Multichannel Marketing in a B2B ecommerce World Skip Fidura @skipfidura @dotmailer
Hype Big data driven hyper-personalized omni-channel contextual customer experiences delivered by cloud based marketing automation solutions Slide 2 @skipfidura @dotmailer
Reality Blah blah driven blah-blah blah-blah blah customer blah delivered by blah blah blah blah solutions Slide 3 @skipfidura @dotmailer
Hype Big data driven hyper-personalized omni-channel contextual customer experiences delivered by cloud based marketing automation solutions Slide 4 @skipfidura @dotmailer
Multichannel Marketing is Marketing Across Multiple Channels Slide 5 @skipfidura @dotmailer
Hype Big data driven hyper-personalized omni-channel contextual customer experiences delivered by cloud based marketing automation solutions Slide 6 @skipfidura @dotmailer
Back to the Future omni-channel customer experiences Right Message Slide 7 @skipfidura @dotmailer
Back to the Future omni-channel customer experiences Right Message and Right Channel Slide 8 @skipfidura @dotmailer
Back to the Future omni-channel customer experiences Big data driven hyper-personalized Right Message and Right Channel Right Person Slide 9 @skipfidura @dotmailer
Back to the Future omni-channel customer experiences Big data driven hyper-personalized marketing automation Right Message and Right Channel Right Person Right Time Slide 10 @skipfidura @dotmailer
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 Slide 11 @skipfidura @dotmailer
1. What channels are you currently using? Slide 12 @skipfidura @dotmailer
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So firstly, lay all your cards on the table Slide 15 @skipfidura @dotmailer
Let s aim for marketing utopia Slide 16 @skipfidura @dotmailer
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The hub of multichannel Slide 18 @skipfidura @dotmailer
Let s take a look at a multichannel case study Facebook Twitter Yelp! Marketing Email Transactional Email Mobile App SMS POS In-store Call center Loyalty Program SEO Website Ecommerce Site Slide 19 @skipfidura @dotmailer
2. Review the strengths and weaknesses of each channel Slide 20 @skipfidura @dotmailer
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 Slide 21 @skipfidura @dotmailer
2X2 Matrix Low Revenue Potential High Ecommerce Site In-Store SEO POS Transactional Email Call Center Mobile App Website Yelp! Loyalty Program SMS Marketing Email Facebook Twitter Low Control Marketing Department has High Slide 22 @skipfidura @dotmailer
Slide 23 @skipfidura @dotmailer 3. Where should you start?
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? Slide 24 @skipfidura @dotmailer
Think BIG! Slide 25 @skipfidura @dotmailer
Start small. Slide 26 @skipfidura @dotmailer
Scale QUICKLY Slide 27 @skipfidura @dotmailer
and OPTIMIZE! Slide 28 @skipfidura @dotmailer
Slide 29 @skipfidura @dotmailer 4. Putting a plan into place
What customers Really Want Slide 30 @skipfidura @dotmailer
What customers Really Want Slide 31 @skipfidura @dotmailer
What customers Really Want Slide 32 @skipfidura @dotmailer
What customers really want Slide 33 @skipfidura @dotmailer
2X2 Matrix Low Revenue Potential High Ecommerce Site In-Store SEO POS Transactional Email Call Center Mobile App Website Yelp! Loyalty Program SMS Marketing Email Facebook Twitter Low Control Marketing Department has High Slide 35 @skipfidura @dotmailer
2X2 Matrix Low Revenue Potential High Ecommerce Site In-Store SEO POS Transactional Email Call Centre Mobile App Website Yelp! Loyalty Program SMS Marketing Email Facebook Twitter Low Control Marketing Department has High Slide 36 @skipfidura @dotmailer
Imagine your customer is standing right in front of you Slide 37 @skipfidura @dotmailer
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 Remail Slide 38 @skipfidura @dotmailer
2X2 Matrix Low Revenue Potential High Ecommerce Site In-Store SEO POS Transactional Email Call Centre Mobile App Website Yelp! Loyalty Program SMS Marketing Email Facebook Twitter Low Control Marketing Department has High Slide 40 @skipfidura @dotmailer
Next Possible Actions Treat loyalty customers differently in the email program Include their points balance in the email Loyalty program header Loyalty program CTA for non-loyalty members Integrate Facebook with email program Email sign-up on Facebook page Facebook custom audiences Slide 41 @skipfidura @dotmailer
5. Measurement: Test & learn vs attribution modelling Slide 42 @skipfidura @dotmailer
The Ultimate Irony Slide 43 @skipfidura @dotmailer
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. Slide 44 @skipfidura @dotmailer
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 Slide 45 @skipfidura @dotmailer
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 Slide 46 @skipfidura @dotmailer
Slide 47 @skipfidura @dotmailer Conclusion
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 Slide 50 @skipfidura @dotmailer
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Questions? Skip Fidura Festival of Marketing 2015 @skipfidura @dotmailer