WELCOME TO:
SUCCESSFUL MULTI-CHANNEL ENGAGEMENT
WE’RE HERE TO...
Introduce ourselves
Integrating traditional and digital channels: challenges and pitfalls
Using digital c...
WHO ARE MINTTWIST?
FOUNDED 2002
A FULL-SERVICE DIGITAL AGENCY
IN LONDON AND DUBAI

300+
CLIENTS

25

FULL-TIME STAFF
BRIEF HISTORY OF MARKETING
BRIEF HISTORY OF MARKETING
BRIEF HISTORY OF MARKETING
BRIEF HISTORY OF MARKETING
WHY MULTI-CHANNEL?
More exposure
Customer satisfaction
More business
CHALLENGES
NUMBER OF CHANNELS
USE THEM ALL? WHICH ONES ARE THE BEST?
NOISE
HOW CAN YOUR MESSAGE RESONATE?
DATA
TOO MUCH OR...
PITFALLS
OVER-COMMITTING

FOLLOWING TRENDS…
…BADLY
WHAT CAN I DO?
PLAN!
ASK YOUR CUSTOMERS AND IDENTIFY CHANNELS WITH OPPORTUNITY
GET YOUR DATA IN ORDER
SEGMENT AND PERSONAL...
MOBILE
GLOBAL MOBILE LANDSCAPE
SAMSUNG MOST POPULAR BRAND 31.7%
ANDROID MOST POPULAR OS 79%
3.5BN MOBILE SUBSCRIBERS BY 2014
USIN...
UK MOBILE LANDSCAPE
10.8 M IPHONE
28.3M ANDROID
29.8 M NON-SMARTPHONE
FASTEST GROWING GROUP
3 OUT OF 4 ADULTS BY 2016
56% ...
WHY MOBILE?
BETTER USER EXPERIENCE = MORE CONVERSIONS
MORE CONVERSIONS = NOT MISSING OUT
HABITS HAVE CHANGED
GOOGLE WANTS ...
HOW CAN I INTEGRATE?
SEARCH - LOCALISATION
RESPONSIVE EMAIL
POLLS AND SURVEYS
CONTACT PREFERENCES
KEEP DATA FRESH
TEXT FOR...
EMAIL
COMMON CRIMES
IMAGE HEAVY
ALWAYS LET PEOPLE UNSUBSCRIBE
EMAIL ISN’T DEAD
ENCOURAGES A DIRECT RESPONSE
CHECK THEY ARE FIT FOR PURPOSE
WHY EMAIL?
GETS MORE CUSTOMERS
THAN SOCIAL MEDIA
WHY EMAIL?
EMAIL IS USED TO
REFER
PROMOTION
Use it to tell your audience about
other channels
Sony did this recently with great success
CONTENT
“CONTENT IS KING”
•
•
•
•
•
•
•

Articles – blog, print, internal
Case studies
Proposals
Emails
Presentations
Images – pho...
REPURPOSE
HOW DOES YOUR AUDIENCE CONSUME CONTENT?
REVISIT CONTENT – CAN IT BE UPDATED?

CAN YOU CHANGE THE FORMAT?
SHARE IT!

CONVERT

Add to
website

SEO
Social
media

Sales

Article

OUTREACH

PR
Newsletter

Email
SHARE IT!

CONVERT

Add to
website

Social
media

Sales

OUTREACH

Not reinventing the
wheel
Can drip the content
out over...
WEBSITE
COMMON CRIMES
• Over-complicated sites KISS
• Calls to action
should be clear
• Not asking customers
• Not promoting other...
BBC NEWS
BBC NEWS
• Easy to share
• Easy to see how to keep in touch
HERBERT SMITH
HERBERT SMITH
Needs more action
Present more visually – buttons
instead of links

Limit the ways to share
HERBERT SMITH
DELOITTES
• Visualised data
• Easy to share
• Easy to understand
what is in the report
BUT
• Calls to action could be
stro...
SUCCESSFUL ENGAGEMENT NEEDS…

PLANNING

WELL-HONED PROCESS

CONSTANT REVIEW
THANKS FOR LISTENING 
RECOMMENDED READING

152 killer keywords for email subject lines (and 137 crappy ones)
http://econsultancy.com/uk/blog/630...
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Multi channel workshop presentation

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This presentation looks at how you can develop and manage traditional and digital channels more successfully. We’ll look at:
- Why multi-channel is challenging and the mistakes you can make
- How to use digital channels such as email, mobile and web more effectively

Published in: Marketing, Business, Technology
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Multi channel workshop presentation

  1. 1. WELCOME TO: SUCCESSFUL MULTI-CHANNEL ENGAGEMENT
  2. 2. WE’RE HERE TO... Introduce ourselves Integrating traditional and digital channels: challenges and pitfalls Using digital channels well
  3. 3. WHO ARE MINTTWIST? FOUNDED 2002 A FULL-SERVICE DIGITAL AGENCY IN LONDON AND DUBAI 300+ CLIENTS 25 FULL-TIME STAFF
  4. 4. BRIEF HISTORY OF MARKETING
  5. 5. BRIEF HISTORY OF MARKETING
  6. 6. BRIEF HISTORY OF MARKETING
  7. 7. BRIEF HISTORY OF MARKETING
  8. 8. WHY MULTI-CHANNEL? More exposure Customer satisfaction More business
  9. 9. CHALLENGES NUMBER OF CHANNELS USE THEM ALL? WHICH ONES ARE THE BEST? NOISE HOW CAN YOUR MESSAGE RESONATE? DATA TOO MUCH OR TOO LITTLE RESOURCES NOT ENOUGH
  10. 10. PITFALLS OVER-COMMITTING FOLLOWING TRENDS… …BADLY
  11. 11. WHAT CAN I DO? PLAN! ASK YOUR CUSTOMERS AND IDENTIFY CHANNELS WITH OPPORTUNITY GET YOUR DATA IN ORDER SEGMENT AND PERSONALISE USE RESOURCES WISELY DON’T DISTRACT THEM REVIEW REGULARLY!
  12. 12. MOBILE
  13. 13. GLOBAL MOBILE LANDSCAPE SAMSUNG MOST POPULAR BRAND 31.7% ANDROID MOST POPULAR OS 79% 3.5BN MOBILE SUBSCRIBERS BY 2014 USING THE INTERNET IS THE MOST POPULAR TASK
  14. 14. UK MOBILE LANDSCAPE 10.8 M IPHONE 28.3M ANDROID 29.8 M NON-SMARTPHONE FASTEST GROWING GROUP 3 OUT OF 4 ADULTS BY 2016 56% OF SMARTPHONE OWNERS ALSO OWN A TABLET 44% OWN A SMARTPHONE, TABLET AND LAPTOP 55+
  15. 15. WHY MOBILE? BETTER USER EXPERIENCE = MORE CONVERSIONS MORE CONVERSIONS = NOT MISSING OUT HABITS HAVE CHANGED GOOGLE WANTS YOU TO HAVE IT IT’S EXPECTED
  16. 16. HOW CAN I INTEGRATE? SEARCH - LOCALISATION RESPONSIVE EMAIL POLLS AND SURVEYS CONTACT PREFERENCES KEEP DATA FRESH TEXT FOR RESPONSE
  17. 17. EMAIL
  18. 18. COMMON CRIMES IMAGE HEAVY ALWAYS LET PEOPLE UNSUBSCRIBE
  19. 19. EMAIL ISN’T DEAD ENCOURAGES A DIRECT RESPONSE CHECK THEY ARE FIT FOR PURPOSE
  20. 20. WHY EMAIL? GETS MORE CUSTOMERS THAN SOCIAL MEDIA
  21. 21. WHY EMAIL? EMAIL IS USED TO REFER
  22. 22. PROMOTION Use it to tell your audience about other channels Sony did this recently with great success
  23. 23. CONTENT
  24. 24. “CONTENT IS KING” • • • • • • • Articles – blog, print, internal Case studies Proposals Emails Presentations Images – photos, infographics Video
  25. 25. REPURPOSE HOW DOES YOUR AUDIENCE CONSUME CONTENT? REVISIT CONTENT – CAN IT BE UPDATED? CAN YOU CHANGE THE FORMAT?
  26. 26. SHARE IT! CONVERT Add to website SEO Social media Sales Article OUTREACH PR Newsletter Email
  27. 27. SHARE IT! CONVERT Add to website Social media Sales OUTREACH Not reinventing the wheel Can drip the content out over time CONVERT Add to website Article SEO Social media Sales Article OUTREACH PR Newsletter Email Social media Sales Article PR Newsletter Email Digested version SEO OUTREACH PR Newsletter Optimise for the medium Presentation Article Add to website CONVERT SEO Infographic CONVERT Guest blog Email Add to website SEO Social media Sales Article OUTREACH PR Newsletter Email
  28. 28. WEBSITE
  29. 29. COMMON CRIMES • Over-complicated sites KISS • Calls to action should be clear • Not asking customers • Not promoting other channels and how to stay in touch
  30. 30. BBC NEWS
  31. 31. BBC NEWS • Easy to share • Easy to see how to keep in touch
  32. 32. HERBERT SMITH
  33. 33. HERBERT SMITH Needs more action Present more visually – buttons instead of links Limit the ways to share
  34. 34. HERBERT SMITH
  35. 35. DELOITTES • Visualised data • Easy to share • Easy to understand what is in the report BUT • Calls to action could be stronger • Contacts at top of the page instead of bottom
  36. 36. SUCCESSFUL ENGAGEMENT NEEDS… PLANNING WELL-HONED PROCESS CONSTANT REVIEW
  37. 37. THANKS FOR LISTENING 
  38. 38. RECOMMENDED READING 152 killer keywords for email subject lines (and 137 crappy ones) http://econsultancy.com/uk/blog/63000-152-killer-keywords-for-email-subject-lines-and-137-crappy-ones 10 things to avoid using in your email subject lines http://econsultancy.com/uk/blog/63816-10-things-to-avoid-using-in-your-email-subject-lines Cross-Channel Marketing Report http://econsultancy.com/uk/reports/cross-channel-marketing-report Worst infographics http://www.worstinfographic.com/
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