Multichannel Marketing in a B2B ecommerce World.

Transcription

1 Multichannel Marketing in a B2B ecommerce World

2 Hype Big data driven hyper-personalized omni-channel contextual customer experiences delivered by cloud based marketing automation solutions

3 Reality Blah blah driven blah-blah blah-blah blah customer blah delivered by blah blah blah blah solutions

4 Hype Big data driven hyper-personalized omni-channel contextual customer experiences delivered by cloud based marketing automation solutions

5 Multichannel Marketing is Marketing Across Multiple Channels

6 Hype Big data driven hyper-personalized omni-channel contextual customer experiences delivered by cloud based marketing automation solutions

7 Back to the Future omni-channel customer experiences Right Message

8 Back to the Future omni-channel customer experiences Right Message and Right Channel

9 Back to the Future omni-channel customer experiences Big data driven hyper-personalized Right Message and Right Channel Right Person

10 Back to the Future omni-channel customer experiences Big data driven hyper-personalized marketing automation Right Message and Right Channel Right Person Right Time

11 Five steps to build your multichannel strategy 1. Identify which channels you are already using 2. Review the strengths and weaknesses of each channel 3. Decide where you should start focus your time and resources 4. Put a plan in place to get started 5. Measurement: Test and learn vs attribution modelling

12 1. What channels are you currently using?

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15 So firstly, lay all your cards on the table

16 Let s aim for marketing utopia

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18 The hub of multichannel

19 Let s take a look at a multichannel case study Facebook Twitter Yelp! Marketing Transactional Mobile App SMS POS In-store Call center Loyalty Program SEO Website Ecommerce Site

20 2. Review the strengths and weaknesses of each channel

21 OK let s start with a 2X2 matrix Low Revenue Potential High ORGANIZATIONAL CHANGE OR IGNORE KILL OR IGNORE INVEST IMPROVE REVENUE OR KILL Low Control Marketing Department has High

22 2X2 Matrix Low Revenue Potential High Ecommerce Site In-Store SEO POS Transactional Call Center Mobile App Website Yelp! Loyalty Program SMS Marketing Facebook Twitter Low Control Marketing Department has High

23 3. Where should you start?

24 Questions us marketers have to ask ourselves 1. What business problem are we trying to solve? 2. What does success look like? 3. What does failure look like? 4. What is our long-term objective?

25 Think BIG!

26 Start small.

27 Scale QUICKLY

28 and OPTIMIZE!

29 4. Putting a plan into place

30 What customers Really Want

31 What customers Really Want

32 What customers Really Want

33 What customers really want

34 2X2 Matrix Low Revenue Potential High Ecommerce Site In-Store SEO POS Transactional Call Center Mobile App Website Yelp! Loyalty Program SMS Marketing Facebook Twitter Low Control Marketing Department has High

35 2X2 Matrix Low Revenue Potential High Ecommerce Site In-Store SEO POS Transactional Call Centre Mobile App Website Yelp! Loyalty Program SMS Marketing Facebook Twitter Low Control Marketing Department has High

36 Imagine your customer is standing right in front of you

37 Human conversations at scale Automation Date Triggers Renewals, Contract End Event Triggers Purchases, Downloads, Behavioral Triggers Opens, Clicks, Dwell Time But also Personalization Dynamic Content Scheduled Campaigns R

38 2X2 Matrix Low Revenue Potential High Ecommerce Site In-Store SEO POS Transactional Call Centre Mobile App Website Yelp! Loyalty Program SMS Marketing Facebook Twitter Low Control Marketing Department has High

39 Next Possible Actions Treat loyalty customers differently in the program Include their points balance in the Loyalty program header Loyalty program CTA for non-loyalty members Integrate Facebook with program sign-up on Facebook page Facebook custom audiences

40 5. Measurement: Test & learn vs attribution modelling

41 The Ultimate Irony

42 We all love a definition Attribution Modelling is the science of determining the value of each customer touchpoint leading to a conversion. It helps you understand the customer journey and justify your marketing spend.

43 So should I be doing attribution modelling? Holistic view of the impact of your marketing activities on revenue Fosters more unified strategy Better utilization of budget BUT Models built from ground up can become very complex Can become costly to develop Can become very complicated for tactical decisions

44 I just want it to be simple 1. Last click attribution Assigning ALL revenue to the last channel touched by the customer or prospect before sale/purchase PRO: Easy to track CON: Doesn t allow credit where credit is due 2. Test and learn Try something out: if it works, do more. If it doesn t, stop! Test only 1 thing at a time can be very labor intensive 3. Customer value analysis Top down view: rather than looking at contribution of each channel to a sale, you look at your existing customers and how they interact with each channel over time

45 Conclusion

46 Five steps to build your multichannel strategy 1. Identify what channels you are already using 2. Review the strengths and weaknesses of each channel 3. Decide where you should start focus your time and resources 4. Put a plan in place to get started 5. Measurement: Test and learn vs attribution modelling

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48 Questions? Skip Fidura Festival of