+ All Categories
Home > Data & Analytics > eMarketer multichannel_marketing—navigating_the_increasingly_complex_customer_journey

eMarketer multichannel_marketing—navigating_the_increasingly_complex_customer_journey

Date post: 08-Apr-2017
Category:
Upload: max-ardigo
View: 196 times
Download: 0 times
Share this document with a friend
53
© 2016 eMarketer Inc. Made possible by Multichannel Marketing: Navigating the Increasingly Complex Customer Journey Lauren T. Fisher Senior Analyst April 21, 2016
Transcript

© 2016 eMarketer Inc.

Made possible by

Multichannel Marketing: Navigating the Increasingly Complex Customer Journey

Lauren T. FisherSenior Analyst

April 21, 2016

© 2016 eMarketer Inc.

Today’s Agenda

§ Multichannel marketing: definitions and rationale

§ The current state of multichannel marketing

§ Four things needed for multichannel marketing success:– Transitioning to an audience-­centric approach– Integrating channels and devices– Making messages meaningful– Redefining success via measurement and insights

#webinarEM

© 2016 eMarketer Inc.

What is multichannel marketing?

§ Using multiple touchpoints to reach audiences and consumers

§ Is this the same as omnichannel marketing?

#webinarEM

© 2016 eMarketer Inc.

Why multichannel marketing? Consumers are everywhere …

Source: eMarketer, April 2016

© 2016 eMarketer Inc.

But it’s not just devices marketers need to consider

Average Time Spent Per Day On Select Digital Activities:

§ Digital video – 1 hr 8 mins

§ Digital radio – 53 mins – Pandora – 28 mins

§ Social networks – 43 mins– Facebook – 22 mins

Source: eMarketer, April 2016

#webinarEM

© 2016 eMarketer Inc.

Consumers expect to navigate seamlessly between channels, and they want companies to do the same

“Consumers don’t want bombardment or overlapping messages. They don’t want inappropriate noise.”

—Chris Paradysz, CEO and Founder, PM Digital

#webinarEM

© 2016 eMarketer Inc.

Multichannel Marketing Today

© 2016 eMarketer Inc.

Multichannel marketing is by far the top priority for today’s marketer

#webinarEM

© 2016 eMarketer Inc.

But few have it down pat

#webinarEM

© 2016 eMarketer Inc.

Making it to the top 11% requires a solid strategy built on four data-­driven pillars:

Audience-­Centric View Channel Integration Messaging Measurement and

Insights

#webinarEM

© 2016 eMarketer Inc.

Audience-­Centric Marketing

© 2016 eMarketer Inc.

Migrating toward a customer-­centric view is a top priority for marketers

#webinarEM

© 2016 eMarketer Inc.

Richness:

§ Customer profile

§ Channel-­specific data

§ Device-­specific data

§ Third-­party data

For Chris Harrison, CTO of Epsilon, it’s about the richness and the readiness of the audience:

Doing so requires marketers to focus first on the individual, second on the channel

Readiness:

§ Audience segmentation

§ System integration

§ Automation

#webinarEM

© 2016 eMarketer Inc.

Lack of technology and access to data across the organization are significant obstacles

#webinarEM

© 2016 eMarketer Inc.

For many, the DMP is a core technology to house and understand customer data

§ Data management platform (DMP): A repository where marketers can house and organize a variety of online and offline data

#webinarEM

© 2016 eMarketer Inc.

A more in-­depth look at the DMP

#webinarEM

© 2016 eMarketer Inc.

Marketers seek to integrate all channels with their DMP, not just some

#webinarEM

© 2016 eMarketer Inc.

When pursuing an audience-­centric view:

§ Get access to all relevant forms of data (digital, traditional, offline, customer profiles, etc.)

§ Find a place to organize it and make sense of it

§ Make it actionable

#webinarEM

© 2016 eMarketer Inc.

Integrating Channels and Devices

© 2016 eMarketer Inc.

So you just figure out the right mix of channels and devices, right?

Channel + Device§ Website, app, email, search,

social, video, native, in-­store, beacons, circulars, coupons, direct mail, events…

§ Display video, TV, print, radio, catalog, out-­of-­home…

§ In-­store purchases, location data, call centers, word-­of-­mouth…

§ Laptop/desktop

§ Smartphone

§ Tablet

§ TV

§ Connected TVs

§ New screens (e.g., wearables, connected cars, etc.)

#webinarEM

© 2016 eMarketer Inc.

It’s actually much more complicated than that

§ Website, app, email, search, social,display, video, native…

#webinarEM

© 2016 eMarketer Inc.

There’s a reason few marketers feel confident in their multichannel marketing efforts today

#webinarEM

© 2016 eMarketer Inc.

Integration is critical, but at what point is it good enough?

#webinarEM

© 2016 eMarketer Inc.

Efforts to integrate digital channels are well underway;; offline and traditional media integration is further out

#webinarEM

© 2016 eMarketer Inc.

The greatest omnichannel obstacle?

Marketer’s own organizations

#webinarEM

© 2016 eMarketer Inc.

Different departments just have different priorities

#webinarEM

© 2016 eMarketer Inc.

There is high correlation between company structure and multichannel marketing success

#webinarEM

© 2016 eMarketer Inc.

Breaking down silos can mean massive upheaval of departmental structure, compensation and more

“If you’re not properly aligned internally and you’re too siloed, then you really haven’t solved the [multichannel marketing] problem. It means realignment of people and things like resetting titles and compensation and incentive bonuses. All of those things used to be pretty well set, but now they’re being challenged.” —Chris Paradysz, CEO and Founder, PM Digital

#webinarEM

© 2016 eMarketer Inc.

When approaching the task of cross-­channel integration:

§ An audience-­centric view is a required foundation

§ Strive for full integration, but know it’s not 100% obtainable

§ The biggest obstacle to your success could be your own organization!

#webinarEM

© 2016 eMarketer Inc.

Making Messaging Meaningful

© 2016 eMarketer Inc.

Consumers’ demands are forcing marketers to change the dialogue

“Brands are competing more on customer experience. They’re being forced to be much more meaningful and much more relevant.”

—Anneka Gupta, Chief Product Officer, LiveRamp

#webinarEM

© 2016 eMarketer Inc.

Many believe getting messaging right is critical to driving sales

Source: CMO Council, "Predicting Routes to Revenue" conducted in partnership with Pegasystems. January 26, 2016

#webinarEM

© 2016 eMarketer Inc.

Certain data points are easier to personalize off of than others

#webinarEM

© 2016 eMarketer Inc.

But the right message is about much more than the words on the page

§ Audio

§ Video

§ Text

§ Webinars

§ White papers

§ Lists/guides

§ Thought pieces

#webinarEM

© 2016 eMarketer Inc.

With more and more data to use, marketers must be careful not to cross the line

#webinarEM

© 2016 eMarketer Inc.

To make the most of your messaging:

§ Figure out the best types of data to personalize with

§ Know that a message is much more than text

§ Be mindful of what data is and isn’t fair game

#webinarEM

© 2016 eMarketer Inc.

Redefining Success via Measurement and Insights

© 2016 eMarketer Inc.

This is by far the greatest challenge, but the most critical task

“Just as data gives marketers an advantage, it also drives complexity. Understanding the right level of investment across channels is a huge challenge for marketers today.”

—Haley Rubin, Digital Shopper Media, Heineken USA

#webinarEM

© 2016 eMarketer Inc.

Multichannel attribution is finally coming to the forefront

57.6% US digital marketing/media practitioners citing cross-­channel measurement and attribution as

occupying their time and resources in 2016

Source: Interactive Advertising Bureau (IAB) Data Center of Excellence and Winterberry Group, "The Outlook for Data 2016: A Snapshot Into Digital Media and the Evolving Role of Audience Insight,” January 2016

#webinarEM

© 2016 eMarketer Inc.

What is attribution?§ A method of

assigning credit to a particular marketing-­ or advertising-­driven action or other brand-­imposed touchpoint

Company LevelIs my

advertising/marketing successful?

Department LevelWas this campaign successful?

Team LevelWas this tactic successful?

#webinarEM

© 2016 eMarketer Inc.

About half of US companies will shift to multichannel attribution models by 2017

§ But remember: This is only the number of companies using it for digital media

#webinarEM

© 2016 eMarketer Inc.

The benefits to making the switch are obvious

#webinarEM

© 2016 eMarketer Inc.

How are companies making the switch to multichannel attribution models?

#webinarEM

© 2016 eMarketer Inc.

Insights are only part of the attribution goal;; actionability is also key

#webinarEM

© 2016 eMarketer Inc.

Moving toward a more real-­time, actionable attribution process requires moving from this:

To this: Company

LevelIs#my#

advertising/marketing#successful?

Department LevelWas#this#campaign#successful?

Team LevelWas#this#tactic#successful?

Company LevelIs my advertising/marketing

successful?

Department LevelWas this campaign successful?

Team LevelWas this tactic successful?

#webinarEM

© 2016 eMarketer Inc.

To begin to redefine success based on measurement and insights:

§ Multichannel attribution is a must

§ Making the move toward multichannel attribution requires proper analysis, but real-­time actionability is a must

#webinarEM

© 2016 eMarketer Inc.

Key Takeaways

§ An audience-­centric view is a must to navigate this new, complex world of multichannel marketing

§ Integrating channels requires data, technology and organizational considerations

§ Making messaging meaningful can be difficult, but it pays off

§ Moving forward, analysis and insights that are actionable will be the norm

#webinarEM

Often challenges with executing multi-­channel strategies get in a marketer’s way…

48

§ Getting access to critical data§ Building a single view of the customer§ Delivering relevant content to each customer§ Providing a consistent customer experience § Interacting with customers in real time

IBM Marketing Cloud Customers Drive Multi-­Channel Personalized Interactions Every Day

• CRM Synch• Data Integrations• Useable Insights

• Capturing Behaviors• Scoring Activity• Segmenting Individuals

• Organized Content• Dynamic Rulesets• Marketing Automation

Client Examples

§ Synching CRM Systems§ Develop Contact Insights§ Leverage Marketing Automation§ Implement Web Tracking § Listen to Customer Behaviors§ Create Scoring Models

49

See For Yourself… IBMMarketingCloud.com

Quickly design and automate consistent cross-­channel experiences

Make better decisions and deepen customer engagementwith purpose-­built analytics

Increase marketing agility with a platform that easily integrates with other customer data sources and applications

Gain faster time to ROI through a comprehensive set of cloud-­based marketing solutions built inside IBM Marketing Cloud

With IBM Marketing Cloud

50

Agility to InnovateAnalytics for ImpactA New Way to Work

51

IBMMarketingCloud.com

Thank You

© 2016 eMarketer Inc.

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in:

Q&A Session

Made possible by

You will receive an email tomorrow with a link to view the deck and webinar recording.

To learn more: www.emarketer.com/products800-­405-­0844 or [email protected]

Lauren T. Fisher

Multichannel Marketing: Navigating the Increasingly Complex Customer Journey

§ Marketing Technology: The Six Developments That Matter the Most in 2016

§ Need-­to-­Know Trends in US Digital Advertising: From Strategy to Budgeting to Mobile, Programmatic, Ad Blocking, Measurement and More

§ US Digital Display Advertising Trends: Eight Developments to Watch for in 2016

§ Cross-­Device Targeting: First-­Party Data, TV and Privacy Are Big Factors for 2016


Recommended