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Agility - Driving Multichannel Success

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Jason Simpson, This is the future

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Agility - Driving Multichannel Success

  1. 1. Jason SimpsonThis is the future<br />
  2. 2. The customer of tomorrow…<br />
  3. 3. The customer of tomorrow…<br /><ul><li>Media proliferation
  4. 4. Growing number of channels
  5. 5. Social media
  6. 6. Convergence
  7. 7. Integration of marketing tools…</li></li></ul><li>New & emerging technology<br /><ul><li>Quick response codes (QR)
  8. 8. Cross Media & PURL’s
  9. 9. Variable mapping
  10. 10. Augmented reality</li></li></ul><li>Quick-response barcodes (QR)<br /><ul><li>Integrate online media with printed media
  11. 11. Adds a 3rd dimension to print</li></li></ul><li>Quick-response barcodes (QR)<br /><ul><li>Integrate with direct mail & signage to provide interactive experience
  12. 12. Add to printed materials to enable m-commerce
  13. 13. Use codes as vouchers</li></li></ul><li>Putting it into context…<br />QR code scanned from smart-phone directs user to specific products on website.<br />Can also be used as a response mechanism…time- starved exec’s using mobile channel more and more.<br />QR codes can also be personalised to provide one-to-one channel with clients or prospects.<br />
  14. 14. QR codes & mobile commerce<br /><ul><li>M-commerce is set to grow to unprecedented levels
  15. 15. Enabling consumers to buy on impulse whilst browsing catalogues, magazines and newspapers will be a significant competitive advantage</li></li></ul><li>QR codes & mobile commerce<br /><ul><li>QR codes are likely to become the de-facto vehicle for driving ‘point and click’ traffic to your mobile-optimised ecommerce site</li></li></ul><li>Fern Cotton Mesh & Rib Tunic<br />
  16. 16. Fashion magazine<br />catalogue request<br />
  17. 17. Example:<br />catalogue<br />page<br />QR<br />Putting it into context…<br />
  18. 18. Need any convincing..?<br /><ul><li>78% of Japanese have phones that can read QR codes
  19. 19. 85% of these have actually used QR codes
  20. 20. 28% use them to make direct purchases from websites
  21. 21. 12,000,000 people buying via their phones</li></ul>Source: WhatJapanThinks.com<br />
  22. 22. Cross Media & PURL’s<br /><ul><li>www.joebloggs.easter-offers.com
  23. 23. Continues the personal experience
  24. 24. Real-time measurement & ROI
  25. 25. Immediate insight</li></li></ul><li>www.jasonsimpson.pindarpublishing.com<br />QR code for those who wanted to register from their phone…<br />Cross Media & PURL’s<br />Pindar invite to the <br />2010 London Book Fair<br />PURL for clients to register<br />
  26. 26. Cross Media & PURL’s<br />A study of over 1,000 cross-media campaigns by the Print on Demand Initiative (PODi) in the US showed that on average clients saw a 3-5 times uplift in response rates when using PURL’s along with relevant and personalised messaging and imagery.<br />
  27. 27. Cross Media: case study<br />Objectives…<br /><ul><li>Remind clients of account balances
  28. 28. Reactivate lapsed/lapsing customers
  29. 29. Acquisition through referral – use customer relationships
  30. 30. Build brand awareness via viral effects</li></ul>SkyBet: cross-media case study<br />
  31. 31. SkyBet ‘Dream Pairing’ campaign<br />DM Piece<br />Intro Email<br />Data Capture Response URL<br />PURL Interaction<br />Recommend a friend<br />Static site for non PURL’s<br />Links to other Sky Bet services<br />
  32. 32. SkyBet: initial personalised DM & email<br />
  33. 33. <ul><li>Response URL: data capture website
  34. 34. Captures favourite team, name and number for variable image rendering and also email address</li></li></ul><li>SkyBet: confirmation & image rendering<br />
  35. 35. SkyBet:microsite (PURL)<br />
  36. 36. SkyBet:wallpaper download<br />
  37. 37. SkyBet: use of data collection - email<br />
  38. 38. SkyBet: results<br /><ul><li>Sky’s full season target for lead generation was achieved in the first month of the campaign
  39. 39. The first two months of the campaign saw more new leads generated than the whole 12 months of last year’s marketing activity</li></li></ul><li>Need any convincing..?<br /><ul><li>Case studies in B2C, B2C, Education, Travel & tourism and Non-profit
  40. 40. 33% of DM recipients prefer to respond online
  41. 41. Can increase response rates by 3-5x
  42. 42. Significantly reduces cost-per-lead
  43. 43. Real-time campaign performance</li></li></ul><li>Putting it into context..<br />Cross-media excellent application for:<br /><ul><li>Retention & reactivation campaigns
  44. 44. Referral campaigns
  45. 45. Loyalty based campaigns
  46. 46. Event management</li></li></ul><li>Variable mapping..<br /><ul><li>The ultimate one-to-one marketing tool
  47. 47. Point-to-point or recipient-centred maps
  48. 48. Unique and highly personalised
  49. 49. Increased relevance and readability</li></li></ul><li>Variable mapping..<br />
  50. 50. Variable mapping..<br />
  51. 51. Putting it into context..<br />Exciting application for:<br /><ul><li>Increasing local awareness
  52. 52. Driving store or branch traffic
  53. 53. Getting people to events
  54. 54. Getting noticed…</li></li></ul><li>Augmented Reality (AR)<br /><ul><li>Combines real-world and computer generated data
  55. 55. Brings the printed page to life!</li></li></ul><li>Augmented Reality (AR)<br /><ul><li>Car Example: Toyota IQ</li></li></ul><li>IKEA: Augmented Reality<br />
  56. 56. IKEA: Augmented Reality<br />
  57. 57. IKEA: Augmented Reality<br />
  58. 58. IKEA: Augmented Reality<br />
  59. 59. Augmented Reality (AR)<br />
  60. 60. Augmented Reality (AR)<br /><ul><li>Live Demo:</li></ul>Fashion Retail<br />
  61. 61. Augmented Reality (AR)<br /><ul><li>Advanced face-mapping example:</li></ul>RayBan<br />
  62. 62. Putting it into context…<br /><ul><li>Early adopters using AR for viral marketing & branding
  63. 63. AR is an effective way of merging offline and online channels
  64. 64. Adds value to printed page, be it books, catalogues or magazines</li></li></ul><li>Summary<br /><ul><li>Convergence is all around us
  65. 65. High customer expectations
  66. 66. Relevant content
  67. 67. Interaction
  68. 68. Online content
  69. 69. Smart shopping</li>

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