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Moving towards integrated interactive marketing



Paper by #fusionmex sponsor Selligent, handed out in print to attendees of the Fusion Marketing Experience Brussels event. Watch it here or download it on http://ow.ly/4nJ1m

Paper by #fusionmex sponsor Selligent, handed out in print to attendees of the Fusion Marketing Experience Brussels event. Watch it here or download it on http://ow.ly/4nJ1m



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Moving towards integrated interactive marketing Document Transcript

  • 1. W H I T E PA P E R E-mAIl mARkETIng foR THE cRoss-cHAnnEl cusTomER: movIng ToWARds InTEgRATEd InTERAcTIvE mARkETIng The Copernican revolution of customer-centric dialoguesCONVERSION MARKETING INTERACTIVE CRM
  • 2. E-mAIl mARkETIng foR THE cRoss-cHAnnEl cusTomER: movIng ToWARds InTEgRATEd InTERAcTIvE mARkETIng The Copernican revolution of customer-centric dialoguesE-mail marketing is the most used channel for interactions between people and companies. Yet other channels are rapidlybeing embraced by consumers. Traditional forms of e-mail marketing, such as e-newsletters, still have their place. But it’stime to gradually move towards a new marketing approach whereby e-mail is part of a cross-channel strategy. The reason?Today’s customer is cross-channel and he/she is at the centre of sales and marketing. Communication channels are afunction of the client and marketing is about engaging the cross-channel customer and prospect throughout integrateddialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour. Discover why yourbusiness should move to an integrated marketing approach step by step and how: from traditional e-mail marketing tocustomer-centric and holistic dialogue marketing. Welcome to the Copernican revolution.Introducing the cross-channel customerHave you met the cross-channel customer? Here is a real-life during the teleconference, he gets a demo and is invited toexample. for the sake of readability, in this example and the take a 30-day test drive. He accepts the invitation and seesreport, we will assume the gender is male, but of course it that two other providers offer this possibility as well. He testscould be either. He reads his e-mail on his smartphone atbreakfast to see what’s important and what’s not. next hechecks out his social media accounts on that same device. Inhis mailbox there is a newsletter from an online publisher. Itfeatures an ad from a company that offers a new service thatinterests him. He clicks the ad and checks out the service.next he sends a tweet asking if anyone has experience withthat service. one person tweets backs that he uses and likesthe service. Two others send a link with what they think isa better alternative. At work, he goes to the websites of thetwo other companies. next he starts looking for reviews. Twoservices seem to have better reviews. All providers have apaper. He downloads and prints them. Back at home he readsthe papers and starts following the companies on Twitter. Henotices that a close friend also follows one of the businesses.He calls him. The friend, who is a reliable source, says it’s thebest service, offering most value for money. He visits thewebsite of the company his friend recommended and noticesan online chat possibility. He starts chatting with a sales repto ask some questions. The contact is good and he invites thesales rep to connect via linkedIn. After having connected hesends an e-mail to set up a meeting via skype the next day.CONVERSION MARKETING INTERACTIVE CRM 2
  • 3. them all. one service offers two features he absolutely wants The result is that companies that use traditional e-mailand that are not provided by the company he got in touch marketing solutions and methods are increasingly confrontedwith. Three days later he calls the sales rep telling him this. with the limits of what they can achieve with their currentThe sales rep says they will launch these features and two partners. It is time for a new model and a new paradigm withnew ones later that month, at the same price. He asks the a shift from channel to customer. A shift that has significantrep to confirm this by e-mail. The sales rep does. He asks for a consequences for businesses that want to take their e-mailcontract, signs and faxes it. He is now a customer. programs and interactions to the next level, as well on the strategy, planning, measurement, integration and solutionThis real-life example shows how people are buying level.nowadays and how everything is becoming cross-channeland controlled by the customer. It depicts the complexity of In this white paper you will discover the main drivers of thethe modern buying journey, both in B2B and B2c. And this is changes and even revolutions in e-mail marketing, howjust one simple example. to respond to them, what is their impact on the tools and functionalities you need to serve the cross-channel customerThe buying, connecting, entertaining, interacting and and why traditional e-mail marketing schemes don’t sufficeinformation gathering behaviour of people is changing. The anymore.ways businesses are communicating with people – and viceversa – are changing. marketing is changing and so is e-mail It’s time to gradually expand our view on e-mail marketingmarketing; from several perspectives. and marketing in general and to enter the connected, integrated and customer-driven era.Although traditional e-mail marketing approaches still havetheir place, there is a growing necessity to alter our view one-mail marketing in a cross-channel but most of all customer-driven perspective where the buying journey and customerlifecycle are key. Daily usage of mediacompanies need a single view of their customers that are by digital consumersmore demanding than ever and posses an exploding number 72% use e-mailof interaction and information tools. The media world is a 46% use socialvery fragmented one and the customer has become cross- 54% watch Tvchannel: he uses several channels to inform himself, search, 12% shop onlineinteract, communicate, buy, entertain himself or others and 36% listen to radiosocialize. on top of that there is a shift from selling to buying 32% read newspaperand providing relevant content and interactions via the 14% read magazinechannels customers use during their buying cycle. (sources: nielsen, Econsultancy, Tns digital life,In this rapidly changing online world, marketers are faced morgan stanley, Addictive, Idc).with new challenges to reach their prospects and customers,connect with them and build mutually profitable relationships.E-mail marketing is still by far the main outbound medium inthe interaction between people and business. Businesses thatwant to get the most out of e-mail marketing however realizethat the traditional approach is not enough to engage thecross-channel customer, mainly because it doesn’t offer thepossibility to build relationships through all touch points andchannels the modern customer uses. 3 do you like this paper? share it with your peers via Twitter!
  • 4. The focus on channels and media:the traditional view on e-mail is under pressureE-mail marketing is not a stand-alone activity. It is part of of the customer and the cross-channel context he lives, buys,a broader conversation and interactive marketing strategy plays and works in.aimed at individual customers to achieve your goals. Thisapplies to all interaction channels. despite this obviousfinding, marketers are often looking more at the media and “E-mail marketingchannels than at the needs and preferences of the cross- is part of a broader conversationchannel customer. However, it is not the media that areimportant, but the client and the created value. This does notmean that there is no more need for specialists in specificchannels. E-mail, social, mobile etc. all require different and interactiveskill sets. since e-mail marketing is evolving, the need for marketing strategy.”specialists will even increase. However, the required skills willcertainly include the ability to integrate e-mail with other furthermore, new media are not the only ones to “blame”.channels in order to optimize interactions with the cross- In older and more mature forms of marketing andchannel customer. communication, including e-mail, practitioners tend to look mainly at the efficiency of “their” medium. This can be relatedThe focus on the communication channels is specifically to corporate culture and organizational silos, but most of all itstrong in so-called “new and emerging” media like social has to do with the way the market has developed historicallymedia and mobile. Partly, it is exactly their being “new” that and how e-mail solutions providers (EsP) have positionedcauses businesses to focus on those specific mediums instead themselves and their offerings.CONVERSION MARKETING INTERACTIVE CRM 4
  • 5. In a way e-mail marketing today has an enviable position. It is some people feel e-mail marketing has an uncertain futurea tested and proven form of marketing and communication in this challenging environment. But it’s not e-mail that’sand plays a crucial role in the cross-channel evolution where under pressure: it’s the conventional way of looking at andintegration with other interaction channels and connectivity engaging in e-mail marketing which is. The customer and hisare key evolutions. still, e-mail marketing is under pressure. buying journey matter more than any one channel his steps may take him though.That is partially due to all these new interaction channelsand the way people are embracing them, gaining morecontrol over the communication and information processes.The main changes affecting e-mail marketing and howbusinesses respondThe most important changes influencing the efficiency and The consequences of all these changes are among others, aposition of e-mail marketing are known: drop in the conversion of many e-mail marketing programs, marketing fatigue and a growing battle for a place in the 1. People have more control on the communication and inbox, a place that is becoming increasingly valuable. information gathering processes. 2. social and new media offer additional interaction Techniques such as segmentation and personalization help possibilities and strengthen the demand of people using companies to overcome e-mail overload. subscribers of them to engage in highly personalized dialogues. e-mails are no longer considered to be e-mail addresses, but 3. There is a staggering increase in the number of people of flesh and blood that seek dialogue and pertinent advertising and marketing messages. information, leading to an increased need of timely and 4. People trust company messages less and rely on their relevant content. The latter is one of the main challenges networks more frequently. e-mail marketers cite in surveys. 5. Internet is everywhere and new forms of access are appearing such as mobile. Businesses also try to optimize the frequency of their e-mails and integrate them with other channels. 5 do you like this paper? share it with your peers via Twitter!
  • 6. Even though all these activities are important, they are with the individual client that uses various media at the samenot enough. A fundamental review of the e-mail process time: the cross-channel client who needs a multi-channelis needed. one in which the message and the channel are approach.secondary to the global conversation and interaction processThe copernican revolution in e-mail marketing:the client as centre of the universeE-mail marketing may be regarded more as a dialogue and but these changes are often not reflected in the strategy,a component of a cross-channel interaction process by implementation, tools and actual execution.many businesses that are constantly improving their tactics, The reason is historical and structural. 1. The medium viewpoint We traditionally think of e-mail marketing as a mix of outgoing and incoming messages whereby our marketing objectives, trends, events and more or less frequent e-mailing schemes are often central in the outgoing part. for example, think of informative or promotional e-newsletters that are distributed with a fixed frequency or of e-mails that are distributed in the ambit of holidays, price reductions, product stock changes, loyalty programs etc. In this viewpoint, e-mail is regarded as a predominantly outgoing flow of messages, more or less integrated, whereby the e-mails themselves and the number of recipients, opens and clicks are key. 2. The classic e-mail service provider approach The model of most e-mail marketing service providers (EsP) is related to this approach. They work with their clients based on (for example) the number of distributed e-mails and/or the number of subscribers. not only does this pricing model strengthen our classic vision of e-mail marketing, it also affirms an isolation of the channel e-mail, a unilateral focus on the e-mail campaigns and too limited a vision on the return thereof whereby tactical metrics are overemphasized.CONVERSION MARKETING INTERACTIVE CRM 6
  • 7. naturally there are circumstances and reasons to send The centre of the marketing universe is not even the e-mailfrequent newsletters or to regard e-mail as an outgoing subscriber: it is the cross-channel customer and prospect inflow. These depend on amongst others, the type of activities all his richness, complexity, behavior and dimensions with(compare the purposes of the e-mails from mass media to the buying journey and customer lifecycle as permanentgenerate traffic with those of B2B companies doing lead beacons.nurturing) and the maturity of the data model and processes.In these circumstances, segmenting, offering relevant This seemingly simple change of focus has many morecontent, personalizing and so forth, the traditional ways are consequences than one might think at first glance.clearly more important.But, leaving aside these examples, it is time to gradually movetowards a real copernican revolution. Just as copernicusdiscovered that the earth was not the centre of the universe, “The centre ofe-mail marketers have to realize that the medium, the the marketing universe is the cross-channelcampaigns and the existing e-mail distribution models arenot the centre of their universe. consumer in all dimensions with the buying journey as a permanent beacon.”consequences of a customer-driven cross-channelapproach of e-mail marketingThe copernican revolution in e-mail marketing where thecustomer is really central has consequences on the way inwhich we use e-mail marketing, but also on the selectionof the platforms and the definition of the processes. It isimportant to see these consequences and to take action inorder to embrace a modern view of e-mail marketing. Therelevance and thus quality and frequency of interactions with(potential) customers are at stake.If we wish to optimize and adjust our e-mail marketingstrategies to the clear and ongoing changes on the level ofmedia consumption, purchase behaviour and the changingcommunication reality, implementing the copernican visionon e-mail marketing is not optional.The different aspects to take into account are mentionedbelow as well as their consequences on strategy, processesand the partners, integrations and tools that are needed. 7 do you like this paper? share it with your peers via Twitter!
  • 8. 1. An integrated e-mail marketing approach is a mustA first consequence is that e-mail marketing is integrated various EsP’s offer some of these additional channels andby definition. The principal reason is that the online and partial integrations, but here as well they often look atconnected customer uses various interaction channels and the campaign and medium rather than the recipients.media to inform him, interact and share. The way people find furthermore, the integrations are often too limited to enablebusinesses and communicate with them is non-linear and a real cross-channel course of action and there are seldomencompasses several touch points and media channels. The opportunities to engage in two-way dialogues.same goes for interactions via e-mail: they are the beginning,end or simply part of a cross-channel reality. The incoming finally, integration in practice also implies that in the e-mailmessages or signals of the customer can happen over marketing processes and strategies, the different interactioncompletely different media than the outgoing messages a moments, irrespective of the channel or department, shouldbusiness sent. be attuned on the level of frequency, timing, content, etc. to be efficient and prevent marketing fatigue. In the copernicanAll these channels should be linked and integrated as view all these crucial elements are entirely a function of theefficiently as possible to best accommodate the preferences individual customer as a whole, not in function of generalof the customer, the marketing goals and the overall business best practices or averages.objectives - the integration and mutual strengthening ofe-mail and social media is a typical example of this. companies who wish to interact with their clients in a modern, advanced, customer-centric and efficient way viafurthermore the customers must be able to interact in e-mail must take all of this into account when selecting avarious ways, even if the initial interactions happened via technologic and strategic partner.e-mail. This has consequences for the tools that we need tobe able to implement in order to leverage this way of client-oriented and integrated e-mail marketing. The medium issubject to the customer and therefore channels like mobile “The customer decides(for example sms or micro-blogging like Twitter), social andother online and offline carriers for contact opportunities on timing, frequency andshould be at the disposal of the customer. message in all stages of his buying journey.” K e y ta K e away s : - Integrate e-mail and other channels depending on the preferences of your clients - Present the customer with various interaction opportunities - Take on an integrated and cross-channel e-mail approach - do not only think of outbound: marketing is a dialogue - Ensure a centralized dashboard with all the interaction moments per customer (segment) - Involve all divisions and channels in that dashboard to prevent marketing fatigue - choose a technology partner that provides these possibilities and departs from the customerCONVERSION MARKETING INTERACTIVE CRM 8
  • 9. 2. The need for a ‘closed loop’ of data and interactionsIf you depart from the customer instead of the media and All EsP’s today offer the possibility to retrieve data frommessages, and thus by definition work integrated, this the e-mail interactions. some also offer integration withimpacts the way in which you measure data regarding your web analytics so that the behaviour of the recipient can becustomer interactions. It also impacts the way in which you tracked after the click. However, the conversion of e-mailacquire, combine, integrate and aggregate insights about marketing is more complex and requires more data than onlytheir behaviour, needs and buying signals, based upon this those regarding the campaigns themselves and post-clickdata. The whole buying journey has to be mapped. behaviour.most of all the data and findings you gather through a In an integrated cross-channel approach where the customercustomer-centric cross-channel view of your customers is the centre of the universe, the impact, insights andin e-mail marketing and beyond, must lead to new responses of all client interactions must be connected andinteractions, regardless of the medium and in function of combined. This applies for all communication channels butcustomer-induced triggers. The insights we get through also for the data we acquire in other ways about our clientssocial media, mobile, online and offline interactions, when preferences and their behaviour. Think of the details thatcombined with other data sources, should lead to a single people communicate directly and indirectly via web forms,view on the customer and enable businesses to optimize visited web sites, their social sharing behaviour and all otherall their marketing efforts. They should result in a constant possible signals they give. But also think about demographicoptimization of the content, processes, conversion, relevance, data.usability, touch points, channels and even the overallmarketing strategy, starting from a holistic and data-drivenview on the customer. 9 do you like this paper? share it with your peers via Twitter!
  • 10. Integration with web analytics is not enough. All input thatwe can gather from customer touch points, offline includedand irrespective of the channel, must lead to an improvement “In a modern strategyof the future interactions. Apart from acquiring data from of integrated e-mailcross-channel dialogues, other customer data is critical inthis whole process: a connection with customer Relationship marketingmanagement (cRm) applications and other customer data the input from dialoguessystems is a key to success in this regard. and data from contactIn a modern strategy of integrated e-mail marketing theinput from dialogues and data from contact moments are momentsthe starting points of new interactions. The purpose is an are the starting points ofever increasing personalization of the communication on acontent level, the channels and the dialogue moments, as new interactions.”you can read in the following section.A traditional EsP is sometimes able to supply tailor-madeintegrations with some data systems but a global andsingle view on the customer interactions and lifecycle areimpossible without heavy customization and even then aclosed loop of data and (automated) interactions are seldom.other solutions, that offer these possibilities because theylook at the customer instead of the channel, are thereforenecessary for businesses that want to move beyondtraditional e-mail marketing: integrated interactive marketingautomation and cRm platforms that include all these aspects. K e y ta K e away s : - Ensure that you can connect all customer interaction, demographic and behaviour data - Have a cross-channel data model with a single view on the customer - use all triggers and insights to improve your e-mail programs and other marketing messages - connect your e-mail processes with customer relationship management processes - Integrate web analytics and other online and even offline measurement systems - Ensure a closed loop of data and interactions with the customer in the centreCONVERSION MARKETING INTERACTIVE CRM 10
  • 11. 3. Personalize, segment and automate: Triggers and scenariosIn this social era of increasing customer engagement and important, it is also reason why this data should lead to auser control, the importance of human dialogue is strongly continuous optimizing of the relevance of the message foremphasized. The dream of every marketer is a one-to-one the individual customer. The opportunities of personalizingapproach and for many, personal “conversations” are the way and segmenting that EsP’s offer do help in achieving moreto have a competitive advantage in the connected world. relevance, but they are often limited and not cross-channel,sometimes such “real” and highly personal dialogues are integrated and bi-directional.possible and even necessary. A typical example is customerservice: the client often prefers a personal contact with an furthermore, in the “copernican vision”, personalizing andemployee of a company over the time consuming experience segmenting go much further than the traditional methodsof anonymous self-service. This of course depends on the of identifying and segmenting target groups depending onquality of the services with which people can personally find common characteristics from the medium point of view.solutions to their problems. In a model where the cross-channel customer is at theHowever, in many other situations a “real” personal dialogue centre, segmentation, personalization and thus relevanceis nearly impossible. Is this not in contradiction with placing of communication are possible on a much more individualthe client at the centre? no, because there is a difference and optimized level since the cross-channel data andbetween a personal dialogue and a personalized dialogue. customer interactions define the what, when and even howE-mail marketing, as we will see further on, forms part of of the e-mail messages. By defining scenarios and triggersan entirety of incoming and outgoing interactions. In other initiated by the client and the actions they lead to, tracing thewords, two-way messaging and connecting. sometimes digital signals of the customer and putting all cross-channelthese interactions can be more personal than at other times, interaction data to work, the pertinence of the e-mail contactdepending on the type of communication, the medium and moments is optimized in every aspect.the objectives. To achieve this, automation is a requirement. It is not theThe single most important element however is that the opposite of personalized relevance, but what makes thiscommunications have to become increasingly personalized relevance possible. We cannot know everyone personally andand participative. or to put it another way, they should be interact with them personally; advanced marketing platformsattuned as much as possible to the needs of the prospect can however do that by offering a degree of personalizationand customer and involve them, providing a relevant cross- and value to our customers that is as “personal” as it can be.channel two-way interaction process. This is only one of the The value we offer is content, information, solutions andreasons why the closed loop of data and interactions is so personalized messages in function of the triggers initiated 11 do you like this paper? share it with your peers via Twitter!
  • 12. by the customer, his buying journey, his lifecycle, interactionpreferences, behaviour, triggers, scenarios etc. The content, aswell as the interaction frequency, timing and medium are afunction of this.This far-reaching form of personalizing is impossible ina traditional EsP model because it requires far-reachingcustomer-centric data models, testing possibilities,segmentation and targeting options, but most of all a cross-channel approach.. K e y ta K e away s : - Personalize and segment as much as you can to engage in more relevant dialogues - Automatic triggers and scenarios in function of the customer and his interactions are key in a customer- centric approach - Provide the correct content at the right time via the right channel: the client decides - use a marketing platform that allows far-reaching segmenting and personalizing, but that especially provides possibilities to define client-initiated scenarios, triggers and use cross-channel data models - start from the customer buying journey and lifecycle4. Incoming is as important as outgoingIn a traditional marketing model the emphasis still mainly outgoing messages. As stated earlier, this requires marketerslies on the aspect of sending messages, even if the days to connect and integrate their different interactionof blasting are over (sending doesn’t equal blasting). As channels, including e-mail, mobile and social, and their datastated earlier, this is strengthened by the way in which sources.many EsP’s and other marketing solution providers work:clients pay depending on the number of subscribers or But there is more. In an integrated and cross-channel buyingsent e-mails and the focus lies on optimizing the outgoing journey and marketing reality, e-mail also is an increasinglymessages. furthermore, the most important parameters to important inbound channel. In blog marketing, search enginemeasure impact and efficiency are related to the outgoing advertising and even display advertising and other forms ofcharacteristics: how many e-mails or other messages were online marketing the click is a first contact that leads to a call-sent, how many reached the inbox, were opened etc. on the to-action whereby e-mail plays an important role. The samelevel of incoming flows and data, marketers especially look at goes for many offline campaigns, including on Tv, where(for example) the number of leads or the sales results of the advertisers increasingly include an uRl. online properties,isolated campaigns in this model. specifically landing pages, become the hub and central destination of all campaigns whereby first contacts oftenIn a cross-channel and customer-centric vision this is not happen via e-mail (for instance the download of a paper, aenough. In a communication reality where “listening” is request for information, contact forms, etc.). These incomingat least as important as “talking” in order to engage in e-mail contacts are the start of a further multi-channelvaluable dialogues, incoming data, messages, feedback and relationship development.customer-initiated interactions are the key to optimize theCONVERSION MARKETING INTERACTIVE CRM 12
  • 13. Besides e-mail, new inbound interaction channels arise, from a cross-channel perspective, however, the mainfurther strengthening the need for a cross-channel approach. purpose is to convince people with whom information hasExamples are click-to-talk, WAP push, in-store multimedia been exchanged via social media sharing tools and call-to-stations, online chat and more. actions to integrate them in an incoming stream.Another example of this evolution is micro-blogging The conclusion is clear: it is not only the outgoing aspectplatforms such as Twitter that are often used to share and that is important, incoming interactions and data, whetherspread short messages with hyperlinks. In an integrated it concerns the return of e-mails, data from web forms ormarketing approach the details regarding the way your behaviour and interactions regarding ‘new’ media, are key;customers interact with these messages on Twitter (click, everything must be processed and used to gather cross-retweet etc.) flow back in the form of data regarding channel insights and provide a single customer view. The aimclicks and where you can for instance identify trends is to develop more personalized and relevant interactions inand influencers. These insights then lead to actions and function of the customer as a whole.optimizations regarding your other marketing channels (forinstance segment your e-mail subscribers in function of their With the traditional approaches in e-mail marketing, onesocial influence, on top of their preferences). quite quickly reaches the limitations of the EsP model in this regard. K e y ta K e away s : - Integrate the insights you acquire through cross-channel customer feedback, behaviour and interactions - deploy integrated listening, monitoring and data capturing strategies to improve overall marketing efficiency - go beyond tactical parameters that focus on your messages - look at customer-related parameters - create social media sharing call-to-actions and integrate response in an incoming stream - Take into account all incoming sources and use your online properties as the hub of marketing programs with the aim being to generate an inflow of first contacts - see a click and an e-mail as the start of a potential cross-channel relationship that has to be further developed and nurtured5. Cross-channel and multi-device customer central in the marketing universe. marketers have tomodern customers are not only cross-channel in the sense measure and understand the technical environments and thethat they use several channels, touch points and media to devices their clients use, on top of the mentioned preferencesinform themselves in their buying journey. They also use an and behaviour.ever growing number of devices and platforms to do so. Theincreasing adoption of smartphones, new mobile devices In an online world where customer experiences travel fastsuch as tablets and netbooks, the growth in web-based and every interaction has to be valuable, businesses can notapplications to view e-mails, more web browsers, more afford to focus on the majority of their customers alone.operating systems etc.; the customer has more choice thanever to connect, get online and be always on. from a marketing perspective this leads to the need for cross- channel tactics in function of customer preference, but alsoThis phenomenon is a further argument for cross-channel to the need to adapt messaging in regarding devices andinteractions but most of all it is another reason to make the channels. 13 do you like this paper? share it with your peers via Twitter!
  • 14. In e-mail marketing for instance, renderability is of the Tools that enable marketers to preview these e-mails beforeutmost importance: messages and interactions must be they are actually sent or defined in marketing scenarios, suchdelivered in the format that fits the devices, reading and the as litmus, are a must.environments customers choose to interact in. K e y ta K e away s : - Analyze the devices and technical environments the cross-channel customer uses - Provide several interaction formats and possibilities for all possible situations - Test the usability and efficiency of your messages and interactions to best suit the customer’s individual habits - Ensure a consistent messaging and experience across all channels and devices6. The need for integrated and customer-centric processes importantly, in a cross-channel approach, doing this counters overlapping and poorly coordinated interactions that canWhen moving towards a cross-channel customer perspective lead to bad customer experiences and even marketingin marketing in general, and e-mail marketing specifically, fatigue due to a deluge of messages.it quickly becomes obvious that this also impacts the waybusinesses organize their internal processes and strategies. In the copernican vision, ultimately the customer decidesE-mail marketers, content marketers, web analytics experts, on timing, frequency and message in all stages of his buyingcRm practitioners, social media marketers etc. have to journey. The processes and even organizational structurescollaborate in order to achieve a single view and customer- have to be built around the customer as well. Withoutcentric approach. The medium-centric way e-mail marketing integration or value-driven collaboration it is difficult toand emerging forms of marketing are looked upon, often deliver value and engage in cross-channel dialog with theleads to silo thinking that makes a cross-channel approach customer.hard or even impossible.Relatively few businesses have a centralized process forcontrolling their e-mail marketing deployments, somedivide it among different departments and some have no The multi-device customer:process at all, several surveys have found. note that this is The mobile revolutionjust about e-mail marketing. It is obvious that, to achieve, atrue customer-centric cross-channel marketing approach, - Within 5 years the number of mobile Internet userscross-divisional processes, all channels, media and marketing will surpass desktop Internet usersprogram “owners” have to collaborate and harmonize their - more people have a smartphone than use facebookcustomer interactions. - mobile users spend 3.1 hours/week on social networks - mobile users spend 2.2 hours/week on e-mailThis way efficiency is optimized from the customer - 1.19 billion people will be mobile by 2013perspective, taking into account all business goals. But more - There will be more people who own an iPhone than use Twitter (sources: nielsen, Econsultancy, Tns digital life, morgan stanley, Addictive, Idc).CONVERSION MARKETING INTERACTIVE CRM 14
  • 15. To achieve this form of collaboration and harmonizecross-channel and multi-divisional customer interactions, conclusion: what’s next?marketing tools, that go far beyond traditional systems suchas e-mail platforms, are required. Implementing a full customer-centric marketing strategy for a cross-channel customer doesn’t happen overnight. It requires organizational changes, new processes, other tools and platforms, but most of all a new mindset whereby the client, K e y ta K e away s : his buying journey, individual preferences and lifecycle take - Build integrated processes in function of the centre stage for everything we do as marketers. customer and his buying journey within your organization Engaging customers throughout integrated dialogues - Harmonize and coordinate customer that are fully determined by his behaviour and where the interactions to improve efficiency and avoid combination of channels is function of his preferences and marketing fatigue triggers, is a gradual process that needs cross-divisional - Build the processes and structures around the collaboration and is done step by step. customer instead of the channels - Employ a marketing tool to harmonize and Besides defining the strategy and corporate culture to coordinate cross-channel and multi-divisional embrace a true customer-centric interactive marketing customer interactions approach, the key is integration. Business increasingly will need integrated marketing solutions, enabling them to have a single view on the customer and have relevant dialogues with them throughout the whole customer experience. consistency and coordination across all channels are becoming essential. These shifting priorities and views are not only necessary to optimize the way we communicate, but a must in a world where the customer is empowered, in control and cross-channel. Time it took devices and The time to star t integrating is n ow. media to reach an audience of 50 million people Radio: 50 years Tv: 30 years Internet: 4 years iPod: 3 years Twitter: 2 years Tomorrow: a matter of days? A re you ready to interac t? (sources: nielsen, Econsultancy, Tns digital life, morgan stanley, Addictive, Idc). 15 do you like this paper? share it with your peers via Twitter!
  • 16. CONVERSION MARKETING INTERACTIVE CRM selligent is a leader in conversion marketing and selligent serves customers in all industry sectors, interactive cRm solutions. We offer practical and including financial services, insurance, telecommuni- proven solutions for the challenges and opportunities cation, travel, media & publishing, retail, automotive, that companies face in transforming themselves into healthcare, manufacturing and many others. since customer-driven organizations. our customer interac- its inception, it has demonstrated impressive growth tion solutions enable organizations to engage with thanks to its innovative solution offering, its customer- customers as individuals, resulting in increased con- driven service culture and its pragmatic approach to version rates, higher profitability, minimal churn and a delivering results fast. superior customer experience over all channels. selligent’s head-office is located in Belgium. It also has marketing departments rely on selligent’s market- offices in The netherlands, france, Poland, germany, ing solutions to establish cross-channel multi-step Italy and spain and is planning to open new offices interactive marketing scenarios linked to the selligent soon. operational cRm solution used in follow-up by sales and service departments. Based on a central 360° view selligent sa of the customer, this integrated cross-departmental Phone: +32 2 808 89 09 approach facilitates individual follow-up throughout all corporate levels. selligent’s integrated infrastructure Website: http://www.selligent.com/ allows companies to effectively turn leads into cus- Blog: http://blog.selligent.com/ tomers and grow lifetime relationships while ensuring maximal RoI and minimal churn. selligent solutions simultaneously lower operational costs, thanks to optimization of staff member efficiency, automation and orchestration. selligent sa selligent Benelux Avenue de finlande, 2 lambroekstraat, 5A B - 1420 Braine-l’Alleud B - 1831 diegem Phone: +32 2 808 89 09 Phone: +32 2 788 23 50The author of this white paper, J-P De Clerck, is a selligent France selligent spainwell-known marketing consultant and author, writing Avenue des Terroirs de france, 40 frederic mompou, 5 f - 75012 Paris sant Just - 8960 Barcelonaon topics such as e-mail marketing, social media Phone: +33 1 44 68 10 70 Phone: +34 93 1165074marketing, content marketing, cross-channel marketingand conversion optimization. He also manages several selligent GmbH selligent Italy dornhofstraße, 34 via R. lambruschini, 4/Amarketing communities and is a regular columnist for d - 63263 neu-Isenburg I - 50134 firenzemarketing websites and magazines across the globe. Phone: +49 61 02 / 81 25 41 Phone: +39 055-0510570 did you like this paper? share it with your peers via Twitter!