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When to talk to your customers in an omnichannel world

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It used to be that we talked to our customers only when we had something to say: a product launch, a service change, a price promotion. Rightfully, those days are gone. Now we know that to be successful we need to talk to customers on their terms, when they have a need and when we can help them.

But when exactly is that?

In our latest whitepaper, 'When to talk to your customers in an omnichannel world', we outline a framework to help marketers chose an approach to get closer to the holy grail of talking to your customers with the right content, in the right channel, at the right time.

Download the white paper today: http://resources.ariad.ca/omnichannel/

Published in: Marketing
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When to talk to your customers in an omnichannel world

  1. 1. Want the full story? Download the white paper 416 646 3138 cwithers@ariad.ca Ariad.ca 1 Colin Withers Brand & Communications Manager Ariad Communications cwithers@ariad.ca 416-646-3138
  2. 2. Want the full story? Download the white paper: 416 646 3138 cwithers@ariad.ca Ariad.ca Traditionally, marketers sent communications when they had something to say. 2
  3. 3. 3 Today — in the age of the customer — we now agree that we should talk to customers when they have a need. Want the full story? Download the white paper 416 646 3138 cwithers@ariad.ca Ariad.ca
  4. 4. 4 Today, consumers connect with brands in so many ways, so many places. But when is that? EmailMobile TV Direct Social In Store Outdoor Digital Want the full story? Download the white paper 416 646 3138 cwithers@ariad.ca Ariad.ca
  5. 5. 5 There are two dominant approaches that let marketers know when to talk to their customers… H O W Want the full story? Download the white paper 416 646 3138 cwithers@ariad.ca Ariad.ca
  6. 6. Want the full story? Download the white paper 416 646 3138 cwithers@ariad.ca Ariad.ca 6 Traditional Insights Behavioural Data VS
  7. 7. Want the full story? Download the white paper 416 646 3138 cwithers@ariad.ca Ariad.ca 7 Traditional Insights Behavioural Data VS By deeply understanding the customer, and the customer’s journey, marketers can identify key moments to reach out to customers. Knowing a customer’s behaviour or immediate context can signal a clear need, which can be addressed by a timely marketing message.
  8. 8. Want the full story? Download the white paper 416 646 3138 cwithers@ariad.ca Ariad.ca 8 Traditional Insights Get to know the customer deeply Speculate (in a logical way) about their needs Behavioural Data Understand actions in context Pick up on explicit or implicit cues about their needs VS
  9. 9. Want the full story? Download the white paper 416 646 3138 cwithers@ariad.ca Ariad.ca 9 Customer has a need that Marketing can address. Reach out to customer now! Traditional Insights Knowing who the customer is, including motivations, pain points, and journey Behavioural Data Knowing a customer’s behaviour and / or the customer’s current context But the end goal is the same
  10. 10. Want the full story? Download the white paper 416 646 3138 cwithers@ariad.ca Ariad.ca 10 P R O S V S C O N S o Many distinct inputs allow marketers to understand the customer’s true needs o Can be used to make insight-based decisions as long as the inputs remain constant PROS o Customer needs can change, requiring occasional updating of insights o ROI can be unclear or difficult to quantify o Laborious to obtain / organize inputs CONS Traditional Insights o Inputs are based largely on data from digital channels, which are increasingly used by consumers o Does not necessarily require in-depth customer knowledge, hence once initial setup is complete, insights can be obtained quickly and efficiently Behavioural Data o Substantial start-up costs that can include new specialized hires and software investments o Potentially difficult to integrate into more traditional marketing departments o Not everything is knowable through observing behavior in the moment (e.g., underlying motivations, concerns, thoughts).
  11. 11. Want the full story? Download the white paper 416 646 3138 cwithers@ariad.ca Ariad.ca 11 E A C H A P P R O A C H H A S I T S O W N T O O L S A N D M E T H O D S Traditional Insights o Buyer personas o Focus groups o Surveys o Customer Relationship Management o Customer Journey Mapping Behavioural Data o Clickstreams o Browsing behaviour o Contextual Cues (e.g., location) o Next-Best-Action o A/B testing
  12. 12. Want the full story? Download the white paper: 416 646 3138 cwithers@ariad.ca Ariad.ca 12 What is right for you?
  13. 13. Want the full story? Download the white paper 416 646 3138 cwithers@ariad.ca Ariad.ca 13 I S Y O U R C O M P A N Y P R I M A R I L Y … B2B marketing typically has a complex and lengthier sales process, with fewer customers than B2C marketing. These features lend themselves well to traditional insights tools. B2C marketing typically produces a great deal of customer data, the cornerstone of the behavioural data approach. B2B — B2C — Hybrid Approach Behavioural Data Traditional Insights
  14. 14. Want the full story? Download the white paper: 416 646 3138 cwithers@ariad.ca Ariad.ca 14 A complex sale may be harder to understand from a simple data point of view. There may be decision-makers, influencers and champions involved. Some of the key decision-making activities may be non-trackable such as a project team meeting in a B2B sale. Traditional tools such as buyer personas and buyer journey maps may offer the best way to tease out the complexity of the sales process. A transactional sale typically provides many data points, and can rely on e-commerce. You will be able to track people’s movement online to anticipate their needs. Tools such as following clickstreams, testing different digital properties (e.g., through A/B testing) and using automated marketing procedures will allow you to continuously optimize to the customer’s needs. Complex Transactional I S Y O U R S A L E P R O C E S S … Behavioural Data Traditional Insights Hybrid Approach
  15. 15. Want the full story? Download the white paper 416 646 3138 cwithers@ariad.ca Ariad.ca 15 D O E S Y O U R P R O D U C T S E R V E … Niche markets provide the opportunity to really get to know the customer. A tight, well-defined and unique segment will appreciate that you know and can anticipate their needs. If almost everyone is interested in your product or service, it might be difficult to deeply know the customer. Instead, looking for telltale signs that a consumer is searching for your product can be achieved through a behavioural data approach. A niche market — A mass market — Hybrid Approach Behavioural Data Traditional Insights
  16. 16. Want the full story? Download the white paper: 416 646 3138 cwithers@ariad.ca Ariad.ca 16 I S Y O U R S A L E S C Y C L E … B2B marketing typically has a complex and lengthier sales process, with fewer customers than B2C marketing. These features lend themselves well to traditional insights tools. Because your customers’ behaviour might change at the drop of a hat (or with the introduction of some new technology), the behavioural data approach can help you to track customer changes almost in real time. Website analytics will tell you what parts of your website are addressing customer needs, and can help to identify where on the path to purchase your customer might be. Predictable and knowable — Sometimes or frequently changing — Behavioural Data Traditional Insights Hybrid Approach
  17. 17. Want the full story? Download the white paper 416 646 3138 cwithers@ariad.ca Ariad.ca For one reason or another, your business does not generate rich amounts of data. That’s OK! Traditional insights tools help you to use the customer insights data that is available, as well as empowering you to go out and collect customer data to inform your marketing (e.g., through conducting focus groups). 17 As the name implies, the behavioural data approach will work for you because your customers are leaving behavioural traces that you can track. Their behaviour is telling you what their in-the-moment need is, so make sure you are listening. Low levels of customer data — A great deal of customer data — D O E S Y O U R B U S I N E S S G E N E R A T E … Hybrid Approach Behavioural Data Traditional Insights
  18. 18. Want the full story? Download the white paper: 416 646 3138 cwithers@ariad.ca Ariad.ca 18 D O Y O U H AV E A H I G H D E G R E E O F A C C E S S T O Y O U R C U S T O M E R D ATA A N D I N S I G H T S ? Marketers can often generate traditional insights themselves, with their own budget. If access to customer data is limited, create it by putting together a survey, or focus group, for example. Your organization is either small enough and connected, or has made great strides in making all customer data accessible across the organization. No — Yes — Behavioural Data Traditional Insights Hybrid Approach
  19. 19. Want the full story? Download the white paper 416 646 3138 cwithers@ariad.ca Ariad.ca 19 D O E S T H E M A J O R I T Y O F Y O U R S A L E H A P P E N … Traditional insights can track your customers’ needs regardless of where the sale happens. Do buyers decide over lunches and handshakes? Traditional insights can help discover the buyer’s concerns at each step of the way (e.g., buyer journey maps). The behavioural data approach is largely built through observing what your customers do in an online, connected, and omnichannel world. Offline — Online — Hybrid Approach Behavioural Data Traditional Insights
  20. 20. Want the full story? Download the white paper: 416 646 3138 cwithers@ariad.ca Ariad.ca When your brand is reaching customers through direct channels, you have the opportunity to gain valuable first-hand insights from the people who interact with your customers — your sales team. For example, an ethnography can provide insight into what needs your brand is (and is not) addressing. 20 Having a direct line to your customer will make implementing the behavioural data approach much more successful because you will be able to more clearly observe and understand their behaviour. A human sales force — A direct channel — D O Y O U R E A C H Y O U R C U S T O M E R S T H R O U G H … Behavioural Data Hybrid Approach Traditional Insights
  21. 21. Want the full story? Download the white paper 416 646 3138 cwithers@ariad.ca Ariad.ca 21 I S Y O U R C U S T O M E R V I S I B I L I T Y … Traditional insights can uniquely reveal the unknown. When a customer journey is occurring within a prospect organization, for example, traditional insights are the most effective way to learn when to reach out to different key influencers. You are very clear on who your customer is, which means that you know exactly whose behaviour to watch for. As your digital capabilities grow, you will strive towards a one-to-one relationship with each customer, identifying who they are more and more quickly. Hidden — Indentifiable — Hybrid Approach Behavioural Data Traditional Insights
  22. 22. Want the full story? Download the white paper 416 646 3138 cwithers@ariad.ca Ariad.ca 22 B E H AV I O U R A L D ATA E X A M P L E Amazon recommendations can be based purely on behavioural data like browsing history.
  23. 23. 23 B U T T R A D I T I O N A L I N S I G H T S A R E V I TA L F O R C E R TA I N L I N E S O F B U S I N E S S Telus used personas based on traditional insights to plan their B2B content strategy.
  24. 24. Want the full story? Download the white paper 416 646 3138 cwithers@ariad.ca Ariad.ca 24 E X P E D I A U S E S B O T H T R A D I T I O N A L I N S I G H T S … Traditional insights (based on industry knowledge) reveal that travellers are especially open to future travel right after returning from vacation.
  25. 25. Want the full story? Download the white paper 416 646 3138 cwithers@ariad.ca Ariad.ca 25 … A N D B E H AV I O U R A L D ATA Based on last year’s trip planning, Expedia bets that the customer may be planning the same trip again.
  26. 26. Want the full story? Download the white paper: 416 646 3138 cwithers@ariad.ca Ariad.ca 26 Expedia goes beyond basic behavioural data gathering to store consumer behaviour over long periods of time.
  27. 27. Want the full story? Download the white paper 416 646 3138 cwithers@ariad.ca Ariad.ca By using a hybrid approach, Expedia maximizes customer data. 27
  28. 28. Want the full story? Download the white paper 416 646 3138 cwithers@ariad.ca Ariad.ca 28 o Deeply understand customer by creating customer personas and buyer journey maps. o Design specific assets for particular points on the customer journey. o Use data when possible, to test whether traditional insights hold true. o Build on data collection to the customer journey. o Data-driven journeys mean marketers must coordinate with other departments (e.g., IT) within the organization. o Testing is “real-time.” Marketers can learn whether messages are addressing customer needs through a continuous process. o Planning moves away from traditional campaign cycles, and towards an in- the-moment view of the customer. Traditional Insights Approach Behavioural Data Approach o If your hybrid model is a transition from traditional insights to a behaviour based approach, build towards a hybrid model slowly, but surely. Start small before rolling out a true hybrid model across each campaign or project. o If staying with a hybrid approach, clearly identify what parts of the customer journey rely on traditional vs. behaviour-based insights. Hybrid Approach M A X I M I Z E Y O U R E F F E C T I V E N E S S , R E G A R D L E S S O F A P P R O A C H
  29. 29. Go Deeper Want the full story? Download our white paper Explore Start the conversation Visit our website Ready to start the conversation? Reach out to us at any time. We’d love to work with you. Contact Us

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