Marketing
• Operational in viewpoint• Doesn’t answer:
– How are they connected– What if a user has multiple touchpoints
(they always do)– How do we buy, implement and
measure each one if all thought of and managed separately (NOTE!!!! And by different departments)
Issues with Multi-Channel
Different Approach
http://www.guided-selling.org/omni-channel-vs-multichannel-customer-experience/
Mindset Shift:
“Marketers now need to provide a seamless experience, regardless of channel or device”
-MarketoGreat Article to Read!http://blog.marketo.com/2014/04/the-definition-of-omni-channel-marketing-plus-7-tips.html
What is Omni-Channel
What Do We Need?1. Top-down buy-in and understanding
that a user-centric approach is the way to run the business
2. Cooperative departments that are all focused on the end user (the U) with incentives and repercussions in place to stay focused on the U
3. Systems that talk to each other so that there is one composite profile on each user
4. Deep understanding of the U to send right message through right channel at right time
5. Knowledge & agility to create, distribute & measure all points
How Is Your Org Doing? 1. Top-down buy-in and understanding
that a user-centric approach is the way to run the business
2. Cooperative departments that are all focused on the end user (the U) with incentives and repercussions in place to stay focused on the U
3. Systems that talk to each other so that there is one composite profile on each user
4. Deep understanding of the U to send right message through right channel at right time
5. Knowledge & agility to create, distribute & measure all points
2016 SDMA
What Are Omni-Channel Metrics?
Multi-Channel Mindset (Operational)
Omni-Channel Mindset
User-Centric Model of Layering
Layering with Omni-Channels
• How do people get to your website?• How do people sign up for your
email newsletter? • How do people go through the
interactions to get to the conference and then beyond?
Layering Cross-Check
1) Omni-channel is a mindset2) Omni-channel is an organizational
approach to business approaches 3) Omni-channel needs different
metrics4) Think through your digital
ecosystem
Summary
Marketing Technology for Associations
Contact us: HighRoad SolutionName: Suzanne CarawanPhone: 703.297.8480Email: [email protected]
www.highroadsolution.comwww.highroadu.com