the ten step guide to creating your multi-channel marketing strategy

The Ten Step Guide to Creating Your Multi-Channel Marketing Strategy

PRESENTED BY NETPLUSMarch 12, 2013

© 2013 NETPLUS MARKETING, INC.

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Multi-Channel Marketing Strategy

Multi-channel?

Omni-channel?

Whatever….

Put your customers in the center of your strategy.

The Ten Step Guide to Creating Your Multi-Channel Omni- Channel Marketing Strategy

PRESENTED BY NETPLUSMarch 12, 2013


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Multi-Channel CUSTOMER Strategy

Recognized with relevant content and experiences

Executed across channels, devices and activities

Real time (or close to it) responsiveness


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Multi-Channel CUSTOMER Strategy

Big data

No silos

Use of info

Don’t make assumptions

Recognize it is not all digital

Consistency

Willingness to change

What does it take to deliver against consumer expectations in this era?


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Why is Multi-Channel Important?Mobile and Tablet Usage Now Mainstream


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Why is Multi-Channel Important?Consumers are transferring media time to mobile.


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Why is Multi-Channel Important?Multi-screen, multi-device behaviors now typical.


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Marketplace Changes

New platforms, devices, connectivity options and integration opportunities have brought:

Changes in consumer media consumption patterns

Changes in other consumer behaviors

More data but not necessarily more insights

Exploded opportunity set for advertisers to sort through and prioritize

A constantly connected consumer base

Changes in consumer expectations

Content, context and design challenges


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Steps to Creating a Multi-Channel Customer Strategy


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1 – Conduct a Program Audit

Conduct an audit and analysis of existing programs including allocated resources, touch points and value/contribution

Customer mapping

Content updates

Data accessibility


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2 – Get Buy in From Key Stakeholders

Don’t go it alone – confer with and get buy in from colleagues and partners

Produce guiding documents including a mission statement

Take your analysis, maps and guiding doc to the highest level you can

Bring recommendations for optimization and testing

Estimates for any work required along with a list of benefits and the forecasted impact


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Channel Integration

Mission: ACME corporation will achieve a unified brand plan, organizational vision and customer experience through the integration of digital content, audience touch points, data sets and analytic framework

Timeframe: phase 1 – planning Q2 2012

phase 2 – implementation Q3-Q4 2013

Objectives: Collaborative planning leading to shared, quantifiable goals

Distributed, common content

Single data set accessible by all internal audiences

Integrated analysis, optimization and reporting

Guiding principles: The Acme customer comes first – any changes must improve their experience with our brand

Investments will be justified over a mid term time frame (2-4 years)

The program must be scalable and flexible for future, unforeseen challenges and opportunities


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3 – Identify Channel Opportunities

Different for each marketer based on:

Business goals

Current status of adoption and success

Audience

Industry and competitive set


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Multi-Channel Mobile


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Growing share of consumer time spent – 28% and growing

Primary multi-tasking devices

Primary social connectivity device

Different demographics use differently

App market exploding (1billion app users worldwide)

Too many websites not yet optimized for mobile viewing

Make Mobile Multi-Channel: optimize for mobile traffic, create the relevant user experience for mobile viewing


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Multi-Channel Search


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Multi-Channel Search

Take advantage of mobile search options

Drive consumers to the appropriate experience.

Broaden your definition of search beyond Google and beyond the search engines

o Facebook Graph is a game changer

Make Search Multi-Channel: create mobile specific search campaigns with their own ad copy, ensure mobile friendly landing pages, use keyword insights to improve ad copy and other content across channels


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Facebook Graph Search

Socially informed search

Weighted to what your friends like or recommend

Unique results => higher relevancy => higher click rates and more efficiency


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Multi-Channel Display Media

Banner ads formats, content and distribution have evolved:

New customer targeting options – social and search behaviors, enriched customer profiles, RTB options

New channels of distribution – search networks, social networks

New compelling content types – friend’s recommendations, visual images

Many conversions in banner – email or other data capture, video views, share

Make Display Multi-Channel: use new targeting options that leverage search and social behavioral cues, gather remarketing data in rich media ad formats


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Make It Visual

Often overlooked opportunities

Rise of visual content sharing sites like Instagram and Pinterest

Facebook’s newly redesigned News Feed is all about images

Most shared content is visual, including video, and may follow popular memes or trends


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Video

Video’s share of digital ad dollars is currently less than 10% but on an impressive growth curve to reach 15% by 2016*

Frequently shared content

New ad units integrated into video buys get impressive conversions

Make Video Multi-Channel: insert share buttons and motivate or incent sharing, incorporate in video ads if appropriate, distribute video content across channels and track usage

* http://www.emarketer.com/Webinar/Trends-Video-Advertising-Measurement/4000062

http://www.emarketer.com/Webinar/Trends-Video-Advertising-Measurement/4000062


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Email

The #1 mobile activity is email*

Rethink email across your channels – taking into account:

oScreen size, design and usability

oRelevant content

oConsumer context

oPost click experience

*Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2012–2017,” Feb. ‘13


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Email

Integrate email and social programs for:

oAcquisition

oTesting

oFrequency

oPerformance

oQualifying

oEfficiency

Make Email Multi-Channel: link email content to social with sharing buttons, optimize for mobile use, differentiate between tablets and smartphones, capture email from social fans, test content and subject lines in social, use responsive design


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Social Media

Outstanding reach – 1.4 billion people around the world

Dovetails with location and mobile targeting

Offers previously unavailable niche behavioral and demo/social targeting capabilities

Unique mindset of participants

WOM, viral and advocacy opportunities

Make Social Multi-Channel: Use listening tools to hone keyword sets and messaging and gain audience insights, distribute promo messaging and coupons, support event attendance and offline happenings


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Traditional Marketing

Converged media

CTAs now decidedly digital

Digital content

Use technology

Make Traditional Marketing Multi-Channel: create consistency in messaging, look and feel across channels, decide upon the final, destination and all channels to drive there, use attribution modeling to give multiple channels credit for the conversions, invest in a CMS, leverage paid/owned/earned models


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Content Strategy

Content challenges are multiplying as digital destinations multiply

o Consistency of message, look and feel

o Sheer volume of required content challenges organizations

o Many different forms needed, ad copy, video, blog posts, images, recipes, product descriptions

o No person or dept with clear responsibility

oThink about audience, location and device preferences

Make Content Multi-Channel: make use of precious and expensive content assets in multiple ways across channels, insert sharing options, meld content goals with SEO standards, use social listening to find content clues


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Channel Opportunities Channel Goals KPIs/outcomes

Overall Build valuable, customer connections to fuel brand growth

# customers, AOV, # return customers

SEO/SEM Increase traffic quality and volume across brand properties

Increased page views, improved conv rate, move site demos closer to target demos

Email Improve remarketing capabilities, promo support and coupon distribution

Data fields captured, open and conv rates, coupons

Website Distribute promos, provide product education, drive to store, capture email opt-ins

Store locator usage, promo or coupon downloads, deep page views, more opt-ins

Mobile site Drive consumers efficiently to retail locations armed with current promotion info

Reduction in bounce rates on site, min clicks to relevant info, increase store locator usage

Social Media and Social Advertising

Activate loyalists, gain audience insights, build remarketing platformsReach niche audiences, promote videos

Increased positive brand mentions, new testimonials, improved keyword list, more fan or follower access

Display Extend brand awareness, distribute coupons, competitive targeting

Increased search volume and call center volume

TV Reach and awareness, drive to web Increased web traffic, esp deep pages

Print/direct Product education, drive to web Increased web traffic and video views

Video Product education Video views and shares, product inquiries


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4- Maintain Consumer Focus

Protect your customers

Accept responsibility for your role in the broader consumer experience online

Be judicious in using collected information

Be transparent and offer choice

Give more than you get

Think long term


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5- Prioritize

You might not need to be everywhere to succeed – know your audience

Avoid the shiny object factor

Don’t follow competitors – carve out your own success

Be attuned to change


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6 – Create Your Plan

K.I.S.S. – There are no points for complexity or number of channels used. Avoid fractured, over-complicated plans by narrowing your efforts to only those that help you either:

1. Sell

2. Build, or

3. Learn

The plan is composed of the tactics that support your channel priorities.


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7 – Develop Actionable Data Sets

Agree on KPIs

oOrganizational program and performance

oCustomer experience improvements

Establish tracking across all marketing channels

oUnique descriptors

oChannel goals

Create decision-focused dashboards


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8 – Review Org structure

Functionally oriented structures and silos reduce the chance for collaboration

Different reporting structures inhibit oversight for consistency in messaging and customer experience

Lack of required technology investment to integrate needed data and information (Not my budget!)

Big Data and the convergence of departments, data sets, partners

Agility


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9 – Iterative Planning

Don’t get paralyzed by the changes ahead

Don’t rush into every new thing

Don’t attempt too much at once – try a phased approach

Don’t get lost in the analytics

Build in extra watchfulness and optimization for new and early programs

Build in aggressive out clauses

Build in budget reserves

Factor in competitive response


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10 – Launch Plan

Create defined check-ins and feedback loops

Assign responsibility for ongoing reviews

Allow some controlled risk into your planning process

o Test programs

o Learning objectives


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10 Step Guide to a Multi-Channel Customer Strategy

1. Conduct an audit and analysis of existing programs and resources

2. Present to key stakeholders for input and feedback

3. Establish clear overarching objectives with channel specific priorities

4. Assert and maintain a consumer focus

5. Test plan against organizational priorities

6. Develop your multi-channel plan

7. Develop actionable data sets and dashboards

8. Review existing organizational structure and P&L /budgets for alignment

9. Iterative planning and implementation

10. Launch plan with defined check-ins and feedback loops

Robin Neifield CEO, [email protected]

Thank You.

the ten step guide to creating your multi-channel marketing strategy

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