3 WAYS TO CREATE AN
EFFECTIVE OMNI-CHANNEL
MARKETING STRATEGY
The importance of establishing consistent
cross-channel bran...
© 2013 GIGYA ALL RIGHTS RESERVED. | 888-920-1702 | www.gigya.com | @gigya | blog.gigya.com
White Paper: 3 Ways to Create a...
© 2013 GIGYA ALL RIGHTS RESERVED. | 888-920-1702 | www.gigya.com | @gigya | blog.gigya.com
White Paper: 3 Ways to Create a...
© 2013 GIGYA ALL RIGHTS RESERVED. | 888-920-1702 | www.gigya.com | @gigya | blog.gigya.com
White Paper: 3 Ways to Create a...
© 2013 GIGYA ALL RIGHTS RESERVED. | 888-920-1702 | www.gigya.com | @gigya | blog.gigya.com
White Paper: 3 Ways to Create a...
© 2013 GIGYA ALL RIGHTS RESERVED. | 888-920-1702 | www.gigya.com | @gigya | blog.gigya.com
White Paper: 3 Ways to Create a...
© 2013 GIGYA ALL RIGHTS RESERVED. | 888-920-1702 | www.gigya.com | @gigya | blog.gigya.com
White Paper: 3 Ways to Create a...
© 2013 GIGYA ALL RIGHTS RESERVED. | 888-920-1702 | www.gigya.com | @gigya | blog.gigya.com
White Paper: 3 Ways to Create a...
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White Paper: 3 Ways to Create an Effective Omni-Channel Marketing Strategy

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White Paper: 3 Ways to Create an Effective Omni-Channel Marketing Strategy

  1. 1. 3 WAYS TO CREATE AN EFFECTIVE OMNI-CHANNEL MARKETING STRATEGY The importance of establishing consistent cross-channel brand and consumer identities A WHITE PAPER BY GIGYA
  2. 2. © 2013 GIGYA ALL RIGHTS RESERVED. | 888-920-1702 | www.gigya.com | @gigya | blog.gigya.com White Paper: 3 Ways to Create an Effective Omni-channel Marketing Strategy The rise of mobile and social technologies has given way to more potential touch points for brands to reach and connect with consumers than ever before. Last year, eMarketer reported that 45% of consumers prefer a combination of online, mobile, and in-store shopping. Over the past year, this trend has only grown, forcing marketers to consider how to leverage multiple marketing channels to effectively reach and convert the always-on consumer. Modern customers want to check inventory on your website, download coupons from your mobile app, visit your store and then share their experience on your Twitter feed - and they expect to receive the same level of experience and move seamlessly across each channel. While marketers are recognizing the need to adopt an omni-channel strategy, many are struggling to successfully connect with consumers across all available outlets while still providing an aligned customer experience. In a recent survey by the Retail Systems Research Institute, 40% of marketers reported the ability to “create a single brand identity across all channels” as a significant opportunity to improve customer satisfaction. 54% of marketers also revealed that the biggest inhibitor in establishing a consistent cross-channel customer experience is not having a single view of customers across channels. This white paper examines three key ways to create a successful omni-channel experience while establishing cohesive brand and consumer identities through the following techniques:  Developing a mobile strategy  Streamlining physical and digital interactions  Socializing the customer experience The Omni-Channel Challenge  45% of customers prefer an omni-channel shopping experience  45% of in-store consumers turn to social platforms on their mobile devices to influence their buying decisions  54% cite not having a consolidated customer view across channels as the biggest roadblock to a successful cross-channel experience
  3. 3. © 2013 GIGYA ALL RIGHTS RESERVED. | 888-920-1702 | www.gigya.com | @gigya | blog.gigya.com White Paper: 3 Ways to Create an Effective Omni-channel Marketing Strategy Developing a Mobile Strategy For the first time in history, time spent on mobile devices will surpass time spent on desktop in the United States this year (eMarketer, 2013). Consumers are now demanding a way to instantly connect with their favorite brands via mobile. They expect the same user experiences and capabilities they are accustomed to receiving on desktop to translate to their mobile devices, and they are now carrying these experiences with them everywhere they go. This mobile revolution has opened a new world of opportunity for brands and marketers to connect with current and prospective customers, but many businesses are uncertain how to leverage mobile as an effective sales and marketing channel. In most cases, it goes beyond re-creating a desktop experience for the iPhone or an Android device – it’s about extending and amplifying this experience in a way that connects consumers anytime, anywhere, and in the context of their real-time activities. The Key: Unlocking Identity To successfully add mobile to your omni-channel mix, you have to first establish user identity through social login. Social login allows users to log into and register for websites through existing social accounts like Facebook, Twitter, or Yahoo. Not only is this faster, easier and more convenient for users, but it also gives brands permission- based access to valuable information in these users’ social profiles. With insights into consumers’ locations, frequent check-ins, favorite movies and more, brands are able to create more personalized mobile experiences, similar if not superior to those on desktop.
  4. 4. © 2013 GIGYA ALL RIGHTS RESERVED. | 888-920-1702 | www.gigya.com | @gigya | blog.gigya.com White Paper: 3 Ways to Create an Effective Omni-channel Marketing Strategy Success Story KLM Royal Dutch Airlines is one example of a brand that is increasing customer connectivity by implementing a unique mobile strategy with its airport simulation game, Aviation Empire. Users can register and sign in to the game via social login. To bridge mobile and physical experiences, Aviation Empire incorporates GPS technology to reward players virtual game points for checking-in to airports in real life. Finally, social game elements like a leaderboard displaying the top-ranked gamers and the ability to share game activity across users’ social channels foster a highly interactive, engaging multi-channel experience. Increase Transparency with Permission-based Did You Know? 72% of mobile users say it’s important that websites are mobile-friendly (Search Engine Watch)
  5. 5. © 2013 GIGYA ALL RIGHTS RESERVED. | 888-920-1702 | www.gigya.com | @gigya | blog.gigya.com White Paper: 3 Ways to Create an Effective Omni-channel Marketing Strategy Streamlining Physical and Digital Interactions Today’s consumers post pictures of their meals from inside restaurants, rate movies from their theatre seats, and check-in at stores to download coupons on the spot. Digital and physical interactions now happen in tandem, calling for brands to create a unified experience that enables customers to move seamlessly between these two realms. Thus, all digital channels need to share a joint, cohesive customer-centric strategy that puts brand and consumer identity at the core of the experience. Leveraging customer data and insights to personalize user experiences across channels creates an authentic, immersive customer experience that is sure to increase brand loyalty and lifetime customer value. One example of a brand that has constructed an effective, unified physical and digital experience is Victoria’s Secret. Victoria’s Secret Angel Card rewards program enables shoppers to share and earn points by shopping in-store and online. Members receive personalized e-mail alerts regarding special offers and promotions, get free gifts and birthday presents, and gain access to special events and exclusive discounts. Card holders also receive extra rewards for connecting their social profiles, effectively uniting omni-channel experiences.
  6. 6. © 2013 GIGYA ALL RIGHTS RESERVED. | 888-920-1702 | www.gigya.com | @gigya | blog.gigya.com White Paper: 3 Ways to Create an Effective Omni-channel Marketing Strategy The Key: Consumer Management As consumers interact with brands across a wider breadth of channels, huge quantities of structured data (e-mail addresses, birthdays, etc.) and unstructured data (interests, hobbies, etc.) are created. Not only is it important to accurately capture all of this “big data,” but it is also important to be able to filter through it and identify the right kinds of insights to create relevant customer experiences across all channels. This requires a sophisticated database that can reconcile and makes sense of both structured and unstructured data simultaneously. Successful marketers are leveraging connected consumer databases that allow them to construct and track user identities across channels and create streamlined, specialized experiences both digitally and in-store. The Data Storage Difference 1) Cloud Storage for Elasticity and Scalability: When it comes to storing big data, traditional IT infrastructures lack the elasticity and scalability of cloud storage systems. Cloud storage models allow easy access to data by multiple users and are equipped to handle massive amounts of structured and unstructured data. 2) Centralized Storage for Unification: Businesses with more than one web property or multiple locations for collecting user data can easily access stored data by keeping it in a centralized location. Unifying data in this way makes it easier to scale marketing efforts and reach the right users with the right messages at the right times.
  7. 7. © 2013 GIGYA ALL RIGHTS RESERVED. | 888-920-1702 | www.gigya.com | @gigya | blog.gigya.com White Paper: 3 Ways to Create an Effective Omni-channel Marketing Strategy Socializing the Customer Experience Thanks to the rise of social media, consumers are demanding a more direct, instantaneous connection to brands, in real-time. They no longer respond to traditional sales or marketing tactics - they want to have a two-way dialogue with their favorite brands, and then share their experiences with their social circles, anytime and anywhere. Connecting with consumers via social channels enables brands to establish trust and authentic relationships with them by effectively becoming a part of their social community. This leads to increased brand awareness, conversion rates and brand loyalty. In fact, a recent study by the IAB shows that 90% of consumers would recommend a brand after interacting with it via social (IAB, 2013). Furthermore, 64% of Twitter users and 51% of Facebook users are more likely to buy the products of brands they follow online, and 50% of shoppers have made a purchase based on a recommendation through a social media network (Business2Community, 2013). The Key: Community Engagement Adding social features like sharing, ratings and reviews, and comments to your website allows customers to easily interact with your brand and seamlessly share their actions and opinions with their networks. Generating an actively engaged user community and fostering user-generated content boosts SEO and increases referral traffic, time spent on site, and, ultimately, lifetime customer value. As marketers learn more about customers through their interactions and social profiles, they develop a crystal clear view into their social graphs, revealing their demographics, opinions, likes, dislikes, and feelings. These kinds of insights enable marketers to extend the social experience outside of social networks and personalize both digital and physical realms to create an effective, targeted omni-channel experience. Did You Know? 40% of consumers buy more from retailers who personalize the shopping experience across channels (Internet Retailer)
  8. 8. © 2013 GIGYA ALL RIGHTS RESERVED. | 888-920-1702 | www.gigya.com | @gigya | blog.gigya.com White Paper: 3 Ways to Create an Effective Omni-channel Marketing Strategy To help you develop and maintain an effective omni-channel marketing strategy centered around unique brand and consumer identities, we’ve outlined five steps to success below: 1. Identify your cross-channel opportunities 2. Develop a cohesive customer-centric strategy that puts brand and consumer identity at the core of the experience 3. Implement a robust database solution to capture and manage structured and unstructured data across channels 4. Create a mobile experience that complements and amplifies your desktop and in-store strategies 5. Start building community engagement by creating opportunities for consumer interaction About Gigya Gigya helps clients build better customer relationships by turning unknown visitors into known, loyal and engaged customers. With Gigya’s technology, businesses increase registrations and identify customers across devices, consolidate data into rich customer profiles, and provide better products and experiences through integrations with leading marketing and service applications. More than 700 of the world’s leading brands rely on Gigya to build identity-driven relationships and to provide scalable, secure Customer Identity Management. For more resources on establishing a culture of consumer trust, visit Gigya.com. To get started right away, you can speak with a product expert by calling: 888-920-1702 Sources - http://www.atelier.net/en/trends/articles/retailing-omni-channel-approach-central-strategies-2013_423523 - http://www.emarketer.com/Article/US-Time-Spent-on-Mobile-Overtake-Desktop/1010095 - http://searchenginewatch.com/article/2208496/72-of-Consumers-Want-Mobile-Friendly-Sites-Google-Research - http://www.thedrum.com/news/2013/07/04/iab-study-finds-90-consumers-back-brands-after-interacting-social-media - http://www.business2community.com/social-media/15-social-media-statistics-that-every-business-needs-to-know-0418173 - http://www.internetretailer.com/mobile/2013/03/21/shoppers-want-personal-touch

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