top 5 strategies for bringing multichannel marketing to your digital channels

© 2014 IBM Corporation

Strategies for Integrated Digital MarketingFive best practices

#SmarterCommerce


#SmarterCommerce

Elizabeth MagillTeam Manager, Product Marketing@emagill

Sameer KhanSenior Product Marketing Manager@SameerKhan

Presenters


Agenda

Trends in digital marketing

Best Practices in integrated digital marketing

How IBM can help

#SmarterCommerce


Digital Marketing Trends

#SmarterCommerce


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


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


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


Relationships with your customers over their purchase lifecycle

ConsiderationLoyalty

Purchase Awareness

Non linear customer transition between channels


Within organizations, however, marketing silos are still the norm

Strategy Dataprocess tech

Customers











Social Ad

Paid Search

Display ad

Web

Mobile

Email

Retarget Ad

Chat

Product Recs

Affiliates

SEO


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


With an integrated marketing, marketers can deliver coordinated, customer engagement across channels

Social

SearchDisplay ads

WebMobileEmail

RetargetingChat

AffiliatesSEO


Digital Marketing Best Practices


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


To engage customers continuously and create competitive advantage, digital marketing must…

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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


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


…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



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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


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


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

Google

Power User

User

User

Power User

Power User

Power User

Twitter

User

LightUser

Power User

Power User

Power User

Power User

LinkedIn

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

Facebook

HeavyUser

HeavyUser

User

User

User

User

Power User

Instagram

Aware

Aware

Aware

Aware

User

Pinterest

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

Email



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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


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



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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


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

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Personalized content across all campaigns…

New Registrant or Loyalty Status

Display Ad2

Facebook Ad1

Display Ad1



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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


Benchmark against competitor KPIs

Benchmarking Performance- Identify KPIs aligned to

channel and customer milestones

- Attribution based on first touch, assist and last click credit


How IBM Can Help


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


QUESTIONS?

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top 5 strategies for bringing multichannel marketing to your digital channels

Marketing

programs manage

create competitive

channel optimize

engage customers

integrated

digital channels

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