OMNI-CHANNEL DIGITAL MARKETINGRhea Drysdale | Oct. 12th 2016

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Unified marketing experience across multi-channels (digital, brick &

mortar, print, etc.).

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Omni-channel marketing isn’t right for everyone!

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Requirements =

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1) You have multiple channels to market on.

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2) You’re confident in your strategy and know it will

resonate with stakeholders.

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3) You have the resources needed to

coordinate and implement campaigns.

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Organizations with great omni-channel marketing have one thing in common:

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Great Brands(And they’re usually highly effective with great reputations and coordinated efforts.)

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Subscribe!

We’re releasing the 2nd Chapter, Brand versus

Reputation, of the Reputation Marketing Guide this week.

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All organizations can succceed at omni-channel marketing through:

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Campaigns

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You succeed at omni-channel marketing

strategy by using everything!

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Marketers have a bad reputation, because we’re

silo’d and wasteful.

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Is it because we prioritize short-term growth over

long-term strategy?

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What do these brands have in common?

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Process & Tools

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Create an internal Brand Resource Center and

include all marketing assets and brand guidelines.

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Cohesive Design

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Singular Voice

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Develop a verbal identity across all channels.

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Create promotional copy (style and tone), organic intent

documentation, and how to engage with social media promotions and replies.

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Making a reservation:“Are you celebrating something tonight?”

When you’re seated:“What brings you out today?”

Don’t just outline what you say, but also what

you don’t say!

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Seamless Technology

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Identify how your stakeholders are engaging and invest in technology

that gets you seen.

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Mobile-friendlyAppsSMSEmailSocial Push notificationsTVHome assistants

Channels beyond desktop websites

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Geico’s iTunes reviews:

“…I’ve been able to get a quote, add the vehicle, and fax proof of insurance to the dealership (and now leave a full review) all while the guy

is doing our paperwork.”

Redesigned client site with a challenging template-specific customization, but carried it through in responsive layouts.

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Push users to sign-in to deliver a personalized cross-device experience.

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To push cross-device sign-in, you need to

deliver value to the user on that device!

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You also need to make it easy for them…

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Measurement PlanAn SEO story

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Collect data on how organic changes across

different devices to inform marketing strategy.

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Google Search Console

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Desktop119,842

6,721,4311.78%14.3

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Mobile167,227

4,761,9743.51%

7.0

clicks:impressions:

CTR:avg position:

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STAT Search Analytics

Device

Avg Google Rank

Avg Google Base Rank

Count of Google Universal Results

Count of Keywords

desktop 33 32 1,020 1,464

smartphone 38 36 163 195

What’s displacing so many organic positions on a smartphone?

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It’s Places & News…

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…smartphone users won’t have the same organic experience!

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Who is the best at omni-channel?

Google

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