Copernica DM Summit 2012: Paul Johnson - Multi-channel Marketing: fire up your revenue-engine
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Did you know multi-channel marketing can beat Google any day of the week? In his presentation about current and future trends in multi-channel marketing, Paul Johnson gives you several insights in emerging trends that will change the way you look at Multi-channel marketing entirely. Find out how you can increase your ROI and better reach your adience by looking into different case studies together with Paul. Featured case studies include Aldi, Daler Rowney, CarLoans4U and Manchester United.
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Copernica DM Summit 2012: Paul Johnson - Multi-channel Marketing: fire up your revenue-engine
- 1. Paul Johnson Head of Development Tw ee Copernica UK t a qu to @ e pdjoh stion nson Twitter: @pdjohnson Email: pj@ltl.uk.com Sources: http://bit.ly/dmsummit12 ? #DMSummit
- 2. 15
- 3. Why?
- 4. Manchester
- 8. • Definition & Why • Simple examples • Does it work? • Trend spotting • Walkthrough • Copernica – Simple! • Case Studies • Questions
- 9. Definition
- 10. Multi-channel marketing “Use of one channel to support or promote another”
- 11. Multi-channel marketing > > >
- 12. Just for ecommerce? • Intranets • B2B • Medical • Membership • Charities • Government • Conferences
- 13. Fundamentals • Planned • Funnelling • Multi-step • Event / profile driven • Integration • Back office • Online • Measurement • Automated
- 15. Why? • More effective than isolation • Complex path to conversion • 50% mobile web • Privacy • Falling email subscribers • 4+ site visits before conversion • 2 + channels before purchase* * http://bit.ly/dmsummit12
- 16. Result • Agencies • Differentiator • Increase effectiveness • Business • Acquire customers • Extend customer lifetime
- 17. • Email • RSS • Mobile • Surveys • Web content • Direct Mail • QR, Barcodes • Social Media – via integration • Remarketing
- 19. Does it work?
- 21. BEATS
- 22. BEFORE AFTER Checkout Conversion
- 23. ROI
- 24. Revenue
- 25. 46%* GROWTH ONLINE REVENUE *Announced last week: Year to Sept 2012
- 26. Current Trends
- 27. Rapid change WebTV Second Screen Mobile / 4G
- 30. Mobile Retail – Last 12 months • Audience Doubled • 1 / 6 browsed retail sites or apps • 1 / 8 bought France, Germany, Italy, Spain and the United Kingdom Source: comScore http://bit.ly/dmsummit12
- 31. 66% Site traffic is NEW MOST PEOPLE NEVER RETURN
- 32. Average 4+ visits to conversion Typical Conversion Your site Coupons Competitors Comparison Offline 95%
- 33. Mobile Bounce Rate 10% HIGHER THAN DESKTOP Mediarun Source: http://bit.ly/dmsummit12
- 34. Manchester United Soccer Schools 18% Using mobile
- 35. 0.1% Buy
- 36. Trend away from Apps Towards HTML5 "HTML5" is the #1 job trend http://bit.ly/dmsummit12
- 37. Mobile First “If you’re not thinking about mobile devices, you’ll wake up one day and be left behind” Luke Wroblewski Slides: http://bit.ly/dmsummit12
- 38. Smartphone Tablet Desktop Responsive Design
- 39. Smartphone Desktop Responsive Design
- 40. User context Multi-device Multi-channel Multi-step Strategic
- 42. Getting to know MR X
- 43. Web Remarketing Social Media White Papers User Profiling Email
- 49. Automated Lead nurturing Using keep in touch
- 54. Top 1000 internet retailers Source: ListTrack http://bit.ly/dmsummit12
- 55. Why aren’t they (YOU) doing it? • Too complex • No time • Integration challenges • Client buy in • Cost?
- 56. Time saving Cost effective Simple Fast ROI
- 60. EASY FREE! No IT
- 61. DATA! Visitor
- 62. DATA! Timely Relevant Messages Visitor Multi-channel
- 63. But I don’t do Drupal!
- 64. SOAP API
- 65. Case Studies
- 66. Manchester United Soccer Schools • Web, Email, SMS • HR Capacity • Coach Availability • Certificate expiry • Coach training • Examination process • Gamification
- 67. Elliott Building Future Education £100K 1 2 3 Prize Parents Information pack Information pack Head Teacher 4 Entry! 1 Month 2400 Visits 730 Form fills 30% Conversion Rate
- 68. MacPhie / BlueChip Holidays • Email -> Web -> Social Media API Tw itter Follow t& To twee Reach frien d Broaden re s ach
- 69. iKnow Special Offers • Fully automated business Monday Wednesday > > > 15000 Personalised Hotel Offers Owners API http://bit.ly/dmsummit12
- 70. iPad Exhibition App > > > Time Delayed Exhibition stand http://bit.ly/dmsummit12
- 71. CarLoan4u Loan application nurturing ! > API > Supporting Application documents > > > ? http://bit.ly/dmsummit12
- 72. Summary
- 73. Multi-channel marketing • More effective than isolation • Mobile first • Ease of integration • Applicable across markets • Rewarding – agency and clients / end users • Easy with Copernica
- 74. Paul Johnson Head of Development Copernica UK Twitter: @pdjohnson Email: pj@ltl.uk.com Sources: http://bit.ly/dmsummit12 ?
Editor's Notes
- 15 yrs web / digital Software engineer Ecommerce strategy Digital marketing Social Media expertise Global brands Vodafone (Kylie Minogue), Interflora Manchester United Nike Drupal Open Source CMS –In Charge Global Social Media for DrupalCon Using Copernica for 2 years
- Design as Multi-channel Scalable Uniquely has Sub Profiles – suitable for ecommerce, finance, membership organisations, B2B transactions Follow ups based on complex criteria Strategic tool
- First thing that comes to mind – MUFC Also a client of Copernica
- Carloans – car finance Aldi- Supermarket – Facebook applications with Copernica integration & Social Media Enterprise multi-channel for tourism Elliott – modular buildings MUSS – Residential soccer camps Daler Rowner – fine art supplies
- Design as Multi-channel Scalable Uniquely has Sub Profiles – suitable for ecommerce, finance, membership organisations, B2B transactions Follow ups based on complex criteria Strategic tool
- Use of one channel to support or promote another
- Direct Mail > Text > Email > Web
- Intranets – improve engagement, site stickiness B2B – white papers, nurturing, loyalty Medical – appointments management, long term care Membership – renewal campaigns Charities – nurturing supporters, long term loyalty Government - Citizen engagement Conferences – promotion, warm up, post event surveys
- Campaign based Strategic Steer people towards your business goals Occur over a long period of time Reactive to context
- Made for Multi-Channel
- Multi-channel marketing #1 revenue source
- Copernica beats google
- Year 1
- 2011 ROI 14.8
- 2012 revenue is up 146%
- Other brands also winning in multi-channel
- Innovation New ways to consume information Second Screen Mobile
- What device are your audience consuming your campaigns on? Can no longer assume marketing, emails, texts are leading to PC’s
- Multi-channel campaigns for
- Multi-channel campaigns for
- Multi-channel campaigns for
- Multi-channel campaigns for
- Multi-channel campaigns for
- Manchester United Nike
- Manchester United Nike
- Context Where is the audience What are they doing What device Which channel are they using What tone? What stage in the buying process are they?
- Design as Multi-channel Scalable Uniquely has Sub Profiles – suitable for ecommerce, finance, membership organisations, B2B transactions Follow ups based on complex criteria Strategic tool
- 4+ visits to conversion Web Google Remarketing Social Media White Papers User Profiling – lead scoring Email
- Design as Multi-channel Scalable Uniquely has Sub Profiles – suitable for ecommerce, finance, membership organisations, B2B transactions Follow ups based on complex criteria Strategic tool
- Too complex No time Integration challenges Client buy in Cost? All of these concerns can be addressed with Copernica
- Too complex No time Integration challenges Client buy in Cost? All of these concerns can be addressed with Copernica
- Utrecht Province Binnenland – large dutch publisher
- Too complex No time Integration challenges Client buy in Cost? All of these concerns can be addressed with Copernica
- Magento Microsft Dynamics Exact Drupal Prestashop Hybris SOAP API
- Headteachers Direct mail / Email Parents