Date post: | 17-Nov-2014 |
Category: |
Technology |
Upload: | turlough-martin |
View: | 972 times |
Download: | 2 times |
© 2010 AgillicNot for use or distribution without written
permission. 1
“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
© 2010 AgillicNot for use or distribution without written
permission. 2
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
© 2010 AgillicNot for use or distribution without written
permission. 3
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?
© 2010 AgillicNot for use or distribution without written
permission. 4
Let’s give people communications that are personalised to their own needs
Make it relevant
© 2010 AgillicNot for use or distribution without written
permission. 5
Let’s give people what they want, when they want it (and before somebody else does!)
Make it timely
© 2010 AgillicNot for use or distribution without written
permission. 6
There’s no point holding a conversation on one channel. All communications must be consistent across channels.
Make it integrated
© 2010 AgillicNot for use or distribution without written
permission. 7
With a little creativity we can integrate our offline channels just as easily.
And why stop at online?
© 2010 AgillicNot for use or distribution without written
permission. 8
…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…
© 2010 AgillicNot for use or distribution without written
permission. 9
But don’t just take my word for it…
Bill in
sert
Tele
mar
ketin
g
Direct
mai
l
Bill in
sert
+ T
M
Bill in
sert
+ D
M
DM +
TM
Combi
natio
n of
all
30.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
2.0%5.3%
7.9% 9.0% 9.2%
16.4%
29.3%
Response rates of combined channels
Source: Forrester Research
…and with digital channels its easy to do even better
© 2010 AgillicNot for use or distribution without written
permission. 10
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
© 2010 AgillicNot for use or distribution without written
permission. 11
CASE STUDY - TOYOTAHow integrating channels boosted test drives and sales(Agency: People Group)
© 2010 AgillicNot for use or distribution without written
permission. 12
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
© 2010 AgillicNot for use or distribution without written
permission. 13
20
19
18
17
16
1514
1312
1110
98
76
54
3
21
Most Sold Cars in Denmark
2009
© 2010 AgillicNot for use or distribution without written
permission. 14
CASE STUDY – DSB S-MOREHow The Danish Railways Drive Brand Equity and Sales using Integrated Multichannel(Agency: Wunderman)
© 2010 AgillicNot for use or distribution without written
permission. 15
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
© 2010 AgillicNot for use or distribution without written
permission. 16
The S-more loyalty scheme now encompasses a broad variety of touchpoints between DSB and its passengers
Social media on
mobile
Personalised Online Portal
Dear John
Regards DSB
SMS, MMS and mobile ticket vouchers
Personalised Emails
Fast track at ticket sale for S-more
Members
TV
© 2010 AgillicNot for use or distribution without written
permission. 17
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
© 2010 AgillicNot for use or distribution without written
permission. 18
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
© 2010 AgillicNot for use or distribution without written
permission. 19
Sign-ups and network usage have increased beyond all expectations. Happy customers, happy brand.
0
20,000
40,000
60,000
Campaign results
Expected Actual
Extract from online’Markedsføring’
© 2010 AgillicNot for use or distribution without written
permission. 20
“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?
© 2010 AgillicNot for use or distribution without written
permission. 21
Triggered
Personalised
Integrated
Acquisition
Conversion
Retention
In summary - by integrating triggered, personalised comms, marketers can deliver ROI
=
© 2010 AgillicNot for use or distribution without written
permission. 22
Thank you.
Turlough MartinManaging Director UKAgillic
[email protected] +44 (0)7771 785 757