top 5 strategies for bringing omni-channel marketing to your digital channels

© 2014 IBM Corporation

Strategies for Integrated Digital Marketing Five best practices

#SmarterCommerce


#SmarterCommerce

Elizabeth Magill Team Manager, Product Marketing

@emagill

Sameer Khan Senior 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


4X Increase 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

Consideration Loyalty

Purchase Awareness

Non linear customer transition between channels


Within organizations, however, marketing silos are still the norm

Strategy Data

process tech

Customers

Strategy Data

process tech

Strategy Data

process tech

Strategy Data

process tech

Strategy Data

process tech

Strategy Data

process tech

Strategy Data

process tech

Strategy Data

process tech

Strategy Data

process tech

Strategy Data

process tech

Strategy Data

process tech

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

Search

Display ads

Web

Mobile

Email

Retargeting

Chat

Affiliates

SEO


Digital Marketing Best Practices


The challenge to market effectively given the vast amount of data,

campaigns, channels, rules, offers, and processes to manage …

Optimize messages, 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…

1

2

3

3

4

5

Collect 360 degree view of the customer, historical & real-time

Analyze

Identify customer trends, personas and segments

Decide

What channels, resource allocation, programs

Manage Deliver a consistent experience and message via the right channel

Optimize

Benchmark, 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



marketing must…

1

2

3

3

4

5


Analyze


Decide



Optimize



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 Segments Personas

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

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

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

Influencers

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


Personas and Preferred Digital Channels Summary C

lien

ts

Infl

uen

cers

Larry the

Ambitious LOB

Manager

Stan the Skeptical

Influencer

Alex Under

Pressure IT

Director

Ruth the Reticent

General Manager

Charles Under

More Pressure

CTO

Gary the Objective

Industry Analyst

Evan the

Enthusiastic

Evangelist

Social Channel

Preferences Google

Power

User

User

User

Power

User

Power

User

Power

User

Twitter

User

Light

User

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

Heavy

User

Heavy

User

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

Aware Aware Aware Aware Aware

Aware

Aware

Aware

Aware

Professional Personal

N/A Aware

Aware Aware Aware

Email



marketing must…

1

2

3

3

4

5


Analyze


Decide



Optimize



Design personalized communications for synchronized use across one or more digital channels & devices

Mobile Web Notifications

Native Simple and Rich Push

Notifications

iOS and Android Wallets

SMS Messaging

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



marketing must…

1

2

3

3

4

5


Analyze


Decide



Optimize



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

1

2

3

4


Personalized content across all campaigns…

New Registrant or Loyalty Status

Display Ad2

Facebook Ad1

Display Ad1



marketing must…

1

2

3

3

4

5


Analyze


Decide



Optimize



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

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 digital recommendations

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


#SmarterCommerce


Be a part of Smarter Commerce Global Summit 2014

Customers expect instant gratification, and a single moment can create a lasting

impression. To gain customer loyalty—and to differentiate yourself from the

competition—you need to exceed expectations and make those moments count. At

the 2014 Smarter Commerce Global Summit, you’ll discover innovative ways to

become essential to your customers, partners, and suppliers by integrating

intelligence into every commerce process and making every interaction personal,

memorable, and valuable.

Jay Baer, marketing strategist, speaker,

author and President of the social media and

content marketing consultancy Convince &

Convert, returns as host of the SCGS General Sessions

Share your

expertise

in Tampa!

Submit your

proposal to present

at Smarter

Commerce Global

Summit 2014 and

tell your story.

www.ibm.com/commerce-summit

https://www-950.ibm.com/events/tools/gscs/gscs2014ems/

https://www-950.ibm.com/events/tools/gscs/gscs2014ems/

http://www.ibm.com/commerce-summit




#SmarterCommerce

top 5 strategies for bringing omni-channel marketing to your digital channels

Business

ibm corporation customers

ibm corporation smartphones

ibm corporation strategies

ibm corporation relationships

ibm corporation brand

ibm institute

ibm corporation agenda

customer trends