1.
Cross-Channel Marketing
Like a Boss
Alex Rascanu l November 2013

2.
Customers don’t
think about channels,
they simply want
convenience.
They move seamlessly in and out of
channels, using multiple devices to interact
with content and marketing messages.

3.
Brands tend to interact with
customers from within
individual channels, often
delivering disjointed and
uncoordinated messages.
This disconnect is confusing and frustrating to
customers, and expensive and cumbersome
for brands.

4.
What we’ll cover today:
1. How to fight channel
fragmentation
2. What influences the online
purchase behaviour of
Canadians?
3. Which channels should you use?
4. Ideas

5.
1. HOW TO FIGHT CHANNEL
FRAGMENTATION

6.
The “if it ain’t broke, don’t fix it”
cliche got replaced in many
businesses with “if it ain’t broke,
break it.”
We’ve been playing in the hands
of public enemy #1 in today’s
marketing environment:
fragmentation.

7.
Integrated, cross-channel marketing
is powerful in overcoming
fragmentation.
“Integration is not simply slapping a common
tagline onto all your ads, using a single color
palette, or force-fitting a message that’s suited
for one medium into another (great television
commercials rarely translate well to outdoor
billboards, which in turn are very different
from online banners).

8.
Integration means communicating a consistent
identity from message to message, and
medium to medium, and (more importantly)
delivering consistently on that identity. It
requires not only the identification of a
powerful, unifying strategy and compelling
voice for your brand, but the discipline to roll
it into every aspect of your organization—
from advertising to sales, customer service to
customer relationship management programs
(and beyond). It’s not for the faint
of heart.”
(Steve McKee, CEO of McKee Wallwork & Co,
in a Bloomberg Business article)

9.
These are the world’s biggest brands.
Whose taglines can you recall?
Source: Interbrand

10.
You recall their taglines not merely because of
the money they spend — the other top brands
spend just as much or more. It’s because
they’ve maintained a singular focus since
1997, 2003, and 1988, respectively.

11.
To fight off fragmentation effectively,
everything you do to attract, convert, close,
and delight your customers should be
integrated and cross-channel marketed.
Image source: HubSpot

12.
If your brand isn’t woven beyond your marketing efforts
into your hiring practices, your training programs, even
your compensation and employee evaluation metrics,
you’re leaving opportunities on the table.

13.
Why don’t companies implement an integrated, crosschannel strategy more often?
Lack of perseverance. Integration takes time and patience to
implement, and it then takes time to soak into the marketplace.
Consumers just don’t pay attention as much or as quickly as they
used to.
The average advertising campaign
lasts approx. 2 to 3 years.
Companies that maintain healthy growth over time
tend to have longer-lasting campaigns, while those
that struggle tend to change direction more frequently.

14.
The Cola Wars:
Pepsi fell to No. 3, behind Coke and Diet Coke, in USA
cola market share.
PepsiCo significantly increased its marketing spending
and spent a year in extensive research and deep
introspection. They appear to be taking the correct
steps to right their brand’s ship, but as it does, it
shouldn’t neglect the need for and power of long-term
integration.
Neither should you.

15.
Find a time to gather together as many different
expressions of what your company says and does in one
place, then make an honest evaluation. If it doesn’t all
connect for you in some meaningful fashion, it won’t for
your customers and prospects, either.
If your strategy is weak or off the mark, you may need to
do what Pepsi did and re-examine everything.
Image source: eConsultancy

16.
If your problem is more a matter of execution, your
enemy is entropy: everything in the universe (including
your brand) tends towards disarray. Bring it all
together and communicate the same
message across all channels.
While perfect integration is unachievable, companies
that do the best job of harmonizing all their marketing
efforts have an important advantage.

17.
Benefits of multi-channel
marketing:
• More attention (more customers and brand recognition)
• Customers can use their favorite medium
(increased chances that you’ll boost your conversions)
• More touch points (collect more data, then develop a
better understanding of where your promotions work best and
measure your success)
• Your brand stays consistent across
channels

18.
Marketing should be aligned
around the customer.
Let’s create more intelligent interactions
across all channels.
Let’s aim to exceed customer expectations
every time and inspire long term, organic
brand advocacy.

19.
2. WHAT INFLUENCES THE ONLINE
PURCHASE BEHAVIOUR OF
CANADIANS?

20.
The Customer Journey to Online Purchase
Marketing channels influence the customer at different
points in the path to purchase.
Image source: Google

21.
Each channel plays a different role in the customer journey.
Google’s findings in Canada, across all industries:
Image source: Google

22.
How does the length of the customer journey
impact purchase value?
It varies widely, in both number of days and number of interactions,
depending on the type of purchase. Some decisions require substantial
research, while others are made very quickly. Typically, more
complex purchases lead to longer paths and larger
purchase values.
This is an example of
a single customer
journey leading to the
purchase of a holiday.
Image source: Harvest Digital

23.
Customer Journey to Purchase: All Industries in Canada
Image source: Google

24.
Customer Journey to Purchase: Canada’s Tech. Industry
Image source: Google

25.
Customer Journey to Purchase: Canada’s Travel Industry
Image source: Google

26.
Customer Journey to Purchase: Canada’s Retail Industry
Image source: Google

27.
3. WHICH CHANNELS
SHOULD YOU USE?

28.
Canada’s advertising
industry:
• 6.6% year-over-year
growth in advertising
spend (2011-2012)
• At 23% share of revenue,
digital marketing is
rapidly closing the gap
with TV (27.3%) for the
largest share
Source: Media Digest 2013/14

29.
Source: Media Digest 2013/14

30.
90% of marketing investment
is being spent on channels
that interrupt people in order
to get their attention.
(2013 Interactive Marketing Predictions by Forrester Research)
TV, print, and radio ads, billboards, as well as
online channels like banner advertising, pop-ups
and non-opt-in emails, are part of this.

31.
Interruption-based marketing isn’t wrong and can be
very effective if it's done empathetically and delights
its audience.
Source: Media Digest 2013/14

32.
But online, less than 10% of all the clicks and traffic
go through outbound marketing channels.
The vast majority of internet
users' time and attention,
regardless of the device
they’re using, goes to inbound
marketing channels.

33.
Source: Moz

34.
“We believe that in the next decade, the
effort and dollars put toward web
marketing will become more
sophisticated, and growth in channels
like SEO, social media marketing, content
creation, etc. will dwarf the growth rates
of those in more traditional, interruptionbased endeavors.”
(Rand Fishkin, CEO of Moz)

35.
Which channels work well together?
MediaPost released a report earlier this year that examined
the most frequent media pairings for adults age 18-64. The
most popular multi-channel marketing pairings were:
•
•
•
•
•
Computer / Mobile
TV / Mobile
Computer / TV
Radio / Mobile
Computer / Radio
While Computer / Mobile was the most popular pairing during
work hours (9am – 5pm), TV / Mobile rises ahead in the evening
(5pm – 11pm).

36.
There’s a lot of multi-device activity happening in a consumer’s
life. Taking advantage of multi-channel marketing is the best
way to capitalize on these trends.
Source: WordStream

37.
E.g. Advertisers are implementing multichannel marketing promotions
by adding hashtags to their TV advertisements, especially for ads that
are expected to get a large number of viewers at once, like ads that
appear during the Super Bowl.

38.
4. IDEAS

39.
Cross-channel marketing ideas:
1. THINK BIG.
2. Build assets.
3. Deliver value above and beyond what
you charge.

40.
1. THINK BIG.
developed a blue ocean: “world's #1 inbound
marketing software platform”
is going after “eCommerce software”
against Magento and Bigcommerce
is positioning itself as the best
“inbound marketing agency in Canada”

41.
2. Build assets.
Source: Media Digest 2013/14

42.
3. Deliver value above and
beyond what you charge.

43.
Think BIG.
Build assets.
Add tons of value.
Cross-channel
marketing:
just do it.

44.
THANK YOU.
Alex Rascanu
@alexrascanu
Marketing Manager
Powered by Search