Getting the Most Out of Multichannel Marketing

677 views

Published on

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
677
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • The shifts to make as social media permeates today's marketing landscape The need for agile marketing has evolved out of the growing use and adoption of mobile and social, the new speed of business, the multiplication of communication channels available, and the transparency and accessibility social fosters. Agile is about being at the right place at the right time….and taking advantage of the conversations and trending topics being discussed, making the brand more relevant in the marketplace by associating it with current events.
  • Social and content go hand in hand. You need to have content to have a successful social strategy; otherwise, where are you driving your followers to, what is your call to action, and how are you measuring effectiveness of our social media? It is important that your social editorial calendar complements and supports your content marketing strategy.  At Act-On, we look at social as a support function. The social team works cross functionally across the organization to amplify the initiatives and campaigns of the various departments. From product, to demand generation, to customer/partner mktg, to HR, to educational services, PR and others.  Our content marketing team and PR team work closely to ensure that all companywide initiatives are tracked in the pipeline so that we can build out a creative content marketing calendar that directly coincides with the company’s launches, events and campaigns.Master Campaign Calendar –Take the master campaigns and build out a creative content calendar ofassociated blog topics, ebooks, surveys, videos, infographics, etc.that convey or discuss relevant topics associated w/ master campaigns]Content Marketing Calendar – [Use master and content calendar to build social strategy that supports each initiative. Identify hashtags that are related to campaign messaging and SEO keywords.]Social Ed Calendar –[Use the campaign themes, messages, C2Actions, and topics to createactionable and thought provoking posts that are optimized foreach of the social platforms; ie. Twitter, FB, LinkedIn and Google+)Share
  • Getting the Most Out of Multichannel Marketing

    1. 1. Sponsored by Getting the Most Out of Multichannel Marketing January 14, 2014 Sponsored by: © Copyright 2014 TopRight®, LLC. All Rights Reserved
    2. 2. Sponsored by TopRight, LLC 3290 Northside Parkway The Forum, Suite 150 Atlanta, GA 30327 www.toprightpartners.com Dave Sutton President and CEO Office: 678-384-6700 Mobile: 404-229-0234 Email: dave@toprightpartners.com 2
    3. 3. Sponsored by Past positioning frameworks have not evolved to keep pace with the new ways in which brands are activated today. Classic Approach • • • • Designed for simple, uncomplicated purchases Generally does not define each step of the purchase process Identifies the overall benefit drivers for purchase intent Generally difficult to translate into a creative strategy beyond broad reach Modern Approach • • • • Comprehends more complex, longer purchase process Dissects purchase process to define consumer needs at each point Identifies drivers of purchase intent at each decision point Designed for activation – at broad reach and one-to-one level Companies today need the flexibility to position individual brands and complementary brands within a portfolio to assist in portfolio allocation. They also need to develop a value proposition for specific consumers or segment of consumers that they can fulfill consistently across channels. © Copyright 2014 TopRight®, LLC. All Rights Reserved 3
    4. 4. Defining the Position for Brands Is Based on “Navigating The Consumer BuyWayTM ” Sponsored by … C Awareness Broad Reach Media Channel Opinion Channel Affinity Partners Channel Acquisition Consideration Inquiry Internet 3rd Party Call Center Shop Purchase Retail Center Repeat Satisfaction Survey Up-sell Advocacy Channel Cross – Sell Satisfaction © Copyright 2014 TopRight®, LLC. All Rights Reserved B Channel To develop the position – how a Brand differentiates itself against competitors – the greatest depth is placed against the components of Acquisition A Channel • Consumer Segment Retention • Focus on consumer decision making process • What are the steps? Which are most critical? • How many segments are there? Which ones comprise the “bulls-eye” for the Product Brand? • How does one Product Brand interact with the others? With competitors? • There are 2 components to the BuyWay: Acquisition & Retention Loyalty Program Email Campaign Recommend 4
    5. 5. First, Define Decision Process & Align Benefit Drivers To Each Touch Point Sponsored by Segments Marketers Should Answer Questions Like: 1. HOW Do Consumers Make Decisions… • What and where are the “Moments of Truth” that must be won? Marketing Channels Define Consumer Decision Process 3 Awareness • What market changes are affecting consideration for a well-known brand? 3 2. WHY Familiarity Should They Choose You… 3 • How do we build awareness quickly and efficiently in a new market? Opinion Develop & Test Emotional Benefit Statements 3 Consideration Create Value Proposition & Brand Architecture Inquiry/Shop Purchase 3 3 • What are the most important touchpoints at which to engage consumers? 3 3 3 3. WHEN Do You Engage The Prospect… 3 • What benefits should we stress at each of those touchpoints? Define & Map Differentiating Benefits By Segment & Touchpoint © Copyright 2014 TopRight®, LLC. All Rights Reserved 5
    6. 6. Next, Know Who You Are Talking To, Where They Are And What To Say Sponsored by Who Segments Marketers Should Answer Questions Like: 6. HOW Do You Measure Success… • Who are our target Consumers and segments, and where can we best engage them? Marketing Channels • How do we deliver our value proposition to them most effectively? Where 5 5 Awareness • What benefits are most likely to grab their attention and drive purchase? 5 5. WHAT Do You Say… Familiarity Align Marketing Messages With Appropriate Segment & Channel 5 Opinion 5 Consideration • What metrics and measures will help us gauge our success and optimize our efforts? 4. WHO & WHERE 5 Inquiry/Shop Purchase © Copyright 2014 TopRight®, LLC. All Rights Reserved Define & Implement Metrics To Evaluate ROMI Are They… 5 5 The Golden Questions 6
    7. 7. Use Qualitative and Quantitative Research To Understand How Consumers Make Purchasing Decisions Sponsored by 1. HOW Segments Do Consumers Make Decisions… Who Define Consumer Decision Process Qualitative Research will be used to: • Understand the purchase decision process • Define the steps and trigger points that must be met prior to moving to the next step Where Awareness Familiarity Opinion • Identify information sought • Explore benefits that might meet information needs • Determine if process or steps vary by subject / age • Probe for attitudinal / demographic / feature & benefit input © Copyright 2014 TopRight®, LLC. All Rights Reserved Consideration Inquiry/Shop Purchase 7
    8. 8. Output From Qualitative Research Will Be Used To Generate Input For Quantitative Research Sponsored by Quantitative Research will be used to: Segments Who • Define why Consumers should chose a specific product • Identify foundational features & functional / emotional benefits that differentiate the Brand and support the overarching position • Define the Consumer segments and when to engage each • Map benefits by segment and decision point Familiarity Define and prioritize Consumer segments • Where Awareness • Define the size of the market for each subject / age group • Develop questions to permit profiling at initial touch point • • Develop 3 to 6 questions that define which segment and location in the decision process Employ at all touch points • Relative evaluation of importance of communication channels © Copyright 2014 TopRight®, LLC. All Rights Reserved Opinion 2. WHY Should They Choose You… Develop & Test Features & Functional / Emotional Benefit Statements Create Value Proposition & Brand Architecture Consideration 4. WHO & WHERE Inquiry/Shop Purchase Are They… The Golden Questions 3. WHEN Do You Engage The Prospect… Define & Map Differentiating Benefits By Segment & Touchpoint 8
    9. 9. The Research Informs An Activation Plan That Aligns The Message With The Appropriate Segment & Communication Channel Sponsored by Segments Activation is driven by: Who • The ability to identify which segment and where in the purchase process a Consumer resides • Do some lack awareness while others lack consideration? • Are there segments that should not be targeted? • The features and benefits are identified by segment and decision point • Marketing messages are aligned with the appropriate segment, decision point and communication channel Where Awareness 6. HOW Do You Measure Success… Familiarity Define & Implement Metrics To Evaluate ROMI Opinion 5. WHAT Consideration • Strategic frameworks are developed • A communication plan framework is created • This facilitates the testing of campaigns and measurement of effectiveness • Marketing metrics are defined and aligned with strategic objectives Inquiry/Shop Purchase Do You Say… Align Marketing Messages With Appropriate Segment & Channel 4. WHO & WHERE Are They… The Golden Questions © Copyright 2014 TopRight®, LLC. All Rights Reserved 9
    10. 10. The Bottom Half Of The BuyWayTM Focuses On Retaining Consumers And Building Loyalty & Advocacy Sponsored by 1. Repeat Purchase Drive repeat purchase… Purchase Repeat Repeat Purchase Most companies focus their efforts on driving repeat purchases, up sell and cross sell opportunities. Although it is cheaper to service an existing Consumer than a new Consumer, many repeat Consumers typically choose a vendor based on price or convenience and will often switch if a cheaper or more convenience option arises. Cross – Sell 2. Loyalty Up-sell Loyalty Satisfaction Advocacy Build loyalty to you and your Brands… Loyal Consumers do not choose your products/services based on price or convenience, but on quality and past experience. They are often willing to pay more for your product and are willing to go further out of their way to get to you. They are cheaper to serve than retained Consumers because they do not have to be convinced to shop with you. Instead you can focus on up sell and cross sell activities Advocacy 3. Advocacy Create Consumer advocates… Consumer Advocates have all the benefits of loyal Consumers, but go a step further and serve as informal, but powerful, word of mouth marketers for you, telling other consumers why they should pay more or drive farther out of their way to buy from you rather than your competitors. As the influence of Web 2.0 channels grows, so will the importance of Consumer advocates. © Copyright 2014 TopRight®, LLC. All Rights Reserved 10
    11. 11. Sponsored by Case Study Defining a Clear Communication Strategy All data has been either sanitized, omitted on some slides or when presented independently would be of no limited value. This case highlights how TopRight approaches a project. © Copyright 2014 TopRight®, LLC. All Rights Reserved 11
    12. 12. Case Study : Overview Sponsored by 1. HOW 1 Do Consumers Make Decisions… Define Consumer Decision Process • Identified 2 critical decision pts. • Procedure and purchase • Defined decision criteria for each • Determined funnel “sticking pts.” • Defined hurdles & tipping points at each juncture • Identified importance of internet in research 5 phase (70% chg. In 3 yrs.) • Developed view of leads & conversions to measure effectiveness of channels / mess. • Benefit statements by decision point • Attitudinal stmts. for segmentation texture • Utilized stated / derived methodology • Research quantified stages of process and identified discreet segments • Defined similarity / difference between segments. • Brand Architecture / position defined •Comm. Plan determined by 3 factors • Bulls-eye target defined for mktg. focus •Research prioritized importance of marketing channels by phase / segment for resource allocation • Identified drivers of purchase behavior by segment and phase •Quantitative analysis identified research questions predictive of segment / funnel location • Identified 3 questions that accurately predicted 80% of the time •Questions implemented at every touchpoint to tailor communication 2. WHY Should They Choose You… 2 Develop & Test Emotional Benefit Statements Create Value Proposition & Brand Architecture 3. WHEN Do You Engage The Prospect… Define & Map Differentiating Benefits By Segment & Touch point 3 6 6. HOW Do You Measure Success… 1. Revised dir. mktg. using responder analysis to improve targeting; 200% response incr. 2. Identified 60% of prospects quit on line booking; revised site - booking increased from 5% to 20% Define & Implement Metrics To Evaluate ROMI • Awareness doubled to 54%; client highest association with all critical benefits • Procedures increased 10% vs 3 yr. decline 5 © Copyright 2014 TopRight®, LLC. All Rights Reserved 5. WHAT 1. Source of lead (trigger & point of entry) 2. Who you are (segment) 3. Where you are in funnel Do You Say… Align Marketing Messages With Appropriate Segment & Channel •Approach based on testing/ optimizing 1. Content (crucial/motivating messaging; Res.) 2. Frequency (Low vs. High) 3. Channel (Bal. email/phone/web/direct) 4. Broad Reach adv. revised ; drove funnel entry 4 4. WHO & WHERE Are They… The Golden Questions 12
    13. 13. Sponsored by Qualitative Research Was Used To Understand The Decision Making Process & Explore Potential Benefits For Use In Quantitative Research • Qualitative revealed two decision points – A procedure & provider decision -- each occurring at different points • At each phase of the purchase cycle, barriers were encountered and information needs and “tipping points” were identified • Rational and emotional benefits were identified for inclusion into quantitative research • Multiple position options were tested -- the debunking of myths proved as important as defining true opportunities Note: Client data has been sanitized © Copyright 2014 TopRight®, LLC. All Rights Reserved 13
    14. 14. Sponsored by Quantitative Research Was Used To Size The Market & Uncover Significant Differences Between Segments • The size of the market, location in the funnel and Consumer segments were defined • The segments where then defined by location and bulls-eye targets were selected • Attitudinal, demographic and vision history identified significant differences between segments Note: Client data has been sanitized © Copyright 2014 TopRight®, LLC. All Rights Reserved 14
    15. 15. Sponsored by Benefits Tested Were Then Used To Develop A Brand Architecture And Create Segment-specific Messaging • Analysis indicated similarity between prospects in general & fix-its with respect to procedure benefit drivers • Upon completion of analysis of benefits, a brand architecture was developed • Finally, benefits were defined by segment to create messaging to drive fix-its to select a provider Note: Client data has been sanitized © Copyright 2014 TopRight®, LLC. All Rights Reserved 15
    16. 16. Sponsored by The Results Of Qualitative And Quantitative Research Informed The Activation Of A New Communication Strategy • Three “predictive questions” (golden questions) were incorporated into all lead generation marketing vehicles • Knowledge of where in-market consumers searched for information drove program development • Finally, a communication matrix was developed to insure content was provided when & where it was needed Note: Client data has been sanitized © Copyright 2014 TopRight®, LLC. All Rights Reserved 16
    17. 17. Case Study : TLC Vision Sponsored by RESULTS BACKGROUND $300 Million eye care services company with a leading position in $2.8 Billion Refractive (Lasik Eye Surgery) Traditional GTM Strategy relied on Optometric referrals Corporate Competitor disrupted market by introducing direct-to-Consumer (DTC) advertising model. TLC sought to compliment OD model with DTC. TLC 2 year procedure trend -10% CHALLENGES TLC did not understand the different market segments nor the steps Consumers took to make decision to have Lasik surgery Although an early adopter of technology TLC did not believe it had fully leveraged the benefits of the new technology (i.e. Intralase) An 18% increase in leads, consultations and procedures A 50% increase in awareness 200% increase in direct marketing effectiveness Concerned positioning was not clear Limited experience in Consumer marketing – broad reach or targeted via direct or internet; lacked communication strategy Market share was stable but recently ceded leadership to a competitor APPROACH Develop and execute a brand architecture providing point of differentiation and preference at each point in the purchase process Online consultation bookings grew from 5% to 15%, reducing Call Center Costs Define Consumer segments, understanding how the purchase decision is made Develop Value Proposition and Brand Architecture Define differentiating benefits and map to each touch point to drive purchase intent Activate segmentation by developing questions that define segment/point in purchase process Define creative strategy and implement awareness building campaign Develop tailored web / direct communications and testing and metrics to assess effectiveness © Copyright 2014 TopRight®, LLC. All Rights Reserved 17
    18. 18. In Summary, Marketers Today Should… Sponsored by • Define the positioning for a single brand in a complex multi-channel world …and define the position and role within the portfolio for several brands • Build capabilities beyond traditional brand management and positioning… …which was designed to find the highest level benefit, for the broadest target audience, generally through a single channel • Identify the drivers of purchase intent for multiple segments at various touch points across multiple channels • Provide you with a “segmentation-light” that enables you to quickly profile consumers • Enable you to save time and money by being more precise in the development of your communication strategies and relationship management campaigns • Reduces the amount of testing and learning required with most traditional “one-to-one” marketing campaigns • Deliver results more quickly with potential for immediate impact on business performance © Copyright 2014 TopRight®, LLC. All Rights Reserved 18
    19. 19. Contact Me Sponsored by TopRight, LLC 3290 Northside Parkway The Forum, Suite 150 Atlanta, GA 30327 www.toprightpartners.com © Copyright 2014 TopRight®, LLC. All Rights Reserved Dave Sutton President and CEO Office: 678-384-6700 Mobile: 404-229-0234 Email: dave@toprightpartners.com 19
    20. 20. Sponsored by Bringing it All Together: Integrating Your Marketing Efforts © Copyright 2014 TopRight®, LLC. All Rights Reserved
    21. 21. Embrace the New Speed of Business Sponsored by  Growing use and adoption of mobile & social  Multiplication of communication channels  Increased transparency; always-on  Greater accessibility to customers & prospects KEY: Take advantage of highly visible & relevant chatter/trends to increase brand salience © Copyright 2014 TopRight®, LLC. All Rights Reserved
    22. 22. Sponsored by 56% of advanced B2B marketers said content-based offers were their most successful campaigns. - Demand Gen Report Research © Copyright 2014 TopRight®, LLC. All Rights Reserved
    23. 23. Build a Calendar Workflow Sponsored by Master Campaign Calendar Content Marketing Calendar Social Ed Calendar Share KEY: Interrelated content that complements and supports your strategy © Copyright 2014 TopRight®, LLC. All Rights Reserved
    24. 24. Example: Analyst Report Campaign Sponsored by • Targeted Audience: SMB B2B companies • Multi-faceted initiative • Microsite • SEO • Blog Posts • Social Media • Press Relations • Physical Events • Outbound Email Campaigns www.act-on.com/drive © Copyright 2014 TopRight®, LLC. All Rights Reserved
    25. 25. Channel Performance Metrics Sponsored by What channels are performing best?  Form completion/ abandonment rates  Content/asset downloads  Revenue impact by channel & offer KEY: Keep your benchmarking metrics easy, understandable, and insightful © Copyright 2014 TopRight®, LLC. All Rights Reserved
    26. 26. Next Steps Sponsored by Sign up for a demo www.act-on.com Need it today Call: 1 (877) 530-1555 Email: sales@act-on.com © Copyright 2014 TopRight®, LLC. All Rights Reserved

    ×