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eCommerce. Delivered.

Effective Omni Channel

Communication Chris McCarthy-StottHead of Ecommerce

Constantly talking isn't necessarily communicating.*

If as marketers we can’t effectively communicate our brands message then we’re less likely to build:

- Awareness- Engagement- Loyalty

Your competitors will be doing so.

*Charlie Kaufman – Eternal Sunshine of the Spotless Mind

Communicating in 2016

2016 brings us an ever expanding set of channels to communicate with our customers on.

- In-store- On-site- Print- Telephone- Email- Search- Paid Media- Social Media- And on the list goes on…

Beyond The Technical Challenge

In addition to the technical challenge of integrating so many channels into your marketing and business plans. We’re presented with further difficulties:

- Delivering the right message to the right person

- Ensuring consistency of communication

Personas

What Are Personas?

Personas are an abstract concept of a person who we believe represents a proportion of our users or customers.

Aren’t Personas Oldskool?

Personas are part of a traditional marketers toolbox, however that doesn’t consign them to the pages of history.

- Digital marketing has evolved beyond direct response

- The tools we use have become more complex

- Omnichannel almost demands the use of personas

Why Are Personas Important For Omnichannel

Personas are important for both Omnichannel marketing and pure play ecommerce businesses.

The correct utilisation of personas will allow you to:

- Create relevant content

- Target existing content to relevant consumers

- Improve internal understanding

- Improve your advertising ROI

When Is it appropriate To Create Personas?

Creating Personas costs money. Whether that’s physical money paid to a 3rd party, or the monetary value of your teams time.

- New site/store/app build

- Broadening your advertising channels

- When you want improve your focus

How Many Personas Should You Create

The level amount of Personas you need to create is going to vary from market to market, business to business. Generally speaking though

- 3-5 Personas

- Budget Dependant

- Review your own capability.

How PushON Creates Personas

Using Quantitative and Qualitative Data

When creating personas we use a mixture of quantitative and qualitative methods.

What’s the difference?

Qualitative Research uses exploratory methods designed to gauge underlying reasons and opinions. The data it provides, gives a good starting point for your Quantitative research.

Quantitative research, is based on generating numerical data that you can analyse to discover the origins of a problem.

Qualitative Data

Affinity Mapping / Brain stormingThis is the process of collating everyone in the teams thoughts, and then segmenting them into groups.

Focus group & InterviewsThese should be formal meetings and interviews whereby you ask a pre-prepared list of questions to participants.

Starting With Analytics

Established businesses have a head start when creating personas, as in most cases they have a Google Analytics account, where you can access demographics data from.*

* You may have to enable this feature.

Expanding With Social

Again businesses with established social presences are at an advantage, as this allows you to harness their social data through:

- Facebook insights

- Twitter Analytics

Use this to fill in the gaps in your personas.

Additional Tools

If you’re looking to build personas for either a start-up or a business that has no historical analytics. There are tools at your disposal:

- Google Web Trends

- Google AdWords Display Planner

- YouGov Profiler

Validating with Research

At PushON we use Survey Monkey to collect data for our personas.

Standard questions include:- Age- Location- Gender- Interests- Education Level- Income Level- Buying Motivation

However we’d also encourage you to validate any persona attributes that you discovered through qualitative research.

Making Them Nauseatingly Realistic (Or Pulling it All Together)

Persona AGen-Z Gemma

Persona BHungry Harry

Persona CShopaholic Samantha

Persona DFamily Fun Fran

Persona EMovie-buff Mark

Making Them Nauseatingly Realistic (Or Pulling it All Together)

Hungry Harry- Age: 30 Years old- Location: Warrington- Motivation: Harry is a newlywed and often

accompanies his wife when shopping, he’s not overly interested in shopping but goes on the website using his smartphone to see what restaurants they could stop at for lunch. He may also use the website to find directions and parking information before leaving.

- Interests: Harry is likely to pop into the Everton Two shop or Game for a browse, or perhaps go to the bank. He is a big football fan and is also interested in film, TV, travel and technology.

Creating OutcomesFrom Personas

Solve Previous Issues

Persona BHungry Harry

Previously we’ve talked about the need for personas.

Now that we know Harry is likely to be a football fan, we can target the correct content to him when he logs into the location Wi-Fi.

Or alternately if we were previously lacking the content to target our male audience; we now know what content to create.

Developing Use Cases

Creating use cases for our clients is one of the biggest outcomes from creating personas.

Harry’s Needs:- List of restaurants- Parking information- Google Maps integration- Store listings- Map for Cash Machine- Info on where football is shown

Thank YouAny Questions?