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Improving the customer journey through cross-channel marketing

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Rob Durkin, from e-commerce marketing technology company FusePump, discusses how retailers can control their product data and use it successfully and creatively across the various marketing channels and advertising applications, moving seamlessly from online to offline. He explained how merchants can use cross-channel marketing to ensure that their product representation remains consistent, visible and engaging to customers.

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Improving the customer journey through cross-channel marketing

  1. 1. ©2013 FusePump Ltd. All rights reserved. How to Be the Same, But Different Keeping the customer journey consistent, yet personal.
  2. 2. @durkster www.FusePump.com ©2013 FusePump Ltd. All rights reserved.
  3. 3. Today’s Presentation Control of product data both within and across marketing channels Multi-channel e-commerce Taking rich online consumer data into the offline environment ©2013 FusePump Ltd. All rights reserved.
  4. 4. FusePump Aims To make multi-channel e-commerce simple and profitable for online sellers To improve the shopping experience for consumers by delivering a relevant and consistent user journey across all marketing channels ©2013 FusePump Ltd. All rights reserved.
  5. 5. ©2013 FusePump Ltd. All rights reserved. Taking Control of Product Data Product data feeds - a simple and effective way of distributing your products through online marketing channels Cost effective way of taking part in multi-channel marketing Data is mapped and categorised for online channel marketing Comprehensive product data extracted so all products can be integrated into other channels
  6. 6. ©2013 FusePump Ltd. All rights reserved. Controlling Your Product Data Across Consumer Touch Points Only 14% of people don’t think retailers need to operate across a variety of channels. E-COMMERCE WEBSITE Marketplaces Comparison Shopping Retargeting Display Advertising Paid Search Affiliate Marketing
  7. 7. ©2013 FusePump Ltd. All rights reserved. How Can this Be Achieved?
  8. 8. ©2013 FusePump Ltd. All rights reserved. Cross Channel Control Using data feed technology Information is categorised, re-packaged and made available for optimised integration into multiple online channels Data is refreshed a minimum of every twenty-four hours, ensuring product advertising and channel integrations are accurate Products are represented consistently (the same) but differently (showcasing different product features) across all channels
  9. 9. ©2013 FusePump Ltd. All rights reserved. Personalisation is a Key Theme Key message Product data feeds enable you to change messaging and product features across channels whilst keeping your data consistent.
  10. 10. ©2013 FusePump Ltd. All rights reserved. Case Study - Sky
  11. 11. ©2013 FusePump Ltd. All rights reserved. Interactive Stores
  12. 12. ©2013 FusePump Ltd. All rights reserved. Case Study – M&S
  13. 13. ©2013 FusePump Ltd. All rights reserved. Multi-Screening More than 50% of people admit to using at least one device whilst watching television
  14. 14. ©2013 FusePump Ltd. All rights reserved. Case Study – M&S
  15. 15. ©2013 FusePump Ltd. All rights reserved. Showrooming
  16. 16. ©2013 FusePump Ltd. All rights reserved. Take Home Messages Take control of your product data Brands and products must be represented consistently across channels Personalise your content to increase conversions (be ‘the same’ but ‘different’)
  17. 17. ©2013 FusePump Ltd. All rights reserved. Lets make multi-channel e-commerce simple and profitable. Questions?
  18. 18. Robert Durkin @durkster Co-Founder & CEO robert@FusePump.com www.FusePump.com ©2013 FusePump Ltd. All rights reserved.

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