Notes Version: Cross-Channel Marketing and Message Convergence

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Notes Version: Cross-Channel Marketing and Message Convergence

  1. 1. 9/30/2011 a The Dollars & Sense of Cross Channel Marketing and Message Convergence DMA 2011, Ask the Expert Round TableWe’ve become a wired, multi-tasking society 2 3 1
  2. 2. 9/30/2011Technology is changing ourcommunication patterns and behaviors Freedom of choice is driving our instant gratification and heightened expectations 4We’ve become a ‘Short Burst Society’ *Everyone is always ‘on.’ Everything is shorter, faster, happening now.Attention deficit is pervasive, chronic. 5 * Copyright © 2011 The Relevancy Group, LLC All Rights ReservedWe’ve become a ‘Short Burst Society’ *Everyone is always ‘on.’ Everything is shorter, faster, happening now.Attention deficit is pervasive, chronic. 50% of us skip commercials. 6 * Copyright © 2011 The Relevancy Group, LLC All Rights Reserved 2
  3. 3. 9/30/2011We’ve become a ‘Short Burst Society’ *Everyone is always ‘on.’ Everything is shorter, faster, happening now.Attention deficit is pervasive, chronic. 50% of us skip commercials. 550 million have Facebook profiles. Over half apply updates every day. 7 * Copyright © 2011 The Relevancy Group, LLC All Rights ReservedWe’ve become a ‘Short Burst Society’ *Everyone is always ‘on.’ Everything is shorter, faster, happening now.Attention deficit is pervasive, chronic. 50% of us skip commercials. 550 million have Facebook profiles. Over half apply updates every day. 200 million use Twitter with 300,000 new sign-ups each day. We send 95 million tweets each day. 8 * Copyright © 2011 The Relevancy Group, LLC All Rights ReservedWe’ve become a ‘Short Burst Society’ *Everyone is always ‘on.’ Everything is shorter, faster, happening now.Attention deficit is pervasive, chronic. 50% of us skip commercials. 550 million have Facebook profiles. Over half apply updates every day. 200 million use Twitter with 300,000 new sign-ups each day. We send 95 million tweets each day. 72% of U.S. consumers have SMS plans, 203 million. Text messaging is up 400% in past 4 years with trillions sent each year. 9 * Copyright © 2011 The Relevancy Group, LLC All Rights Reserved 3
  4. 4. 9/30/2011Where is digital messaging headed? Individualized - one-to-one communications where relevant, preference-driven messaging is the norm and customer expectation. 10Where is digital messaging headed? Individualized - one-to-one communications where relevant, preference-driven messaging is the norm and customer expectation. Real time – in the moment communications where the message and response, action and reaction occur right now. 11Where is digital messaging headed? Individualized - one-to-one communications where relevant, preference-driven messaging is the norm and customer expectation. Real time – in the moment communications where the message and response, action and reaction occur right now. Interactive – two-way communications where active dialogue (not passive monologue) is the key to engagement; where it’s more about the conversation than the initial message. 12 4
  5. 5. 9/30/2011Where is digital messaging headed? Individualized - one-to-one communications where relevant, preference-driven messaging is the norm and customer expectation. Real time – in the moment communications where the message and response, action and reaction occur right now. Interactive – two-way communications where active dialogue (not passive monologue) is the key to engagement; where it’s more about the conversation than the initial message. Multi-channel – cross-channel communications where customers use multiple channels and fluidly move between them; where channel choice, brand consistency and coordinated messaging truly matter. 13Where is digital messaging headed? Individualized - one-to-one communications where relevant, preference-driven messaging is the norm and customer expectation. Real time – in the moment communications where the message and response, action and reaction occur right now. Interactive – two-way communications where active dialogue (not passive monologue) is the key to engagement; where it’s more about the conversation than the initial message. Multi-channel – cross-channel communications where customers use multiple channels and fluidly move between them; where channel choice, brand consistency and coordinated messaging truly matter. Converged – melded communications where message types blur (marketing, service); where channels become incidental as interactions that begin in one channel are consummated in another. 14Where is digital messaging headed? HUGE CHANGE Customer Behaviors & Expectations 15 5
  6. 6. 9/30/2011Now add-in customer control Converged Converged Device Inbox Brand A IMCustomer cross-channel control of messages and messengers –where some brands get access and some don’t. Access is earned. 16Now add-in customer control Converged Converged Device Inbox Brand A IM Brand B IMCustomer cross-channel control of messages and messengers –where some brands get access and some don’t. Access is earned. 17So what will the future look like? Right message.  Right channel.  Right now. Highly individualized, two-way conversations occurring in the moment. Customers moving fluidly between channels; interactions initiated in one channel being consummated in another. Customers controlling both the messages they get and messengers they choose to hear from. 18 6
  7. 7. 9/30/2011What should brands expect? Customer Customer Behavior & Ownership & Expectation Control Changes Changes Either trend would cause serious business disruption happening solo. Happening together will magnify the disruption, and pose unusually big opportunities for some brands; big risks for others. 19Why the BIG opportunities and risks?Today’s Reality:Message Confusion Messaging siloed by channels and/or company business units Messaging conducted by disjointed point solutions Gap between customer messaging preferences and company capabilities 20Why the BIG opportunities and risks?Today’s Reality:Message Confusion Messaging siloed by channels and/or company business units Messaging conducted by disjointed point solutions Gap between customer messaging Tomorrow’s Requirement: preferences and company capabilities Message Convergence 21 7
  8. 8. 9/30/2011What are the implications? Serious disruption to current business models: ╸ Changes to marketing and sales cycles, such as real time data management and message decision making, and managing of message flows vs. channels ╸ Consolidation and revamping of communication and business processes ╸ Implementation of new customer care standards so all touch points count 22What are the implications? Serious disruption to current business models: ╸ Changes to marketing and sales cycles, such as real time data management and message decision making, and managing of message flows vs. channels ╸ Consolidation and revamping of communication and business processes ╸ Implementation of new customer care standards so all touch points count Reorder of market leader rankings; some brands will thrive as others struggle to survive 23What are the implications? Serious disruption to current business models: ╸ Changes to marketing and sales cycles, such as real time data management and message decision making, and managing of message flows vs. channels ╸ Consolidation and revamping of communication and business processes ╸ Implementation of new customer care standards so all touch points count Reorder of market leader rankings; some brands will thrive as others struggle to survive Mad scramble to invest in right-minded people, solutions and especially enabling technologies 24 8
  9. 9. 9/30/2011What are the implications? Serious disruption to current business models: ╸ Changes to marketing and sales cycles, such as real time data management and message decision making, and managing of message flows vs. channels ╸ Consolidation and revamping of communication and business processes ╸ Implementation of new customer care standards so all touch points count Reorder of market leader rankings; some brands will thrive as others struggle to survive Mad scramble to invest in right-minded people, solutions and especially enabling technologies BIG risks in loss of vital customer connections for communication and commerce for brands that don’t respond or respond wrongly 25What are the implications? Serious disruption to current business models: ╸ Changes to marketing and sales cycles, such as real time data management and message decision making, and managing of message flows vs. channels ╸ Consolidation and revamping of communication and business processes ╸ Implementation of new customer care standards so all touch points count Reorder of market leader rankings; some brands will thrive as others struggle to survive Mad scramble to invest in right-minded people, solutions and especially enabling technologies BIG risks in loss of vital customer connections for communication and commerce for brands that don’t respond or respond wrongly BIG rewards for brands that get it right 26What does ‘getting it right’ mean? Customer Customer Behavior & Ownership & Expectation Control Changes Changes 27 9
  10. 10. 9/30/2011What is Message Convergence? Message Convergence is a customer engagement strategy for the new communications norm where brands … ╴ Know their customers’ preferences, needs and wants ╴ Act on what they know to actually coordinate their messaging ╴ So meaningful content is delivered at the right time ╴ And in the channel that’s most contextually relevant 28What is Message Convergence? Message Convergence is a customer engagement strategy for the new communications norm where brands … ╴ Know their customers’ preferences, needs and wants ╴ Act on what they know to actually coordinate their messaging ╴ So meaningful content is delivered at the right time ╴ And in the channel that’s most contextually relevant Message Convergence is about customer-adaptive messaging. 29What is Message Convergence? Message Convergence is a customer engagement strategy for the new communications norm where brands … ╴ Know their customers’ preferences, needs and wants ╴ Act on what they know to actually coordinate their messaging ╴ So meaningful content is delivered at the right time ╴ And in the channel that’s most contextually relevant Message Convergence is about customer-adaptive messaging. Message Convergence is about staying connected with customers across multiple channels – channels now controlled by customers where access is a privilege extended to brands who earn it. 30 10
  11. 11. 9/30/2011What is Message Convergence? Message Convergence is a customer engagement strategy for the new communications norm where brands … ╴ Know their customers’ preferences, needs and wants ╴ Act on what they know to actually coordinate their messaging ╴ So meaningful content is delivered at the right time ╴ And in the channel that’s most contextually relevant Message Convergence is about customer-adaptive messaging. Message Convergence is about staying connected with customers across multiple channels – channels now controlled by customers where access is a privilege extended to brands who earn it. Message Convergence is about capitalizing on the opportunities – winning – and avoiding the risks. 31Where to start?1. Start with technology; close your capabilities gap. Find a messaging technology solution to mimic customer behavior in your communications, stay connected with them, and follow their conversations across channels. 32Where to start?1. Start with technology; close your capabilities gap. Find a messaging technology solution to mimic customer behavior in your communications, stay connected with them, and follow their conversations across channels. Why technology? ╴ Changes in customer behaviors/expectations driven by technology; solution rooted in technology too ╴ Message Convergence is a technology-enabled customer engagement strategy; without it you get no where 33 11
  12. 12. 9/30/2011Where to start?1. Start with technology; close your capabilities gap. Find a messaging technology solution to mimic customer behavior in your communications, stay connected with them, and follow their conversations across channels. Why technology? ╴ Changes in customer behaviors/expectations driven by technology; solution rooted in technology too ╴ Message Convergence is a technology-enabled customer engagement strategy; without it you get no where2. Get your email under control. First place to apply new messaging technology in consolidating and coordinating email. 34Where to start?1. Start with technology; close your capabilities gap. Find a messaging technology solution to mimic customer behavior in your communications, stay connected with them, and follow their conversations across channels. Why technology? ╴ Changes in customer behaviors/expectations driven by technology; solution rooted in technology too ╴ Message Convergence is a technology-enabled customer engagement strategy; without it you get no where2. Get your email under control. First place to apply new messaging technology in consolidating and coordinating email. Why email? – Widest deployed form of digital messaging; easily understood – Biggest positive impact on customer experience and bottom line 35What to look for in your technology solution?1. Single solution. Find a single platform solution specifically built for the ‘new norm’ – not cobbled together, channel-specific point solutions – for coordinated, cross-channel messaging. It should: – Serve as central integration layer for all digital messaging in enterprise – Connect with different data sources, applications, systems and business processes across enterprise – horizontal integration 36 12
  13. 13. 9/30/2011What to look for in technology solutions?2. Capable solution. Find a technologically advanced solution that’s capable of meeting future messaging needs – individualized, real time, interactive, multi channel, converged. It should be: 37What to look for in technology solutions?2. Capable solution. Find a technologically advanced solution that’s capable of meeting future messaging needs – individualized, real time, interactive, multi channel, converged. It should be: ╴ Powerful and reliable – support business-critical communications; scalable to success ╴ Interoperable, inherently open – extensible framework; always keep partner options open 38What to look for in technology solutions?2. Capable solution. Find a technologically advanced solution that’s capable of meeting future messaging needs – individualized, real time, interactive, multi channel, converged. It should be: ╴ Powerful and reliable – support business-critical communications; scalable to success ╴ Interoperable, inherently open – extensible framework; always keep partner options open ╴ Agile and future proof – infinitely flexible, responsive; rules-based policy engine ╴ Visibility on demand – know what’s happening; convert knowledge into marketplace advantage 39 13
  14. 14. 9/30/2011What to look for in technology solutions?2. Capable solution. Find a technologically advanced solution that’s capable of meeting future messaging needs – individualized, real time, interactive, multi channel, converged. It should be: ╴ Powerful and reliable – support business-critical communications; scalable to success ╴ Interoperable, inherently open – extensible framework; always keep partner options open ╴ Agile and future proof – infinitely flexible, responsive; rules-based policy engine ╴ Visibility on demand – know what’s happening; convert knowledge into marketplace advantage ╴ Configurable and usable – no one size fits all; customize to unique needs; capability is more critical than interface ╴ Safe and secure – ensure customer confidence; protect and grow brand 40What to look for in technology solutions?3. Total business solution. Find a solution that can deliver Message Convergence tactically in your daily operations first, then refine and roll-up to realize higher order business vision and value. Solutions that don’t tie directly to the business processes are of limited use. 41Message Convergence drivesgreater effectiveness and efficiency Email Marketing Search Social Marketing Marketing Data & Content Mobile Management Marketing Content & Production Integration Analytics & Process Reporting Management Attribution Relevant Subscriber Segments & Testing 42 Copyright © 2011 The Relevancy Group, LLC All Rights Reserved 14
  15. 15. 9/30/2011 Message Convergence drives greater effectiveness and efficiencyTechnology Management Email Marketing Search Social Marketing is Marketing Marketing integrated across channels to deliver relevant, contextually Data & Content Mobile Management Marketing Content correct content & Production consistent with customer needs and circumstances. Integration Analytics Integration is key. & Process Reporting Management Attribution Relevant Subscriber Segments & Testing 43 Copyright © 2011 The Relevancy Group, LLC All Rights Reserved Message Convergence drives greater effectiveness and efficiencyTechnology Management People Management Email Marketing Search Social Marketing is Marketing Marketing Process and people integrated across coordination. channels to deliver Marketing is driven relevant, by a coordinated contextually Data & Content customer centric Mobile Management Marketing Content correct content & Production organization where consistent with business success is customer needs measured by the and circumstances. Integration Analytics value of customer Integration is key. & Process Reporting experience. Management Attribution Relevant Subscriber Segments & Testing 44 Copyright © 2011 The Relevancy Group, LLC All Rights Reserved But most companies are organized in silos 45 15
  16. 16. 9/30/2011Marketers in silos don’t connect across the enterprise Few Organizations Connect Customer Centric Practices, Data, Measurement Across Silos B2B B2C B2O Customers & Customers & Press and Others Prospects Prospects Corporate/Brand Field Marketing Loyalty Marketing Marketing Sales Management Product Marketing Investor Relations Marketing Silos, Lack of Connected Marketing, see www.CMF4.com For The Connected Marketing Framework Source: The Relevancy Group, LLC 46 Few organizations practice ‘connected marketing’ creating a disjointed, chaotic competitive culture Marketing Organization Operational Culture Our marketing department shares common goals 51% There is central ownership of marketing across all channels 33% Marketer roles are We manage contact frequency across all channels 29% segregated. Our marketing programs are tightly coordinated The majority across all marketing channels 28% lack sharing Use attribution to ensure that offline response is a universal attributed back to the correct channel 16% connection The marketing team is rewarded with common of process personal incentives 14% and goals. None of the above 7% 0% 20% 40% 60% 80% 100%Question Asked: Please select the statement or statements that best represent how yourmarketing organization operates? (select all)Source: The Relevancy Group Executive Survey, n=368 5/11, United States Only 47Role segregation and lack of connected marketingproduces disjointed/incomplete view of customer 2. Customer waits 1. Customer hides from new undiscovered for social marketer role to take another role based action, only a sliver of the marketer to take customer can be seen action, only a partial picture is formed 3. The full picture of the customer is discovered when Connected Marketing is embraced across the marketing enterprise Customer Connected Marketing, when driven by coordinated connected marketing roles versus disparate marketing roles that serve only channels, see www.CMF4.com For The Connected Marketing Framework Source: The Relevancy Group, LLC 48 16
  17. 17. 9/30/2011 Centralizing for complete customer view remains elusive Systems & Data Integrated into Central Marketing Database Currently integrated Plan w/in 12 months No plans to integrate 21% 17% 15% 24% 26% 26% 23% 35% 38% 30% 20% 27% 19% 33% 26% 20% 22% 36% 20% 36% 58% 65% 51% 57% 42% 46% 48% 49% 40% 29%Question Asked: For each of the following systems and data sources, please indicate your plans for integrating to them into acentralized database for use in marketing efforts? (select one for each) 49Source: The Relevancy Group Executive Survey, n=368 5/11, US Only Email as most widely deployed channel awaits convergence with other channels Marketing Channels Deployed Email Marketing 77% Print Direct Marketing 69% Social Marketing 65% Online Display Ads 63% Field or Event Marketing 56% Paid Search Marketing 50% Online Video, e.g. YouTube 44% Location Based Marketing 42% Loyalty Programs 42% Mobile Marketing 38% Digital Mobile Apps (iPad, etc.) 33% Catalogs 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%Question Asked: Which marketing channels do you actively market in? (select all)Source: The Relevancy Group Executive Survey, n=368 5/11, United States Only 50 What does a converged capability look like? Today: Message Confusion  Convergence is about consolidating and integrating data, systems and business processes on single platform  It’s not about insource/outsource – can still point to ESP or other cloud provider 51 17
  18. 18. 9/30/2011What does a converged capability look like?Today: Tomorrow:Message Confusion Message Convergence Convergence is about consolidating and integrating data, systems and business processes on single platform It’s not about insource/outsource – can still point to ESP or other cloud provider 52Message Convergence drastically reduces total costof ownership Single platform solution that supports Message Convergence improves effectiveness and creates efficiencies:  Optimize Opportunity Costs  Reduce Labor and Admin Costs  Decrease Power Consumption  Lower Mobile Message Costs 53In simplest example, savings increase throughMessage Convergence 54 18
  19. 19. 9/30/2011Designate a Champion to realize the value ofMessage Convergence Appoint a champion to drive Convergence initiative forward 55Designate a Champion to realize the value ofMessage Convergence Appoint a champion to drive Convergence initiative forward An individual who can bridge several worlds — IT, Marketing and Customer Care 56Designate a Champion to realize the value ofMessage Convergence Appoint a champion to drive Convergence initiative forward An individual who can bridge several worlds — IT, Marketing and Customer Care They must represent the customer experience as the end user sees and defines it 57 19
  20. 20. 9/30/2011Designate a Champion to realize the value ofMessage Convergence Appoint a champion to drive Convergence initiative forward An individual who can bridge several worlds — IT, Marketing and Customer Care They must represent the customer experience as the end user sees and defines it Champion should be CMO or come from/report to CMO’s office 58Designate a Champion to realize the value ofMessage Convergence Appoint a champion to drive Convergence initiative forward An individual who can bridge several worlds — IT, Marketing and Customer Care They must represent the customer experience as the end user sees and defines it Champion should be CMO or come from/report to CMO’s office Act as liaison across all of the individual corporate silos in documenting their needs and integrating them into an overall action plan 59Designate a Champion to realize the value ofMessage Convergence Appoint a champion to drive Convergence initiative forward An individual who can bridge several worlds — IT, Marketing and Customer Care They must represent the customer experience as the end user sees and defines it Champion should be CMO or come from/report to CMO’s office Act as liaison across all of the individual corporate silos in documenting their needs and integrating them into an overall action plan Tasked with seeking out the proper technology infrastructure to facilitate Message Convergence, and in doing so illustrate the cost and effectiveness benefits 60 20
  21. 21. 9/30/2011 Convergence whitepapers with prescriptive advice Messagesystems.com/prepare4convergenceMessagesystems.com/DollarsAndSense 61 Questions 62 21

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