Why You Should Let Your Customers Determine Your
Multichannel Strategy
Andrew Machin – Creative Director
Brand
Customer
Offer
Respond
Convert
The brand ‘offer’ model@the_machin
5,300,000,000,000Display ads served in the US in 2013. ~25% increase on 2009
Comscore
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0.1%Average CTR. Some formats as low as 0.04%
Doubleclick
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High reachLow conversion
@the_machin
A.D.D.?
@the_machin
“There is no such thing as an attention span. People have infinite attention if you are entertaining them.”
Jerry Seinfeld
@the_machin
A.D.D. M.R.D.
@the_machin
High reachLow relevance
@the_machin
Because we live in the ‘moment’
Why?
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35,000,000,000moments per day
@the_machin
Low reachHigh relevance
@the_machin
Brand
Customer Moment
Relevance
Engage
The brand ‘engagement’ model@the_machin
35bn moments of engagement
@the_machin
Awareness Research Conversion Experience Retention
Which channels should I adopt?
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Identifying the moments identifies the channels
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Awareness Research Conversion Experience Retention
1. Awareness
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@the_machin
Be noticed. Channels that achieve reach On + offline PR campaigns Traditional media Creative campaigns Mobile video Social media campaigns
2. Research
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@the_machin
Be useful. Content marketing strategy Where are your customers looking
for answers? Guides Useful tools On & Offsite Build trust & authority
3. Conversion
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@the_machin
Be simple. Be discoverable vie SEO & PPC Where do your customers purchase?
Mobile? Desktop? App? Instore
Frictionless experience
4. Experience
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Be innovative. Marry the online with the offline Add value to the experience Identify new moments
5. Retention
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@the_machin
Know your audience Listen Learn Personalise
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Summary Listen to your audience
Identify moments to engage in their customer journey
Find the relevant channel for that moment
Be noticed
Answer their questions
Optimise your conversion
Add value to the experience
Personalise the experience
Want to know more?Please take a booklet
Slides will be on branded3.com/blogs
Follow @branded_3
Thank you
[email protected] @The_Machin Branded3.com @Branded_3