Are you using social, email, websites and blogs separately, or have you combined them in such a way that they are amplifying one another? What about your videos and on-demand webinar content? Where is your sign-up widget for your newsletter versus your blog? If you don’t have quick answers that explain how your digital channels fit together, then this webinar is for you. Join us as we discuss ways to cross-promote across channels and how to plan in an omni-channel world.

1. Omni-Channel
Marketing
Suzanne Carawan
Chief Marketing Officer
HighRoad Solution

2. All the ways you interact with a user:
• Instagram on iPhone
• Facebook on iPad
• Chrome on Laptop
• YouTube Video on Laptop
• Text Message on iPhone
• Direct Mail in Inbox
• Booth at Tradeshow
• Ecommerce Receipt
Multi-Channel Marketing

3. • Operational in viewpoint
• Doesn’t answer:
– How are they connected
– What if a user has multiple touchpoints
(they always do)
– How do we buy, implement and
measure each one if all thought of and
managed separately (NOTE!!!! And by
different departments)
Issues with Multi-Channel

4. Different Approach
http://www.guided-selling.org/omni-
channel-vs-multichannel-customer-
experience/

5. Mindset Shift:
“Marketers now need to provide a
seamless experience, regardless of
channel or device”
-Marketo
Great Article to Read!
http://blog.marketo.com/2014/04/the-definition-of-omni-channel-marketing-plus-7-tips.html
What is Omni-Channel

6. What Do We Need?
1. Top-down buy-in and understanding
that a user-centric approach is the way
to run the business
2. Cooperative departments that are all
focused on the end user (the U) with
incentives and repercussions in place
to stay focused on the U
3. Systems that talk to each other so that
there is one composite profile on each
user
4. Deep understanding of the U to send
right message through right channel at
right time
5. Knowledge & agility to create,
distribute & measure all points

7. How Is Your Org Doing?
1. Top-down buy-in and understanding
that a user-centric approach is the way
to run the business
2. Cooperative departments that are all
focused on the end user (the U) with
incentives and repercussions in place
to stay focused on the U
3. Systems that talk to each other so that
there is one composite profile on each
user
4. Deep understanding of the U to send
right message through right channel at
right time
5. Knowledge & agility to create,
distribute & measure all points

8. 2016 SDMA

9. What Are Omni-Channel Metrics?
Multi-Channel Mindset
(Operational)
Omni-Channel Mindset

10. User-Centric Model of Layering

11. Layering with Omni-Channels

12. • How do people get to your website?
• How do people sign up for your
email newsletter?
• How do people go through the
interactions to get to the conference
and then beyond?
Layering Cross-Check

13. 1) Omni-channel is a mindset
2) Omni-channel is an organizational
approach to business approaches
3) Omni-channel needs different
metrics
4) Think through your digital
ecosystem
Summary

14. Marketing Technology for Associations
Contact us: HighRoad Solution
Name: Suzanne Carawan
Phone: 703.297.8480
Email: scarawan@highroadsolution.com
www.highroadsolution.com
www.highroadu.com