Aprimo: Multi Channel Marketing


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Aprimo: Multi Channel Marketing

  1. 1. [Multi-Channel Marketing]<br />The new customer communication experience<br />
  2. 2. The New Customer Expectation<br />”Recession will mean an insistent and potentially rewarding invitation to consumers to reconsider everything they do/buy/desire. This will result in a fiercer scrutiny by consumers of all claims, and declining tolerance for unsatisfactory experiences.”<br />James Murphy, editorial director of nVision<br />11/19/09<br />© Datalicious Pty Ltd<br />2<br />
  3. 3. Today we’re going to talk about the importance of an integrated communication strategy, across the new mix of communication options.<br />11/19/09<br />© Datalicious Pty Ltd<br />3<br />
  4. 4. Why?To help you deliver communications efficiently, with relevance, and most importantly with a single voice <br />11/19/09<br />© Datalicious Pty Ltd<br />4<br />
  5. 5. 11/19/09<br />© Datalicious Pty Ltd<br />5<br />
  6. 6. 11/19/09<br />© Datalicious Pty Ltd<br />6<br />
  7. 7. So….How good is your companies communications experience?<br />11/19/09<br />© Datalicious Pty Ltd<br />7<br />Let’s start with an exercise<br />
  8. 8. How many of you… <br />Asks customers what their preferred method of contact is?<br />Know which ways they don’t want to be contacted?<br />Knows when the best time to send their customers emails?<br />Send birthday cards out to loyal customers?<br />Reminds customers if they miss important messages or dates?<br />11/19/09<br />© Datalicious Pty Ltd<br />8<br />
  9. 9. Have a profile page on Facebook?<br />11/19/09<br />© Datalicious Pty Ltd<br />9<br />
  10. 10. Deliver updates to your customers via Twitter?<br />11/19/09<br />© Datalicious Pty Ltd<br />10<br />
  11. 11. Use YouTube to talk to customers<br />11/19/09<br />© Datalicious Pty Ltd<br />11<br />
  12. 12. Have clients on MSN or Skype<br />11/19/09<br />© Datalicious Pty Ltd<br />12<br />Your Company Name here<br />
  13. 13. These are all zero cost communications<br />11/19/09<br />© Datalicious Pty Ltd<br />13<br />
  14. 14. The new landscape<br />These new communication channels give you more flexibility and better knowledge of your customer, that can feed straight back into your CRM<br />11/19/09<br />© Datalicious Pty Ltd<br />14<br />
  15. 15. The new landscape<br />These new communication channels give you more flexibility and better knowledge of your customer, that can feed straight back into your CRM<br />11/19/09<br />© Datalicious Pty Ltd<br />15<br />
  16. 16. But, there’s a catch<br />Your customers are now letting you into their personal space – you can’t shout the same messages you do in the outside world<br />You need to:<br />Understand them better<br />Help them but not annoy them<br />Be relevant and human<br />11/19/09<br />© Datalicious Pty Ltd<br />16<br />
  17. 17. One Size doesn’t fit all<br />11/19/09<br />© Datalicious Pty Ltd<br />17<br />Channel Relevance<br />Message Relevance<br />+<br />We have a much more fragmented range of choices when communicating with customers, and their expectations are far greater than ever before about you getting it right.<br />
  18. 18. Why integrate communication?<br />Every contact with your customer is a opportunity not a cost centre<br />More feedback loops to learn about your customers with digital and social media<br />Often the biggest annoyances are simple to fix<br />Turn retention into advocacy by exceeding expectation<br />More successful acquisition as you gain trust, and continue to deliver exceptional communications<br />Oh, and these new channels are low to zero cost.<br />11/19/09<br />© Datalicious Pty Ltd<br />18<br />
  19. 19. You need a single voice<br />To do this, you need a system that understands all of the channels of communication.<br />A platform that understands where the customer is up to and what’s next.<br />A platform that manages the smarts and ties all of the touchpoints together so regardless of environment, you always look, sound and act the same to your customers.<br />11/19/09<br />© Datalicious Pty Ltd<br />19<br />
  20. 20. Main benefits<br />Cost efficiencies<br />Channel selection<br />Resources<br />Communication consistency<br />Internally<br />Partners<br />Customer experience<br />Acquisition<br />Retention<br />11/19/09<br />© Datalicious Pty Ltd<br />20<br />
  21. 21. 22/10/2009<br />© Datalicious Pty Ltd<br />21<br />Contact DaveM +61 423 918 386dsanderson@datalicious.com<br />Follow ustwitter.com/dataliciousblog.datalicious.com<br />
  22. 22. [ About Datalicious ]<br />101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010<br />22/10/2009<br />© Datalicious Pty Ltd<br />22<br />
  23. 23. Our vision<br />“Actively helping companies to optimise their digital programsby providing actionable insights based on solid data analysis.”<br />22/10/2009<br />23<br />© Datalicious Pty Ltd<br />
  24. 24. [ Continuous optimization ]<br />22/10/2009<br />© Datalicious Pty Ltd<br />24<br />
  25. 25. [ Full service without silos ]<br />22/10/2009<br />© Datalicious Pty Ltd<br />25<br />Continuous optimization<br />Analytics framework<br />
  26. 26. [ Company profile ]<br />Datalicious was founded in 2006 with the aim of creating a new breed of marketing consultancy. An agency that makes data accessible to non-analysts and provides actionable insights to marketers. <br />The company has now grown to a team of 8 and offers a wide range of data services ranging from platform design, implementation and integration over data mining, analysis and reporting to media planning, website optimisation and strategic consulting.<br />Datalicious also sits on the Omniture Customer Advisory Board as the only agency representative and is a very active member in the Australian Direct Marketing Association (ADMA) where we sit on the Executive Committee of the Data & Analytics Council advising the industry on data best practices and policies.<br />22/10/2009<br />© Datalicious Pty Ltd<br />26<br />
  27. 27. [ Challenging clients ]<br />22/10/2009<br />© Datalicious Pty Ltd<br />27<br />
  28. 28. [ Wide range of services ]<br />22/10/2009<br />© Datalicious Pty Ltd<br />Data<br />Insights<br />Action<br />End To End Data Platforms<br />Keyword Research<br />Search Lead Media<br />Web Analytics Solutions<br />Campaign Reporting<br />Campaign Optimisation<br />Marketing System Integration<br />Social Media Monitoring<br />Internal Search Optimisation<br />Media Attribution Models<br />Targeting/Merchandizing<br />Quantitative Research<br />Omniture Specialists<br />Market/Consumer Trends<br />A/B, Multivariate Testing<br />Google Analytics Specialists<br />Competitor Analysis<br />Staff Training/Workshops<br />28<br />
  29. 29. 11/19/09<br />© Datalicious Pty Ltd<br />29<br />