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Omnichannel Marketing
What It Means + How To Accomplish It.
September 2014
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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.
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Good Afternoon
Chris Paradyszco-founder, co-ceo
Michael McVeighVP, Advisory Services
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The World Has Changed
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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
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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.
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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.
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What’s Changed?The “Asks”…
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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
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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
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Are My Competitor’s Doing It?Yes. Marketers Are Investing
*Source: Winterberry Group, Taking Cues From the Customer, June 2013
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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
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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.
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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
Display Search
Social
MobileSite
Retail
CRM Database
Marketing Platform
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Quick Start Guide to Omnichannel Data
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All I Ask Is A Tall Ship And A DASHBOARD To Steer Her By
Dashboards that Navigate
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All I Ask Is A Tall Ship And A DASHBOARD To Steer Her By
BoardsDashboards that Navigate ‘…---…’
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All I Ask Is A Tall Ship And A DASHBOARD To Steer Her By
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 ‘…---…’
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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.
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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?
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The Good Ole Days: Benchmarking Against Competitors
Visits Share
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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
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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?
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Be Vigilant Across Channels
Search
Social
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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=
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Pure Play Vendor Pixels Observed
Automotive
Biz/Finance
Corporate Presence
CPG
Education
Health/Beauty
Manufacturer
Media Retail Services
Travel
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Maybe Not All, But Certainly All Kinds
$$
$$
Highly TransactionalNot Transactional
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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
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The Fortune Is In Your Hands
Thank You.
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THANK YOU!
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