Richard Sedley (Foviance) at #fusionmex: Multichannel Engagement
Using multichannel marketing to increase customer engagement and your ROI
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Transcript of Using multichannel marketing to increase customer engagement and your ROI
Using Multichannel Marketingto increase customer engagement and your ROI
Head of Enterprise
In my time at Pure360, I have helped brands like BrandAlley, Seatwave, Hearst Magazines and Bravissimo to improve their results from email marketing.
I like horses, design, dislike cats and am absolutely fine about the fact that I was 40 yesterday… not bothered at all.
Content• The funnel
• The glue
• The challenges
• Multi channel working
• Data
• Key takeaways
• Questions
Data
Conversion
Engagement
The Challenges
• Are all of your customer touch points integrated?
• Are you delivering a consistent brand experience and service across each channel?
• Are you able to provide a unified view of the channels?
• Are your team's overall goals aligned?
Multichannel Working
16k Entries10k Unique
The result:
• To reward both loyal existing customers and capture new potential customers
• Promoted across all digital channels which include email, Facebook, Twitter and video on demand
• 17.7% list growth
• Redemption rate of 20% across all digital channels
• Against an industry average of 3%
• Further rollout of Digital Store format
• ‘An Argos within a Homebase’
• Extension of our product range
• Further enhancement of our digital channels
The Challenge:To drive digital subscriptions
Least likely Most likelyAcceptable threshold of likelihood
Data
• Know where your data is and who owns it
• Most companies are data rich and information poor; focus on MI to drive actions
• Data hubs are now accessible to the mid market and can be transformational to your business
• Ensure you can see your customer journey through your data
Key Takeaways• Integrate your systems where you can; if you can't create a single view
database then aim for eco systems of integration
• Marketers work in silo; align your team’s KPIs across all channels
• Understand who owns your data and try to use your data tounderstand your customer
• Promote your offline products online
• Make sure when your consumers are mobile, your brand is at theforefront of their mind
• Understand where your customers convert and what channel leads to that conversion
…Any Questions?Or if you have spotted any spelling mistakes
please tweet me on @Pure360