Customers purchase in the most convenient channel at any given time --- defined as the “Zero moment of truth” by Google.
The lifecycle puts the customers in the middle of the strategy making it easier to determine channel focus
Great tool for strategy and tactical planning by customer segment: Example casual buyers (pre and post game automated emails), former SSOs (need to re-engage and push to the discovery phase) etc.
Case Study: Wow moments80% of US online adults credit communications with people they know for helping them discover new brands or services and 94% of them actually purchased after hearing about it through the grapevine.
Example: Creating WOW moments at SBP
In this Fragmented market place, media can be divided into three categories: paid, owned and earned
- The power of digital is that it enables us to create richer experiences that build relationships and those experiences can be deployed faster and cheaper.
Need to marry digital engagement, traditional marketing and data to create complete brand experiences from need identification to ongoing loyalty.
We listened and we responded organically.. . #peskysens started with earned and moved to owned and paid
Digital strategy ottawa
STICKHANDLING THE MIX OFPAID, OWNED AND EARNED MEDIA
What’s on the agenda• Shift in marketing due to the multi-channelenvironment• The customer life cycle• Paid, Owned, Earned Media• Examples from the Ottawa Senators
Shift in Marketing• Today’s path to purchase is extremely “fragmented”.• The explosion of personal technologies and socialnetworks has abolished the formerly linear path topurchase - forever changing what it means to have aseamless brand experience.• Today as consumers, we bounce back and forth at ourown speed in a multi-channel marketplace.
Looks less like the traditional sales funnel…Today’s path to purchase…
Today’s path to purchase……and more like a flight mapSource: Google “SMOT” handbook
Shift in Marketing• When engaging with brands:– Customers move seamlessly from channel tochannel– Customers expect personalized and relevantconversations on the channel of their choice• As marketers and communicators, we havethe enormous task of planning, deploying andmeasuring efforts across this fragmentedlandscape.
So how do we do it?• Considering thefragmented path topurchase …how do youdetermine whichchannel to use when?• Stay focused on thecustomer. Keep thecustomer in the centreof the strategyCustomer LifecycleSource: Forrester Research
Customer life cycleThe cycle takes into consideration the full scope of the brandexperience and recognizes that marketing is continuous….By researching productsonline, customers mightdiscover new needs ornew brands they mightnot have considered.Unlike the salesfunnel, the journeynever ends.Read product reviewsVisit websiteDownload appVisit the physical storeTalk to friendsCustomers purchase inthe most convenientchannel at any giventime --- Google coined thisthe “Zero moment of truth”
Lifecycle …. Marketing is Continuous• The old marketingfunnel does not accountfor repeatedlydelighting customerswho then advocate forthe brand with positiveWOM.• Research is showing asteady shift in themarketing mix spendingtowards buildinglonger-term brandexperiences
Impact on the marketing mix• Recap:– Path to purchase is fragmented– Buyer is empowered and armed with information onmultiple channels and devices of choice– More than ever before, purchase is influenced by peersmaking it critical to create satisfied customers who willshare– Marketing is continuous• How do we manage our campaigns across thisfragmented landscape?
Create branding “surround sound”Source:Altimer Group, The Converged MediaImperative, July 2012•Reviews, comments, recommendations, shares and likes• No control – only influencebut 92% of consumers worldwide say they trust earnedmedia, such as WOM aboveall other forms of advertising• TV, print, paid searchetc.• Brands have full controlbut consumer confidenceis declining and influenceon consumer is limitedcompared to owned andearned.•There is still a place forpaid –drives volume toowned.•Blogs, website, Facebook page, apps etc.• Full control over thebrand but influenceis less than earned
Converged Media• Aim for a combination of paid, owned andearned channels in every campaign (at least 2)• All channels should be working togetherthrough the customer’s journey (rememberthe flight map)• Create a consistent storyline across thechannels
PAID• Personalized, DM to past customers withPURLOWNED• Personalized website for each customer• Enter to win meet and greet with player/behind the scenes tour• Data capturing of customer’s top 3favourite players for future engagement• Email campaign as a follow upEARNED- Fans tweeting photos of their skate- 9000 entries into the contest /createschatter on social networksCASE STUDY: Paid -Owned - Earned
CASE STUDY: Earned – Owned - Paid• #PESKY SENS
Converged Media – RECAPRewards of integrating paid, owned, earned:• Consistent storyline and experience• Departments working together for maximumreach / efficient usage of budgets• Higher customer engagement• Can begin to measure the impact of varioustouchpoints (channels) on certain customersegments