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Aprimo: Multi Channel Marketing

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Data driven marketing.

Data driven marketing.

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  • 1. [Multi-Channel Marketing]
    The new customer communication experience
  • 2. The New Customer Expectation
    ”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.”
    James Murphy, editorial director of nVision
    11/19/09
    © Datalicious Pty Ltd
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  • 3. Today we’re going to talk about the importance of an integrated communication strategy, across the new mix of communication options.
    11/19/09
    © Datalicious Pty Ltd
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  • 4. Why?To help you deliver communications efficiently, with relevance, and most importantly with a single voice
    11/19/09
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  • 5. 11/19/09
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  • 6. 11/19/09
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  • 7. So….How good is your companies communications experience?
    11/19/09
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    Let’s start with an exercise
  • 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 time to send their customers emails?
    Send birthday cards out to loyal customers?
    Reminds customers if they miss important messages or dates?
    11/19/09
    © Datalicious Pty Ltd
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  • 9. Have a profile page on Facebook?
    11/19/09
    © Datalicious Pty Ltd
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  • 10. Deliver updates to your customers via Twitter?
    11/19/09
    © Datalicious Pty Ltd
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  • 11. Use YouTube to talk to customers
    11/19/09
    © Datalicious Pty Ltd
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  • 12. Have clients on MSN or Skype
    11/19/09
    © Datalicious Pty Ltd
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    Your Company Name here
  • 13. These are all zero cost communications
    11/19/09
    © Datalicious Pty Ltd
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  • 14. The new landscape
    These new communication channels give you more flexibility and better knowledge of your customer, that can feed straight back into your CRM
    11/19/09
    © Datalicious Pty Ltd
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  • 15. The new landscape
    These new communication channels give you more flexibility and better knowledge of your customer, that can feed straight back into your CRM
    11/19/09
    © Datalicious Pty Ltd
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  • 16. But, there’s a catch
    Your customers are now letting you into their personal space – you can’t shout the same messages you do in the outside world
    You need to:
    Understand them better
    Help them but not annoy them
    Be relevant and human
    11/19/09
    © Datalicious Pty Ltd
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  • 17. One Size doesn’t fit all
    11/19/09
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    Channel Relevance
    Message Relevance
    +
    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.
  • 18. Why integrate communication?
    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
    Often the biggest annoyances are simple to fix
    Turn retention into advocacy by exceeding expectation
    More successful acquisition as you gain trust, and continue to deliver exceptional communications
    Oh, and these new channels are low to zero cost.
    11/19/09
    © Datalicious Pty Ltd
    18
  • 19. You need a single voice
    To do this, you need a system that understands all of the channels of communication.
    A platform that understands where the customer is up to and what’s next.
    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.
    11/19/09
    © Datalicious Pty Ltd
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  • 20. Main benefits
    Cost efficiencies
    Channel selection
    Resources
    Communication consistency
    Internally
    Partners
    Customer experience
    Acquisition
    Retention
    11/19/09
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  • 21. 22/10/2009
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    Contact DaveM +61 423 918 386dsanderson@datalicious.com
    Follow ustwitter.com/dataliciousblog.datalicious.com
  • 22. [ About Datalicious ]
    101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010
    22/10/2009
    © Datalicious Pty Ltd
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  • 23. Our vision
    “Actively helping companies to optimise their digital programsby providing actionable insights based on solid data analysis.”
    22/10/2009
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    © Datalicious Pty Ltd
  • 24. [ Continuous optimization ]
    22/10/2009
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  • 25. [ Full service without silos ]
    22/10/2009
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    Continuous optimization
    Analytics framework
  • 26. [ Company profile ]
    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.
    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.
    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.
    22/10/2009
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  • 27. [ Challenging clients ]
    22/10/2009
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  • 28. [ Wide range of services ]
    22/10/2009
    © Datalicious Pty Ltd
    Data
    Insights
    Action
    End To End Data Platforms
    Keyword Research
    Search Lead Media
    Web Analytics Solutions
    Campaign Reporting
    Campaign Optimisation
    Marketing System Integration
    Social Media Monitoring
    Internal Search Optimisation
    Media Attribution Models
    Targeting/Merchandizing
    Quantitative Research
    Omniture Specialists
    Market/Consumer Trends
    A/B, Multivariate Testing
    Google Analytics Specialists
    Competitor Analysis
    Staff Training/Workshops
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  • 29. 11/19/09
    © Datalicious Pty Ltd
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