We live in a mobile, omnichannel world. Take a look at 4 examples of real brands succeeding with an omnichannel strategy.

1. Omnichannel Done Right:
4 Winning Examples + How-to Tips
Omnichannel Done Right:
4 Winning Examples
+ How-to Tips

2. Today’s Speakers
Julia Stead
Director, DemandGen
Amber Tiffany
Sr Content Manager
Dan Williams
Chief Revenue Officer

3. We live in a mobile,
omnichannel world.
90%
of consumers move between
multiple devices to accomplish
their goals.

4. Marketing has gone mobile….
EMAIL
Over half of Emails
are Opened on Mobile
SEARCH
Mobile Search
Overtook Desktop
Search in 2015
ADS
Mobile Ad Spending
Growing at 3x Non-
Mobile Digital Spending
SOCIAL
100% of Facebook’s
Revenue Growth is
Coming from Mobile

5. …and it’s driving offline conversions.
vs.
This is a computer.
This is a phone.

6. “50% of
consumers who
do a local
search on their
phone visit a
store within a
day.”
SOURCE: think with Google

7. Billions
70%of mobile searchers
have clicked to call
a business based
on search results.
SOURCE: eMarketer, BIA Kelsey
Mobile Calls to Businesses
Mobile Marketing Spend
In an omnichannel world, the customer
conversation becomes more important than
ever.

8. Conversations are the single most valuable
customer interaction.
SOURCE: 2015 Invoca Call Intelligence Index, 2014 BIA Kelsey
Calls are the most valued form of lead especially in high value, high spend
verticals like professional services, insurance, and travel.
Higher Converting Higher Average Order

9. So how are leading marketers
driving more omnichannel
conversations?

10. Success Stories:
A Magical, Customized Travel Experience from
Beginning to End

11. Direct Mail: Vacationers receive FastPass
wrist bands in mail before their trip.
Web, Mobile,
Social: Share
excitement on
Facebook, and
begin planning their
experience on
Disney’s website or
mobile app
Customized Experience: Pre-Trip

12. Mobile App: Track & edit plans in real-time, provide
recommended activities and event updates, while
capturing photos and memories
Customized Experience: During & Post Trip
Email, Website, Digital
Advertising: Disney sends
personalized emails with
memories from trip, plus
customized offers and
retargeting for future
vacations.

13. DIY Tips:
Leverage all channels to create a more immersive
customer experience – direct mail, digital
advertising, social, email, and in-person
interactions
Consider and plan a pre, during and post
transaction strategy, to deliver a better brand
experience, customer delight, and future upsell
opportunities

14. Success Stories:
A True One-To-One Customer Experience

15. The customer is met with a relevant message and informed sales rep through every
step of the journey – with a message tailored to their specific product interests and
personal details.
A seamless customer journey…
Facebook Ad for
home security
Customized Landing page
matching ad
Quick click-to-call
conversion routed to
home security sales rep

16. Vivint leverages offline data from calls to better
personalize their digital follow-up: sending personalized
emails and retargeting ads based on what was said during
the conversation.
Leveraging offline interactions for online
personalization

17. Give prospects the chance to engage how they
choose – make it easy for them to call with bold
phone number calls to action.
Provide real-time caller data to sales reps, to
ensure a seamless transition from digital message
to conversation
Leverage caller data to create a more personalized
follow-up experience
DIY Tips:

18. Success Stories:
Using Digital to Drive In-Store Purchases

19. From shopping cart abandonment, to Facebook
retargeting, to a local Google search, the pair of shoes
stays top of mind and drives an in-store purchase.
Consistent digital messages drive
offline purchases

20. Keep your brand top of mind with personalized
retargeting messages (but make sure to stop once
the purchase has been made!)
Take advantage of geographic targeting to drive
in-store purchases and push upsell opportunities
Provide clear and easy contact details including
address and phone number to facilitate easier
communication
DIY Tips:

21. Success Stories:
A Seamless Conversation Across All Channels

22. 3 Day Blinds Marketing Challenges
• Higher ticket considered purchase
• Not a consumed product
• No retail stores
• No ecommerce
• Not nationwide

23. How we get there… consistent
and seamless path to conversion Where we are
goingWhere we are
Where we were
• No Integrated
visibility
• No consistent
messaging over
different channels –
bifurcated
communication
We know the
consumer Path (once
the consumer reaches
out to us)
• We have clean
messaging over
email and display
• We have
customization
(Segments &
Personal)
360 degree view, fully
integrated
Integration beyond digital
– Drawing on the power
of our new segmentation
• Direct Mail
• Call Center

24. Customer path to purchase: Research
& Prospecting
Generic Search
Query
Targeted
Banners
Acquisition/Prospecting
Email
Video
Prospecting
Facebook &
Instagram Ads

25. Customer path to purchase: Branded
Experience
Step 1
If only step one of the form was
completed, we will then retarget
with banners & email promotions
Branded Search
Query
Thank
You
Step 2

26. Customer path to purchase:
Remarketing/Retargeting:
Retargeting with
Blinds Images
Opt In- Local &
Product Email
Promotions
FB Ads Retargeting
with Blinds Offer

27. 70% of all 3 Day Blinds
appointments are
scheduled over the
phone!
Consumers prefer to
call to schedule an
appointment, vs. using
the online scheduler.

28. • We use a dedicated phone number for every touch point the consumer has with us,
utilizing Invoca & our internal lead ID matching system, each session is tied to a lead.
• With Dynamic Phone Insertion, every time a consumer sees an ad,or clicks through, a
dedicated unique phone number track s the engagement from call all the way to sale with
unique lead ID
• That lead ID is used in every engagement with that individual consumer from the moment
they call us.
Session is tied to lead
Phone # is dynamically
assigned to each
session
Lead is tied to Sale
Attribution: Closing the online to
offline loop

29. 3 Day Blinds Best Practices
Holistic View: Build a foundation: Process, Procedure & Culture
-Analytics – Connect first and third party data to inform decisions
-Attribution
-Consumer path known
Asset Management
– Asset integration with messaging is key – be concise and consistent
– Set clean brand guidelines
– Sequencing & customizing your communication to the consumer experience
Visibility
– Understand how the customer chooses to interact with you, you need to know last touch before
you can know top funnel
– Clean data is key – Data management is vital to the success of a campaign

30. Customer:
Campaign:
ROI:
Next Step:
CALL
SEARCH
EMAIL
SOCIAL
WEBSITE
DISPLAY
Unknown
Unknown
Unknown
Unknown
Too often, today’s attribution
tools are left out of the
conversation.

31. Invoca puts the conversation into your marketing.
Real-Time Automation
Omni-Channel Integration
Call & Conversation Analytics
Complete the omnichannel journey with analytics and automation for phone calls.
As a marketer, Invoca allows us to work smarter.

32. Q & A
Julia Stead
Director, DemandGen
Amber Tiffany
Sr Content Manager
Dan Williams
Chief Revenue Officer

33. Interested in learning more
about Invoca?
www.invoca.com/demo
sales@invoca.com
855-921-2035