multichannel digital strategies: thorntons case study

@JohnARowleyJohnAlexanderRowley.com

WTF IS AMULTI-CHANNEL

STRATEGY?@JohnARowley


WHAT IS IT?MOBILES

MOMENTSCHANNELS


WHAT IS IT?


DOES ANYONEHERE USE ASMARTPHONE?69% of people in the UK own a smartphone. That’s 42 million people.

http://bit.ly/1jMVPFV & http://bit.ly/2eBDJ6T

http://bit.ly/1jMVPFV

http://bit.ly/2eBDJ6T


DOES ANYONEHERE ACCESSTHE INTERNET?89% of households have internet access. 77% people make online purchases.

http://bit.ly/2fQOUi1

http://bit.ly/2fQOUi1


DOES ANYONEHERE GO TORETAIL STORES?290 thousand stores in the UK, employing2.8 million & generating £339 billion.

http://bit.ly/2c9xJ56

http://bit.ly/2c9xJ56


YOU’RE SOMULTI-CHANNEL


MULTI-CHANNEL STRATEGY.

More than one; many..

A method of communication..

A plan of action designed to. .achieve a long-term or

overall aim..

● A plan● More than one● Methods of communication● Achieve long-term aim


PLATFORMMOMENTCHANNEL

MULTI {


MOBILES


MOBILES REDEFINEDBEHAVIOUR.

http://bit.ly/2d0eJth & http://bit.ly/1MXGA3G

The average millennial

checks their mobile

157

times per day

Or for 1 day per week!

2010 (10%)

2015 (50%)MOBILE SEARCH

http://bit.ly/2d0eJth

http://bit.ly/1MXGA3G


WHO HERE HASSHOWROOMED?53% of millennials said they check out a product they intend to buy online while out shopping.

http://bit.ly/1JjA4rp

http://bit.ly/1JjA4rp


WHO HERE HASWEBROOMED?Footfall in stores declined by 57% in 2016 vs 2011, but the value of every visit has nearly tripled.

http://bit.ly/29MH1Vu

http://bit.ly/29MH1Vu


SEAMLESSEXPERIENCES.

smooth and continuous..

An event or occurrence which. leaves an impression on

someone..

The goal:‘Smooth & continuous events or occurrences which leave an impression on someone.’


MOMENTS


“INTRODUCING MICRO-MOMENTS.Mobile has fractured the consumer journey into hundreds of real-time, intent-driven micro-moments.

Each one is a critical opportunity for brands to shape our decisions and preferences.

http://bit.ly/1hA55f2


http://youtube.com/v/cplXL-E1ioA


HOW TO DEFINEMICRO-MOMENTS.MAKE A MAP.Identify moments you want to / need to win.

UNDERSTAND NEEDS.What would make the moment easier / faster?


PERSONALISE.Create personalised customer experiences.

BE SEAMLESS.Ensure you’re there, quick & useful on all devices.



EXAMPLES OF MICRO-MOMENTS.‘I want to know’ moments...

‘How are Easter Eggs made?’

http://bit.ly/1HpdpVO

‘I want to do’ moments...

‘How to melt chocolate’

‘I want to buy’ moments...

‘Gifts for her’‘I want to go’ moments...

‘Cafés near me’



REVIEWING YOUR MICRO-MOMENTS.BE THERE.Were you there during micro-moments?

BE QUICK.Was your experience optimised for speed?

BE USEFUL.Did you beat consumer tune-out with content?

BE SEAMLESS.Can you measure channel performance?


CUSTOMERPERSONAS.


DEMOGRAPHIC.Know who they are, where they’re from, etc.

BEHAVIOURAL.Know how they behave and channel preferences.

MOTIVATIONAL.What makes them consider a brand?

CHALLENGES.What challenges do they face - Can you help?



CHANNELS


LOTS OF CHANNELS AVAILABLE,BUT CUSTOMERS DON’T CARE.

▸ Affiliates▸ Billboards▸ Blogs▸ Display adverts▸ Email▸ Endorsements▸ Events & stunts▸ Forums▸ Games▸ iBeacons

▸ Kiosks▸ Magazines▸ Mobile apps▸ Newspapers▸ Organic search▸ Paid search▸ Phonecalls▸ Pop-up shops▸ Product placements▸ Radio

▸ Retail stores▸ Social Media▸ Sponsorships▸ Supermarkets▸ Television▸ Text messages▸ Video On Demand▸ Vlogs▸ Wearables▸ YouTube

CUSTOMERS EXPECT ASEAMLESS EXPERIENCE.68

%


SEARCH MARKETING.

http://bit.ly/1SdcXic

RankBrain understands search intent.

Programmatic & remarketing are cool.

34x search in "near me" since 2011.

http://bit.ly/1SdcXic


Know your customer’s problems.

Create content that answers questions.

Your content should be 10x better.

CONTENT MARKETING.

http://bit.ly/1Lun70J

http://bit.ly/1Lun70J


EVENTS &PR STUNTS.Host events that excite influencers.

Perform PR stunts that create buzz.

Integrate online with Facebook Live.


AFFILIATE MARKETING.Create multi-channel trading plans.

Target customers based on location.

Understand assisted purchases.


Create Phygital experiences.

Use technology such as iBeacons.

Pop-up shops for online-only retailers.

RETAIL STORES.


TELEVISION & VIDEO.

http://bit.ly/1MuUpJG & http://bit.ly/2ddJY2c

2/3 use mobile during TV ads.

Use social to create additional buzz.

YouTube reaches more people than TV.

http://bit.ly/1MuUpJG

http://bit.ly/2ddJY2c


ATTRIBUTION MODELLING.

TV Search EmailSocial Affiliate

£0 £0 £0£0 £100

£100 £0 £0£0 £0

£5 £10 £20£15 £50

£35 £10 £10£10 £35

Last click

First click

Time decay

Position


WRAPPING UP


MOMENTS.Understand your customer’s micro-moments.

MOBILES.Ensure you’re mobile-first and always on.

CHANNELS.Create a seamless experience for your customers.


WTF IS YOURMULTI-CHANNEL

STRATEGY?@JohnARowley

multichannel digital strategies: thorntons case study

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