Copernica DM Summit 2012: Paul Johnson - Multi-channel Marketing: fire up your revenue-engine

1,856 views

Published on

Did you know multi-channel marketing can beat Google any day of the week? In his presentation about current and future trends in multi-channel marketing, Paul Johnson gives you several insights in emerging trends that will change the way you look at Multi-channel marketing entirely. Find out how you can increase your ROI and better reach your adience by looking into different case studies together with Paul. Featured case studies include Aldi, Daler Rowney, CarLoans4U and Manchester United.

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,856
On SlideShare
0
From Embeds
0
Number of Embeds
932
Actions
Shares
0
Downloads
15
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • 15 yrs web / digital Software engineer Ecommerce strategy Digital marketing Social Media expertise Global brands Vodafone (Kylie Minogue), Interflora Manchester United Nike Drupal Open Source CMS –In Charge Global Social Media for DrupalCon Using Copernica for 2 years
  • Design as Multi-channel Scalable Uniquely has Sub Profiles – suitable for ecommerce, finance, membership organisations, B2B transactions Follow ups based on complex criteria Strategic tool
  • First thing that comes to mind – MUFC Also a client of Copernica
  • Carloans – car finance Aldi- Supermarket – Facebook applications with Copernica integration & Social Media Enterprise multi-channel for tourism Elliott – modular buildings MUSS – Residential soccer camps Daler Rowner – fine art supplies
  • Design as Multi-channel Scalable Uniquely has Sub Profiles – suitable for ecommerce, finance, membership organisations, B2B transactions Follow ups based on complex criteria Strategic tool
  • Use of one channel to support or promote another
  • Direct Mail > Text > Email > Web
  • Intranets – improve engagement, site stickiness B2B – white papers, nurturing, loyalty Medical – appointments management, long term care Membership – renewal campaigns Charities – nurturing supporters, long term loyalty Government - Citizen engagement Conferences – promotion, warm up, post event surveys
  • Campaign based Strategic Steer people towards your business goals Occur over a long period of time Reactive to context
  • Made for Multi-Channel
  • Multi-channel marketing #1 revenue source
  • Copernica beats google
  • Year 1
  • 2011 ROI 14.8
  • 2012 revenue is up 146%
  • Other brands also winning in multi-channel
  • Innovation New ways to consume information Second Screen Mobile
  • What device are your audience consuming your campaigns on? Can no longer assume marketing, emails, texts are leading to PC’s
  • Multi-channel campaigns for
  • Multi-channel campaigns for
  • Multi-channel campaigns for
  • Multi-channel campaigns for
  • Multi-channel campaigns for
  • Manchester United Nike
  • Manchester United Nike
  • Context Where is the audience What are they doing What device Which channel are they using What tone? What stage in the buying process are they?
  • Design as Multi-channel Scalable Uniquely has Sub Profiles – suitable for ecommerce, finance, membership organisations, B2B transactions Follow ups based on complex criteria Strategic tool
  • 4+ visits to conversion Web Google Remarketing Social Media White Papers User Profiling – lead scoring Email
  • Design as Multi-channel Scalable Uniquely has Sub Profiles – suitable for ecommerce, finance, membership organisations, B2B transactions Follow ups based on complex criteria Strategic tool
  • Too complex No time Integration challenges Client buy in Cost? All of these concerns can be addressed with Copernica
  • Too complex No time Integration challenges Client buy in Cost? All of these concerns can be addressed with Copernica
  • Utrecht Province Binnenland – large dutch publisher
  • Too complex No time Integration challenges Client buy in Cost? All of these concerns can be addressed with Copernica
  • Magento Microsft Dynamics Exact Drupal Prestashop Hybris SOAP API
  • Headteachers Direct mail / Email Parents
  • Copernica DM Summit 2012: Paul Johnson - Multi-channel Marketing: fire up your revenue-engine

    1. 1. Paul JohnsonHead of Development Tw eeCopernica UK t a qu to @ e pdjoh stion nsonTwitter: @pdjohnsonEmail: pj@ltl.uk.comSources: http://bit.ly/dmsummit12 ?#DMSummit
    2. 2. 15
    3. 3. Why?
    4. 4. Manchester
    5. 5. • Definition & Why• Simple examples• Does it work?• Trend spotting• Walkthrough• Copernica – Simple!• Case Studies• Questions
    6. 6. Definition
    7. 7. Multi-channel marketing“Use of one channel to support or promote another”
    8. 8. Multi-channel marketing> > >
    9. 9. Just for ecommerce?• Intranets• B2B• Medical• Membership• Charities• Government• Conferences
    10. 10. Fundamentals• Planned• Funnelling• Multi-step• Event / profile driven• Integration • Back office • Online• Measurement• Automated
    11. 11. Why multi-channel?
    12. 12. Why?• More effective than isolation• Complex path to conversion• 50% mobile web• Privacy• Falling email subscribers• 4+ site visits before conversion• 2 + channels before purchase** http://bit.ly/dmsummit12
    13. 13. Result• Agencies • Differentiator • Increase effectiveness• Business • Acquire customers • Extend customer lifetime
    14. 14. • Email• RSS• Mobile• Surveys• Web content• Direct Mail• QR, Barcodes• Social Media – via integration• Remarketing
    15. 15. Simple examples•
    16. 16. Does it work?
    17. 17. REVENUE SOURCEMulti-channel marketing
    18. 18. BEATS
    19. 19. BEFORE AFTER Checkout Conversion
    20. 20. ROI
    21. 21. Revenue
    22. 22. 46%* GROWTH ONLINE REVENUE*Announced last week: Year to Sept 2012
    23. 23. Current Trends
    24. 24. Rapid change WebTVSecond Screen Mobile / 4G
    25. 25. Device Proliferation
    26. 26. Channel explosion
    27. 27. Mobile Retail – Last 12 months• Audience Doubled• 1 / 6 browsed retail sites or apps• 1 / 8 bought France, Germany, Italy, Spain and the United Kingdom Source: comScore http://bit.ly/dmsummit12
    28. 28. 66% Site traffic is NEW MOST PEOPLE NEVER RETURN
    29. 29. Average 4+ visits to conversionTypicalConversion Your site Coupons Competitors Comparison Offline 95%
    30. 30. Mobile Bounce Rate 10% HIGHER THAN DESKTOP MediarunSource: http://bit.ly/dmsummit12
    31. 31. Manchester United Soccer Schools 18% Using mobile
    32. 32. 0.1% Buy
    33. 33. Trend away from Apps Towards HTML5 "HTML5" is the #1 job trendhttp://bit.ly/dmsummit12
    34. 34. Mobile First“If you’re not thinking about mobile devices, you’ll wake up one day and be left behind” Luke Wroblewski Slides: http://bit.ly/dmsummit12
    35. 35. Smartphone Tablet Desktop Responsive Design
    36. 36. Smartphone Desktop Responsive Design
    37. 37. User contextMulti-deviceMulti-channel Multi-step Strategic
    38. 38. Multi-channel walkthrough
    39. 39. Gettingto know MR X
    40. 40. WebRemarketingSocial MediaWhite PapersUser Profiling Email
    41. 41. Automated Lead nurturing Using keep in touch
    42. 42. Measure IterateImprove
    43. 43. CopernicaMakes things simple
    44. 44. Top 1000 internet retailersSource: ListTrack http://bit.ly/dmsummit12
    45. 45. Why aren’t they (YOU) doing it?• Too complex• No time• Integration challenges• Client buy in• Cost?
    46. 46. Time savingCost effective Simple Fast ROI
    47. 47. http://bit.ly/dmsummit12
    48. 48. EASYFREE! No IT
    49. 49. DATA!Visitor
    50. 50. DATA! Timely Relevant MessagesVisitor Multi-channel
    51. 51. But I don’t do Drupal!
    52. 52. SOAP API
    53. 53. Case Studies
    54. 54. Manchester United Soccer Schools• Web, Email, SMS• HR Capacity • Coach Availability • Certificate expiry• Coach training • Examination process • Gamification
    55. 55. Elliott Building Future Education £100K 1 2 3 Prize ParentsInformation pack Information pack Head Teacher 4 Entry! 1 Month 2400 Visits 730 Form fills 30% Conversion Rate
    56. 56. MacPhie / BlueChip Holidays• Email -> Web -> Social Media API Tw itter Follow t& To twee Reach frien d Broaden re s ach
    57. 57. iKnow Special Offers• Fully automated business Monday Wednesday > > > 15000 Personalised Hotel Offers Owners APIhttp://bit.ly/dmsummit12
    58. 58. iPad Exhibition App > > > Time Delayed Exhibition standhttp://bit.ly/dmsummit12
    59. 59. CarLoan4uLoan application nurturing ! > API > Supporting Application documents> > > ?http://bit.ly/dmsummit12
    60. 60. Summary
    61. 61. Multi-channel marketing• More effective than isolation• Mobile first• Ease of integration• Applicable across markets• Rewarding – agency and clients / end users• Easy with Copernica
    62. 62. Paul JohnsonHead of DevelopmentCopernica UKTwitter: @pdjohnsonEmail: pj@ltl.uk.comSources: http://bit.ly/dmsummit12 ?

    ×