Multichannel marketing: definitions and rationale The current state of multichannel marketing Four things needed for multichannel marketing success: Transitioning to an audience-centric approach Integrating channels and devices Making messages meaningful Redefining success via measurement and insights

1. © 2016 eMarketer Inc.
Made possible by
Multichannel Marketing: Navigating
the Increasingly Complex Customer
Journey
Lauren T. Fisher
Senior Analyst
April 21, 2016

2. © 2016 eMarketer Inc.
Today’s Agenda
§ Multichannel marketing: definitions and rationale
§ The current state of multichannel marketing
§ Four things needed for multichannel marketing success:
– Transitioning to an audience-­centric approach
– Integrating channels and devices
– Making messages meaningful
– Redefining success via measurement and insights
#webinarEM

3. © 2016 eMarketer Inc.
What is multichannel marketing?
§ Using multiple
touchpoints to reach
audiences and
consumers
§ Is this the same as
omnichannel marketing?
#webinarEM

4. © 2016 eMarketer Inc.
Why
multichannel
marketing?
Consumers
are
everywhere …
Source: eMarketer, April 2016

5. © 2016 eMarketer Inc.
But it’s not just devices marketers need to
consider
Average Time Spent Per Day On Select Digital Activities:
§ Digital video – 1 hr 8 mins
§ Digital radio – 53 mins
– Pandora – 28 mins
§ Social networks – 43 mins
– Facebook – 22 mins
Source: eMarketer, April 2016
#webinarEM

6. © 2016 eMarketer Inc.
Consumers expect to navigate seamlessly
between channels, and they want companies to
do the same
“Consumers don’t want
bombardment or overlapping
messages. They don’t want
inappropriate noise.”
—Chris Paradysz, CEO and Founder, PM
Digital
#webinarEM

7. © 2016 eMarketer Inc.
Multichannel Marketing
Today

8. © 2016 eMarketer Inc.
Multichannel
marketing is
by far the top
priority for
today’s
marketer
#webinarEM

9. © 2016 eMarketer Inc.
But few have
it down pat
#webinarEM

10. © 2016 eMarketer Inc.
Making it to the top 11% requires a solid
strategy built on four data-­driven pillars:
Audience-­Centric
View
Channel Integration Messaging
Measurement and
Insights
#webinarEM

11. © 2016 eMarketer Inc.
Audience-­Centric
Marketing

12. © 2016 eMarketer Inc.
Migrating
toward a
customer-­
centric view is
a top priority
for marketers
#webinarEM

13. © 2016 eMarketer Inc.
Richness:
§ Customer profile
§ Channel-­specific data
§ Device-­specific data
§ Third-­party data
For Chris Harrison, CTO of Epsilon, it’s about
the richness and the readiness of the audience:
Doing so requires marketers to focus first on the
individual, second on the channel
Readiness:
§ Audience segmentation
§ System integration
§ Automation
#webinarEM

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Lack of
technology
and access to
data across
the
organization
are significant
obstacles
#webinarEM

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For many, the DMP is a core technology to house
and understand customer data
§ Data management
platform (DMP): A
repository where
marketers can
house and
organize a variety
of online and
offline data
#webinarEM

16. © 2016 eMarketer Inc.
A more
in-­depth look
at the DMP
#webinarEM

17. © 2016 eMarketer Inc.
Marketers
seek to
integrate all
channels with
their DMP, not
just some
#webinarEM

18. © 2016 eMarketer Inc.
When pursuing an audience-­centric view:
§ Get access to all relevant forms of data (digital,
traditional, offline, customer profiles, etc.)
§ Find a place to organize it and make sense of it
§ Make it actionable
#webinarEM

19. © 2016 eMarketer Inc.
Integrating Channels and
Devices

20. © 2016 eMarketer Inc.
So you just figure out the right mix of channels
and devices, right?
Channel + Device
§ Website, app, email, search,
social, video, native, in-­
store, beacons, circulars,
coupons, direct mail,
events…
§ Display video, TV, print,
radio, catalog, out-­of-­home…
§ In-­store purchases, location
data, call centers, word-­of-­
mouth…
§ Laptop/desktop
§ Smartphone
§ Tablet
§ TV
§ Connected TVs
§ New screens (e.g.,
wearables, connected
cars, etc.)
#webinarEM

21. © 2016 eMarketer Inc.
It’s actually much more complicated than that
§ Website, app,
email, search,
social,
display, video,
native…
#webinarEM

22. © 2016 eMarketer Inc.
There’s a reason few marketers feel confident in
their multichannel marketing efforts today
#webinarEM

23. © 2016 eMarketer Inc.
Integration is critical, but at what point is it
good enough?
#webinarEM

24. © 2016 eMarketer Inc.
Efforts to
integrate
digital
channels are
well
underway;;
offline and
traditional
media
integration is
further out
#webinarEM

25. © 2016 eMarketer Inc.
The greatest
omnichannel
obstacle?
Marketer’s
own
organizations
#webinarEM

26. © 2016 eMarketer Inc.
Different
departments
just have
different
priorities
#webinarEM

27. © 2016 eMarketer Inc.
There is high correlation between company
structure and multichannel marketing success
#webinarEM

28. © 2016 eMarketer Inc.
Breaking down silos can mean massive upheaval of
departmental structure, compensation and more
“If you’re not properly aligned
internally and you’re too siloed, then you
really haven’t solved the [multichannel
marketing] problem. It means realignment
of people and things like resetting titles
and compensation and incentive bonuses.
All of those things used to be pretty well set,
but now they’re being challenged.”
—Chris Paradysz, CEO and Founder, PM Digital
#webinarEM

29. © 2016 eMarketer Inc.
When approaching the task of
cross-­channel integration:
§ An audience-­centric view is a required foundation
§ Strive for full integration, but know it’s not 100%
obtainable
§ The biggest obstacle to your success could be your own
organization!
#webinarEM

30. © 2016 eMarketer Inc.
Making Messaging
Meaningful

31. © 2016 eMarketer Inc.
Consumers’ demands are forcing marketers to
change the dialogue
“Brands are competing more on
customer experience. They’re
being forced to be much more
meaningful and much more
relevant.”
—Anneka Gupta, Chief Product Officer,
LiveRamp
#webinarEM

32. © 2016 eMarketer Inc.
Many believe getting messaging right is critical
to driving sales
Source: CMO Council, "Predicting Routes to Revenue" conducted in partnership with Pegasystems. January 26, 2016
#webinarEM

33. © 2016 eMarketer Inc.
Certain data
points are
easier to
personalize off
of than others
#webinarEM

34. © 2016 eMarketer Inc.
But the right message is about much more than
the words on the page
§ Audio
§ Video
§ Text
§ Webinars
§ White papers
§ Lists/guides
§ Thought pieces
#webinarEM

35. © 2016 eMarketer Inc.
With more and more data to use, marketers must
be careful not to cross the line
#webinarEM

36. © 2016 eMarketer Inc.
To make the most of your messaging:
§ Figure out the best types of data to personalize with
§ Know that a message is much more than text
§ Be mindful of what data is and isn’t fair game
#webinarEM

37. © 2016 eMarketer Inc.
Redefining Success via
Measurement and Insights

38. © 2016 eMarketer Inc.
This is by far the greatest challenge, but the
most critical task
“Just as data gives marketers an
advantage, it also drives complexity.
Understanding the right level of
investment across channels is a
huge challenge for marketers
today.”
—Haley Rubin, Digital Shopper Media,
Heineken USA
#webinarEM

39. © 2016 eMarketer Inc.
Multichannel attribution is finally coming to the
forefront
57.6%
US digital marketing/media practitioners citing
cross-­channel measurement and attribution as
occupying their time and resources in 2016
Source: Interactive Advertising Bureau (IAB) Data Center of Excellence and Winterberry Group,
"The Outlook for Data 2016: A Snapshot Into Digital Media and the Evolving Role of Audience Insight,” January 2016
#webinarEM

40. © 2016 eMarketer Inc.
What is attribution?
§ A method of
assigning credit
to a particular
marketing-­ or
advertising-­driven
action or other
brand-­imposed
touchpoint
Company
Level
Is my
advertising/marketing
successful?
Department Level
Was this campaign successful?
Team Level
Was this tactic successful?
#webinarEM

41. © 2016 eMarketer Inc.
About half of US companies will shift to
multichannel attribution models by 2017
§ But remember:
This is only the
number of
companies using
it for digital
media
#webinarEM

42. © 2016 eMarketer Inc.
The benefits to
making the switch
are obvious
#webinarEM

43. © 2016 eMarketer Inc.
How are companies making the switch to
multichannel attribution models?
#webinarEM

44. © 2016 eMarketer Inc.
Insights are only part of the attribution goal;;
actionability is also key
#webinarEM

45. © 2016 eMarketer Inc.
Moving toward a more real-­time, actionable
attribution process requires moving from this:
To this:
Company
Level
Is#my#
advertising/marketing#
successful?
Department Level
Was#this#campaign#successful?
Team Level
Was#this#tactic#successful?
Company Level
Is my advertising/marketing
successful?
Department Level
Was this campaign
successful?
Team Level
Was this tactic successful?
#webinarEM

46. © 2016 eMarketer Inc.
To begin to redefine success based on
measurement and insights:
§ Multichannel attribution is a must
§ Making the move toward multichannel attribution
requires proper analysis, but real-­time actionability
is a must
#webinarEM

47. © 2016 eMarketer Inc.
Key Takeaways
§ An audience-­centric view is a must to navigate this new,
complex world of multichannel marketing
§ Integrating channels requires data, technology and
organizational considerations
§ Making messaging meaningful can be difficult, but it
pays off
§ Moving forward, analysis and insights that are
actionable will be the norm
#webinarEM

48. Often challenges with executing multi-­channel
strategies get in a marketer’s way…
48
§ Getting access to critical data
§ Building a single view of the customer
§ Delivering relevant content to each customer
§ Providing a consistent customer experience
§ Interacting with customers in real time
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49. Client Examples
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§ Create Scoring Models
49
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51. Agility to Innovate
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A New Way to Work
51

52. IBMMarketingCloud.com
Thank You

53. © 2016 eMarketer Inc.
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Lauren T. Fisher
Multichannel Marketing:
Navigating the Increasingly
Complex Customer Journey
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