Date post: | 06-Jul-2015 |
Category: |
Technology |
Upload: | copernica-bv |
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Paul Johnson
Twitter: @pdjohnson
Email: [email protected]
Sources: http://bit.ly/dmsummit12
Head of DevelopmentCopernica UK
?
Tweet a question to @pdjohnson
#DMSummit
15
Why?
Manchester
• Definition & Why• Simple examples
• Does it work?• Trend spotting• Walkthrough• Copernica – Simple!• Case Studies• Questions
Definition
“Use of one channel to
support or promote
another”
Multi-channel marketing
>
Multi-channel marketing
> >
Just for ecommerce?
• Intranets• B2B• Medical• Membership• Charities• Government• Conferences
Fundamentals
• Planned• Funnelling• Multi-step• Event / profile driven• Integration
• Back office• Online
• Measurement• Automated
Why multi-channel?
Why?
• More effective than isolation• Complex path to conversion• 50% mobile web• Privacy • Falling email subscribers• 4+ site visits before conversion• 2 + channels before purchase*
* http://bit.ly/dmsummit12
Result
• Agencies• Differentiator• Increase effectiveness
• Business• Acquire customers• Extend customer lifetime
• Email• RSS• Mobile• Surveys• Web content• Direct Mail• QR, Barcodes• Social Media – via integration• Remarketing
Simple examples
• Social Media -> Email signup
• Email kick start -> Viral competition
• Ecommerce -> Social bragging
• TV -> Second screen
• QR -> Facebook check-in
• POS channel promotion
• Twitter DM’s on follow -> promote email
• Profile from email -> web content
Does it work?
REVENUE SOURCE
Multi-channel marketing
BEATS
BEFORE
Checkout Conversion
AFTER
ROI
Revenue
46%*GROWTH
ONLINE REVENUE
*Announced last week: Year to Sept 2012
Current Trends
Rapid change
WebTV
Second Screen
Mobile / 4G
Device Proliferation
Channel explosion
Mobile Retail – Last 12 months
• Audience Doubled• 1 / 6 browsed retail sites or apps• 1 / 8 bought
France, Germany, Italy, Spain and the United Kingdom
Source: comScore http://bit.ly/dmsummit12
66% Site traffic is NEW
MOST PEOPLENEVER RETURN
95%
TypicalConversion
Average 4+ visits to conversion
Your site Coupons Competitors Comparison Offline
10%HIGHER THAN
DESKTOP
Mobile Bounce Rate
Source: http://bit.ly/dmsummit12
Mediarun
Manchester United Soccer Schools
18%Using mobile
0.1%Buy
Trend away from Apps
Towards HTML5
"HTML5" is the #1 job trend
http://bit.ly/dmsummit12
Mobile First
“If you’re not thinking about mobile devices,
you’ll wake up one day and be left behind”
Luke Wroblewski
Slides: http://bit.ly/dmsummit12
Responsive Design
Smartphone DesktopTablet
Responsive Design
Smartphone Desktop
User context
Multi-device
Multi-channel
Multi-step
Strategic
Multi-channel walkthrough
Getting to know
MR X
WebRemarketingSocial MediaWhite PapersUser Profiling
Automated Lead nurturingUsing keep in touch
Measure
Iterate
Improve
Copernica Makes things simple
Top 1000 internet retailers
Source: ListTrack http://bit.ly/dmsummit12
• Too complex
• No time
• Integration challenges• Client buy in• Cost?
Why aren’t they (YOU) doing it?
Time saving
Cost effective
Simple
Fast ROI
http://bit.ly/dmsummit12
EASY
No ITFREE!
DATA!
Visitor
DATA!
TimelyRelevant
MessagesVisitor
Multi-channel
But I don’t do Drupal!
SOAP API
Case Studies
Manchester United Soccer Schools
• Web, Email, SMS
• HR Capacity
• Coach Availability
• Certificate expiry• Coach training
• Examination process• Gamification
Elliott Building Future Education
Head Teacher
1 Month
2400 Visits
730 Form fills
30% Conversion Rate
£100KPrize
Information pack
1 2 3
Information pack
Parents
Entry!4
MacPhie / BlueChip Holidays
Twitter API
To tweet & Follow
Reach friendsBroaden reach
• Email -> Web -> Social Media
iKnow Special Offers
>15000
Hotel
Owners
>API
>Personalised
Offers
• Fully automated business
Monday Wednesday
http://bit.ly/dmsummit12
iPad Exhibition App
> > >
Exhibition stand
Time
Delayed
http://bit.ly/dmsummit12
CarLoan4u
> API
Loan application nurturing
>
>
!
>
>
Application
Supportingdocuments
?
http://bit.ly/dmsummit12
Summary
Multi-channel marketing
• More effective than isolation• Mobile first• Ease of integration• Applicable across markets• Rewarding – agency and clients / end users• Easy with Copernica
Paul Johnson
Twitter: @pdjohnson
Email: [email protected]
Sources: http://bit.ly/dmsummit12
Head of DevelopmentCopernica UK
?