The Importance of Audience Driven, Omni- Channel Marketing€¦ · The Importance of Audience...
Transcript of The Importance of Audience Driven, Omni- Channel Marketing€¦ · The Importance of Audience...
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March 11-13, 2015
The Importance of Audience Driven, Omni-Channel Marketing Andrea Timmerman SVP, Account Management Michael McVeigh VP, Advisory Services
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Good Afternoon
Andrea Timmerman SVP, Account Management
Michael McVeigh VP, Advisory Services
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The World Has Changed
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The Complex Customer Journey Given today’s access to information, a customer’s path to purchase has become
increasingly complex.
Ensuring your brand presence throughout this journey is vital in accomplishing both revenue and Omni-Channel goals.
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What’s Changed? The “Asks”…
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The Omni-Channel Evolution Single-Channel Multi-Channel Cross-Channel Omni-Channel
Customer and Retailer have a single touchpoint.
Customer sees brand through multiple touchpoints with
Retailer using siloed communication.
Customer sees unified brand through many touchpoints.
Retailer has single customer view but functional siloes.
Customer has holistic brand experience. Retailer leverages
unified view of customer.
“Omni means “all.” “Channel,” in this context is a “means of communication.”*
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Are My Competitor’s Doing It? Yes. Marketers Are Investing
*Source: Winterberry Group, Taking Cues From the Customer, June 2013
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Is Anyone Doing It Right?
My Macy’s: Stores Are Also Fulfillment Centers
Sales Associates Think Omnichannel: Products From Stores Or
Online Direct To Consumer
Apps: Out Of Stocks Ship
Advertising Budgets: Omni-Channel
New Concepts: Test Online
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Where Do You Start?
Build Integrated Roadmap
Know Your Audience
Develop Cohesive Budget
Integrate Omni-Channel Reporting
Reset Internal Structure
TV Insert/Print
Radio
CC
DM
Display Search
Social
Mobile Site
Retail
CRM Database
You
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How Do We Do It? Integrated Roadmap Development
CRAWL WALK RUN..FLY
An integrated approach doesn’t mean all channels, it means the right channels. And it means creating a cohesive message that leverages not only content, but also knowledge across all touch points.
§ Omni-Channel Budget Plan
§ Audit of Ecosystem
§ Map Customer Journey
§ Build Content Blueprint
§ Create Team Communication Cadence
§ Multichannel Attribution Platform § Incremental Value of Each Media
Channel § Contact Strategy And Testing
Infrastructure § Ongoing Content Planning, &
Calendarization
§ Optimal Spend Across Channels § Omni-Channel Dashboards § Fully Executed Integrated Marketing Plans § Audience Trigger Campaigns
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How Do We Do It? Integrated Roadmap Development
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Advocates Female
Age 25-54
HHI $25-75K
Interests:
White House Black Market
West Elm slenderkitchen.com
Content:
Seasonal Previews
White Glove Treatment
Valuable Female
Age 23-34 HHI $35-75K
Content: Trend Alerts
Interests:
Real Simple People
Organizing Made Fun
Brand Loyalty: IKEA
Urban Outfitters
Undeveloped Female
Age 35-49 HHI $100K+
Content: Quick Gift Ideas Interests:
Travel & Leisure Wall Street Journal
Trip Advisor Ann Taylor
workitmom.com berry.com
Brand Loyalty: Pottery Barn Nordstrom
Uncommitted Female
Age 25-54 HHI $25-75K
Content: Reward Benefits Interests:
Women’s Day Hotwire Levi’s
Brand Loyalty:
Target Red Envelope
Laurie Kaitlin Ann Emily
How Do We Do It? Know Your Audience
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How Do We Do It? Audience Roadmap Trigger Messages Geo
Target Content Display Direct Mail Search On Page (Remnant
Buys) FSI
How to Design the Perfect Room
Go 2 for Personalizing
Your Home
Design Envy
Aspirational
NY, PA, CA, IL, FL, TX,
VA
Social Contest
Refer a Friend
Trend Alerts
Innovative Video Content
Utilize “look a like” model on FB and DSP’s
Geo-fencing w/mobile
White list GDN sites based on triggers:
Food Blogs Book Enthusiasts
Zagat
Utilize “look a like”
model to identify new customers with Abacus.
Catalog
Gatefold w/ peel off
Design AdGroups lifestyle triggers, messaging
including geotargeting
Higher bids based on merchandise (based on a
merchandise analysis)
Higher Bid Index on Mobile
Rachel Ray Real Simple
Oprah HGTV
N/A
Decorative ideas for the
working mom
Time saving design ideas
White Glove Treatment
Inspirational
TX, WA, NY, CT, CA, IL, VA, PA,
FL
Quick Gift Ideas
Top Ideas for Entertaining
Latest
Seasonal Trends
Utilize “look a like” model on FB and DSP’s
Geo-fencing w/mobile
White list GDN sites based on triggers:
Professional Female Blogs
Travel Sites Mom Sites
Utilize “look a like”
model to identify new customers with Abacus.
Glossy Gatefold
Catalog
Design AdGroups lifestyle triggers, messaging
including geotargeting
Higher bids based on Merchandise Evaluation
by Audience
Dwell Bon Appetite
Travel & Leisure Inflight
Magazines (Sky Magazine)
Zip/Zone Targeted:
Wall Street
Journal USA Today
Washington Post New York Times
Relax and Enjoy
Click and Ship… It’s that Easy
Buy More…Save More
Aspirational
MI, IL, OH, FL, TX, CA, WA, SC,
NC
Local Deals
Reward Benefits
Utilize “look a like” Model on FBX
GDN for white list for
sites based on triggers CMT TMZ
Utilize Model to identify new customers with
Epsilon.
Catalog Postcard
(trade areas)
Design AdGroups lifestyle triggers, messaging
including geotargeting
Higher bids based on Merchandise Evaluation
by Audience
Good
Housekeeping Women’s Day Country Living
Zip/Zone Targeted:
Local
Newspapers: Chicago Tribune Daytona Times
Valuable
Undeveloped
Uncommitted
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How Do We Do It? Integrated Budget & Planning
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Navigating the Channels
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V Spreadsheets with 30,000 foot view but no way to peer deeper -- OR – provide granular level detail with no way to view from a higher perspective
V To view a different time period or segment, you’ll need a different report
V Show only ‘what happened’, not ‘what happened versus plan’
Ü Scale up to executive level and drill down to campaign, channel and customer segmentation
Ü Interactive by time period with filters to answer questions as they occur to you
Ü Displays Key Performance Indicators (KPIs) versus goal and budget
Dashboards that navigate …and those that don’t
Navigating the Channels
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Beauty Is In The BI Of The Beholder 1. Performance to Plan 2. Multichannel 3. Campaign Segmentation
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Beauty Is In The BI Of The Beholder 1. Performance to Plan 2. Multichannel 3. Campaign Segmentation 4. Time Dimensionality 5. Customer Segmentation
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Beauty Is In The BI Of The Beholder 1. Performance to Plan 2. Multichannel 3. Campaign Segmentation 4. Time Dimensionality 5. Customer Segmentation 6. Scalable API Integration 7. Geographic Dimensionality
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You May Need A New Dashboard, IF….
Email report attachments consume 90% of your inbox storage…
…and 90% of those emails with attachments are still marked as unread.
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You May Need A New Dashboard, IF….
Weekly report attachments take up over 90% of your inbox storage…
…and also amount to more than 90% of your unread messages.
The Fortune Cookie Test: Are you more likely to open a fortune cookie than your dashboard OR
find the cookie’s content to be more informative?
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The Good Ole Days: Benchmarking Against Competitors Visits Share
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An Omnichannel World Means Competitors Can Grow Quick
18 Month Leader / Lagger Report Email Traffic to Shopping – Sports Websites
Grow
th De
cline
Consistent (+) Consistent (-) Fluctuating
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Fast Movers Often Leverage New Media Better Email Traffic
- What tactics do my digital competitors use to grow, engage and retain customers more effectively in this channel?
- What should I emulate?
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Engagement Propagates Across Channels Search
Social
--> In Feb 2015, now 2nd
--> In Feb 2015, now 1st
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Multichannel Attribution – Who’s Adopting It? As of November 2013, only 18% of marketers were practicing sophisticated cross-channel
attribution.
As of September 2013, only 2% of marketers use a combined attribution strategy to achieve omnichannel success.
Source: eMarketer, The Omnichannel Challenge, February 2014
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Pure Play Vendor Pixels Observed Automotive
Biz/Finance
Corporate Presence
CPG
Education
Health/Beauty
Manufacturer
Media Retail Services
Travel
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Maybe Not All, But Certainly All Kinds
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Highly Transactional Not Transactional
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Omni-Channel Data – Takeaways
" Cross-Channel & Cross-Device Attribution is Real and Someone You Compete with Is Using It
" Someone You Don’t Compete with Is Competing With You, and Gaining
" If Your Omni-Channel Dashboard Reporting Does Not Pass The Fortune Cookie Test, it is Not a ‘Solution’
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The Results
" Brand consistency throughout the customer journey " Fully executed integrated budget/plan " Stronger media allocation " Performance intelligence within and across channels " Deeper understanding of consumer’s behavior " Evolution in testing environment
(content, creative, offer)
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March 11-13, 2015
Questions?