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Top 5 Strategies for Bringing Omni-Channel Marketing to Your Digital Channels

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Get five best practices for developing an omni-channel approach to personalized marketing, and discover the solutions that make it possible to deliver automated recommendations, across channels, to connect with customers. View on-demand webinar at: http://bit.ly/1dqna76

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Top 5 Strategies for Bringing Omni-Channel Marketing to Your Digital Channels

  1. 1. © 2014 IBM Corporation Strategies for Integrated Digital Marketing Five best practices #SmarterCommerce
  2. 2. © 2014 IBM Corporation #SmarterCommerce Elizabeth Magill Team Manager, Product Marketing @emagill Sameer Khan Senior Product Marketing Manager @SameerKhan Presenters
  3. 3. © 2014 IBM Corporation Agenda  Trends in digital marketing  Best Practices in integrated digital marketing  How IBM can help #SmarterCommerce
  4. 4. © 2014 IBM Corporation Digital Marketing Trends #SmarterCommerce
  5. 5. © 2014 IBM Corporation 4X Increase in volume of emails consumers receive over last 10 years 70% of a B2B purchase decision is made before a rep is contacted 40% of online holiday traffic was from mobile 71% of smartphone users compare prices in stores 5.9B mobile phone subscribers across the globe in 2013 92% of consumers research online and seek opinions via earned media before a purchase Customers are more empowered today, interacting with you where and how they want… *SOURCES: IBM Institute for Business Value; IBM 2012 Holiday Benchmark Reports; ChiefMarketer.com
  6. 6. © 2014 IBM Corporation Smartphones browsed Tablets bought Key drivers of this transition are increased growth online and especially mobile… 6 Source. IBM Digital Analytics Benchmark, November 2013. Note. Smartphones drove 19.7 percent of all online traffic compared with tablets at 11.5 percent. When it comes to making the sale, tablets drove 11.7 percent of all online sales, more than double that of smartphones, which accounted for 5.5 percent. 40% of all online traffic that was mobile 22% of all online sales that were from mobile Consumers have significantly changed the way they browse and buy 20% growth in online sales year to year
  7. 7. © 2014 IBM Corporation Customers know more Customers demand more Your business expects more Opportunity for marketers lies in creating unified digital experiences that span multiple touch points To address this shift businesses need to shift from a channel focus to a customer focus
  8. 8. © 2014 IBM Corporation Relationships with your customers over their purchase lifecycle ConsiderationLoyalty Purchase Awareness Non linear customer transition between channels
  9. 9. © 2014 IBM Corporation Within organizations, however, marketing silos are still the norm Strategy Data process tech Customers Strategy Data process tech Strategy Data process tech Strategy Data process tech Strategy Data process tech Strategy Data process tech Strategy Data process tech Strategy Data process tech Strategy Data process tech Strategy Data process tech Strategy Data process tech Social Ad Paid Search Display ad Web Mobile Email Retarget Ad Chat Product Recs Affiliates SEO
  10. 10. © 2014 IBM Corporation Brand Ad Retarget Ad Newsletter Community Promo Local Promotion Customer Service Catalog Reviews Forums Non Brand Search Transaction email Browsed Category Mailing Refer Friend Offer Cross Sell Offer Site Personalization Show rooming Awareness Consideration Purchase Share Managing communications across channels and the customer journey is complex
  11. 11. © 2014 IBM Corporation With an integrated marketing, marketers can deliver coordinated, customer engagement across channels Social Search Display ads Web Mobile Email Retargeting Chat Affiliates SEO
  12. 12. © 2014 IBM Corporation Digital Marketing Best Practices
  13. 13. © 2014 IBM Corporation The challenge to market effectively given the vast amount of data, campaigns, channels, rules, offers, and processes to manage … Optimize messages, content, offers and capture reactions Collect data that augments each customer profile Analyze data to find actionable insights Manage the best interaction for each customer Decide budgets, processes and resource allocation Marketer Customer
  14. 14. © 2014 IBM Corporation To engage customers continuously and create competitive advantage, digital marketing must… 1 2 3 3 4 5 Collect 360 degree view of the customer, historical & real-time Analyze Identify customer trends, personas and segments Decide What channels, resource allocation, programs Manage Deliver a consistent experience and message via the right channel Optimize Benchmark, test, measure, repeat
  15. 15. © 2014 IBM Corporation Collect data to enable a 360 view of your customer Web Analytics • Digital Channels paid, owned, earned • Mobile • Attribution Offline • CRM data • Catalogs • Call Center Real time • Intra-session events • Cart abandons • Social media • Deep understanding of customer & prospect interactions • Channel and device agnostic • Link digital activity with historical interactions Customer Engagement Datamart
  16. 16. © 2014 IBM Corporation …to better understand and predict online/offline behavior • Visit Frequency • Purchases • Lifecycle stage Behaviors • Gender / Age • Geography • Income Demographics • OS • Screen size • Mobile Technographics • Channel • Contact Time • Value Buyer Preferences • Hobbies • Family • Lifestyle Interests Customer Profile
  17. 17. © 2014 IBM Corporation To engage customers continuously and create competitive advantage, digital marketing must… 1 2 3 3 4 5 Collect 360 degree view of the customer, historical & real-time Analyze Identify customer trends, personas and segments Decide What channels, resource allocation, programs Manage Deliver a consistent experience and message via the right channel Optimize Benchmark, test, measure, repeat
  18. 18. © 2014 IBM Corporation Analyze key segments and personas to identify trends across channels  Identify key segments  Map to their stage of purchase lifecycle & channel preferences  Start with foundation and build richer segmentations over time Current events, behavior, and missed opportunities from last hour Real-time Marketing based on live intra- session activity Historical Demographic Longer-term patterns, behavior, activity, and commerce actions. Personalize based on registration profiles, CRM, offline, & cross- channel sources. Transactional Key SegmentsPersonas Customer Journey
  19. 19. © 2014 IBM Corporation Larry the Ambitious LOB Manager • Focuses on the bottom line and business value instead of IT rationale • Trusts his industry resource touch points Stan the Skeptical Influencer • Wants exclusive access to new content • Join social conversations and participates as a virtual/event panelist / contributor Clients User Personas and Key Implications Alex Under Pressure IT Director • Needs embeddable content to include in business cases • Must see a clear financial model • Requires a roadmap with timing Ruth the Reticent General Manager • Maintains a buffer between herself and outside vendors • Needs to see benefits at a high level • Emphasizes ease of implementation Charles Under More Pressure CTO • Must understand the entire value proposition, including financials • Needs competitive comparisons • Demands an understanding of risk Influencers Gary the Objective Industry Analyst • Seeks industry by industry perspectives • Appreciates in depth case studies • Shares social objects, but only if factual Evan the Enthusiastic Evangelist • Writes his own content and shares other’s links with his network • Wants to see a future vision • Enjoys participating in events
  20. 20. © 2014 IBM Corporation Personas and Preferred Digital Channels Summary ClientsInfluencers Larry the Ambitious LOB Manager Stan the Skeptical Influencer Alex Under Pressure IT Director Ruth the Reticent General Manager Charles Under More Pressure CTO Gary the Objective Industry Analyst Evan the Enthusiastic Evangelist Social Channel Preferences Google Power User User User Power User Power User Power User Twitter User Light User Power User Power User Power User Power User LinkedIn Power User Power User Power User Power User Power User Power User User Aware Aware Aware Power User Power User YouTube User User Power User User Power User Power User Google+ Aware Aware User Power User Aware Power User Facebook Heavy User Heavy User User User User User Power User Instagram Aware Aware Aware Aware User Pinterest Aware Aware Aware Aware Aware User Foursquare Aware Aware Aware User Aware User Flickr Aware Aware Aware User Aware User Forums Power User Aware Power User Power User User AwareAware AwareAware Aware Aware Aware Aware Aware Professional Personal N/AAware Aware Aware Aware Email
  21. 21. © 2014 IBM Corporation To engage customers continuously and create competitive advantage, digital marketing must… 1 2 3 3 4 5 Collect 360 degree view of the customer, historical & real-time Analyze Identify customer trends, personas and segments Decide What channels, resource allocation, programs Manage Deliver a consistent experience and message via the right channel Optimize Benchmark, test, measure, repeat
  22. 22. © 2014 IBM Corporation Design personalized communications for synchronized use across one or more digital channels & devices Mobile Web Notifications Native Simple and Rich Push Notifications iOS and Android Wallets SMS Messaging Microsites Website Pages eCommerce Pages eMail Dynamic Content Print Vendors
  23. 23. © 2014 IBM Corporation Plan a consistent message across all phases of demand generation Awareness Consideration Purchase Website Personalized home page hero banner with product curation Product Recommendations based on historic navigation Promotion re-enforcing free shipping offer Cross sell offer at order page Mobile Personalized homepage consistent with website personalization Time-sensitive alerts about in- store events Social Free shipping offer Refer a friend offer Email Subscription newsletter with dynamic content based on segment and browse history Trigger based emails Purchase confirmation with cross sell Shipping confirmation
  24. 24. © 2014 IBM Corporation To engage customers continuously and create competitive advantage, digital marketing must… 1 2 3 3 4 5 Collect 360 degree view of the customer, historical & real-time Analyze Identify customer trends, personas and segments Decide What channels, resource allocation, programs Manage Deliver a consistent experience and message via the right channel Optimize Benchmark, test, measure, repeat
  25. 25. © 2014 IBM Corporation Identify Trigger events • Add to cart and abandon session • View a product video in its entirety without purchase • Modify an existing order Personalize communication with real-time triggers Syndicate to retargeting ads, email campaigns Reinforce messaging with web and mobile personalization
  26. 26. © 2014 IBM Corporation Real-time trigger example Before Check-in During Stay After Check-out Plan your stay with us! Join our new pool party! Share photos from stay! Personalized Site Experience around each Client’s Stay Guest registers for upcoming stay at hotel’s website. Calls to make a date change Real-time update to user digital profile Personalized marketing tied to real-time data 1 2 3 4
  27. 27. © 2014 IBM Corporation Personalized content across all campaigns… New Registrant or Loyalty Status Display Ad2 Facebook Ad1 Display Ad1
  28. 28. © 2014 IBM Corporation To engage customers continuously and create competitive advantage, digital marketing must… 1 2 3 3 4 5 Collect 360 degree view of the customer, historical & real-time Analyze Identify customer trends, personas and segments Decide What channels, resource allocation, programs Manage Deliver a consistent experience and message via the right channel Optimize Benchmark, test, measure, repeat
  29. 29. © 2014 IBM Corporation Optimize digital campaigns with continuous testing Define KPIs for each channel Based on attribution analytics, determine content to be enhanced Benchmark performance Deploy cross channel personalization campaigns
  30. 30. © 2014 IBM Corporation Benchmark against competitor KPIs Benchmarking Performance - Identify KPIs aligned to channel and customer milestones - Attribution based on first touch, assist and last click credit
  31. 31. © 2014 IBM Corporation31 Deploy personalization campaigns and measure…
  32. 32. © 2014 IBM Corporation How IBM Can Help
  33. 33. © 2014 IBM Corporation Personalize site, mobile, email • Insight to action in few clicks • Native mobile push Make it easier • Implement tags quickly via auto tagging or tag management • Syndicate data to Digital Marketing Network partners • Draw on more complete picture of customer, i.e. across devices and including uploaded offline data and real-time site data • Synchronize personalization across digital channels & devices Automate recommendations • Increase engagement, conversions & cross-sells through automated digital recommendations Marketing operations • Create rich content and manage marketing operations for fueling personalized marketing programs • Connect digital channel with back office data and apps IBM can help you achieve holistic marketing through your digital channels Synchronizes personalization across digital channels and devices, e.g. tailors customer’s Smartphone experience based on her preceding sessions and clicks via her iPad Grow limitlessly • Rely on the leader in omnichannel marketing solutions • Optimize marketing with the most complete customer analytics • Accelerate value with unlimited support, services, and innovation from IBM Research
  34. 34. © 2014 IBM Corporation #SmarterCommerce
  35. 35. © 2014 IBM Corporation Be a part of Smarter Commerce Global Summit 2014 Customers expect instant gratification, and a single moment can create a lasting impression. To gain customer loyalty—and to differentiate yourself from the competition—you need to exceed expectations and make those moments count. At the 2014 Smarter Commerce Global Summit, you’ll discover innovative ways to become essential to your customers, partners, and suppliers by integrating intelligence into every commerce process and making every interaction personal, memorable, and valuable. Jay Baer, marketing strategist, speaker, author and President of the social media and content marketing consultancy Convince & Convert, returns as host of the SCGS General Sessions Share your expertise in Tampa! Submit your proposal to present at Smarter Commerce Global Summit 2014 and tell your story. www.ibm.com/commerce-summit
  36. 36. © 2014 IBM Corporation #SmarterCommerce

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