Build your own Marketing Channel Dream Team
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We’ve asked marketers to define personality types for email, SMS, Push and DM • Find out how each channel is perceived in the industry • Get your chance to agree or disagree • Mixtures of personality types are essential for success - discover how to create the best mix for maximum results
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Build your own Marketing Channel Dream Team
- 2. ON WHICH DAY DO GERMAN CIVIL SERVANTS WORK THE MOST? ON A MONDAY BECAUSE THEY NEED TO CROSS OFF TWO DAYS ON THEIR CALENDARS!
- 3. Photo credit: Henry & Jane Rios via VisualHunt / CC BY
- 4. Customer walks into shop and purchases CONVERSION Customer watches TV commercial ACQUISITION
- 7. Photo credit: JD Hancock via VisualHunt / CC BY
- 8. Targeted Facebook Ad Personalised landing page Browse & register Personalised, timed email Display ad, targeted & personalised Change booking, purchase insurance Personalised landing page, offer, booking, subscribe husband, post to Facebook Targeted emails and display ads – up-selling Online activity booking - responsive Triggered email – download app app Services request using app – milk bottles Services request using app – lost dog Guestbook review Welcome home Facebook: Share memories app ACQUISITION CONVERSION IMPROVEMENT ENJOYMENT LOYALTY ADVOCACY
- 11. TECH MESSAGE MESSAGE MESSAGE MESSAGE MESSAGE MESSAGE TECHTECH CONTE XT CONTEXT CONTEXT CHANNEL CHANNEL CHANNEL CHANNEL CHANNEL CHANNEL
- 12. MESSAGE MARKETING PLATFORM CONTEX T CONTEX T CONTEX T CONTEX T CONTEX T CONTEX T CHANNEL CHANNEL CHANNEL CHANNEL CHANNEL CHANNEL
- 13. HOW DO MARKETERS UNDERSTAND CHANNELS?
- 20. Email SMS Push Direct Mail IMMEDIATE SIMPLEUNPOPULAR OCCASIONAL SOPHISTICATEDLIKED PRIVATE DISPOSABLE VALUABLE SOCIAL
- 21. HOW TO BUILD A MARKETING CHANNEL DREAM TEAM Photo credit: John Drake Flickr via VisualHunt / CC BY-ND
- 22. 1) PUT INSIGHT EVERYWHERE Photo credit: perzonseowebbyra via Visual hunt / CC BY
- 27. Email SMS Push Direct Mail IMMEDIATE SIMPLEUNPOPULAR OCCASIONAL SOPHISTICATEDLIKED PRIVATE DISPOSABLE VALUABLE SOCIAL
Editor's Notes
- Session Length: 35mins (to include 5mins Q&A)Session Title: Build your Marketing Channel Dream TeamSession Overview (bullet points) • We’ve asked marketers to define personality types for email, SMS, Push and DM • Find out how each channel is perceived in the industry • Get your chance to agree or disagree • Mixtures of personality types are essential for success - discover how to create the best mix for maximum results
- Social channels, email, online ads, search, email, push, sms, kiosk!
- Expensive Complicated/Fragile Data in silos, nobody talks Confusing for customer
- Less expensive Less siloed Still confusing for customer Parity of expertise is affected
- Context (the product of insight) The context of the team, not the channel
- The context of the channel, collective insight
- Attitudes
- SMS most private, followed by email. Push not considered to be at all private… why is that? Maybe because it pops up on your phone Your app team need to consider the nature of messages deployed via push. Your SMS team need to consider how private or invasive the experience they provide is.
- Direct mail colossally slow, SMS by far the most immediate. No surprises Occasional can mean “used conservatively” so it doesn’t mean don’t do DM, it just means craft it.
- Push most sophisticated, medium rather than message. Email interesting one here, perhaps because of the complexity which is possible in email. More complex things require better orchestration. More simple things should not be made more complicated just because – the receiver must find it simple, also
- Turns out people love email. We expected SMS to be more negative but we were surprised to find it level with push. People hate DM
- Considered by marketers to be by far the most valued channel. Attribution is baked into email and it’s cheap to run. We expect push (and more advanced concepts in push) to grow in terms of value perception but there is the “table stakes” factor.
- Footprint-wise,
- If you are to build a team of capable individuals who can execute exceptionally in channel, it’s vital that you equip them with intel. Not knowing is what creates the mistakes, inconsistency and cost. Put your data somewhere, put BI on top of it, share.
- Okay, this is hard. Maybe not ‘content’ but ’content objectives’. Channel will always influence the kind of content you produce but having a clear objective for each message is vital.
- So now you know channel personalities Grow teams who “speak that language”
- Single objectives won’t work, a rich, balanced approach to measurement will ensure that you have the right behaviours
- Footprint-wise,
- Footprint-wise,