The Secret to Managing Multichannel Marketing


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The Secret to Managing Multichannel Marketing

  1. 1. The Secret To Managing Multichannel Marketing December 4, 2013 A special thank you to: Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that your system has not been muted. #TMGWebinar
  2. 2. Today’s Speakers Sandy Carter Esther Janssen Frances Barfoot General Manager IBM VP, Marketing Performance Measurement Citi Mortgage VP, Commercial Strategic Marketing and Marketing Communications Manager Chubb & Son Moderator Thorin McGee Editor in Chief Target Marketing #TMGWebinar
  3. 3. Tips for Webinar Attendees • Technical difficulties? Let us know by using the “Q and A” box, or trouble-shoot by clicking the “Help” widget below → Quick tip: Common problems (like loss of sound and/or stall in the slides) can often be fixed by a quick refresh of your browser. • Have a question for today’s speaker? Submit via the “Q and A” box • Please disable pop-up blockers • See what this console can do! Click on the “Tips for Attendees” widget for the complete rundown. Don’t forget to “share” this webinar! #TMGWebinar
  4. 4. Question #1 How is the customer changing? #TMGWebinar
  5. 5. Generation C From Brian Solis’s What’s the Future of Business? • Always Online: Smartphones, tablets, ultraportable laptops … Connected technology is always on them and they are always on it. • Always Social: Connected time is spent talking to people online. They are an audience with an audience of audiences. • Any Age: Gen C is defined by behavior, not age. Includes many Millennials, but also Gen X and Baby Boomers with connected lifestyle.
  6. 6. Integrated multi-channel marketing E-mail Internet Social media Intranet Customers Partnerships/Alliances Events In-person meetings Deliverables: • • • • • • • • • E-mailers Web text Materials/Tools Infographics Videos/Vignettes Reports and e-books Co-branded materials Event materials And more Across all channels and materials: consistent, compelling messaging optimized for each audience and channel
  7. 7. Question #2 How do you decide which channels to market in? #TMGWebinar
  8. 8. 4 Personalization is the key to engaging individuals 83% of customers say they are more likely to do business with brands that allow them to personalize and control where, when and how they interact through their preferred channel combinations. 8 © 2013 IBM Corporation
  9. 9. 4 Customer profiles are used to personalize every aspect of the brand experience High Value Executable Profiles High-value, dynamic information RT Interaction Data • RT Interaction data Digital Click- • • Offer Responses • E-Mail / chat transcripts streams • Call center notes • Digital Click-streams In-Person Dialogs • In person dialogues Descriptive data • Attributes Behavioral Data • Characteristics Self-declared • •Orders info • (Geo)demographics • • Transactions Usage History Attitudinal Data • Attitudinal data Opinions • Opinions • • Preferences Preferences • Needs & Desires • • Market Research Social Media • Social Media COLLECT MANAGE EXECUTE ANALYZE Deep Customer Profiles Behavioral data • Orders • Transactions Descriptivehistory Data • Payment • •Attributes Usage history • Self Declared Info Demographics “Traditional” – CRM•Mentality 9 © 2013 IBM Corporation
  10. 10. Question #3 What are the most important elements of a multichannel marketing strategy? #TMGWebinar
  11. 11. Multichannel marketing execution • Create consistent customer experiences • Create and maintain a single view of the customer • Establish a multichannel marketing platform
  12. 12. Question #4 How do you evaluate success or failure? #TMGWebinar
  13. 13. Metrics and the big picture Reach Acquire Convert Retain • De-Silo your channels and measurements • Test touch points and control groups • Attribution is key
  14. 14. Question #5 How do you allocate personnel and resources to the different channels? #TMGWebinar
  15. 15. Our world is undergoing a profound change driven by technology Generation C: connected and in control 2.4 billion People are online 70% of online consumers trust peer recommendations 2.1 billion Smartphones by 2015 140 million+ 77% of B2B buyers check with peers before buying active Twitter users each month 15 © 2013 IBM Corporation
  16. 16. How the Generation C customer behaves Online Email Mobile Call center Customers and Prospects Social Kiosk, ATM Point of sale Postal mail 16 © 2013 IBM Corporation
  17. 17. What the Generation C customer expects Online Email Marketer Mobile Call center Customers and Prospects Social Kiosk, ATM One person behind all the channels, guiding the dialogue and relationship Point of sale Postal mail 17 © 2013 IBM Corporation
  18. 18. What Generation C often experiences Marketing agenda Point of sale Postal mail 18 data strategy tech data strategy tech data strategy tech data strategy tech data strategy tech agenda data strategy Kiosk, ATM tech agenda Social strategy agenda Customers and Prospects data agenda Call center tech agenda Mobile strategy agenda Email data agenda Online tech © 2013 IBM Corporation
  19. 19. Audience Question & Answer Session If you haven’t done so already, please take this time to submit questions to our speakers using the “Q&A” box on your console. #TMGWebinar
  20. 20. Thank You Thank you for taking the time to attend our webinar today. For additional information about our webinar series, check out the following Web site: Please take a moment to fill out our feedback survey. (It will open in a new browser window/tab momentarily!) #TMGWebinar