Omni-channel Marketing – From Dream to Reality
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The holy grail of marketing to today's information rich & attention poor consumers is reaching out to the right person, at the right moment, with the right message, or else, settle for sub par-business results; And we have, for far too long. "Omni-channel marketing" will be is that all-power "Infinity Gauntlet" that can answer this and is primed to be the next revolution. Brace for impact!
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Omni-channel Marketing – From Dream to Reality
- 1. Omni-channel Marketing – From Dream to Reality By Gaurav Gupta, Circles.Life
- 2. Preface The holy grail of marketing to today's information rich & attention poor consumers is reaching out to the right person, at the right moment, with the right message, or else, settle for sub par-business results; And we have, for far too long. Omnichannel marketing is the all-power "Infinity Gauntlet" that not only can do this at scale but can orchestrate optimised user journeys powered by AI, across digital interfaces. This, when successfully deployed, can raise the user experience to a level that we will be able to answer questions that users haven’t even asked! This is primed to be the next revolution in Digital marketing. Brace for impact!
- 3. What’s the one similarity between Psychic & Psycho? That’s what people call today’s digital ads!
- 4. Psychic Magical! Looking to buy those tan heels See ads on tan heels
- 5. Psycho Creepy! Looking at friends holiday pictures on FB Start seeing ads for flights to Paris
- 6. Omni-channel Marketing – Dream
- 7. We plan for Omnichannel Today’s Reality but it ends up being Cross-channel, at best!
- 8. Continuous engagement with each user, across a combination of channels & content, Personalized to the stage of a user’s journey and delivered in a uniform yet consolidated manner. Tomorrow’s Dream
- 9. WHO they are, We need to know But First… WHERE to find them,HOW to talk to them, WHEN are they most likely to buy WHAT?
- 10. How did we build our stack? • DMP • DSP • MAP • Personalisation Tool • Analytics
- 11. Fragmented identities across the net Who are they?
- 12. Who are they? Creating Unified Digital Persona’s by ID Stitching Need DMP integrated to your Database Using 3rd Party Data & Device Graph
- 13. Aggregate the data from unified persona’s… Who are they?
- 14. Craft Audience Segments M-18yrs, Eunos Visited in 15D Loves Tennis F-28yrs, Orchard Used App 60D 12 month old iPhone Cart abandoned 1D M-48yrs, Dover Australian Loves Surfing
- 15. WHERE to find them? Marketing Channels Keep multi-channel mix
- 16. WHERE to find them? Real-time Bidding Audience Match Rate Micro-moment Targeting Single Source Reporting Essentials of Programmatic Buying
- 17. WHERE to find them? DSP for hunting MAP for farming
- 18. HOW to talk to them? Mass personalization with real-time triggers Audience by Lifestages Channel Preference Content Permutations
- 19. HOW to talk to them? Case in point If, Cart Abandoned Then, Retarget with Ads and email campaign And, deliver personalized web & mobile experience
- 20. WHEN are they mostly likely to Buy Artificial intelligence AI brain analysing user behaviour across the user journey
- 21. A quick re-cap Artificial intelligence Unified digital persona Aggregate & create segment Activate on media AI orchestrating decision at each step of campaign deployment WHEN are they mostly likely to Buy
- 22. Realized! AI based predictive decisioning & user journey orchestration Omni-channel marketing Dream Unknown User – xyz Searches of “Circles” Serve FB app & Lead to website Click FB ad Serve SEM ad & Lead to FB page Serve the lead form Lead eCom page User registered as ‘Rob’ in known, buys a plan & Leads Share on FB Rob Shares with his friends Leads to a successful Referral
- 23. • Aggregate data - with right partnerships • Identify key segments - start with foundation and build richer segments • Activate media - in real-time & near-perfect synchroneity at right moments • Deploy mass personalisation - mapped to their lifecycle & channel preference • Optimise - thru continuous testing. Define KPI, benchmark Essentials for omnichannel marketing Summary
- 24. “You've got to start with the customer experience and work back toward the technology – not the other way around”
Editor's Notes
- You surfing for high heels and start getting ads = Magical
- Just browsing a friend’s FB post without any intent of buying and start getting ads for it = cheer creepy.
- Our endeavor is to be more Psychic and less Psycho, what I call the real challenge of today’s marketing and which largely remains dream.
- Our marketing has evolved from single channel and we’d like to believe its omnichannel, but it actually cross-channel, at best. As we continue to use marketing channels in disjointed silos
- To get to Omni-channel marketing - we need “Continuous engagement with each user across a combination of channels & content, personalised to the stage of a user’s purchase journey and delivered in a uniform yet consolidated manner.” Or simple put- Reach the right person, at the opportune moment with a personalised message that would give the answers to the questions they haven’t even asked!
- But First, we need to know “WHO they are, WHERE to find them, HOW to talk to them and WHEN are they mostly likely to Buy WHAT?” And we may need to overhaul our complete digital marketing ecosystem.
- So you will need - DMP, DSP, MAP, Personalisation tool and Analytics, which is heart of it all.
- Our consumers leave fragmented identities across the internet in the form of- cookies, device ID, emails, phone no, IP address.
- These fragmented id’s can be stitched “Deterministically” or “Probabilistically” to form a single view of a user.
- Aggregate all data from various sources like - our website, apps, emails, ads, 3rd party data pipes and into DMP.
- Crafting audience segments by stacking 1st Party aggregated data together with user info from 3rd party source- Demo, Geo, Interest, device age, etc
- They can be found or targeted anywhere keeping a multi channel mix…
- …we need to activate - Targeting precision audience, Bought programmatically Delivered at the right place, in the right moment Reported at a single source
- With DSP, we can hunt for new prospects and MAP farming the existing funnel, together make for essential tools to activate precision targeting.
- one of the keys to omnichannel marketing is mass personalization by people’s life stages and channel preferences triggered in near real-time.
- For example a classic Cart Abandonment user journey
- Orchestrate user journeys, mapped to lifecycle and mobilized across channels, but imagine if we layer AI brain on top of it, that could analyse user behaviour across the complete user journey.
- While AI can orchestrate campaign decisions at each step of the deployment
- Leading to a complete AI based predictive decisioning & user journey orchestration.