Digital Outlook 2014:
Multichannel Marketing
Digital Outlook 2014
#DigitalOutlook14

apac@econsultancy.com

fb.com/Econsul...
Outlook on Multichannel
Marketing
Paula Harrison
Group CEO Jericho Digital Communications

#DigitalOutlook14

Econsultancy...
#DigitalOutlook14

Econsultancy.com
WHICH BRAND CEO SAID...
“Everything you
do going
forward, you
can’t do
anything the
traditional way.”

#DigitalOutlook14

...
Brand experience builds value

#DigitalOutlook14

Econsultancy.com
Virgin America's New Safety Tips

http://www.youtube.com/watch?v=r6CJXdYPRLk
#DigitalOutlook14

Econsultancy.com
Brand experience sets expectation

#DigitalOutlook14

Econsultancy.com
Brand experience transcends channel...

#DigitalOutlook14

Econsultancy.com
Starbucks Joymakers

http://www.youtube.com/watch?v=Mkr2gnNJ9zo
#DigitalOutlook14

Econsultancy.com
Anyone thinking separate channels will be left
behind

#DigitalOutlook14

Econsultancy.com
Interactions that span devices need common
branding

#DigitalOutlook14

Econsultancy.com
Integration means more than marketing

Source: RSR Research, November 2013

#DigitalOutlook14

Econsultancy.com
Integration means more than marketing
Figure: Integration of Inbound/Outbound
and Offline/Online Marketing Programs

Adopt...
Customers expect same experience on every
channel

#DigitalOutlook14

Econsultancy.com
#DigitalOutlook14

Econsultancy.com
2014 PREDICTIONS
Data will
drive
everything

Brand voice
is even
more
important

Increasing need
to choose
marketing
chann...
#1 Data drives everything







The customer is more in control than ever
Your marketing is only as powerful as the d...
#2 ‘Marketing Idol’ – brand voice even more
important

#DigitalOutlook14

Econsultancy.com
#3 Increasing need to choose marketing channels
carefully


Be true to your brand



Don’t be dazzled

#DigitalOutlook14...
#3 Increasing need to choose marketing channels
carefully

#DigitalOutlook14

Econsultancy.com
When goodbye has a sting in its tail

#DigitalOutlook14

Econsultancy.com
#4 mobile commerce is the defacto commerce

Made a purchase
via their Mobile
phone, Q4 2012

Source: GlobalWebindex, “Stat...
#5 Digital campaigns hide monsters
#QantasLuxury: A Qantas social media disaster in pyjamas

#DigitalOutlook14

Econsultan...
#6 Technology & integration are commonplace
words


Integrate technology as needed


Real-time ‘extract...use...measure....
#7 CEO becomes digital champion






Cultural / political hurdles weaken as CEO’s
become more attuned; realigning orga...
"The digital and physical worlds are starting
to come together more seamlessly – it's only
the tip of the iceberg in terms...
“Digital on one hand is the
primary way that clients will
interact with us.”
Jonathan Larsen, Global Head of
Retail Bankin...
“Our brand is succeeding today
because of its unique emotional level
of attachment and relevancy in the
digital world, in ...
“We want to be the company that
creates those indispensable
relationships with our brands, and digital
technology enables ...
“Everything you do going forward, you
can’t do anything the traditional way.”
Angela Ahrendts CEO Burberry
(now at Apple)
...
IN SUMMARY...
DATA IS KING

KNOW YOUR
BRAND

INTEGRATION
IS IMPERATIVE

CEO IS
DIGITAL
CHAMPION

More details and full len...
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ultichannel Marketing – Paula Harrison, Group CEO, Jericho Digital Communications
Since the very first days of CRM, marketers have sought the holy grail of one-to-one relationship marketing. Today’s array of marketing channels and digital always-on technologies means one-to-one marketing is within reach of many digital marketers. But too many are delivering Jekyll and Hyde customer experiences across multiple channels – cannibalising one-to-one relationship efforts, confusing customers and sabotaging revenue growth. In this presentation, Paula highlights what makes your brand the king of multichannel efforts and how to banish Jekyll and Hyde characteristics from your marketing.

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  1. 1. Digital Outlook 2014: Multichannel Marketing Digital Outlook 2014 #DigitalOutlook14 apac@econsultancy.com fb.com/Econsultancy @Econsultancy #DigitalOutlook14 Econsultancy.com
  2. 2. Outlook on Multichannel Marketing Paula Harrison Group CEO Jericho Digital Communications #DigitalOutlook14 Econsultancy.com
  3. 3. #DigitalOutlook14 Econsultancy.com
  4. 4. WHICH BRAND CEO SAID... “Everything you do going forward, you can’t do anything the traditional way.” #DigitalOutlook14 “Digital on one hand is the primary way that clients will interact with us” "The digital and physical worlds are starting to come together more seamlessly--it's only the tip of the iceberg in terms of what's coming.” “Our brand is succeeding today because of its unique emotional level of attachment and relevancy in the digital world, in the mobile world...” “We want to be the company that creates those indispensable relationships with our brands, and digital technology enables this.” Econsultancy.com
  5. 5. Brand experience builds value #DigitalOutlook14 Econsultancy.com
  6. 6. Virgin America's New Safety Tips http://www.youtube.com/watch?v=r6CJXdYPRLk #DigitalOutlook14 Econsultancy.com
  7. 7. Brand experience sets expectation #DigitalOutlook14 Econsultancy.com
  8. 8. Brand experience transcends channel... #DigitalOutlook14 Econsultancy.com
  9. 9. Starbucks Joymakers http://www.youtube.com/watch?v=Mkr2gnNJ9zo #DigitalOutlook14 Econsultancy.com
  10. 10. Anyone thinking separate channels will be left behind #DigitalOutlook14 Econsultancy.com
  11. 11. Interactions that span devices need common branding #DigitalOutlook14 Econsultancy.com
  12. 12. Integration means more than marketing Source: RSR Research, November 2013 #DigitalOutlook14 Econsultancy.com
  13. 13. Integration means more than marketing Figure: Integration of Inbound/Outbound and Offline/Online Marketing Programs Adoption of cross-channel optimization technologies across all channels Source: The State of Marketing 2013, IBM’s Global Survey of Marketers (20% respondents in Asia Pacific) #DigitalOutlook14 Econsultancy.com
  14. 14. Customers expect same experience on every channel #DigitalOutlook14 Econsultancy.com
  15. 15. #DigitalOutlook14 Econsultancy.com
  16. 16. 2014 PREDICTIONS Data will drive everything Brand voice is even more important Increasing need to choose marketing channels carefully Mobile commerce is the defacto commerce Digital campaigns will create some monsters Technology & integration become commonplace words CEO becomes digital champion 1234567 #DigitalOutlook14 Econsultancy.com
  17. 17. #1 Data drives everything     The customer is more in control than ever Your marketing is only as powerful as the data you have Targeting and personalisation across all channels in real-time Need for full circle data and analytics #DigitalOutlook14 Econsultancy.com
  18. 18. #2 ‘Marketing Idol’ – brand voice even more important #DigitalOutlook14 Econsultancy.com
  19. 19. #3 Increasing need to choose marketing channels carefully  Be true to your brand  Don’t be dazzled #DigitalOutlook14 Econsultancy.com
  20. 20. #3 Increasing need to choose marketing channels carefully #DigitalOutlook14 Econsultancy.com
  21. 21. When goodbye has a sting in its tail #DigitalOutlook14 Econsultancy.com
  22. 22. #4 mobile commerce is the defacto commerce Made a purchase via their Mobile phone, Q4 2012 Source: GlobalWebindex, “State of Global E-Commerce Report 2013” Feb 11, 2013 #DigitalOutlook14 Econsultancy.com
  23. 23. #5 Digital campaigns hide monsters #QantasLuxury: A Qantas social media disaster in pyjamas #DigitalOutlook14 Econsultancy.com
  24. 24. #6 Technology & integration are commonplace words  Integrate technology as needed  Real-time ‘extract...use...measure...discard’ cycle  Use single-view to gain insights that drive relevance across any channel  Customer centric brands will out perform others #DigitalOutlook14 Econsultancy.com
  25. 25. #7 CEO becomes digital champion    Cultural / political hurdles weaken as CEO’s become more attuned; realigning organisation Integration at c-suite on all aspects is imperative Marketing does not exist in Isolation #DigitalOutlook14 Econsultancy.com
  26. 26. "The digital and physical worlds are starting to come together more seamlessly – it's only the tip of the iceberg in terms of what's coming.” Nike CEO Mark Parker #DigitalOutlook14 Econsultancy.com
  27. 27. “Digital on one hand is the primary way that clients will interact with us.” Jonathan Larsen, Global Head of Retail Banking and Head of Consumer Banking, Citi #DigitalOutlook14 Econsultancy.com
  28. 28. “Our brand is succeeding today because of its unique emotional level of attachment and relevancy in the digital world, in the mobile world...” Starbucks CEO Howard Schultz #DigitalOutlook14 Econsultancy.com
  29. 29. “We want to be the company that creates those indispensable relationships with our brands, and digital technology enables this.” Robert McDonald, CEO, Procter & Gamble #DigitalOutlook14 Econsultancy.com
  30. 30. “Everything you do going forward, you can’t do anything the traditional way.” Angela Ahrendts CEO Burberry (now at Apple) #DigitalOutlook14 Econsultancy.com
  31. 31. IN SUMMARY... DATA IS KING KNOW YOUR BRAND INTEGRATION IS IMPERATIVE CEO IS DIGITAL CHAMPION More details and full length videos at www.jerichodc.com/blog #DigitalOutlook14 Econsultancy.com

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