figaro multi channel marketing seminar: why you should let your customers determine your...
TRANSCRIPT
Why You Should Let Your Customers Determine Your
Multichannel Strategy
Andrew Machin – Creative Director
“There is no such thing as an attention span. People have infinite attention if you are entertaining them.”
Jerry Seinfeld
@the_machin
Identifying the moments identifies the channels
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Awareness Research Conversion Experience Retention
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Be noticed. Channels that achieve reach On + offline PR campaigns Traditional media Creative campaigns Mobile video Social media campaigns
@the_machin
Be useful. Content marketing strategy Where are your customers looking
for answers? Guides Useful tools On & Offsite Build trust & authority
@the_machin
Be simple. Be discoverable vie SEO & PPC Where do your customers purchase?
Mobile? Desktop? App? Instore
Frictionless experience
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Be innovative. Marry the online with the offline Add value to the experience Identify new moments
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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