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Multi-Channel Marketing

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The presentation discusses the significance of multi-channel marketing as an efficient and effective communication strategy to customers.

The presentation discusses the significance of multi-channel marketing as an efficient and effective communication strategy to customers.

Published in: Technology

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  • 1. [  Mul&-­‐Channel  Marke&ng  ]   The  new  customer  communica0on   experience  
  • 2. The  New  Customer  Expecta&on  ”Recession  will  mean  an    insistent  and  poten1ally    rewarding  invita1on  to    consumers  to  reconsider    everything  they  do/buy/  desire.  This  will  result  in  a  fiercer  scru1ny  by  consumers  of  all  claims,  and  declining  tolerance  for  unsa1sfactory  experiences.”  James  Murphy,  editorial  director  of  nVision  14/11/12   ©  Datalicious  Pty  Ltd   2  
  • 3. Today  we’re  going  to  talk  about  the  importance  of  an  integrated  communica&on  strategy,  across  the  new  mix  of  communica&on  op&ons.    14/11/12   ©  Datalicious  Pty  Ltd   3  
  • 4. Why?  To  help  you  deliver  communica0ons  efficiently,  with  relevance,  and  most  importantly  with  a  single  voice      14/11/12   ©  Datalicious  Pty  Ltd   4  
  • 5. 14/11/12   ©  Datalicious  Pty  Ltd   5  
  • 6. 14/11/12   ©  Datalicious  Pty  Ltd   6  
  • 7. So….  How  good  is  your  companies  communica0ons  experience?    Let’s  start  with  an  exercise  14/11/12   ©  Datalicious  Pty  Ltd   7  
  • 8. How  many  of  you…    §  Asks  customers  what  their  preferred  method  of   contact  is?  §  Know  which  ways  they  don’t  want  to  be   contacted?  §  Knows  when  the  best  0me  to  send  their  customers   emails?  §  Send  birthday  cards  out  to  loyal  customers?  §  Reminds  customers  if  they  miss  important   messages  or  dates?    14/11/12   ©  Datalicious  Pty  Ltd   8  
  • 9. Have  a  profile  page  on  Facebook?  14/11/12   ©  Datalicious  Pty  Ltd   9  
  • 10. Deliver  updates  to  your  customers  via  TwiMer?  14/11/12   ©  Datalicious  Pty  Ltd   10  
  • 11. Use  YouTube  to  talk  to  customers  14/11/12   ©  Datalicious  Pty  Ltd   11  
  • 12. Have  clients  on  MSN  or  Skype   Your  Company  Name  here  14/11/12   ©  Datalicious  Pty  Ltd   12  
  • 13. These  are  all  zero  cost  communica&ons  14/11/12   ©  Datalicious  Pty  Ltd   13  
  • 14. The  new  landscape  These  new  communica0on  channels  give  you  more  flexibility  and  beZer  knowledge  of  your  customer,  that  can  feed  straight  back  into  your  CRM  14/11/12   ©  Datalicious  Pty  Ltd   14  
  • 15. The  new  landscape  These  new  communica0on  channels  give  you  more  flexibility  and  beZer  knowledge  of  your  customer,  that  can  feed  straight  back  into  your  CRM  14/11/12   ©  Datalicious  Pty  Ltd   15  
  • 16. But,  there’s  a  catch  §  Your  customers  are  now  le[ng  you  into   their  personal  space  –  you  can’t  shout  the   same  messages  you  do  in  the  outside  world  §  You  need  to:   –  Understand  them  beZer   –  Help  them  but  not  annoy  them   –  Be  relevant  and  human  14/11/12   ©  Datalicious  Pty  Ltd   16  
  • 17. One  Size  doesn’t  fit  all   Channel   Relevance   + Message   Relevance  We  have  a  much  more  fragmented  range  of  choices  when  communica0ng  with  customers,  and  their  expecta0ons  are  far  greater  than  ever  before  about  you  ge[ng  it  right.  14/11/12   ©  Datalicious  Pty  Ltd   17  
  • 18. Why  integrate  communica&on?  §  Every  contact  with  your  customer  is  a  opportunity   not  a  cost  centre  §  More  feedback  loops  to  learn  about  your   customers  with  digital  and  social  media   –  Oeen  the  biggest  annoyances  are  simple  to  fix  §  Turn  reten0on  into  advocacy  by  exceeding   expecta0on  §  More  successful  acquisi0on  as  you  gain  trust,  and   con0nue  to  deliver  excep0onal  communica0ons  §  Oh,  and  these  new  channels  are  low  to  zero  cost.  14/11/12   ©  Datalicious  Pty  Ltd   18  
  • 19. You  need  a  single  voice  §  To  do  this,  you  need  a  system  that  understands  all   of  the  channels  of  communica0on.  §  A  plaiorm  that  understands  where  the  customer   is  up  to  and  what’s  next.  §  A  plaiorm  that  manages  the  smarts  and  0es  all  of   the  touchpoints  together  so  regardless  of   environment,  you  always  look,  sound  and  act  the   same  to  your  customers.    14/11/12   ©  Datalicious  Pty  Ltd   19  
  • 20. Main  benefits  §  Cost  efficiencies   –  Channel  selec0on   –  Resources  §  Communica0on  consistency   –  Internally   –  Partners  §  Customer  experience   –  Acquisi0on   –  Reten0on  14/11/12   ©  Datalicious  Pty  Ltd   20  
  • 21. Contact  Dave   M  +61  423  918  386   dsanderson@datalicious.com     Follow  us   twiZer.com/datalicious   blog.datalicious.com    22/10/2009   ©  Datalicious  Pty  Ltd   21  
  • 22. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  [  About  Datalicious  ]  22/10/2009   ©  Datalicious  Pty  Ltd   22  
  • 23. Our  vision   “Ac&vely  helping  companies  to     op&mise  their  digital  programs   by  providing  ac&onable  insights     based  on  solid  data  analysis.”  22/10/2009   ©  Datalicious  Pty  Ltd   23  
  • 24. [  Con&nuous  op&miza&on  ]     Data   Test   Ac&on   Insights   Refine   Learn  22/10/2009   ©  Datalicious  Pty  Ltd   24  
  • 25. [  Full  service  without  silos  ]   Con&nuous  op&miza&on   Research   SEM   SEO   Tes0ng   Targe0ng   Analy&cs  framework  22/10/2009   ©  Datalicious  Pty  Ltd   25  
  • 26. [  Company  profile  ]  Datalicious  was  founded  in  2006  with  the  aim  of  crea0ng  a  new  breed  of  marke0ng  consultancy.  An  agency  that  makes  data  accessible  to  non-­‐analysts  and  provides  ac0onable  insights  to  marketers.      The  company  has  now  grown  to  a  team  of  8  and  offers  a  wide  range  of  data  services  ranging  from  plaiorm  design,  implementa0on  and  integra0on  over  data  mining,  analysis  and  repor0ng  to  media  planning,  website  op0misa0on  and  strategic  consul0ng.    Datalicious  also  sits  on  the  Omniture  Customer  Advisory  Board  as  the  only  agency  representa0ve  and  is  a  very  ac0ve  member  in  the  Australian  Direct  Marke0ng  Associa0on  (ADMA)  where  we  sit  on  the  Execu&ve  CommiMee  of  the  Data  &  Analy&cs  Council  advising  the  industry  on  data  best  prac0ces  and  policies.  22/10/2009   ©  Datalicious  Pty  Ltd   26  
  • 27. [  Challenging  clients  ]  22/10/2009   ©  Datalicious  Pty  Ltd   27  
  • 28. [  Wide  range  of  services  ]   Data   Insights   Ac&on   End  To  End  Data  Pla]orms   Keyword  Research   Search  Lead  Media   Web  Analy&cs  Solu&ons   Campaign  Repor&ng   Campaign  Op&misa&on   Marke&ng  System  Integra&on   Social  Media  Monitoring   Internal  Search  Op&misa&on   Media  AMribu&on  Models   Quan&ta&ve  Research   Targe&ng/Merchandizing   Omniture  Specialists   Market/Consumer  Trends   A/B,  Mul&variate  Tes&ng   Google  Analy&cs  Specialists   Compe&tor  Analysis   Staff  Training/Workshops  22/10/2009   ©  Datalicious  Pty  Ltd   28  
  • 29. 14/11/12   ©  Datalicious  Pty  Ltd   29