The Ten Step Guide to Creating Your Multi-Channel Marketing Strategy
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Transcript of The Ten Step Guide to Creating Your Multi-Channel Marketing Strategy
The Ten Step Guide to Creating Your Multi-Channel Marketing Strategy
PRESENTED BY NETPLUSMarch 12, 2013
© 2013 NETPLUS MARKETING, INC.
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Multi-Channel Marketing Strategy
Multi-channel?
Omni-channel?
Whatever….
Put your customers in the center of your strategy.
The Ten Step Guide to Creating Your Multi-Channel Omni- Channel Marketing Strategy
PRESENTED BY NETPLUSMarch 12, 2013
© 2013 NETPLUS MARKETING, INC.
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Multi-Channel CUSTOMER Strategy
Recognized with relevant content and experiences
Executed across channels, devices and activities
Real time (or close to it) responsiveness
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Multi-Channel CUSTOMER Strategy
Big data
No silos
Use of info
Don’t make assumptions
Recognize it is not all digital
Consistency
Willingness to change
What does it take to deliver against consumer expectations in this era?
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Why is Multi-Channel Important?Mobile and Tablet Usage Now Mainstream
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Why is Multi-Channel Important?Consumers are transferring media time to mobile.
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Why is Multi-Channel Important?Multi-screen, multi-device behaviors now typical.
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Marketplace Changes
New platforms, devices, connectivity options and integration opportunities have brought:
Changes in consumer media consumption patterns
Changes in other consumer behaviors
More data but not necessarily more insights
Exploded opportunity set for advertisers to sort through and prioritize
A constantly connected consumer base
Changes in consumer expectations
Content, context and design challenges
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Steps to Creating a Multi-Channel Customer Strategy
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1 – Conduct a Program Audit
Conduct an audit and analysis of existing programs including allocated resources, touch points and value/contribution
Customer mapping
Content updates
Data accessibility
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2 – Get Buy in From Key Stakeholders
Don’t go it alone – confer with and get buy in from colleagues and partners
Produce guiding documents including a mission statement
Take your analysis, maps and guiding doc to the highest level you can
Bring recommendations for optimization and testing
Estimates for any work required along with a list of benefits and the forecasted impact
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Channel Integration
Mission: ACME corporation will achieve a unified brand plan, organizational vision and customer experience through the integration of digital content, audience touch points, data sets and analytic framework
Timeframe: phase 1 – planning Q2 2012
phase 2 – implementation Q3-Q4 2013
Objectives: Collaborative planning leading to shared, quantifiable goals
Distributed, common content
Single data set accessible by all internal audiences
Integrated analysis, optimization and reporting
Guiding principles: The Acme customer comes first – any changes must improve their experience with our brand
Investments will be justified over a mid term time frame (2-4 years)
The program must be scalable and flexible for future, unforeseen challenges and opportunities
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3 – Identify Channel Opportunities
Different for each marketer based on:
Business goals
Current status of adoption and success
Audience
Industry and competitive set
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Multi-Channel Mobile
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Multi-Channel Mobile
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Multi-Channel Mobile
Growing share of consumer time spent – 28% and growing
Primary multi-tasking devices
Primary social connectivity device
Different demographics use differently
App market exploding (1billion app users worldwide)
Too many websites not yet optimized for mobile viewing
Make Mobile Multi-Channel: optimize for mobile traffic, create the relevant user experience for mobile viewing
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Multi-Channel Search
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Multi-Channel Search
Take advantage of mobile search options
Drive consumers to the appropriate experience.
Broaden your definition of search beyond Google and beyond the search engines
o Facebook Graph is a game changer
Make Search Multi-Channel: create mobile specific search campaigns with their own ad copy, ensure mobile friendly landing pages, use keyword insights to improve ad copy and other content across channels
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Facebook Graph Search
Socially informed search
Weighted to what your friends like or recommend
Unique results => higher relevancy => higher click rates and more efficiency
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Multi-Channel Display Media
Banner ads formats, content and distribution have evolved:
New customer targeting options – social and search behaviors, enriched customer profiles, RTB options
New channels of distribution – search networks, social networks
New compelling content types – friend’s recommendations, visual images
Many conversions in banner – email or other data capture, video views, share
Make Display Multi-Channel: use new targeting options that leverage search and social behavioral cues, gather remarketing data in rich media ad formats
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Make It Visual
Often overlooked opportunities
Rise of visual content sharing sites like Instagram and Pinterest
Facebook’s newly redesigned News Feed is all about images
Most shared content is visual, including video, and may follow popular memes or trends
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Video
Video’s share of digital ad dollars is currently less than 10% but on an impressive growth curve to reach 15% by 2016*
Frequently shared content
New ad units integrated into video buys get impressive conversions
Make Video Multi-Channel: insert share buttons and motivate or incent sharing, incorporate in video ads if appropriate, distribute video content across channels and track usage
* http://www.emarketer.com/Webinar/Trends-Video-Advertising-Measurement/4000062
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The #1 mobile activity is email*
Rethink email across your channels – taking into account:
oScreen size, design and usability
oRelevant content
oConsumer context
oPost click experience
*Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2012–2017,” Feb. ‘13
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Integrate email and social programs for:
oAcquisition
oTesting
oFrequency
oPerformance
oQualifying
oEfficiency
Make Email Multi-Channel: link email content to social with sharing buttons, optimize for mobile use, differentiate between tablets and smartphones, capture email from social fans, test content and subject lines in social, use responsive design
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Social Media
Outstanding reach – 1.4 billion people around the world
Dovetails with location and mobile targeting
Offers previously unavailable niche behavioral and demo/social targeting capabilities
Unique mindset of participants
WOM, viral and advocacy opportunities
Make Social Multi-Channel: Use listening tools to hone keyword sets and messaging and gain audience insights, distribute promo messaging and coupons, support event attendance and offline happenings
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Traditional Marketing
Converged media
CTAs now decidedly digital
Digital content
Use technology
Make Traditional Marketing Multi-Channel: create consistency in messaging, look and feel across channels, decide upon the final, destination and all channels to drive there, use attribution modeling to give multiple channels credit for the conversions, invest in a CMS, leverage paid/owned/earned models
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Content Strategy
Content challenges are multiplying as digital destinations multiply
o Consistency of message, look and feel
o Sheer volume of required content challenges organizations
o Many different forms needed, ad copy, video, blog posts, images, recipes, product descriptions
o No person or dept with clear responsibility
oThink about audience, location and device preferences
Make Content Multi-Channel: make use of precious and expensive content assets in multiple ways across channels, insert sharing options, meld content goals with SEO standards, use social listening to find content clues
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Channel Opportunities Channel Goals KPIs/outcomes
Overall Build valuable, customer connections to fuel brand growth
# customers, AOV, # return customers
SEO/SEM Increase traffic quality and volume across brand properties
Increased page views, improved conv rate, move site demos closer to target demos
Email Improve remarketing capabilities, promo support and coupon distribution
Data fields captured, open and conv rates, coupons
Website Distribute promos, provide product education, drive to store, capture email opt-ins
Store locator usage, promo or coupon downloads, deep page views, more opt-ins
Mobile site Drive consumers efficiently to retail locations armed with current promotion info
Reduction in bounce rates on site, min clicks to relevant info, increase store locator usage
Social Media and Social Advertising
Activate loyalists, gain audience insights, build remarketing platformsReach niche audiences, promote videos
Increased positive brand mentions, new testimonials, improved keyword list, more fan or follower access
Display Extend brand awareness, distribute coupons, competitive targeting
Increased search volume and call center volume
TV Reach and awareness, drive to web Increased web traffic, esp deep pages
Print/direct Product education, drive to web Increased web traffic and video views
Video Product education Video views and shares, product inquiries
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4- Maintain Consumer Focus
Protect your customers
Accept responsibility for your role in the broader consumer experience online
Be judicious in using collected information
Be transparent and offer choice
Give more than you get
Think long term
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5- Prioritize
You might not need to be everywhere to succeed – know your audience
Avoid the shiny object factor
Don’t follow competitors – carve out your own success
Be attuned to change
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6 – Create Your Plan
K.I.S.S. – There are no points for complexity or number of channels used. Avoid fractured, over-complicated plans by narrowing your efforts to only those that help you either:
1. Sell
2. Build, or
3. Learn
The plan is composed of the tactics that support your channel priorities.
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7 – Develop Actionable Data Sets
Agree on KPIs
oOrganizational program and performance
oCustomer experience improvements
Establish tracking across all marketing channels
oUnique descriptors
oChannel goals
Create decision-focused dashboards
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8 – Review Org structure
Functionally oriented structures and silos reduce the chance for collaboration
Different reporting structures inhibit oversight for consistency in messaging and customer experience
Lack of required technology investment to integrate needed data and information (Not my budget!)
Big Data and the convergence of departments, data sets, partners
Agility
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9 – Iterative Planning
Don’t get paralyzed by the changes ahead
Don’t rush into every new thing
Don’t attempt too much at once – try a phased approach
Don’t get lost in the analytics
Build in extra watchfulness and optimization for new and early programs
Build in aggressive out clauses
Build in budget reserves
Factor in competitive response
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10 – Launch Plan
Create defined check-ins and feedback loops
Assign responsibility for ongoing reviews
Allow some controlled risk into your planning process
o Test programs
o Learning objectives
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10 Step Guide to a Multi-Channel Customer Strategy
1. Conduct an audit and analysis of existing programs and resources
2. Present to key stakeholders for input and feedback
3. Establish clear overarching objectives with channel specific priorities
4. Assert and maintain a consumer focus
5. Test plan against organizational priorities
6. Develop your multi-channel plan
7. Develop actionable data sets and dashboards
8. Review existing organizational structure and P&L /budgets for alignment
9. Iterative planning and implementation
10. Launch plan with defined check-ins and feedback loops
Robin Neifield CEO, [email protected]
Thank You.