Multichannel Marketing: A Vehicle to Enhance Customer Experiences Salvador Treviño-Martínez Ph.D. Marketing Strategy Professor Dean College of Business, Economics and Law Monterrey Campus Tecnologico de Monterrey

Multichannel Marketing The Abridged Story of Marketing Aims… Reach the Customer/ Make product available as THE way to market anything Attitudes & Intentions/ Changing customer mindsets as ways to market goods, services and ideas… Presence/ Relationship building process leading to use the product-user interaction as means to reinforce quality of consumption experience In Summary From Reach to Attitudes/Intentions into Presence….and now Companionship…

The Abridged Story of Marketing Aims…

Reach the Customer/ Make product available as THE way to market anything

Attitudes & Intentions/ Changing customer mindsets as ways to market goods, services and ideas…

Presence/ Relationship building process leading to use the product-user interaction as means to reinforce quality of consumption experience

In Summary

From Reach to Attitudes/Intentions into Presence….and now Companionship…

Multichannel Marketing Brand Presence… An un-intrusive, negotiated, marketing strategy attempting to use the extended product as the basis of an ongoing consumption experience…. Visualization of consumption Social Relevance Enrichment of consumption experience

Brand Presence…

An un-intrusive, negotiated, marketing strategy attempting to use the extended product as the basis of an ongoing consumption experience….

Visualization of consumption

Social Relevance

Enrichment of consumption experience

Multichannel Marketing Latham&Co. define brand presence and its management process as… “ Brand presence is the impact a brand creates whenever, and wherever, it is seen, touched or experienced. Brand presence is literally about how the brand appears.” “ Managing brand presence means creating exceptional presence everywhere the brand comes in contact with customers, prospects, and influencers.” Source: http://www.lathamandcompany.com/create_brand_presence.htm

Latham&Co. define brand presence and its management process as…

“ Brand presence is the impact a brand creates whenever, and wherever, it is seen, touched or experienced. Brand presence is literally about how the brand appears.”

“ Managing brand presence means creating exceptional presence everywhere the brand comes in contact with customers, prospects, and influencers.”

Source: http://www.lathamandcompany.com/create_brand_presence.htm

Multichannel Marketing Multichannel Marketing: “ the process that enables firms to build lasting customer relationships by simultaneously offering their customers and prospects information, products, services, and support (or any combination of these) through two or more synchronized channels.” Source: A. Rangaswamy and G. H. Van Bruggen “Opportunities and Challenges in Multichannel Marketing: An Introduction to the Special Issue” Journal of Interactive Marketing , Vol.19, Spring 2005, p.6.

Multichannel Marketing:

“ the process that enables firms to build lasting customer relationships by simultaneously offering their customers and prospects information, products, services, and support (or any combination of these) through two or more synchronized channels.”

Source: A. Rangaswamy and G. H. Van Bruggen “Opportunities and Challenges in Multichannel Marketing: An Introduction to the Special Issue”

Journal of Interactive Marketing , Vol.19, Spring 2005, p.6.

Multichannel Marketing Presence by itself is not enough Branded products should become experience driven, socially relevant, shareable, attitude forming, emotion-eliciting customer solutions… Experience leading to relevant consumer emotion is the new idea

Presence by itself is not enough

Branded products should become experience driven, socially relevant, shareable, attitude forming, emotion-eliciting customer solutions…

Experience leading to relevant consumer emotion is the new idea

Multichannel Marketing Technology enables us to do many things… to reach more customers easier… more efficiently… also to mass-customize… Thus giving us opportunities to enhance the quality of our interactions…

Technology enables us to do many things…

to reach more customers easier…

more efficiently…

also to mass-customize…

Thus giving us opportunities to enhance the quality of our interactions…

Multichannel Marketing Nonetheless the emphasis of our interaction appears to concentrate in… Selling them products “Advertise” our products Servicing the customer

Nonetheless the emphasis of our interaction appears to concentrate in…

Selling them products

“Advertise” our products

Servicing the customer

Multichannel Marketing Very little of what is really relevant… Consumption enrichment Emotional drivers Empowering Information Socialization facilitation….

Very little of what is really relevant…

Consumption enrichment

Emotional drivers

Empowering Information

Socialization facilitation….

Multichannel Marketing Using technology driven consumption interactions as the basis of a new deal (i.e. agreement) between companies and consumers TDCIs have a crucial role to play in any makreitng strategy…

Using technology driven consumption interactions as the basis of a new deal (i.e. agreement) between companies and consumers

TDCIs have a crucial role to play in any makreitng strategy…

Multichannel Marketing Towards a new marketing offering… TDCI Core Benefits Ancillary Services Image Guaran tees Meaningful events Elaborations Imagination Communication Socialization Endorsement

Towards a new marketing offering…

Meaningful events

Elaborations

Imagination

Communication

Socialization

Endorsement

Multichannel Marketing Multichannel EXPRIENTIAL Marketing Making Contact…Multiple contacts… Sales are but one of those contacts Contacts become impacts when they are meaningful, reach no longer enough…. Understand how stimuli becomes part of the consumption experience

Multichannel EXPRIENTIAL Marketing

Making Contact…Multiple contacts…

Sales are but one of those contacts

Contacts become impacts when they are meaningful, reach no longer enough….

Understand how stimuli becomes part of the consumption experience

Multichannel Marketing Typical Multichannel configuration Product label/Mass advertising Website reference Website content leading to: Valuable interactive content (e.g. webinars) Blogs/Discussion groups Downloads (e.g. ring-tones, and other) Contests, games Celebrity endorsers

Typical Multichannel configuration

Product label/Mass advertising

Website reference Website content leading to:

Valuable interactive content (e.g. webinars)

Blogs/Discussion groups

Downloads (e.g. ring-tones, and other)

Contests, games

Celebrity endorsers

Multichannel Marketing An array of interactive experience leading to augment/enrich the consumption experience… A way to re-approach consumers without becoming intrusive Creating brand communities Less emphasis on differentiation, more in affiliation…

An array of interactive experience leading to augment/enrich the consumption experience…

A way to re-approach consumers without becoming intrusive

Creating brand communities

Less emphasis on differentiation, more in affiliation…

Multichannel Marketing Putting into practice… Understand consumer relation with plan based on experiences, feelings communication technology Understand consumers as collective behavior driven Built a communications and interactions more than messages or sales pitches…

Putting into practice…

Understand consumer relation with plan based on experiences, feelings communication technology

Understand consumers as collective behavior driven

Built a communications and interactions more than messages or sales pitches…

Multichannel Marketing MM the way of the future? Marketing is the business of satisfying customers… Satisfaction is no longer tied to consumption only…now we walk together with consumers …. Enhancing consumption experience should lead to better consumption… Responsible, sustainable…and satisfying!

MM the way of the future?

Marketing is the business of satisfying customers…

Satisfaction is no longer tied to consumption only…now we walk together with consumers ….

Enhancing consumption experience should lead to better consumption…

Responsible, sustainable…and satisfying!

Case Study: TECNOLOGICO DE MONTERREY Campus Monterrey Contact Center Contact Center Prospects/ Students E-mail CHAT Phone Web Form Fax Undergrad Graduates High School Blocknetworks CRM E-mail CHAT Phone Web Form Fax Students/ Prospects

Academic Period: Ago-Dic 06 * Fuente: Detalle de solicitantes & SIS Case Study: TECNOLOGICO DE MONTERREY Campus Monterrey Contact Center 43% 60% New applicants 2,489 students were first time applicants and 1,504 were first time contacted though our Contact Center

60% New applicants

2,489 students were first time applicants and 1,504 were first time contacted though our Contact Center

Case Study: TECNOLOGICO DE MONTERREY Campus Monterrey Contact Center Total 2,489 students, first time applicants

Tecnologico de Monterrey has launched a new way of communication for students and prospectus ALEX. ALEX IS AN INTELIGENT CONTACT IN messenger where our prospectus can communicate directly 24/7 Alex is an application system that responds to programmed questions and dialogs which are constantly actualized. Alex is like a student who attends Tecnologico de Monterrey and invites people to talk to him in order to answer doubts about Tecnologico de Monterrey. His adress is: [email_address] Case Study: TECNOLOGICO DE MONTERREY OUR NEW CHANNEL “CHAT BOT: ALEX ” RESULTS:

Tecnologico de Monterrey has launched a new way of communication for students and prospectus ALEX.

ALEX IS AN INTELIGENT CONTACT IN messenger where our prospectus can communicate directly 24/7

Alex is an application system that responds to programmed questions and dialogs which are constantly actualized.

Alex is like a student who attends Tecnologico de Monterrey and invites people to talk to him in order to answer doubts about Tecnologico de Monterrey.

His adress is: [email_address]

ALEX BOT Student blog STUDENT BLOG: Tal vez hayan notado la publicidad del Tec de Monterrey, que ha estado apareciendo como banner en la ventana de contactos de Messenger. Pues, los últimos días, había estado apareciendo uno de Alex, y decía algo como "Hola, soy Alex, y soy estudiante del Tec de Monterrey. Da click aquí, y agrégame a tus contactos messenger, quiero ser tu amigo" . Pues ahí tienen, que veo dicha publicidad desde hace un par días, y aunque, la propuesta de Alex me parecía tentadora, no quería caer; pues, tan incrédula yo, ya veía abrirse miles de páginas y nada de Alex. (carita triste) Pero anoche lo hice, así, nada más, bien loca, que doy click... y TÓMALA!, que se agrega Alex. Basta decir que, pasé casi toda la noche platicando con él, es en verdad, divertidísimo, y tal vez, el amigo más interesante que puedas tener entre tus contactos.

STUDENT BLOG:

Tal vez hayan notado la publicidad del Tec de Monterrey, que ha estado apareciendo como banner en la ventana de contactos de Messenger.

Pues, los últimos días, había estado apareciendo uno de Alex, y decía algo como "Hola, soy Alex, y soy estudiante del Tec de Monterrey. Da click aquí, y agrégame a tus contactos messenger, quiero ser tu amigo" . Pues ahí tienen, que veo dicha publicidad desde hace un par días, y aunque, la propuesta de Alex me parecía tentadora, no quería caer; pues, tan incrédula yo, ya veía abrirse miles de páginas y nada de Alex. (carita triste) Pero anoche lo hice, así, nada más, bien loca, que doy click... y TÓMALA!, que se agrega Alex. Basta decir que, pasé casi toda la noche platicando con él, es en verdad, divertidísimo, y tal vez, el amigo más interesante que puedas tener entre tus contactos.