Download - eMarketer Webinar: Multichannel Marketing—Navigating the Increasingly Complex Customer Journey
© 2016 eMarketer Inc.
Made possible by
Multichannel Marketing: Navigating
the Increasingly Complex Customer
Journey
Lauren T. Fisher
Senior 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
© 2016 eMarketer Inc.
What is multichannel marketing?
Using multiple
touchpoints to reach
audiences and
consumers
Is this the same as
omnichannel marketing?
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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
© 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
© 2016 eMarketer Inc.
Making it to the top 11% requires a solid
strategy built on four data-driven pillars:
Audience-Centric View
Channel Integration MessagingMeasurement and
Insights
© 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
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Lack of
technology
and access to
data across
the
organization
are significant
obstacles
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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
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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
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So you just figure out the right mix of channels
and devices, right?
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.)
© 2016 eMarketer Inc.
It’s actually much more complicated than that
Website, app,
email, search,
social,
display, video,
native…
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There’s a reason few marketers feel confident in
their multichannel marketing efforts today
© 2016 eMarketer Inc.
Efforts to
integrate
digital
channels are
well
underway;
offline and
traditional
media
integration is
further out
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There is high correlation between company
structure and multichannel marketing success
© 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
© 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!
© 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
© 2016 eMarketer Inc.
Many believe getting messaging right is critical
to driving sales
49%
41%
36%
Personalized engagements that take customerpreferences, past engagements and known preferences
into account
Omnichannel communications that are consistent andtrusted
Consistent experiences in all channels, including offlineand in-store
Select Marketing Campaign Strategies that Are Critical to Realizing Greater Customer Revenues and Profitability from Customer Engagement According to
Marketing Executives in North America, Q4 2015
Source: CMO Council, "Predicting Routes to Revenue" conducted in partnership with Pegasystems. January 26, 2016
© 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
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With more and more data to use, marketers must
be careful not to cross the line
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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
© 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
© 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
© 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
Level
Is my
advertising/marketing
successful?
Department Level
Was this campaign successful?
Team Level
Was this tactic successful?
© 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
© 2016 eMarketer Inc.
Moving toward a more real-time, actionable
attribution process requires moving from this:
To this: Company
Level
Is my
advertising/marketing
successful?
Department Level
Was this campaign successful?
Team Level
Was this tactic successful?
Company Level
Is my advertising/marketing
successful?
Department Level
Was this campaign
successful?
Team Level
Was this tactic successful?
© 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
© 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
Often challenges with executing multi-channel
strategies get in a marketer’s way…
48
Getting access to critical data
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Interacting with customers in real time
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• Data Integrations
• Useable Insights
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Client Examples
Synching CRM Systems
Develop Contact Insights
Leverage Marketing Automation
Implement Web Tracking
Listen to Customer Behaviors
Create Scoring Models
49
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© 2016 eMarketer Inc.
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Lauren T. Fisher
Multichannel Marketing:
Navigating the Increasingly
Complex Customer Journey
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