INTEGRATING DIGITAL TOUCHPOINTS WITH PURPOSE

3 September, 2012 DEBORAH WOMACK TWEET IT: #CROSSMEDIA2012FOLLOW ME: @THELADYD

TODAY’S COMPLEX DIGITAL ECOSYSTEM DEMANDS THAT WE REDUCE THE RELIANCE ON SHORT-LIVED CAMPAIGNS.

BEYOND AWARENESS, SHORT-LIVED CAMPAIGNS AREN’T AFFECTING CONSUMER CHOICE WHEN AND WHERE IT MATTERS MOST: ONLINE, SOCIAL, AND WoM.

WE WANT TO CONNECT WITH CONSUMERS AND RELATE ONLINE ACTIVITIES TO OFFLINE EXPERIENCES.

WE NEED TO INTEGRATE WITH PURPOSE.

Effective integrated planning requires more than a single message delivered via multiple channels.

INTEGRATING WITH PURPOSE:

INTEGRATING WITH PURPOSE

The effort is on delivering a great experience through integrated touchpoints.

Less campaign thinking.

WHEN DONE RIGHT, LOYALTY-GENERATING INITIATIVES CAN GENERATE AS MUCH AS 20% OF A COMPANY’S PROFITS (Source: Forbes)

PEOPLE MAKE 500 BILLION IMPRESSIONS ON ONE ANOTHER ABOUT PRODUCTS AND SERVICES EVERY YEAR. (Source: Forrester)

AND 16% OF PEOPLE GENERATE 80% OF THOSE IMPRESSIONS. (Source: Forrester)

HOW DO WE ACHIEVE PURPOSEFUL INTEGRATION?

INTEGRATING WITH PURPOSE

Think ‘TRIPS’• TOUCHPOINTS• RELATIONSHIP• INSIGHT• PLANNING• STRATEGY

INTEGRATING WITH PURPOSE IS ABOUT PEOPLE

HOW DO WE MAKE IT WORK?

We start by measuring the depth of relationship between brand and customer.

What relationship customers have and what they desire.

OUR RELATIONSHIP MEASUREMENT IS ROUTED IN BEHAVIOURS

RELATIONSHIP MEASUREMENT

WELL-PLANNED ACTIVITIES WILL SHIFT THE RELATIONSHIP

WHAT THE BUSINESS WANTS TO ACHIEVE

WHAT THE CUSTOMER DOES

ACTIVITIES

TOUCHPOINT WHEEL

CLIENT CASE STUDY

STARTING POINT: INSIGHT: UNDERSTAND THE

RELATIONSHIP BETWEEN THE

BRAND AND CUSTOMERS

END POINT: DELIVER GREATER LEVELS OF CUSTOMER

ENGAGEMENT

QUAL. & QUANT. RESEARCH

ONE OF THE LARGEST SCALE GLOBAL

RESEARCH EFFORTS TO ASSESS THE

CURRENT AND UNMET NEEDS FOR THE

BUSINESS AND END USERS

QUALIFY• What are the drivers in the relationship with the brand?

• What is the desired relationship?

• Why is the relationship important to their customers? “I want better personalised service, not just a product”

• What level of interaction was really important to customers?

• How would the level of interaction really enrich their lives?

QUANTIFYReached out to customers in an online survey format to quantify the level of relationship of each “customer type”: All learning levels of Teachers and Students

SCALING RELATIONSHIPS

17%ONLY WANT A ONE-TIME OR TRANSACTIONAL RELATIONSHIP

78% WANTED AN IMPROVED TWO-WAY RELATIONSHIP WITH THE BRAND.

63% WANT A RELATIONSHIP

WITH AN INDIVIDUAL REPRESENTATIVE, NOT THE COMPANY AS A WHOLE

DEVELOPING RELATIONSHIP OPPORTUNITIES

1. Map and assess touchpoints

2. Qualify and Quantify relationship status

3. Train marcomms community to think in terms of the Ecosystem

4. Keep doing lifecycle email programs – they work

5. Set Relationship KPIs

6. Reassess relationship status regularly – has the needle moved?

Are your email campaigns repeating the same

messages as other channels?

Allocate part of campaign activity towards

promoting your brand relationship activities.

COMPANIES ARE SPENDING

<10% ON EMAIL MARKETING

HOW TO STOP TIME AND CREATE MEMBER PARTICIPANTS

VIDEO: ABSOLUT GLIMMER

http://www.youtube.com/watch?v=GW4c99ifwzI

THANK YOUFOLLOW US: @POSSIBLE