Managing the road to omnichannel for top marketing executives
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Managing the move to Omnichannel for marke3ng execu3ves Michael Leander > www.michaelleander.me > @michaelleander > [email protected]
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Managing the road for top marketing executives for greater emphasis on customer centricity. Talk given by Michael Leander at an exclusive, invitation only breakfast briefing at Pestana Palace in Lisbon. Organized by Mediapost Portugal
Transcript of Managing the road to omnichannel for top marketing executives
Managing the move to Omnichannel for marke3ng
execu3ves
Michael Leander > www.michaelleander.me > @michaelleander > [email protected]
These words were presented by Michael Leander at an execu;ve
breakfast at beau;ful Pestana Palace Hotel in Lisbon, Portugal.
The breakfast was organized by
Mediapost Portugal and aDended by CEO’s and VP-‐level professionals from
top Portuguese brands
Mission isn’t to embrace Omni channel at all cost,
but to enforce a greater emphasis on customer centricity – and –
find ways to op;mize marke;ng spend
Omnichannel = Delivering a truly seamless experience across touch points, channels and
devices
OMNIPRESENCE MULTI-‐CHANNEL
be where your profitable customers and likely to
become profitable prospects are
What is the simple solu3on?
Market share or something else?
Share of Heart What wins them over?
Share of
Wallet
Share of Influence
Own The Experience from A to Z
THE CUSTOMER Experience
OMNICHANNEL
RELEVANCE EMPOWERMENT
Innova;on reflec;ng the ;mes we are
living in
The balancing
act
Give everybody all they want or give the ones that maDer all they want
or give the ones that maDer what is
possible and reasonable
The value of the (customer)
experience is more important
than the channel mix
Personalize and/or customize the experience push/pull
The right message to the right person at the right 3me using the most effec3ve channel
Quick win in Portugal: Email marke3ng and then expand to marke3ng
automa3on Master personalizaNon and right
message to right person
A few examples
Customer Engagement
1:1 personalisa;on
Offers and campaigns –personalisa;on
Various methods to ease booking – new op;mized booking engine
Personalised offers based on past travel and booking history etc. Real ;me pricing
Various personalised offers mainly aDemp;ng to upsell to passengers depending on P-‐type
Integra;on with ECM and Campaign automa;on for personalized email conversa;ons
Adver3sing on Facebook based on behavior on hotels.com
Great email engagement, but ..
Same email address, two different senders – received at the
same Nme
…. And should we menNon that hotels.com perceives their customers to be fools !
A few pointers on what your next steps could be
Unsilo your customer data
Silos
Make
You Suck
Move from sender to recipient control
Understand buyer journey
Track, log and use behavior proac;vely
Bring transac3onal (€ data) into play
Master one channel at a ;me
Be open to all channels, ROMI should be a decisive factor, not channel-‐fashion
