Conquering the Omni-Channel Challenge

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Jenn Vlahavas gave a presentation on conquering the omni-channel challenge. She discussed how digital now accounts for 57% of global media consumption and consumers are using multiple channels in their purchasing journeys. She outlined six best practices for brands to address the omni-channel opportunity: leverage data, embrace transparency, create partnerships, own the strategy internally, achieve internal alignment, and make educated bets on new approaches. Vlahavas emphasized that brands must break down silos and use technology and data to engage customers across channels.

Marketing

Conquering the Omni-Channel Challenge
v
Jenn Vlahavas, VP Account Strategy
©2014 MEDIAMATH INC. 1
MIMA Summit – October 2014

@JENNVLAHAVAS @MEDIAMATH #MIMASUMMIT
Who the heck is this gal?

@JENNVLAHAVAS @MEDIAMATH
Is Omni-Channel defined as the…
Sales Channel?

Is research prior to a purchase…
considered omni-channel?
@JENNVLAHAVAS @MEDIAMATH

@JENNVLAHAVAS @MEDIAMATH
Does Omni-channel include the environment
…where a consumer is exposed to your message?

@JENNVLAHAVAS @MEDIAMATH
What about Channel Assets?
And how they engage with your customers?
Live Chat via your Web site?

@JENNVLAHAVAS @MEDIAMATH
In-store Employees?

Is… Organizational Structure
@JENNVLAHAVAS @MEDIAMATH
a consideration when building your strategy?

…historically defined omni-channel
through the lens of the consumer
expanded
to include
definition hwas ho cares?
infrastructure
the
and
organizational components...

Digital Media
Digital now accounts for 57% of global
media consumption
@JENNVLAHAVAS @MEDIAMATH
Source: GlobalWebIndex: Digital 2013 – A Global Analysis of How Consumers Spend Their Media Time, Q4 2012

@JENNVLAHAVAS @MEDIAMATH
67% completed the purchase elsewhere
Source: comScore
Consumers who started shopping on one device or in-store

Mobile coupon usage increased by 41%
Versus last year, Source: comScore
@JENNVLAHAVAS @MEDIAMATH

Pre-Meditated Showrooming is on the Rise!
Up 8% versus last quarter, Source: comScore
@JENNVLAHAVAS @MEDIAMATH

Combined online & web-influenced sales to reach
$1.8 trillion by 2017!
Up from $1.3 trillion in 2013
Forrester Research
@JENNVLAHAVAS @MEDIAMATH

@JENNVLAHAVAS @MEDIAMATH
READ: HUGE OPPORTUNITY

@JENNVLAHAVAS @MEDIAMATH
Think Multiple Channels -
Give Credit Where Credit is Due

@JENNVLAHAVAS @MEDIAMATH
   
Siloed Data is Sad Data

Point Solutions Are The Enemy
They are immature, selfish & don’t play nice with others

@JENNVLAHAVAS @MEDIAMATH
One-Size-DOES NOT-Fit-All

Programmatic can help you SEIZE it
Read: Let us help!
@JENNVLAHAVAS @MEDIAMATH
The opportunity exists…

@JENNVLAHAVAS @MEDIAMATH
It no longer makes
economic sense to send a
message to the many in hopes
of persuading the few.
- Lawrence Light
Former CMO, McDonald’s

@JENNVLAHAVAS @MEDIAMATH
The opposite of
programmatic is manual,
not premium.
- Marissa Mayer
CEO Yahoo!

@JENNVLAHAVAS @MEDIAMATH
Why would I not
buy media in a way
that I can get data back
and use it to make
smart decisions?
- Bonin Bough
VP, Global Media &
Consumer Engagement,
Mondelez International

@JENNVLAHAVAS @MEDIAMATH
Six Best Practices
[ ] Leverage Data
[ ] Embrace Transparency
[ ] Create “Yes And” Partnerships
[ ] OWN It
[ ] Internal Alignment
[ ] Make Educated Bets

[2] Embrace Transparency
Peel back the onion (there may be tears!)
@JENNVLAHAVAS @MEDIAMATH

@JENNVLAHAVAS @MEDIAMATH
Transparency into:
[] Your Working Media Dollars
Transparency into:
[] What’s Working*
Transparency into:
[] What Isn’t Working*

@JENNVLAHAVAS @MEDIAMATH
[5] Internal Reorientation & Alignment…
Break Down the Silos!

@JENNVLAHAVAS @MEDIAMATH
[5] Internal Reorientation & Alignment…
Break Down the Silos!
Goals*
Aligned, but Weighted
Education*
Align Goals & Roles
Technology
Foundation for Sharing & Centralization

It’s not just an adoption, it’s an evolution:
@JENNVLAHAVAS @MEDIAMATH
[last one!] Make an Educated Bet!

@JENNVLAHAVAS @MEDIAMATH
Build Competitive Advantage
…Grow Market Share

If you wait until there is another
case study in your industry,
you will be too late.
- Seth Godin,
Author: ‘Permission Marketing’

THANK YOU
Jenn Vlahavas
@MediaMath
©2014 MEDIAMATH INC

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Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to: Design an eye-catching and inviting booth Incorporate interactive elements that engage visitors Use effective branding and visuals to reinforce your message Plan your booth layout for maximum traffic flow Implement technology to enhance the visitor experience Create memorable experiences that leave a lasting impression Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website. Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts! Key takeaways: 1. The growth potential of reaching customers in their native language 2. Tips to streamline translation with software and integrations to your tech stack 3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation

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Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement. Key Takeaways: 1. Effective techniques to increase your brand's visibility across various online platforms. 2. Strategies for optimizing social media profiles and content to maximize reach and engagement. 3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.

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In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"

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From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge. In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you: 1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared. 2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort. 3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience. 4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic. 5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues: Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content. On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure. Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability. Backlinks: Not understanding the value of high-quality backlinks from reputable sources. Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively. 6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success. #SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO

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Conquering the Omni-Channel Challenge

2. Thank You, Summit Sponsors

3. @JENNVLAHAVAS @MEDIAMATH #MIMASUMMIT Who the heck is this gal?

4. @JENNVLAHAVAS @MEDIAMATH Is Omni-Channel defined as the… Sales Channel?

5. Is research prior to a purchase… considered omni-channel? @JENNVLAHAVAS @MEDIAMATH

6. @JENNVLAHAVAS @MEDIAMATH Does Omni-channel include the environment …where a consumer is exposed to your message?

7. @JENNVLAHAVAS @MEDIAMATH What about Channel Assets? And how they engage with your customers? Live Chat via your Web site?

8. @JENNVLAHAVAS @MEDIAMATH In-store Employees?

9. Is… Organizational Structure @JENNVLAHAVAS @MEDIAMATH a consideration when building your strategy?

10. …historically defined omni-channel through the lens of the consumer expanded to include definition hwas ho cares? infrastructure the and organizational components...

11. Digital Media Digital now accounts for 57% of global media consumption @JENNVLAHAVAS @MEDIAMATH Source: GlobalWebIndex: Digital 2013 – A Global Analysis of How Consumers Spend Their Media Time, Q4 2012

12. @JENNVLAHAVAS @MEDIAMATH 67% completed the purchase elsewhere Source: comScore Consumers who started shopping on one device or in-store

13. Mobile coupon usage increased by 41% Versus last year, Source: comScore @JENNVLAHAVAS @MEDIAMATH

14. Pre-Meditated Showrooming is on the Rise! Up 8% versus last quarter, Source: comScore @JENNVLAHAVAS @MEDIAMATH

15. Combined online & web-influenced sales to reach $1.8 trillion by 2017! Up from $1.3 trillion in 2013 Forrester Research @JENNVLAHAVAS @MEDIAMATH

16. @JENNVLAHAVAS @MEDIAMATH READ: HUGE OPPORTUNITY

17. @JENNVLAHAVAS @MEDIAMATH The Struggle is Real. Or is it? [ ] Attributing credit to the most effective marketing channels [ ] Activating data [ ] Execution fragmentation [ ] Telling your brand story to consumers

18. @JENNVLAHAVAS @MEDIAMATH Think Multiple Channels - Give Credit Where Credit is Due

19. @JENNVLAHAVAS @MEDIAMATH     Siloed Data is Sad Data

20. Point Solutions Are The Enemy They are immature, selfish & don’t play nice with others

21. @JENNVLAHAVAS @MEDIAMATH One-Size-DOES NOT-Fit-All

22. Programmatic can help you SEIZE it Read: Let us help! @JENNVLAHAVAS @MEDIAMATH The opportunity exists…

23. @JENNVLAHAVAS @MEDIAMATH It no longer makes economic sense to send a message to the many in hopes of persuading the few. - Lawrence Light Former CMO, McDonald’s

24. @JENNVLAHAVAS @MEDIAMATH The opposite of programmatic is manual, not premium. - Marissa Mayer CEO Yahoo!

25. @JENNVLAHAVAS @MEDIAMATH Why would I not buy media in a way that I can get data back and use it to make smart decisions? - Bonin Bough VP, Global Media & Consumer Engagement, Mondelez International

26. @JENNVLAHAVAS @MEDIAMATH Six Best Practices [ ] Leverage Data [ ] Embrace Transparency [ ] Create “Yes And” Partnerships [ ] OWN It [ ] Internal Alignment [ ] Make Educated Bets

27. [1] Leverage Data High Value, Under-Utilized @JENNVLAHAVAS @MEDIAMATH UNDE RS TAND TARGE T MEASUR E  Align offline and online  Purchase and media data  Leverage 3rd party data  Create single view  Find new customers  Drive repeat purchases  Drive loyalty & retention  Influence hand-raisers  Sales &/or Brand impact  Fractional Attribution  Close the loop  Test and learn

28. [2] Embrace Transparency Peel back the onion (there may be tears!) @JENNVLAHAVAS @MEDIAMATH

29. @JENNVLAHAVAS @MEDIAMATH Transparency into: [] Your Working Media Dollars Transparency into: [] What’s Working* Transparency into: [] What Isn’t Working*

30. @JENNVLAHAVAS @MEDIAMATH [3] Create “Yes and...” Partnerships Tech Enables… & Agency Brand Ad tech …but you need an operational framework to drive success

31. @JENNVLAHAVAS @MEDIAMATH

32. @JENNVLAHAVAS @MEDIAMATH [5] Internal Reorientation & Alignment… Break Down the Silos!

33. @JENNVLAHAVAS @MEDIAMATH [5] Internal Reorientation & Alignment… Break Down the Silos! Goals* Aligned, but Weighted Education* Align Goals & Roles Technology Foundation for Sharing & Centralization

34. It’s not just an adoption, it’s an evolution: @JENNVLAHAVAS @MEDIAMATH [last one!] Make an Educated Bet!

35. @JENNVLAHAVAS @MEDIAMATH Build Competitive Advantage …Grow Market Share

36. If you wait until there is another case study in your industry, you will be too late. - Seth Godin, Author: ‘Permission Marketing’

Conquering the Omni-Channel Challenge

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