Multichannel Digital Marketing

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Presentation given at the FutureCommerce2011 conference in the Bridgewater Hall, Manchester on July 12th 2011.
Conf organised by How Do in conjunction with Manchester Evening News

Published in: Business, News & Politics
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Multichannel Digital Marketing

  1. 1. Future Commerce andMultichannel Digital Marketing Pete Jakob IBM Brand Manager, UK & Ireland © 2011 IBM Corporation
  2. 2. The web has moved from a network of content to a network of people who shape how your brand is perceived. I have 10,000 I received a followers and can compelling convince them all competitive offer andthat your product is am about to defect terrible I always post I expect your positive reviews promotions to be when I’m satisfied relevant to me – with products and not for things I service never buy © 2011 IBM Corporation
  3. 3. The marketing profession is changing… “Traditional” Marketing Transformational Marketing “Offline” Online & Offline Single channel Multi-channel; 24/7 Silo’ed Coordinated & deliberate Mass media blasts Personalized 1:1 dialogue Company Brand Customers contribute to brand Selling Anticipating & servicing Intuition driven Data driven Static Agile, dynamic Product-Centric Customer experience-centric Reactive Predictive One-way Interactive3 © 2011 IBM Corporation
  4. 4. An integrated marketing approach is required Integrated Marketing Solution Consistent, Compelling Brand & Customer Experience Optimized Cross-Channel Marketing Processes Deep Customer Insight © 2011 IBM Corporation
  5. 5. There are 9 Layers to Modern Digital Marketing Constituency & Planning Listening Social EngagementIntegrated Marketing Solution Search Consistent, Compelling Brand & Customer Experience Content Optimized Cross-Channel Marketing Processes Paid Media Deep Customer Insight Mobile/Emerging Media E-Nurture Analytics © 2011 IBM Corporation
  6. 6. Dashboards provide insight at multiple levelsConstituency & Planning Listening Social Engagement Search Content Paid MediaMobile/Emerging Media E-Nurture © 2011 IBM Corporation Analytics
  7. 7. Listening: IBM WatsonConstituency & Planning Listening Social Engagement Search Content Paid MediaMobile/Emerging Media E-Nurture Play Video © 2011 IBM Corporation Analytics
  8. 8. IBM Watson: Question/Answer System vs Natural Language Watson Passes the Test: We chose: Instead of: Outside-in marketing aligns our marketing “Natural Language” “Question/Answer System” organization around the language of our prospects and customers 27,000 1,300 organic searches/month organic searches/month Segmentation: Listening: Brief: Creative: Publish: Paid media Develop Target Keyword Research Include Keywords Include keywords In channels supplements Audience (Search and Social) frequented by the organic to amplify target audience the share of voice for organic media 1 2 3 4 5 6 Consistent and early keyword researchConstituency & Planning Keyword research for Listening initial Watson site found that traffic for “natural Social Engagement language” already exists which went into copy for Search ads, video, and site. Content Initial selection of “question/answering Paid Media system” proved to have little traffic organically.Mobile/Emerging Media E-Nurture © 2011 IBM Corporation Analytics
  9. 9. Content: A Video Being Used In 10 WaysConstituency & Planning Listening Social Engagement Search Content Paid MediaMobile/Emerging Media E-Nurture © 2011 IBM Corporation Analytics
  10. 10. Automated eNurture – New quality leads from existing content Touch 1 Industry Video Touch 3 Assessment Touch 2 POV Tool Touch 1 Touch 2 Touch 3IBM Cam paign Tactic Nam e Em ailsNam e Em ails Em ail Unique Open Rate Unique Click Thru Sent Received View s Clicks Rate 100DA - N/A 100DA06E - CEO Study eNurture campaign - email 1 451 443 140 32% 68 49% 100DA07E - CEO Study eNurture campaign - email 2 468 458 101 22% 38 38% 100DA08E - CEO Study eNurture campaign - email 3 428 423 94 22% 29 31%Cam paign Total 1,347 1,324 335 25% 135 40%Constituency & Planning Listening Social Engagement Search 2x Open Rate and 3.5x Click Thru rate compared with standard emails Content Paid Media 100 eNurtures in place across programmesMobile/Emerging Media E-Nurture Analytics © 2011 IBM Corporation
  11. 11. Web: Personalising the Experience with Experts © 2011 IBM Corporation
  12. 12. Wimbledon 2011: Web and MobileConstituency & Planning Listening Social Engagement Search Content Paid MediaMobile/Emerging Media E-Nurture © 2011 IBM Corporation Analytics
  13. 13. Wimbledon 2011: Integrated Digital Campaign around data and analytics On-Court Branding Twitter Channels IBM PointStream IBM SecondSight IBM Wimbledon iPhone AppConstituency & Planning Listening Social Engagement IBM Seer Search Content Digital OOH Paid MediaMobile/Emerging Media E-Nurture © 2011 IBM Corporation Analytics
  14. 14. Multichannel Digital Marketing Tips • “Outside-In” • Listen & Deliver experiences based on constituents’ needs as reflected in their behavior – search terms, navigation paths, social participation, etc. • Humanise the experience – technology is only a part of the answer • Integrate • Within your organisation • Across your marketing channels • Across your marketing messages • Online with Offline • Continually Evolve © 2011 IBM Corporation
  15. 15. Where do you start? Enhance online and Automate specific Build customer social experience marketing processes intelligence• Improve the effectiveness • Build and nurture high- • Increase customer of Web channels quality sales leads to understanding increase revenue• Increase customer • Improve sales satisfaction • Limit time spend on low- effectiveness value opportunities © 2011 IBM Corporation
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