Omnichannel Marketing: What it means and how to accomplish it

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Omnichannel Marketing

What It Means + How To Accomplish It.

September 2014


Electronic Dance Music (EDM) Producer & DJ

Age: 26

Brought in a mighty $16m in 2013

Soundcloud followers: 4.5 millionInstagram followers: 1.5 million

Twitter followers: 3.79 million YouTube subscribers: 8.58 million

Facebook fans: 18.5 million #icebucketchallenge: 796,000

First album downloaded 41,000 times in its first week and 6,000 hard copies were sold.


Good Afternoon

Chris Paradyszco-founder, co-ceo

Michael McVeighVP, Advisory Services


The World Has Changed


Is Anyone Doing It Right?

My Macy’s: Stores Are Also Fulfillment Centers

Sales Associates Think Omnichannel: Products From Stores Or

Online Direct To Consumer

Apps: Out Of Stocks Ship

Advertising Budgets: Omnichannel

New Concepts: Test Online


At the end of the day, it’s the consumers’ world, and control has shifted. How far, we’ll have to watch for, but I’m betting that those that create and innovate and the people who crave it will

be doing the driving.

What’s The Role Of Content?It’s Redefining The Market…What A Summer

Netflix paying $2M per episode for James Spader’s ‘BlackList’ and $1.75M for new show, ‘Gotham’

Mr. Murdoch’s almost-deal for cable domination with its $80B rejected offer for TW Cable.


What’s The Role Of Content?It’s Redefining The Market…What A Summer

The most popular YouTuber on planet Earth, gamer / commentator , Pewdiepie with 30 million subscribers, pulls in

nearly $1.6 million a month.

Kim KardashianThe infamous socialite has 23.5 million Twitter followers and 18 million Instagram followers. She released the game “Kim

Kardashian: Hollywood “ which generated $1.6 million during its first five days, and is projected to earn Glu Mobile $200 million by the

end of the year.


What’s Changed?The “Asks”…


Fights fragmentation to achieve customer-centric foundations

Builds campaigns from the point of view of the customer

Drives content by unique customer behaviors and histories

Operating in multiple channels or simply measuring all channels

Driven from the perspective of the brand

Specific to “shopping”

What Does It Mean? There’s Still Some Confusion

What It Is NotWhat It Is

“Omni means “all.” “Channel,” in this context is a “means of communication.”*

*Source: Winterberry Group, Taking Cues From the Customer, June 2013


Is It Necessary?Yes. Take A Look At How Customers Engage

Source: Google

5 hrs & 46mins / day vs. 2.5 4 yrs ago

50% of users are shopping on mobile devices

90% of users reference multiple devices

Time on Mobile Devices

Shoppers search on avg 6x before conversion

2013 avg # of sources consulted in a purchase: 12

vs.2010, avg number of sources

consulted in a purchase: 5

Information Sources

32% of Conversions BEGIN with a mobile device

67% more likely to convert on a mobile optimized site

Seamlessness

Using More Devices

Consulting More Sources

Demanding Seamless Experience


Are My Competitor’s Doing It?Yes. Marketers Are Investing

*Source: Winterberry Group, Taking Cues From the Customer, June 2013


Fear of the strategic overhaul that Omnichannel implies

Common practice to separate digital and offline groups

Fractured & isolated capabilities contradict everything

TransparencyThe key to successfully leveraging data across all touch points to create a comprehensive view of how customers behave from channel to channel to

understand (and optimize) the experience.

Is it Hard?The Challenges


To set the stage for long-term success, the conversation must be driven by your Audience

So…What Do You Do? Start With Your Audience

Who are they?

What do they care about?

What are their preferences?

KNOW YOUR CUSTOMER EXPERIENCE

Understand customer profiles

to develop a marketing recipe strategy that will

drive engagement.


So…What Do You Do? Build The Right Recipe

Segment 1

Segment 2

Segment 3

Segment 4

Contact Strategy A

Contact Strategy B

Contact Strategy C

Lapsed

Active

Prospect

Data and Behavioral Driven Segmentation

Personalized Contact Recipe

Test Strategies

Creative and Copy

Personalization

Landing Pages

Frequency

Offers

Segmentation Based on Attributes & Activity

Existing

Contact Strategy D

Contact & Engage Across the Right Channels…

TVPrint

Radio

CC

DM

Email

Display Search

Social

MobileSite

Retail

CRM Database

Marketing Platform


Quick Start Guide to Omnichannel Data


All I Ask Is A Tall Ship And A DASHBOARD To Steer Her By

Dashboards that Navigate



BoardsDashboards that Navigate ‘…---…’



Spreadsheets with 30,000 foot view but no way to peer deeper -- OR – provide granular level detail with no way to view from a higher perspective

To view a different time period or segment, you’ll need a different report

Show only ‘what happened’, not ‘what happened versus plan’

Boards

Scale up to executive level and drill down to campaign, channel and customer segmentation

Interactive by time period with filters to answer questions as they occur to you

Displays Key Performance Indicators (KPIs) versus goal and budget

Dashboards that Navigate ‘…---…’


You May Need A New Dashboard, IF….

Weekly report attachments take up over 90% of your inbox storage…

…and also amount to more than 90% of your unread messages.


You May Need A New Dashboard, IF….

Weekly report attachments take up over 90% of your inbox storage…

…and also amount to more than 90% of your unread messages.

The Fortune Cookie Test: Are your dashboards more insightful than a fortune cookie and more

likely to be opened?


The Good Ole Days: Benchmarking Against Competitors

Visits Share


An Omnichannel World Means Competitors Can Grow Quick

18 Month Leader / Lagger ReportEmail Traffic to Shopping – Sports Websites

Gro

wth

Dec

line

Consistent (+)Consistent (-) Fluctuating


Fast Movers Often Leverage New Media Better

Email Traffic

- What tactics do my digital competitors use to grow, engage and retain customers more effectively in this channel?

- What should I emulate?


Be Vigilant Across Channels

Search

Social


As of November 2013, only 18% of marketers were practicing sophisticated cross-channel attribution.

As of September 2013, only 2% of marketers use a combined attribution strategy to achieve omnichannel success.

Source: eMarketer, The Omnichannel Challenge, February 2014

Multichannel Attribution – Who’s Adopting It?

Multichannel Attribution “Pure Play” Vendors=


Pure Play Vendor Pixels Observed

Automotive

Biz/Finance

Corporate Presence

CPG

Education

Health/Beauty

Manufacturer

Media Retail Services

Travel


Maybe Not All, But Certainly All Kinds

$$

$$

Highly TransactionalNot Transactional


Omnichannel Data – Takeaways

Cross-Channel & Cross-Device Attribution is Real and Someone You Compete with Is Using It

Someone You Don’t Compete with Is Competing With You, and Gaining

If Your Omnichannel Dashboard Reporting Does Not Pass The Fortune Cookie Test – Time to Call for Help


The Fortune Is In Your Hands

Thank You.


THANK YOU!

Omnichannel Marketing: What it means and how to accomplish it

Marketing

Transcript of Omnichannel Marketing: What it means and how to accomplish it