The Power of Cross-Channel Marketing

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  • When we set out on creating new editions of research, we look to our clients and marketers and consumers and asking them: “what’s next”. All of the stats, themes and info that I will talk about today come from the research.
  • “Businesses need to be able to truly serve the individual.” Well said. Traditionally, marketer have targeted groups of customers; a select audience.Marketers are now shifting their focus to targeting individuals; the individuals that exist within a select audience.
  • Email has survived more “guru”-predicted, near-death experiences than any other medium. The lesson, “_____ Is Dead” proclamations are foolish in a world fragmented by channels and devices. There’s more than enough room for everyone. This should calm some content marketing nerves who woke up to “Blogging Is Dead” headlines earlier this year. But it should also serve as a cautionary tale about beating a dead subject line. “_____ Is Dead” headlines are clearly provocative, linkbait. However, if you ride such waves too late or with a faulty premise, you run the risk of sending “rolling eye content” and losing your credibility. Don’t sacrifice accuracy for provocation.
  • Email has survived more “guru”-predicted, near-death experiences than any other medium. The lesson, “_____ Is Dead” proclamations are foolish in a world fragmented by channels and devices. There’s more than enough room for everyone. This should calm some content marketing nerves who woke up to “Blogging Is Dead” headlines earlier this year. But it should also serve as a cautionary tale about beating a dead subject line. “_____ Is Dead” headlines are clearly provocative, linkbait. However, if you ride such waves too late or with a faulty premise, you run the risk of sending “rolling eye content” and losing your credibility. Don’t sacrifice accuracy for provocation.
  • “Businesses need to be able to truly serve the individual.” Well said. Traditionally, marketer have targeted groups of customers; a select audience.Marketers are now shifting their focus to targeting individuals; the individuals that exist within a select audience.
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  • The Power of Cross-Channel Marketing

    1. 49% of consumers want a seamless shopping experience across all channels. Accenture Seamless Retail Study, 2013
    2. In 2013, smartphones will overtake PCs as the most common web access device worldwide. Gartner
    3. 31,900,000 US Twitter users
    4. There are 750,000,000 Facebook mobile users (up 54% from last year)
    5. 93% of US online consumers are email subscribers, and receive at least one permission- based email each day. ExactTarget
    6. 1 in 3 consumers use their mobile phone to research products in- store. Cisco Internet Business Solutions Group
    7. 67% of consumers are more likely to buy a company’s product or service if their website is mobile-friendly. Google/Sterling Research/SmithGeiger
    8. Social Mobile Email Web 4 Cornerstones of Cross-Channel Marketing
    9. Website • Where buyers engage first • Enables access to content • Promotes subscription
    10. Website
    11. Unlike email inboxes, where most people are accustomed to abundant marketing messages, customers still consider their phones a personal and highly valued space. Take every opportunity to connect with new customers via mobile, relating to them in the spaces where your brand already has visibility. • In the inbox. • In the mail. • In the store. • On your website. • On social networks. • In your CRM.
    12. Once a subscriber has opted in to receive your text and push messages, you don’t want to wear out the welcome mat—or go radio silent. Just as you would welcome email subscribers with a series of welcome emails, your mobile messaging strategy should help your new subscribers get to know you, and it can take anywhere from 10 days to two months, depending on your goals. Remember that subscribers expect communications that speak directly to their behaviors, preferences, and history with your brand. As you welcome your new subscribers, keep in mind your targeting criteria (like previous shopping experiences) to make your welcome messages valuable from the start.
    13. Customers who interact with your brand through mobile- specific channels are among your most engaged. • Send dynamic coupon codes. • Promote your app. • Ask mobile subscribers to join your email database. • Promote your brand’s social media accounts. • Tie in current events. • Set up a keyword response program. • Send a countdown. • Take a vote. • Send a data-triggered message. • Enhance SMS with APIs.
    14. The more data you collect about your mobile subscribers, the more your mobile strategy will become increasingly personalized and less “batch and blast.” • Offer important content through mobile. • Incentivize subscribers to reengage. • Incentivize them immediately post-transaction. • Use mobile messaging to follow up after person meetings
    15. Accumulating thousands of fans and followers does not mean you have a social media strategy!
    16. To monetize social media, brands must develop a plan to convert fans & followers to email subscribers.
    17. • 29 years old • Married • Mother of a five-year-old daughter and a two-year-old son • Elementary School Teacher • Long-time catalog customer and Facebook Fan but not a current subscriber • Has a monthly 'neighborhood knitting night' which is really just a reason for Stacie and the rest of the ladies to drink wine and catch-up while their spouses watch the kids Consumer Journey Meet Stacie
    18. When the shipment arrives she notices that the packing materials contain a post card publicizing a sweepstakes She types in the URL for the landing page and is redirected to the contest’s SocialPages on Facebook Stacie bought the heart cookie cutter set because she is making cookies for her class at school Enter our sweepstakes! cookstore.com/enter Web purchase
    19. Social Capture Stacie enters the contest and selects the option to opt-in to promotional messages from the retailer so that she can be the first to find out about similar offers Email Address: stacie@portland.net Thanks for entering! Tell us more!
    20. Web Customization Since Stacie entered a contest relating to a cookbook, we drop her into the Cookbook section of Cook’s Tool area of the site Cookbooks Stacie uses guided selling tools to look for other related cookbooks Find a Cookbook 1. What kind of food do you want to make? She browses items, even adding a cookbook to her cart Add to cart Fresh + Fast Cooking But decides not to purchase Find a Cookbook 2. How experienced are you with cooking? Find a Cookbook 3. How much are you wanting to spend?
    21. Email Recommendations Triggered email sends a remarketing message for the cookbook based on Stacie’s web behaviors Remember this book? Promo Code Fresh + Fast Cooking Stacie reads the email at workbut accidentally deletes it
    22. Social Interaction Stacie Smith @StacieSmith @CookStore I accidentally deleted my coupon. Can you help? CookStore @CookStore @StacieSmith Sorry to hear that Stacie, we have resent the email to you. Let us know if there is anything else we can do for you.
    23. In-Store Purchase Stacie stops by the mall and buys the recommended cookbook with her promo code. She requests an eReceipt The eReceipt contains a bounce back offer with upsell opportunities eReceipt $20.71 Fresh + Fast Cooking Thanks for your purchase! Have you seen these?
    24. Email Personalization 7 days after her cookbook purchase, Stacie receives an automated rating/review email She is also invited to join the cookbook club Review your purchase Fresh + Fast Cooking Triggered Send +7 days Join our Cookbook Club! Triggered Send +14 days She joins and adds her mobile number to her profile so she can receive mobile alerts about local cookbook club events Stacie Smith’s Profile
    25. scrapbooking Mobile Promotion Based on her preferences Stacie can receive an SMS alert about an upcoming local event Or receive an email about an upcoming event Cookbook Club Newsletter February baking music reading Cookbook Club Event at NW23 & Flanders this Friday. bit.ly/a3m4
    26. Stacie’s Consumer Journey Email Address: stacie@portland.net Add to cart Fresh + Fast Cooking @CookStore Review

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