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


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


What is multichannel marketing?

Using multiple

touchpoints to reach

audiences and

consumers

Is this the same as

omnichannel marketing?


Why

multichannel

marketing?

Consumers

are

everywhere …

Source: eMarketer, April 2016


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


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


Multichannel Marketing

Today


Multichannel

marketing is

by far the top

priority for

today’s

marketer


But few have

it down pat


Making it to the top 11% requires a solid

strategy built on four data-driven pillars:

Audience-Centric View

Channel Integration MessagingMeasurement and

Insights


Audience-Centric

Marketing


Migrating

toward a

customer-

centric view is

a top priority

for marketers


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


Lack of

technology

and access to

data across

the

organization

are significant

obstacles


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


A more

in-depth look

at the DMP


Marketers

seek to

integrate all

channels with

their DMP, not

just some


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


Integrating Channels and

Devices


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.)


It’s actually much more complicated than that

Website, app,

email, search,

social,

display, video,

native…


There’s a reason few marketers feel confident in

their multichannel marketing efforts today


Integration is critical, but at what point is it

good enough?


Efforts to

integrate

digital

channels are

well

underway;

offline and

traditional

media

integration is

further out


The greatest

omnichannel

obstacle?

Marketer’s

own

organizations


Different

departments

just have

different

priorities


There is high correlation between company

structure and multichannel marketing success


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


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!


Making Messaging

Meaningful


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


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


Certain data

points are

easier to

personalize off

of than others


But the right message is about much more than

the words on the page

Audio

Video

Text

Webinars

White papers

Lists/guides

Thought pieces


With more and more data to use, marketers must

be careful not to cross the line


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


Redefining Success via

Measurement and Insights


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


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


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?


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


The benefits to

making the switch

are obvious


How are companies making the switch to

multichannel attribution models?


Insights are only part of the attribution goal;

actionability is also key


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


Company Level

Is my advertising/marketing

successful?

Department Level

Was this campaign

successful?

Team Level



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


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

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

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Lauren T. Fisher

Multichannel Marketing:

Navigating the Increasingly

Complex Customer Journey

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