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Cross media production presentation- IPEX 2014
The document discusses building a multi-channel marketing campaign, emphasizing the importance of customer choice and preference in effective communication. It outlines four key principles: context, choice, consistency, and clarity, which are crucial for creating an integrated customer experience across various platforms. The evolution of the marketing landscape is highlighted, noting that both print and digital can coexist synergistically.
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Cross media production presentation- IPEX 2014
- 1. “BUILDING A MULTI-CHANNEL CAMPAIGN” NeopostConfidential Information
- 2. ANTONY PAUL NEOPOST LIMITED 2 NeopostConfidential Information
- 3. INTRODUCING... Antony Paul Bill Parker MalcolmLane-Ley 3 Neopost Confidential Information
- 4. CROSS MEDIA ONTHIS DAY... 4 Neopost Confidential Information 1802 Peace of Amiens signed 1811 Percy Bysshe Shelley expelled from Oxford for Obscene Publication 1937 Washington Daily News first US newspaper with perfumed advertising 1939 Billboard magazine introduces country music chart 2012 Peter Cruddas resigns after being caught on film selling access to David Cameron 1960 Lady Chatterley‟s Lover deemed „not obscene‟
- 5. 5 Neopost Confidential Information CrossMedia Multi Channel Channel Marketing Online E-Mail Print Television Radio
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- 7. 7 Neopost Confidential Information CustomerChoice & Preference
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- 9. BILL PARKER GMC SOFTWARETECHNOLOGY 9 Neopost Confidential Information
- 10. Effective Customer Communication 4 KEY PRINCIPLES 4principles for effective communication Context Choice Consistency Clarity
- 11. 4 KEY PRINCIPLES– CHOICE 4 principles for effective communication Effective Customer Communication Context Choice Consistency Clarity
- 12. WHAT IS CHOICE? Digitalis NOT the next big thing It‟s customers need for choice and control • Access to information anywhere, anytime – customer‟s are “always on” • Multiple device – customers use more than one 1 device to make product choices • On and offline 4 principles for effective communication
- 13. 4 principles foreffective communication
- 14. 4 principles foreffective communication
- 15. 4 principles foreffective communication ACCOUNTS
- 16. 4 KEY PRINCIPLES- CONSISTENCY 4 principles for effective communication Effective Customer Communication Context Choice Consistency Clarity
- 17. WHAT IS CONSISTENCY? •Speaking and acting with ONE voice no matter where and when • Creating a truly integrated multichannel experience • Allowing customers to seamlessly move between channels 4 principles for effective communication
- 18. WHY IS CONSISTENCYSO DIFFICULT? If your organisation is not experiencing consistency, then your customers probably aren't either 4 principles for effective communication 18 Chaos Confusion ?
- 19. WHAT ARE THEBOTTLENECKS TO CONSISTENCY? – Ownership of communication projects is scattered – Data silos – Coordination of multiple departments is not actively managed – Accountability for communication not centralised – Conflicting departmental objectives – New systems added yearly, old systems linger for decades Project groups with channel champions Consolidated platforms for multiple channels Centralise communication objectives, delegate actions Involvement from different departments from outset A single channel change affects multiple channels How are legacy systems going to affect my initiatives? What are the ways around it? 4 principles for effective communication
- 20. 4 KEY PRINCIPLES 4principles for effective communication Effective Customer Communication Context Choice Consistency Clarity
- 21. MALCOLM LANE-LEY ANTON GROUP 21 NeopostConfidential Information
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- 25. SUMMARY Cross mediais all about providing choice Delivering to customer preference increases impact The journey is ever evolving Print is part of the marketing mix Print and digital co-exist effectively 25 Neopost Confidential Information
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Editor's Notes
- #2 Clarity, Context, Choice and Consistency.
- #4 Customer want to be in control and have a wide variety of choice when it comes to receiving information from their banks. Go through each point.
- #5 Let’s take a look at the dynamic statement again. What we see here, provides customers with a way to view and analyze their finances. But we all know customers still like to keep records especially of their finances. In most cases these records are still preferred in document format.
- #6 So this dynamic statement also allows customers to view a pdf version of their transactions that can be printed and stored – again to provide customers with the choice and flexibility.
- #7 Once they print this document, they may want to do some more analysis at a later stage but don’t have access to their tablet. The print copy allows the customer to simply scan the QR code and access the dynamic statement securely through mobile. This is giving customers the choice they demand to view information how and when they want.
- #9 Go through each point
- #10 Emphasize that ultimately - If your organization’s not experiencing consistency, then your customers probably aren't either
- #11 Go through each bottleneckThenGo through each recommendation to overcome bottlenecks
- #12 Recap. If these 4 principles were considered for every communication that reaches your customer the end result could only be positive customer experiences and growth on the bottom line.