Agillic Integrated Multichannel Tfm&A Presentation

transcript

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“If markets are conversations, how should I talk to my customers?”

Integrated multichannel marketing in a world of silos. A how-to.

Turlough MartinMD UK, AgillicTFM&A, 24th February 2010

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Integrated Multichannel – why?

“Markets are conversations.”

“We are not seats, or eyeballs, or end-users or consumers. We are human beings, and our reach exceeds your grasp. Get used to it .” The Cluetrain Manifesto, April 1999

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It’s no longer enough to take a one-size-fits-all approach to marketing. We have to respond to each individual’s needs and wants.

Conversations happen in real time. Each party responds and reacts to the other. Today’s consumers expect conversations with brands to be no different.

To compete in today’s market we must ensure that our communications are relevant, timely and consistent.

What does this mean for marketers?

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Let’s give people communications that are personalised to their own needs

Make it relevant

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Let’s give people what they want, when they want it (and before somebody else does!)

Make it timely

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There’s no point holding a conversation on one channel. All communications must be consistent across channels.

Make it integrated

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With a little creativity we can integrate our offline channels just as easily.

And why stop at online?

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…we do it because effective integrated communications measurably drive:

Acquisition

Conversion

Retention

To put it another way, when we engage with customers, they engage back, and we win, and keep their business.

Of course, we don’t do all this just because it sounds like a good idea…

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But don’t just take my word for it…

Bill in

Direct

Bill in

2.0%5.3%

7.9% 9.0% 9.2%

Response rates of combined channels

Source: Forrester Research

…and with digital channels its easy to do even better

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Online and mobile portals

EmailsSMS, MMS, mobile links

Direct mails

Call Centre, IVR & POS Modules

Integrated Marketing Execution Platform

Agency Databases Brand Data Sources

- behavioural data- fulfilment data- enriched profile data

- prospect contact data- segmentation data- permission data

- CRM data- campaign data- segmentation

* = if available

Online advertising Social media

Multichannel Integration – an overview

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CASE STUDY - TOYOTAHow integrating channels boosted test drives and sales(Agency: People Group)

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From offline ads, to digital conversation, to offline conversion.

Text Avensis to 1231

Receive wap push and enter email

Receive email to confirm test drive

Directed to sign-up page

Collect further data about customer and sendinformation according to segment and interest

Print ad with call-to-action

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Most Sold Cars in Denmark

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CASE STUDY – DSB S-MOREHow The Danish Railways Drive Brand Equity and Sales using Integrated Multichannel(Agency: Wunderman)

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First, Danish Railways increased click-through by utilising simple multichannel mechanisms

Conversion = 100

Conversion = 158

Promotional email: call to action is URL

Campaign microsite – business goal is ’refer-a-

friend’

Promotional email: call to action is URL

Email triggers alert SMS: ’”check your inbox – cool

offer from DSB”

Campaign microsite – business goal is ’refer-a-

friend’

Source: Danish Railways

58% higherconversion

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The S-more loyalty scheme now encompasses a broad variety of touchpoints between DSB and its passengers

Social media on

mobile

Facebook

Personalised Online Portal

Dear John

Regards DSB

SMS, MMS and mobile ticket vouchers

Personalised Emails

Fast track at ticket sale for S-more

Members

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Email and mobile integration

Happy birthday. Today, you can ride the train for free in all zones. Just show this text, your ID and your membership card when boarding the train.

Competition targeted by using

profile data

Highlighting membership

benefits

Highlighting membership

benefits

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Personalised ‘MyPage’ on web and mobile

Customer profile- Name-Membership status- Card

Retrieve Customer Data:“ Answer 3 easy questions and get better advice”

Competitions

Membership benefits

S-train news

Get travel info directly on your mobile

Membership upgrade

S-train news for you travel route

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Sign-ups and network usage have increased beyond all expectations. Happy customers, happy brand.

20,000

40,000

60,000

Campaign results

Expected Actual

Extract from online’Markedsføring’

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“Behind every great integrated marcomms strategy is a great technology platform.” Points to consider when choosing a partner:

Enterprise or Cloud?

Agency integrated or in-house team only?

Genuine open multichannel or ‘email plus?’

Ease of data integration

Reporting flexibility

Capital expense or Software as a Service?

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Triggered

Personalised

Integrated

Acquisition

Conversion

Retention

In summary - by integrating triggered, personalised comms, marketers can deliver ROI

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Thank you.

Turlough MartinManaging Director UKAgillic

turlough.martin@agillic.comMobile +44 (0)7771 785 757

Agillic Integrated Multichannel Tfm&A Presentation

Technology