Multi-Channel Marketing Lecture

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…

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

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:
“ 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.

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

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…

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

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

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…

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

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

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

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…

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…

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

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:

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.

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Multi-Channel Marketing Lecture

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