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The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
49% of consumers
want a seamless
shopping experience
across all channels.
Accenture Seamless Retail Study, 2013
In 2013, smartphones
will overtake PCs as
the most common web
access device
worldwide. Gartner
31,900,000
US Twitter users
There are 750,000,000
Facebook mobile users
(up 54% from last year)
93% of US online
consumers are email
subscribers, and receive
at least one permission-
based email each day.
ExactTarget
1 in 3 consumers use
their mobile phone to
research products in-
store.
Cisco Internet Business Solutions Group
67% of consumers are
more likely to buy a
company’s product or
service if their website
is mobile-friendly.
Google/Sterling Research/SmithGeiger
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
Social
Mobile
Email
Web
4 Cornerstones of
Cross-Channel
Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
Website
• Where buyers engage first
• Enables access to content
• Promotes subscription
Website
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
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.
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
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.
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
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.
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
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
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
Accumulating thousands of
fans and followers does not
mean you have a social
media strategy!
To monetize social
media, brands must
develop a plan to convert
fans & followers to email
subscribers.
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing
• 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
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
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!
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?
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
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.
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?
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
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
Stacie’s Consumer Journey
Email Address:
stacie@portland.net
Add to cart
Fresh + Fast
Cooking
@CookStore
Review
The Power of Cross-Channel Marketing
The Power of Cross-Channel Marketing

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The Power of Cross-Channel Marketing

  • 3. 49% of consumers want a seamless shopping experience across all channels. Accenture Seamless Retail Study, 2013
  • 4. In 2013, smartphones will overtake PCs as the most common web access device worldwide. Gartner
  • 6. There are 750,000,000 Facebook mobile users (up 54% from last year)
  • 7. 93% of US online consumers are email subscribers, and receive at least one permission- based email each day. ExactTarget
  • 8. 1 in 3 consumers use their mobile phone to research products in- store. Cisco Internet Business Solutions Group
  • 9. 67% of consumers are more likely to buy a company’s product or service if their website is mobile-friendly. Google/Sterling Research/SmithGeiger
  • 24. Website • Where buyers engage first • Enables access to content • Promotes subscription
  • 32. 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.
  • 36. 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.
  • 40. 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.
  • 46. 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
  • 50. Accumulating thousands of fans and followers does not mean you have a social media strategy!
  • 51. To monetize social media, brands must develop a plan to convert fans & followers to email subscribers.
  • 63. • 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
  • 64. 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
  • 65. 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!
  • 66. 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?
  • 67. 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
  • 68. 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.
  • 69. 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?
  • 70. 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
  • 71. 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
  • 72. Stacie’s Consumer Journey Email Address: stacie@portland.net Add to cart Fresh + Fast Cooking @CookStore Review

Editor's Notes

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  8. 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.
  9. “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.
  10. 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.
  11. 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.
  12. “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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