Post on 09-May-2015
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WELCOME TO: SUCCESSFUL MULTI-CHANNEL ENGAGEMENT
WE’RE HERE TO...
Introduce ourselves
Integrating traditional and digital channels: challenges and pitfalls
Using digital channels well
WHO ARE MINTTWIST?
FOUNDED 2002
A FULL-SERVICE DIGITAL AGENCY IN LONDON AND DUBAI
300+ CLIENTS
25 FULL-TIME STAFF
BRIEF HISTORY OF MARKETING
BRIEF HISTORY OF MARKETING
BRIEF HISTORY OF MARKETING
BRIEF HISTORY OF MARKETING
WHY MULTI-CHANNEL? More exposure
Customer satisfaction
More business
CHALLENGES NUMBER OF CHANNELS USE THEM ALL? WHICH ONES ARE THE BEST?
NOISE HOW CAN YOUR MESSAGE RESONATE? DATA TOO MUCH OR TOO LITTLE RESOURCES NOT ENOUGH
PITFALLS OVER-COMMITTING
FOLLOWING TRENDS… …BADLY
WHAT CAN I DO? PLAN! ASK YOUR CUSTOMERS AND IDENTIFY CHANNELS WITH OPPORTUNITY
GET YOUR DATA IN ORDER SEGMENT AND PERSONALISE USE RESOURCES WISELY DON’T DISTRACT THEM REVIEW REGULARLY!
MOBILE
GLOBAL MOBILE LANDSCAPE
SAMSUNG MOST POPULAR BRAND 31.7% ANDROID MOST POPULAR OS 79% 3.5BN MOBILE SUBSCRIBERS BY 2014 USING THE INTERNET IS THE MOST POPULAR TASK
UK MOBILE LANDSCAPE
10.8 M IPHONE 28.3M ANDROID 29.8 M NON-SMARTPHONE 3 OUT OF 4 ADULTS BY 2016 56% OF SMARTPHONE OWNERS ALSO OWN A TABLET 44% OWN A SMARTPHONE, TABLET AND LAPTOP
55+ FASTEST GROWING GROUP
WHY MOBILE?
BETTER USER EXPERIENCE = MORE CONVERSIONS MORE CONVERSIONS = NOT MISSING OUT HABITS HAVE CHANGED GOOGLE WANTS YOU TO HAVE IT IT’S EXPECTED
HOW CAN I INTEGRATE?
SEARCH - LOCALISATION RESPONSIVE EMAIL POLLS AND SURVEYS CONTACT PREFERENCES KEEP DATA FRESH TEXT FOR RESPONSE
COMMON CRIMES
IMAGE HEAVY ALWAYS LET PEOPLE UNSUBSCRIBE
EMAIL ISN’T DEAD
ENCOURAGES A DIRECT RESPONSE
CHECK THEY ARE FIT FOR PURPOSE
WHY EMAIL? GETS MORE CUSTOMERS THAN SOCIAL MEDIA
WHY EMAIL? EMAIL IS USED TO REFER
PROMOTION Use it to tell your audience about other channels
Sony did this recently with great success
CONTENT
“CONTENT IS KING”
• Articles – blog, print, internal • Case studies • Proposals • Emails • Presentations • Images – photos, infographics • Video
REPURPOSE
HOW DOES YOUR AUDIENCE CONSUME CONTENT? REVISIT CONTENT – CAN IT BE UPDATED? CAN YOU CHANGE THE FORMAT?
SHARE IT!
Article
Add to website
Social media
Email Newsletter
Sales
PR OUTREACH
SEO CONVERT
Article
Presentation
Infographic
Guest blog
Digested version
Article
Add to website
Social media
Email Newsletter
Sales
PR OUTREACH
SEO CONVERT
Article
Add to website
Social media
Email Newsletter
Sales
PR OUTREACH
SEO CONVERT
Article
Add to website
Social media
Email Newsletter
Sales
PR OUTREACH
SEO CONVERT
Article
Add to website
Social media
Email Newsletter
Sales
PR OUTREACH
SEO CONVERT SHARE IT! Not reinventing the wheel
Can drip the content out over time
Optimise for the medium
WEBSITE
COMMON CRIMES
• Over-complicated sites - KISS • Calls to action
should be clear • Not asking customers • Not promoting other
channels and how to stay in touch
BBC NEWS
BBC NEWS
• Easy to share
• Easy to see how to keep in touch
HERBERT SMITH
HERBERT SMITH Needs more action
Present more visually – buttons instead of links
Limit the ways to share
HERBERT SMITH
DELOITTES • Visualised data • Easy to share • Easy to understand
what is in the report
BUT • Calls to action could be
stronger • Contacts at top of the
page instead of bottom
SUCCESSFUL ENGAGEMENT NEEDS…
PLANNING
WELL-HONED PROCESS CONSTANT REVIEW
THANKS FOR LISTENING
152 killer keywords for email subject lines (and 137 crappy ones) http://econsultancy.com/uk/blog/63000-152-killer-keywords-for-email-subject-lines-and-137-crappy-ones 10 things to avoid using in your email subject lines http://econsultancy.com/uk/blog/63816-10-things-to-avoid-using-in-your-email-subject-lines Cross-Channel Marketing Report http://econsultancy.com/uk/reports/cross-channel-marketing-report Worst infographics http://www.worstinfographic.com/
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