The Importance of Audience Driven, Omni- Channel Marketing

Transcription

1 share. learn. connect. The Importance of Audience Driven, Omni- Channel Marketing Andrea Timmerman SVP, Account Management Michael McVeigh VP, Advisory Services March 11-13, 2015

2 Good Afternoon Andrea Timmerman SVP, Account Management Michael McVeigh VP, Advisory Services

3 The World Has Changed

4 The Complex Customer Journey Given today s access to information, a customer s path to purchase has become increasingly complex. Ensuring your brand presence throughout this journey is vital in accomplishing both revenue and Omni-Channel goals.

5 What s Changed? The Asks

6 The Omni-Channel Evolution Single-Channel Multi-Channel Cross-Channel Omni-Channel Customer and Retailer have a single touchpoint. Customer sees brand through multiple touchpoints with Retailer using siloed communication. Customer sees unified brand through many touchpoints. Retailer has single customer view but functional siloes. Customer has holistic brand experience. Retailer leverages unified view of customer. Omni means all. Channel, in this context is a means of communication. *

7 Are My Competitor s Doing It? Yes. Marketers Are Investing *Source: Winterberry Group, Taking Cues From the Customer, June 2013

8 Is Anyone Doing It Right? My Macy s: Stores Are Also Fulfillment Centers Sales Associates Think Omnichannel: Products From Stores Or Online Direct To Consumer Apps: Out Of Stocks Ship Advertising Budgets: Omni-Channel New Concepts: Test Online

9 Where Do You Start? Build Integrated Roadmap Know Your Audience TV Insert/Print Develop Cohesive Budget Retail DM CRM Database You Radio Social Mobile Site Reset Internal Structure Display CC Search Integrate Omni-Channel Reporting

10 How Do We Do It? Integrated Roadmap Development An integrated approach doesn t mean all channels, it means the right channels. And it means creating a cohesive message that leverages not only content, but also knowledge across all touch points. CRAWL WALK RUN..FLY Omni-Channel Budget Plan Audit of Ecosystem Map Customer Journey Build Content Blueprint Create Team Communication Cadence Multichannel Attribution Platform Incremental Value of Each Media Channel Contact Strategy And Testing Infrastructure Ongoing Content Planning, & Calendarization Optimal Spend Across Channels Omni-Channel Dashboards Fully Executed Integrated Marketing Plans Audience Trigger Campaigns

11 How Do We Do It? Integrated Roadmap Development

12 How Do We Do It? Know Your Audience Laurie Kaitlin Ann Emily Advocates Valuable Undeveloped Uncommitted Female Female Female Female Age HHI $25-75K Age HHI $35-75K Age HHI $100K+ Content: Quick Gift Ideas Age HHI $25-75K Content: Reward Benefits Interests: White House Black Market West Elm slenderkitchen.com Content: Seasonal Previews White Glove Treatment Content: Trend Alerts Interests: Real Simple People Organizing Made Fun Brand Loyalty: IKEA Urban Outfitters Interests: Travel & Leisure Wall Street Journal Trip Advisor Ann Taylor workitmom.com berry.com Brand Loyalty: Pottery Barn Nordstrom Interests: Women s Day Hotwire Levi s Brand Loyalty: Target Red Envelope

13 How Do We Do It? Audience Roadmap Trigger Messages Valuable How to Design the Perfect Room Go 2 for Personalizing Your Home Undeveloped Design Envy Aspirational Decorative ideas for the working mom Time saving design ideas White Glove Treatment Uncommitted Inspirational Relax and Enjoy Click and Ship It s that Easy Buy More Save More Aspirational Geo Target NY, PA, CA, IL, FL, TX, VA TX, WA, NY, CT, CA, IL, VA, PA, FL MI, IL, OH, FL, TX, CA, WA, SC, NC Content Display Direct Mail Search Social Contest Refer a Friend Trend Alerts Innovative Video Content Quick Gift Ideas Top Ideas for Entertaining Latest Seasonal Trends Local Deals Reward Benefits Utilize look a like model on FB and DSP s Geo-fencing w/mobile White list GDN sites based on triggers: Food Blogs Book Enthusiasts Zagat Utilize look a like model on FB and DSP s Geo-fencing w/mobile White list GDN sites based on triggers: Professional Female Blogs Travel Sites Mom Sites Utilize look a like Model on FBX GDN for white list for sites based on triggers CMT TMZ Utilize look a like model to identify new customers with Abacus. Catalog Gatefold w/ peel off Utilize look a like model to identify new customers with Abacus. Glossy Gatefold Catalog Utilize Model to identify new customers with Epsilon. Catalog Postcard (trade areas) Design AdGroups lifestyle triggers, messaging including geotargeting Higher bids based on merchandise (based on a merchandise analysis) Higher Bid Index on Mobile Design AdGroups lifestyle triggers, messaging including geotargeting Higher bids based on Merchandise Evaluation by Audience Design AdGroups lifestyle triggers, messaging including geotargeting Higher bids based on Merchandise Evaluation by Audience On Page (Remnant Buys) Rachel Ray Real Simple Oprah HGTV Dwell Bon Appetite Travel & Leisure Inflight Magazines (Sky Magazine) Good Housekeeping Women s Day Country Living FSI N/A Zip/Zone Targeted: Wall Street Journal USA Today Washington Post New York Times Zip/Zone Targeted: Local Newspapers: Chicago Tribune Daytona Times

14 How Do We Do It? Integrated Budget & Planning

15 Navigating the Channels

16 Navigating the Channels Dashboards that navigate and those that don t Ü Scale up to executive level and drill down to campaign, channel and customer segmentation V Spreadsheets with 30,000 foot view but no way to peer deeper -- OR provide granular level detail with no way to view from a higher perspective Ü Interactive by time period with filters to answer questions as they occur to you V To view a different time period or segment, you ll need a different report Ü Displays Key Performance Indicators (KPIs) versus goal and budget V Show only what happened, not what happened versus plan

17 Beauty Is In The BI Of The Beholder Performance to Plan 2. Multichannel 3. Campaign Segmentation

18 Beauty Is In The BI Of The Beholder Performance to Plan 2. Multichannel 3. Campaign Segmentation 4. Time Dimensionality 5. Customer Segmentation 4 5

19 Beauty Is In The BI Of The Beholder Performance to Plan 2. Multichannel 3. Campaign Segmentation 4. Time Dimensionality 5. Customer Segmentation 6. Scalable API Integration 7. Geographic Dimensionality

20 You May Need A New Dashboard, IF. report attachments consume 90% of your inbox storage and 90% of those s with attachments are still marked as unread.

21 You May Need A New Dashboard, IF. Weekly report attachments take up over 90% of your inbox storage and also amount to more than 90% of your unread messages. The Fortune Cookie Test: Are you more likely to open a fortune cookie than your dashboard OR find the cookie s content to be more informative?

22 The Good Ole Days: Benchmarking Against Competitors Visits Share

23 An Omnichannel World Means Competitors Can Grow Quick 18 Month Leader / Lagger Report Traffic to Shopping Sports Websites Decline Growth Consistent (-) Fluctuating Consistent (+)

24 Fast Movers Often Leverage New Media Better Traffic - What tactics do my digital competitors use to grow, engage and retain customers more effectively in this channel? - What should I emulate?

25 Engagement Propagates Across Channels Search --> In Feb 2015, now 2nd Social --> In Feb 2015, now 1st

26 Multichannel Attribution Who s Adopting It? As of November 2013, only 18% of marketers were practicing sophisticated cross-channel attribution. As of September 2013, only 2% of marketers use a combined attribution strategy to achieve omnichannel success. Source: emarketer, The Omnichannel Challenge, February 2014

27 Pure Play Vendor Pixels Observed Automotive Education Biz/Finance Health/Beauty Media Retail Services Travel Corporate Presence Manufacturer CPG

28 Maybe Not All, But Certainly All Kinds $$$ Not Transactional Highly Transactional $

29 Omni-Channel Data Takeaways " Cross-Channel & Cross-Device Attribution is Real and Someone You Compete with Is Using It " Someone You Don t Compete with Is Competing With You, and Gaining " If Your Omni-Channel Dashboard Reporting Does Not Pass The Fortune Cookie Test, it is Not a Solution

30 The Results " Brand consistency throughout the customer journey " Fully executed integrated budget/plan " Stronger media allocation " Performance intelligence within and across channels " Deeper understanding of consumer s behavior " Evolution in testing environment (content, creative, offer)

31 share. learn. connect. Questions? March 11-13, 2015