CRM & Multi-Channel Marketing Theatre: Tying It All Together: Multi-channel marketing success
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Transcript of CRM & Multi-Channel Marketing Theatre: Tying It All Together: Multi-channel marketing success
OVERVIEW
Nick EvansAccount [email protected]@nevans110
Agenda•Introduction
•Subscribers Fans and Followers: UK consumers’ attitudes to brands on email, Facebook and Twitter
•Multi-Channel Marketing Challenges and Solutions
•Key Takeaways
•Q&A
<1990<1990 1990s1990s
EventsDirect MailTelephone
19991999 2000s2000s 20122012TVRadioPrintDisplay
IMEmailEventsDirect MailTelephone
TVRadioPrintDisplayCable TVWebsiteSearchOnline Display
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing
Mobile EmailSMSIMEmailEventsDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsContextualWikisSocial NetworksMobile Web
Apps/Push NotificationsGroup TextingSocial DMVoice MarketingMobile EmailSMS + MMSIM EmailEventsDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogs/ RSSPodcastsContextual WikisSocial NetworksMobile WebBehavioral Social Media & AdsVirtual WorldsWidgetsTwitterMobile AppsGeolocationVirtual Events
THE MARKETING (R)EVOLUTIONIMEmailEventsDirect MailTelephone
www.exacttarget.com/sff
93% ARE SUBSCRIBERS
45+% ARE FANS
7+% ARE FOLLOWERS
1.3%
0.45%
MULTICHANNEL CHALLENGES
CHALLENGE: No Common View of the Customer
<1990<1990 1990s1990s
EventsDirect MailTelephone
19991999 2000s2000s 20122012TVRadioPrintDisplay
IMEmailEventsDirect MailTelephone
TVRadioPrintDisplayCable TVWebsiteSearchOnline Display
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing
Mobile EmailSMSIMEmailEventsDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsContextualWikisSocial NetworksMobile Web
Apps/Push NotificationsGroup TextingSocial DMVoice MarketingMobile EmailSMS + MMSIM EmailEventsDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogs/ RSSPodcastsContextual WikisSocial NetworksMobile WebBehavioral Social Media & AdsVirtual WorldsWidgetsTwitterMobile AppsGeolocationVirtual Events
THE MARKETING (R)EVOLUTIONIMEmailEventsDirect MailTelephone
SOLUTION: Multichannel Visibility for Cross Channel Content
CHALLENGE: Disconnected Online and Offline Experiences
SOLUTION: Intelligent Integrations
CHALLENGE: Relevance at Scale
SOLUTION: Intelligent Automation
Automation = £$€
CHALLENGE: The Social Floodgates
SOLUTION: Empower Your Customers
Eyjafjallajökull
SOLUTION: Proactive Communication
• Icelandair used CoTweet to communicate with customers during volcanic eruption
• Multi-Channel strategy during volcanic crisis included:• Comprehensive, frequent updates updates via
Twitter• News landing page publicised through Twitter• Conscious decision to send less email
communication• Refrain from utilising other social networks
SOLUTION: Proactive Communication
#AshTag
McDonald’s Fail
KEY TAKEAWAYS
SFFs ARE SFFs ARE CORPORATE CORPORATE ASSETSASSETS
SFFs ARE SFFs ARE CORPORATE CORPORATE ASSETSASSETS
RELATIONSHIPS MUST BE RELATIONSHIPS MUST BE NURTUREDNURTURED
SFFs ARE THE HEART OF SFFs ARE THE HEART OF SOCIAL MEDIASOCIAL MEDIA
SFFs ARE THE HEART OF SFFs ARE THE HEART OF SOCIAL MEDIASOCIAL MEDIA
SFFs ARE EASILY DISTRACTEDSFFs ARE EASILY DISTRACTEDSFFs ARE EASILY DISTRACTEDSFFs ARE EASILY DISTRACTED
SO…SO…ENGAGEMENTENGAGEMENTMATTERSMATTERS
