This white paper discusses how retailers can implement a "crawl, walk, run" approach to cross-channel marketing to build long-term customer engagement. It recommends starting with separate social media, mobile, and email strategies and integrating them over time. As strategies are connected, data collection improves relevancy of offers across channels, increasing engagement and purchases. The approach progresses from initial messaging, to tying channels together, to a fully integrated experience optimized for each customer's preferences.
Marketing has fundamentally changed due to consumers using multiple interactive channels like email, mobile, social media, and the web. To be successful, marketers must use a cross-channel lifecycle marketing approach that delivers relevant messages to consumers on these various channels based on their behaviors and preferences. This involves capturing consumer permission across channels, understanding their behaviors, and automating marketing programs around various "loops" like conversion, repurchase, engagement, and re-permission. Determining which channels to use for programs should be based on individual consumer preferences and a marketer's solution should facilitate automation, cross-channel campaign management, and data-driven personalized messaging at scale.
IBM Social Analytics: The Science behind Social Media MarketingChristoph Goertz
This document discusses how IBM technology can help marketing professionals analyze social media to better understand customers. It explains that marketers are under pressure to address explosive social media growth and need tools to incorporate social data into strategies. The document outlines how IBM tools can provide insights into customer attitudes, preferences, and buying habits from social media interactions. It also describes how social data can enhance customer profiles to improve marketing personalization, campaigns, and relationships.
This new approach to marketing revolutionises the way marketers can build 1-2-1 relationships with their customers on a mass scale across digital channels.
Consumers' Mandate to CPG Marketers - Use Your Corpus Callosum!Aileen Cahill
The document discusses the need for CPG marketers to adopt a "whole-brained" or balanced approach to marketing known as "people-based marketing". It argues that CPG marketers must balance behavioral science, data, and analytics ("left brain") with branding, emotions, storytelling ("right brain"). It also advocates for adopting an agile marketing approach with a focus on personalized, relevant experiences for consumers across channels. Some specific capabilities discussed include enhanced use of data, analytics, messaging, addressable platforms, customer experience mapping, and modern marketing technology.
Enabling Cross-Channel Marketing: Connecting Content Creation Processes to Dr...Saepio Technologies
Today’s marketing environment challenges marketers as never before. Distributed marketing is more complex. Customer and prospect data is available, but often unstructured. Marketing mediums are prolific, yet disconnected. Consumers no longer accept media messages; they expect to define and engage with them. And they expect consistent, relevant conversations with a brand, no matter when or where the conversation occurs.
Corporate marketers now realize that teams of creative talent or collections of tactical technologies thrown at a task will no longer achieve sustainable results. To successfully drive sales, marketing has to fundamentally change.
This guide is designed to help identify the opportunity and impact that embracing the idea of connecting with today's customers can have and provide the background on how to make this a reality. Included is information on:
* A community of ones
* Why current processes result in managed chaos
* How connected is better
* Where and how to start
* Three steps to a “connected is better” game plan
Driving Customer Engagement Through Multichannel MarketingTim Suther
This document discusses the need for companies to shift to a multichannel marketing approach to better engage customers. It identifies 4 strategic opportunities: 1) remixing media to match consumer consumption, 2) investing to enable recurring revenue and engagement, 3) improving media effectiveness, and 4) recognizing customer information as a key asset. The document argues that implementing a multichannel strategy with a focus on customer data and personalized engagement can improve marketing returns significantly.
Programmatic advertising, where automated platforms match ad buyers and sellers in real-time, now accounts for over 70% of the US digital ad market. As programmatic advertising continues to grow and absorb more of the total ad market, it will significantly impact ad sales organizations. While sales teams will no longer require as many people, they will still need to create relationships and customized solutions for clients. Sales skills will evolve to focus on data analytics and solutions-based selling rather than just volume metrics. By 2024, it is predicted that programmatic advertising will account for over half of all US ad sales.
The document discusses the changing communications landscape and what agencies must do to succeed. Specifically:
- The marketing world has become more dynamic with new technologies and empowered consumers. Agencies must constantly adapt to remain relevant.
- Only the best agencies will survive as brands gain new capabilities. To thrive, agencies need tools to monitor real-time conversations, control broad communication channels, and efficiently produce quality content.
- Key factors for agency success include having measurement tools, owning publication relationships, and developing a newsroom or freelancer model to produce large volumes of responsive content.
Marketing has fundamentally changed due to consumers using multiple interactive channels like email, mobile, social media, and the web. To be successful, marketers must use a cross-channel lifecycle marketing approach that delivers relevant messages to consumers on these various channels based on their behaviors and preferences. This involves capturing consumer permission across channels, understanding their behaviors, and automating marketing programs around various "loops" like conversion, repurchase, engagement, and re-permission. Determining which channels to use for programs should be based on individual consumer preferences and a marketer's solution should facilitate automation, cross-channel campaign management, and data-driven personalized messaging at scale.
IBM Social Analytics: The Science behind Social Media MarketingChristoph Goertz
This document discusses how IBM technology can help marketing professionals analyze social media to better understand customers. It explains that marketers are under pressure to address explosive social media growth and need tools to incorporate social data into strategies. The document outlines how IBM tools can provide insights into customer attitudes, preferences, and buying habits from social media interactions. It also describes how social data can enhance customer profiles to improve marketing personalization, campaigns, and relationships.
This new approach to marketing revolutionises the way marketers can build 1-2-1 relationships with their customers on a mass scale across digital channels.
Consumers' Mandate to CPG Marketers - Use Your Corpus Callosum!Aileen Cahill
The document discusses the need for CPG marketers to adopt a "whole-brained" or balanced approach to marketing known as "people-based marketing". It argues that CPG marketers must balance behavioral science, data, and analytics ("left brain") with branding, emotions, storytelling ("right brain"). It also advocates for adopting an agile marketing approach with a focus on personalized, relevant experiences for consumers across channels. Some specific capabilities discussed include enhanced use of data, analytics, messaging, addressable platforms, customer experience mapping, and modern marketing technology.
Enabling Cross-Channel Marketing: Connecting Content Creation Processes to Dr...Saepio Technologies
Today’s marketing environment challenges marketers as never before. Distributed marketing is more complex. Customer and prospect data is available, but often unstructured. Marketing mediums are prolific, yet disconnected. Consumers no longer accept media messages; they expect to define and engage with them. And they expect consistent, relevant conversations with a brand, no matter when or where the conversation occurs.
Corporate marketers now realize that teams of creative talent or collections of tactical technologies thrown at a task will no longer achieve sustainable results. To successfully drive sales, marketing has to fundamentally change.
This guide is designed to help identify the opportunity and impact that embracing the idea of connecting with today's customers can have and provide the background on how to make this a reality. Included is information on:
* A community of ones
* Why current processes result in managed chaos
* How connected is better
* Where and how to start
* Three steps to a “connected is better” game plan
Driving Customer Engagement Through Multichannel MarketingTim Suther
This document discusses the need for companies to shift to a multichannel marketing approach to better engage customers. It identifies 4 strategic opportunities: 1) remixing media to match consumer consumption, 2) investing to enable recurring revenue and engagement, 3) improving media effectiveness, and 4) recognizing customer information as a key asset. The document argues that implementing a multichannel strategy with a focus on customer data and personalized engagement can improve marketing returns significantly.
Programmatic advertising, where automated platforms match ad buyers and sellers in real-time, now accounts for over 70% of the US digital ad market. As programmatic advertising continues to grow and absorb more of the total ad market, it will significantly impact ad sales organizations. While sales teams will no longer require as many people, they will still need to create relationships and customized solutions for clients. Sales skills will evolve to focus on data analytics and solutions-based selling rather than just volume metrics. By 2024, it is predicted that programmatic advertising will account for over half of all US ad sales.
The document discusses the changing communications landscape and what agencies must do to succeed. Specifically:
- The marketing world has become more dynamic with new technologies and empowered consumers. Agencies must constantly adapt to remain relevant.
- Only the best agencies will survive as brands gain new capabilities. To thrive, agencies need tools to monitor real-time conversations, control broad communication channels, and efficiently produce quality content.
- Key factors for agency success include having measurement tools, owning publication relationships, and developing a newsroom or freelancer model to produce large volumes of responsive content.
An integrated marketing plan combines multiple marketing tools, such as websites, social media, print advertising, and direct mail, into a cohesive effort with consistent messaging. When done effectively, an integrated plan produces dramatically better results than individual isolated efforts. The document provides a six-step process for developing an integrated marketing plan: 1) define goals, 2) select appropriate tools, 3) determine budget, 4) coordinate components, 5) measure results, and 6) work with experts. Integrated plans allow marketers to precisely measure each campaign and refine future efforts based on analytics from online and offline interactions.
Customer Experience Transformation: 5 Research Findings And 12 Action ItemsG3 Communications
During this webinar, Ernan Roman will share recent insights from more than 10,000 hours of Voice of Customer (VoC) Relationship Research conducted by his firm, Ernan Roman Direct Marketing.
Based on the findings, Roman will share 5 key VoC research findings that will help retailers significantly improve customer engagement and personalization of offers and experiences. And critically, how personalization can be driven by individual preferences.
Roman’s part of the session will conclude with an 12 Point Checklist for transforming your customer experience.
Rick Ludolph from Productive Solutions will follow with a look at the enabling technologies to help retailers achieve their customer engagement goals in an omnichannel marketplace
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
This document summarizes the key findings of a research study on marketing trends in 2014. It found that marketers are focusing their budgets on fewer proven channels and tactics that deliver high returns. There is also a major focus on personalized marketing and understanding individual customer needs. Marketers face challenges in developing personalized programs and measuring their effectiveness. They are looking to work with fewer strategic vendors that can provide integrated solutions to address these challenges. In 2014, marketers will consolidate spending and focus on personalization, measurement improvements, and partnering with select vendors.
The document summarizes the key findings of a research study on marketing trends in 2014. It found that marketers are focusing budgets on fewer proven channels and tactics that deliver high returns. There is also a major focus on personalized marketing and understanding how to implement successful personalization programs. Marketers want to improve measurement approaches to better evaluate campaign effectiveness and allocate resources appropriately. They also seek to consolidate relationships with fewer strategic vendors that can provide integrated solutions.
This document discusses best practices for multichannel integration in retail. It highlights the benefits of providing a seamless customer experience across channels while also noting the challenges of integrating processes, data, and technology across siloed channels. The document provides examples of how some retailers like Nordstrom and Walmart are successfully implementing multichannel strategies to improve the customer experience and increase sales.
This document discusses innovative approaches for PR programs to demonstrate value to clients. It recommends that PR agencies help clients set the right goals that are reasonable and attainable, use metrics that measure outcomes rather than just outputs, and build PR programs that support achieving the goals through continuous communications leveraging digital channels. The key is to align with clients on goals focused on outcomes like earned media, social shares, audience acquisition, and leads/sales that can be directly tied to PR using metrics like website traffic and pipeline progress.
1) Expert content-based advertising leverages positive earned media from independent experts by curating and promoting it through paid advertising channels. This allows brands to scale the impact of trusted content beyond what is possible through earned media alone.
2) A case study found that consumers who read expert content through an expert content-based advertising program were 58% more likely to consider purchasing the product and 68% more likely to share information about the product with others, compared to a control group.
3) The case study estimated that such a program could deliver a return on investment up to 14 times the cost of the program through incremental sales revenue, highlighting the potential value of expert content-based advertising.
Peering Into The Future of Digital AdvertisingVikram Mohan
Digital advertising is evolving rapidly. Marketers are challenged to optimize their budgets across many new channels. This document discusses several emerging digital advertising formats that can help marketers improve efficiencies and results. These include personalized targeting through programmatic real-time bidding, transactional ads that allow purchases directly from ads, dynamic creative optimization to customize ads for each user, in-app advertising to reach users on mobile apps, and native advertising that blends with the design of the platform. These new formats provide opportunities for more targeted, relevant and engaging advertising.
This document summarizes the key findings of Alterian's 2009 annual survey of over 1,000 marketers, agencies, and systems integrators. The survey found that marketers are shifting marketing budgets from traditional direct marketing to digital and social channels, with 40% anticipating over a 20% shift. However, many marketers are not prepared to leverage new techniques, with 42% not integrating web analytics into customer databases and 40% of marketing staff lacking necessary skills. A growing need for customer engagement is driving demand for new service providers to help marketers better coordinate resources and channels. While interest in social media is high, with 66% planning investments, many may not see full benefits without also investing in social media monitoring tools.
1) "Next generation" retailers like flash sale sites dominate traditional online retailers in growing customer lifetime value in a customer's first year, capturing 385% of a customer's first month's spending on average compared to 94% for traditional retailers.
2) Customers of daily deal, group buying, and flash sale sites purchase nearly twice as frequently on average than customers of traditional online retailers, with 49-52 days between purchases compared to 89 days.
3) However, purchases from traditional online retailers are over 50% larger on average than from "next generation" retailers, at $105 compared to $61-82.
This document discusses programmatic prospecting, which uses third-party data to target and reach potential new customers. It evaluates different data providers and DSPs to determine how to maximize their audience data and use data more efficiently. Key aspects of an effective prospecting strategy include understanding campaign objectives, selecting the right audience segments, and pairing prospecting with remarketing to support lower-funnel conversions. Prospecting should be evaluated based on media efficiency, quality of audiences reached, and ability to scale.
This document provides an overview of influencer marketing and its benefits for brands. It defines what influencer marketing is, explaining the hierarchy from celebrities to micro-influencers. It outlines four key reasons why brands are increasingly using influencer marketing: 1) word of mouth helps customers decide what to buy, 2) consumers trust influencers more than brands, 3) it provides a cost-effective way for brands to create content, and 4) data shows it delivers ROI by driving referrals. The document also provides tips on how to succeed in influencer marketing, including integrating paid and earned media for maximum impact.
Il processo creativo da implementare per il programmaticEffie Italy
questa completa presentazione di Doubleclick, esplora il processo da attuare per ottenere una creatività che possa ottenere il massimo dell'efficacia, quando inserita in un processo di programmatic planning
Discover how to create relationships. build advocacy and improve loyalty in your customer base using IBM Cognos Consumer Insight for social media analytics.
Online advertising provides many benefits for companies but also raises some ethical issues. Twin Info Solutions currently uses cost-per-click advertising and contextual ads to generate leads for their complex BPO services. The report recommends Twin try cost-per-lead models and video/forum ads showcasing customer feedback to better suit their needs. Behavioral targeting and email advertising could also help reach corporate decision makers. Overall online advertising is effective if used strategically while maintaining ethical standards.
Understanding Customer Engagement in the Digital AgeEmmanuel Peype
I have investigated the notion of engagement in new media and customer interests in brand utility in the course of my final degree in Marketing. This study focuses on IKEA and explores al the facets of customer engagement. More than 500 individuals took part in the study. Please contact me if you are interested in some of the findings.
viral marketing project by manoj prajapatiManoj Kumar
This document provides a summary of a project report on viral marketing strategies adopted by today's multinational corporations. It includes an introduction to the topic of viral marketing, definitions, examples of viral videos and their viewership numbers, a brief history of viral marketing. The document also includes sections on the objectives of the report, research methodology, analysis and interpretation of findings, literature review, findings and inferences from the research, recommendations and conclusions. It aims to explore the viral techniques used by MNCs and examine their effectiveness.
New School Marketing: The cross-channel lifecycle marketing approach. Old school marketing is fading. And a New School is on the rise. Why? Because consumers have changed! Today, they fast forward through TV commercials. They’ve put down the newspaper. They junk unsolicited email. Because they have new options that better fit their digital lifestyle. They prefer marketers who talk with them, not at them. New School marketers deliver what today’s consumers want: relevant interactive communication across the new power channels: email, mobile, social, and the web. By responsys.com…
This document discusses strategies for reaching engaged buyers through media campaigns. It outlines 4 guiding principles: 1) target buyers using data and behavior signals, 2) build a dialogue with buyers through personalized messaging, 3) communicate with buyers through always-on campaigns, and 4) serve dynamic content tailored to each buyer's unique journey. The document also provides an example of how one company implemented these strategies through a multi-channel programmatic campaign that drove engagement and conversion rates.
Today’s retail customers expect flexible interaction channels that allow them to shop wherever they are, whenever they want – supported by personalised offers, a sufficiently high availability and assortment of product, and rich product information that enhances their shopping experience.
An integrated marketing plan combines multiple marketing tools, such as websites, social media, print advertising, and direct mail, into a cohesive effort with consistent messaging. When done effectively, an integrated plan produces dramatically better results than individual isolated efforts. The document provides a six-step process for developing an integrated marketing plan: 1) define goals, 2) select appropriate tools, 3) determine budget, 4) coordinate components, 5) measure results, and 6) work with experts. Integrated plans allow marketers to precisely measure each campaign and refine future efforts based on analytics from online and offline interactions.
Customer Experience Transformation: 5 Research Findings And 12 Action ItemsG3 Communications
During this webinar, Ernan Roman will share recent insights from more than 10,000 hours of Voice of Customer (VoC) Relationship Research conducted by his firm, Ernan Roman Direct Marketing.
Based on the findings, Roman will share 5 key VoC research findings that will help retailers significantly improve customer engagement and personalization of offers and experiences. And critically, how personalization can be driven by individual preferences.
Roman’s part of the session will conclude with an 12 Point Checklist for transforming your customer experience.
Rick Ludolph from Productive Solutions will follow with a look at the enabling technologies to help retailers achieve their customer engagement goals in an omnichannel marketplace
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
This document summarizes the key findings of a research study on marketing trends in 2014. It found that marketers are focusing their budgets on fewer proven channels and tactics that deliver high returns. There is also a major focus on personalized marketing and understanding individual customer needs. Marketers face challenges in developing personalized programs and measuring their effectiveness. They are looking to work with fewer strategic vendors that can provide integrated solutions to address these challenges. In 2014, marketers will consolidate spending and focus on personalization, measurement improvements, and partnering with select vendors.
The document summarizes the key findings of a research study on marketing trends in 2014. It found that marketers are focusing budgets on fewer proven channels and tactics that deliver high returns. There is also a major focus on personalized marketing and understanding how to implement successful personalization programs. Marketers want to improve measurement approaches to better evaluate campaign effectiveness and allocate resources appropriately. They also seek to consolidate relationships with fewer strategic vendors that can provide integrated solutions.
This document discusses best practices for multichannel integration in retail. It highlights the benefits of providing a seamless customer experience across channels while also noting the challenges of integrating processes, data, and technology across siloed channels. The document provides examples of how some retailers like Nordstrom and Walmart are successfully implementing multichannel strategies to improve the customer experience and increase sales.
This document discusses innovative approaches for PR programs to demonstrate value to clients. It recommends that PR agencies help clients set the right goals that are reasonable and attainable, use metrics that measure outcomes rather than just outputs, and build PR programs that support achieving the goals through continuous communications leveraging digital channels. The key is to align with clients on goals focused on outcomes like earned media, social shares, audience acquisition, and leads/sales that can be directly tied to PR using metrics like website traffic and pipeline progress.
1) Expert content-based advertising leverages positive earned media from independent experts by curating and promoting it through paid advertising channels. This allows brands to scale the impact of trusted content beyond what is possible through earned media alone.
2) A case study found that consumers who read expert content through an expert content-based advertising program were 58% more likely to consider purchasing the product and 68% more likely to share information about the product with others, compared to a control group.
3) The case study estimated that such a program could deliver a return on investment up to 14 times the cost of the program through incremental sales revenue, highlighting the potential value of expert content-based advertising.
Peering Into The Future of Digital AdvertisingVikram Mohan
Digital advertising is evolving rapidly. Marketers are challenged to optimize their budgets across many new channels. This document discusses several emerging digital advertising formats that can help marketers improve efficiencies and results. These include personalized targeting through programmatic real-time bidding, transactional ads that allow purchases directly from ads, dynamic creative optimization to customize ads for each user, in-app advertising to reach users on mobile apps, and native advertising that blends with the design of the platform. These new formats provide opportunities for more targeted, relevant and engaging advertising.
This document summarizes the key findings of Alterian's 2009 annual survey of over 1,000 marketers, agencies, and systems integrators. The survey found that marketers are shifting marketing budgets from traditional direct marketing to digital and social channels, with 40% anticipating over a 20% shift. However, many marketers are not prepared to leverage new techniques, with 42% not integrating web analytics into customer databases and 40% of marketing staff lacking necessary skills. A growing need for customer engagement is driving demand for new service providers to help marketers better coordinate resources and channels. While interest in social media is high, with 66% planning investments, many may not see full benefits without also investing in social media monitoring tools.
1) "Next generation" retailers like flash sale sites dominate traditional online retailers in growing customer lifetime value in a customer's first year, capturing 385% of a customer's first month's spending on average compared to 94% for traditional retailers.
2) Customers of daily deal, group buying, and flash sale sites purchase nearly twice as frequently on average than customers of traditional online retailers, with 49-52 days between purchases compared to 89 days.
3) However, purchases from traditional online retailers are over 50% larger on average than from "next generation" retailers, at $105 compared to $61-82.
This document discusses programmatic prospecting, which uses third-party data to target and reach potential new customers. It evaluates different data providers and DSPs to determine how to maximize their audience data and use data more efficiently. Key aspects of an effective prospecting strategy include understanding campaign objectives, selecting the right audience segments, and pairing prospecting with remarketing to support lower-funnel conversions. Prospecting should be evaluated based on media efficiency, quality of audiences reached, and ability to scale.
This document provides an overview of influencer marketing and its benefits for brands. It defines what influencer marketing is, explaining the hierarchy from celebrities to micro-influencers. It outlines four key reasons why brands are increasingly using influencer marketing: 1) word of mouth helps customers decide what to buy, 2) consumers trust influencers more than brands, 3) it provides a cost-effective way for brands to create content, and 4) data shows it delivers ROI by driving referrals. The document also provides tips on how to succeed in influencer marketing, including integrating paid and earned media for maximum impact.
Il processo creativo da implementare per il programmaticEffie Italy
questa completa presentazione di Doubleclick, esplora il processo da attuare per ottenere una creatività che possa ottenere il massimo dell'efficacia, quando inserita in un processo di programmatic planning
Discover how to create relationships. build advocacy and improve loyalty in your customer base using IBM Cognos Consumer Insight for social media analytics.
Online advertising provides many benefits for companies but also raises some ethical issues. Twin Info Solutions currently uses cost-per-click advertising and contextual ads to generate leads for their complex BPO services. The report recommends Twin try cost-per-lead models and video/forum ads showcasing customer feedback to better suit their needs. Behavioral targeting and email advertising could also help reach corporate decision makers. Overall online advertising is effective if used strategically while maintaining ethical standards.
Understanding Customer Engagement in the Digital AgeEmmanuel Peype
I have investigated the notion of engagement in new media and customer interests in brand utility in the course of my final degree in Marketing. This study focuses on IKEA and explores al the facets of customer engagement. More than 500 individuals took part in the study. Please contact me if you are interested in some of the findings.
viral marketing project by manoj prajapatiManoj Kumar
This document provides a summary of a project report on viral marketing strategies adopted by today's multinational corporations. It includes an introduction to the topic of viral marketing, definitions, examples of viral videos and their viewership numbers, a brief history of viral marketing. The document also includes sections on the objectives of the report, research methodology, analysis and interpretation of findings, literature review, findings and inferences from the research, recommendations and conclusions. It aims to explore the viral techniques used by MNCs and examine their effectiveness.
New School Marketing: The cross-channel lifecycle marketing approach. Old school marketing is fading. And a New School is on the rise. Why? Because consumers have changed! Today, they fast forward through TV commercials. They’ve put down the newspaper. They junk unsolicited email. Because they have new options that better fit their digital lifestyle. They prefer marketers who talk with them, not at them. New School marketers deliver what today’s consumers want: relevant interactive communication across the new power channels: email, mobile, social, and the web. By responsys.com…
This document discusses strategies for reaching engaged buyers through media campaigns. It outlines 4 guiding principles: 1) target buyers using data and behavior signals, 2) build a dialogue with buyers through personalized messaging, 3) communicate with buyers through always-on campaigns, and 4) serve dynamic content tailored to each buyer's unique journey. The document also provides an example of how one company implemented these strategies through a multi-channel programmatic campaign that drove engagement and conversion rates.
Today’s retail customers expect flexible interaction channels that allow them to shop wherever they are, whenever they want – supported by personalised offers, a sufficiently high availability and assortment of product, and rich product information that enhances their shopping experience.
Building and Engaging a Loyal Customer Base - MinnixAndy Larsen
The document discusses loyalty programs and how they need to evolve to remain effective. It provides examples of how REI and Coca-Cola have successful loyalty programs that bridge the gap between physical and online shopping experiences. The document emphasizes that loyalty programs need to create a seamless customer experience across channels, provide value to customers through rewards and incentives, and leverage customer data to develop insights.
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
This document discusses Visionet's 360° Customer Capture solution which enables retailers to deliver a complete shopping experience across channels by providing a unified 360-degree view of each customer. It highlights challenges retailers face in engaging today's connected, empowered customers who research products online and interact with brands across many touchpoints. Visionet's solution combines customer data from transactions, interactions, social media, and other sources to provide insights that retailers can use to personalize the customer experience, run targeted campaigns, and optimize operations.
360 Degree Customer Capture: Enabling Retailers to Deliver a Complete Shoppin...Imran Aslam
Visionet's 360° Customer Capture solution provides retailers with a unified approach to gain a complete 360-degree view of customers by capturing customer data across all retail channels, functions, and operations. This includes point of sale, marketing, ecommerce, contact centers, and business intelligence to track customer interactions and generate insights. The solution aims to help retailers deliver a personalized, seamless shopping experience and engage customers more meaningfully throughout their journey.
Visionet's 360° Customer Capture solution provides retailers with a unified approach to gain a complete 360-degree view of customers by capturing customer data across all retail channels, functions, and operations. This includes point of sale, marketing, e-commerce, contact centers, and business intelligence to track customer interactions and generate insights. The solution aims to help retailers deliver a personalized, seamless shopping experience and engage customers more meaningfully throughout their journey.
The consumer landscape has changed over the last ten years. New digital and mobile platforms and devices have transformed the way consumers interact with the organisations they do business with.
Read our new white paper to understand why cross-channel segmentation is more important than ever to keep up with today's hyper-connected consumers and what are the 8 critical success factors for an effective cross-channel classification.
Using Location-Based Services to Increase Consumer EngagementHavas Media
This document discusses using location-based services and mobile consumer analytics to increase consumer engagement for brands. Some key points:
1. LBS allows brands to understand consumers' shopping preferences, store visit patterns, and travel habits by analyzing location data from opted-in mobile phones.
2. A study tracked 200+ participants' locations over 2 weeks using GPS from their phones. Insights included most visited store types, popular shopping times, travel routines.
3. Brands can use these insights to strengthen existing customer relationships, target prospects near competitors, and measure out-of-home advertising effectiveness. Understanding consumers' locations helps deliver more relevant offers and content.
4. However, incentivizing continuous data
(1) The consumer decision journey has evolved from a linear to a non-linear process with multiple touchpoints and influences. Consumers are actively seeking information from various sources rather than passively receiving marketing messages.
(2) Marketers must align their efforts across all touchpoints of the consumer journey, including consideration, evaluation, purchase and post-purchase. They need to engage in two-way conversations and build loyalty through the customer experience.
(3) The proliferation of digital channels has created more "noise" that marketers must break through. They need new ways to get their brands considered initially and then systematically manage word-of-mouth.
The document discusses implementing a multi-channel marketing strategy to improve email marketing performance. A successful multi-channel strategy targets customers across multiple communication channels like email, print, online, and direct mail. It is important to collect customer data to send personalized, relevant messages through the channels customers prefer. Testing different channel combinations can provide insights into the most effective marketing approaches for different customer segments.
In a world where consumers have infinite access to information and choices, brands must embrace "the power of now" and focus on small, immediate interactions rather than large marketing campaigns. The author proposes a strategic growth model for retailers centered around five experiential elements: harmonized channels, personalized experiences, localized context, social influences, and amplified relevance. To succeed, brands must own the "micro-moments" that occur when consumer needs arise by being present in a compelling and relevant way.
How to reach a customer in the right wayTable of Contents .docxpooleavelina
How to reach a customer in the right way
Table of Contents
Which is the right channel to reach a customer?
Single-channel, multi- channels and omni- channels
The example of retail banking
Guiding the customers
The right incentives, and the “carrot” & “stick” theory
Creating a buzz
Which is the right content?
Content marketing and types of content marketing
Indented Study Contribution
When is the right time?
Ethical Consideration
Methodology and the example of Laura’s survey
How to reach a customer in the right way
Encourage people to join your email list
Start a blog or a website
Host a photo contest
Encourage reviews
Ask for referrals
Write a survey, questionnaires, poll etc..
Which is the right channel to reach a customer?
For a long time buying goods has taken place via the two main channels: the website of the retailer and/or the traditional retail sales point. It all used to be so simple as separate channel managers, separate channel-targeted segments, channel-aligned products, customers asked to deal with specific channels etc.
Nevertheless things have changed to date. New interactive features are provided on Websites to reach consumers, for example the possibility to try the product virtually and to achieve customised recommendations while mobile channels form the new mainstream of universal shopping, always and anywhere, via the mobile device. There is a rapid increase in the number of channels that enable users to freely access and compare, choose and buy products. Past studies indicate that customers participate more transactions in the new multichannel scenario as opposed to single-channel buyers (Dholakia et al., 2005, Seck and Philippe, 2013).
Omni-distribution channel is defined as using everything manufacturer/retailer have to gain, provide seamless, integrated and unified experience to retain customers.
Omni-distribution channel is about developing customer relations, but it has various challenges. Studies by Ogden-Barnes & Lowther (2012) on Australian retailing decision-making show that customers are lost due to inconsistent communication across various distribution channels during the first engagement phase of Omni-channel. The Kana Company research on Omni channel in 2013 sums up few Omni-channel drawbacks: the retailers face a fuzz in understanding the definition, mission and location of Omni channel in their organisation.
The omni-distribution channel is still in its infant stages, and its evangelization needs to be accelerated as it has enormous benefits that do not stand up to its dares.
The example of retail banking
Retail banking provides financial services for individuals and family
The three most important functions are:
Credit
Deposit
Money management
First of all retail banks offer consumers credit to buy homes, cars, and furniture.
Include mortgages, auto loans, and credit cards.
Yet multichannel marketing is more complicated than it might seem. Industries often multiply their channels ...
Navigating the Digital Landscape: Trends and Tactics in Modern Marketingabdulwaheedsq3434
In today's fast-paced digital landscape, staying ahead of the curve in marketing requires a keen understanding of emerging trends and effective tactics. As technology continues to evolve, marketers must navigate through a myriad of platforms, channels, and consumer behaviours to drive success.
Multichannel marketing (MCM) involves using multiple marketing channels, from in-person meetings to digital campaigns, to engage with customers. MCM is becoming more important in healthcare as customers access information online. To implement MCM effectively, companies should integrate channels, have a consistent global strategy, closely measure results, and continuously optimize their approach based on data. As digital marketing grows in healthcare, MCM will help companies engage customers through the most appropriate channels.
Winning and Retaining the Digital Consumer - Accenture Dung Tri
This document discusses strategies for consumer packaged goods (CPG) companies to attract, engage, and retain digital consumers. It identifies four leading practices:
1) Think and operate with multichannel in mind by integrating channels and understanding consumer behavior across channels.
2) Employ data analytics to understand consumers better and personalize marketing across the customer lifecycle.
3) Put the "social" back in social media by generating engagement through contests and feedback and using social listening to inform strategies.
4) Use e-commerce websites to directly increase sales and influence offline purchasing by delivering compelling content and experiences online.
Underpinning these practices is developing an enterprise-wide approach with new organizational structures focused on serving digital
Today’s customers expect more from your products, services and the way they interact with them as a brand.
In The Smarter Marketer’s Guide you’ll find out how smart marketing approaches deliver great customer engagement and effective campaigns.
It includes how to find, retain and build relationships with your customers while identifying the most profitable ones.
This document discusses evaluating an integrated marketing plan through metrics. It describes several types of metrics including reach and frequency, which measure how many people are exposed to marketing messages and how often. It also discusses awareness-based metrics like surveys that measure how well-known a brand is, and perception-based metrics that gauge audience associations with a brand. Tracking various metrics can help marketers understand the effectiveness of different marketing activities and refine an integrated marketing plan.
Top 10 testing and optimisation best practicesgregmgaffney
The document discusses 10 best practices for testing, targeting, and optimization on websites:
1. Segment visitors into new vs. returning and target them differently.
2. Use location-based targeting like geotargeting and weather-based targeting.
3. Use product badging to highlight specific products.
4. Maintain message consistency across channels to avoid interrupting the "scent trail".
5. Test different promotional offers for different customer segments.
6. Recover abandoned shopping carts with reminders and incentives.
7. Use time-triggered messages to remind customers when it's time to reorder.
8. Test navigation changes before site-wide deployment to
This document provides an overview of key principles for successful customer relationship management (CRM). It discusses that CRM is first and foremost a business strategy, not just a software purchase, and companies must define their CRM strategy based on their goals, customers, and environment. The document outlines that a CRM strategy should aim to effectively manage the customer lifecycle from acquisition to retention. It also notes that common CRM goals among companies include obtaining a 360-degree view of customers, automating sales processes, and gaining insights to improve customer experiences.
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The document provides 10 tips for enhancing mobile commerce (m-commerce) performance through social content. It discusses how social commerce builds trust which is important for m-commerce. Some key points are to show social content like reviews and recommendations on mobile sites, collect social content from mobile devices, make the content mobile-friendly, promote mobile services, and track mobile usage separately while considering its overall contribution. The combination of mobile and social commerce can help brands convert more browsers into loyal customers.
Navigating Customer Lifetime Value Conundrumgregmgaffney
This document provides a three-phase framework for calculating and using customer lifetime value (CLV).
1) The first phase is to define key parameters like the analysis units, available data, and objectives.
2) The second phase is to develop the CLV model by building assumptions, examining existing customer models, and choosing a modeling methodology.
3) The third phase is to deploy the CLV model by testing it, integrating it into decision systems, and applying it to resource allocation and other marketing activities.
The framework is intended to help organizations navigate the complex process of CLV analysis and deployment.
The document provides an overview of consumer media usage in 2011, reporting that most American households own multiple TVs and devices like DVD players, gaming consoles, and computers. It details levels of ownership for various technologies like smartphones, broadband access, and streaming services. Key data points include the amount of time spent with traditional TV versus online/mobile video, as well as attributes consumers find important for mobile video apps and the most visited online video destinations.
1. W HI T E PAPER
Taking A “Crawl, Walk, Run”Approach
To Cross-Channel Marketing
A Guide to Help Retailers Build a Successful Long-Term Customer
Engagement Strategy by Integrating Mobile, Social and Email Marketing
2. Taking A “Crawl, Walk, Run”
Approach To Cross-Channel Marketing
A Guide to Help Retailers Build a Successful Long-Term Customer
Engagement Strategy by Integrating Mobile, Social and Email Marketing
Staying connected with today’s cross-channel consumer number of communication and data-collection best
seems like a never-ending challenge. Just as retailers practices. Forward-thinking retailers that focus on
are becoming experts at developing cohesive messaging enhanced customer relationship management (CRM)
across both online and offline channels, the rules of strategies are improving loyalty and increasing the
engagement are being rewritten by the ubiquity of social bottom line.
media and mobile devices.
Today, the possibilities for cross-channel engagement Communicating Across
are seemingly endless — nearly half (45%) of consumers
believe that more of their shopping experiences will occur
The Customer Lifecycle
across multiple channels in the coming year, according to As shopping behavior morphs, retailers are arming
the “Cross-Channel Checkup” study conducted by Retail themselves with tools and tactics to engage consumers
TouchPoints. across channels. These trends have become difficult to
ignore and retailers that do not implement strategies to
With the growing number of daily deal and flash sale
connect with consumers will be left behind. In fact, up
sites promoting timed offers at extreme discounts via
to 98% of retailers are working toward a cross-channel
push notifications through mobile messaging, email and
strategy, according to Retail TouchPoints.
customized applications, retailers must find innovative
ways to remain relevant and effectively reach target Ideally, these cross-channel strategies present a prime
consumers. opportunity for retail marketers to learn more about
consumers and in turn, re-market offers, recommend items
To keep pace with this expanding mix of offers, channels
and send non-promotional content to drive engagement
and media, progressive retailers are implementing
and purchases.
integrated messaging strategies to build bridges across
communication channels. Done successfully, these “The more relevant information you know about your
strategies will result in long-term customer engagement buyers, the more effective your marketing will be,” said
and a clearer path to purchase. Kevin Skurski, Director of Marketing Communications
for Bronto Software. “Segmentation, or looking at all
This white paper will reveal how retailers can leverage
consumers who meet specific criteria such as a product
the personalization of email, the instant communication
category interest, is a crucial best practice that is
of short message service (SMS) messaging, and the
missed by a surprising number of retailers. Too often,
multimedia capabilities possible via social media to
segmentation is too basic, such as whether subscribers
formulate long-lasting relationships with shoppers.
are male or female. Going beyond the basics opens the
By following a “Crawl, Walk, Run” approach to cross- door to higher revenue through messages and offers that
channel marketing, retailers can better understand are more relevant and targeted.”
consumer behavior and determine ideal cross-channel
By collecting data from a variety of sources and
messaging strategies. In turn, retailers can roll out a plan
consolidating this data into a synchronized view, retailers
that will suit their brand image and simultaneously adapt
can obtain in-depth insight on consumer behaviors and
to the constantly evolving behaviors of today’s digitally
preferences that can be used to optimize marketing
advanced shoppers.
initiatives. Furthermore, by extending beyond the basic
Retailers are working to encourage shoppers to “raise “name, gender and location” categories, retailers can
their hands” and engage with a brand across channels enhance visibility to leverage a 360-degree view of their
by opting in via email, social media sites and on mobile target consumer base.
devices. To achieve this goal, they’ll need to follow a
3. “For specific data points beyond the norm (i.e., age, or what medium various subscribers use to interact with
location, gender), retailers can encourage people to their brand. Doing a cross-channel analysis of these user
share information that is relevant to their brand,” said activities should lead to some rich insight about how
Kane Russell, VP of Marketing for Waterfall Mobile. “For consumers as a whole are receiving brand messaging.”
example, a ski resort can collect data about whether their
subscribers are skiers or snowboarders in order to target
messages most effectively. Retailers also can incorporate
consumer activity data by including what time, how often,
Start To Finish: A Cross-Channel Success Story
To capitalize on a fully integrated, optimized cross-channel marketing strategy, progressive retailers are subscribing to
a “Crawl, Walk, Run” approach. It is nearly impossible for retailers to immediately roll out a fully integrated, optimized,
cross-channel strategy. Instead, savvy retailers leverage a process that becomes more detailed over time, elevating
the level of engagement with that brand. It also requires a lot of planning and customer analysis to determine which
offers are best for specific channels.
Deploying a “Crawl, Walk, Run” approach allows merchants to slowly and steadily progress toward sending targeted
messaging across the appropriate channels. In time, they will achieve the ultimate end goal: increased engagement
and a plethora of loyal customers.
Crawl During the initial stage, a retailer may view social media, mobile and email marketing as
separate strategies. By exploring the array of content messaging and multimedia such as photos
and videos, companies can begin to integrate these strategies and develop strong one-to-one
relationships with shoppers.
Since these messages are likely not fully integrated with each other, the retailer may overlap
messaging emailed to the subscriber list with cross-posting to Facebook and Twitter pages.
However, initiating dialogue in multiple channels is the foundation of a successful cross-channel
initiative.
Engagement starts to percolate as consumers “Like” photos of products on Facebook and
“Follow” the retailer on Twitter. Email click-throughs also grow as consumers click personalized
links to view abandoned shopping carts, flash sales or recommended items.
Walk This is when a retailer begins to connect the dots between channels. Whether tying email to
social, social to mobile, or mobile to email, any combination aids in getting a better idea of which
channels consumers tap into to engage with the brand.
The retailer has encouraged its consumers to “raise their hands” and opt-in to receive information
on sales and new products in real time, and is working on connecting identities for the different
channels.
At this point, offer distribution can be based on data collection best practices for a particular
channel. Purchase rates will begin to grow as the retailer becomes better versed in sending more
relevant offers to shoppers.
Click-throughs, social interactions and mobile opt-ins gain momentum, and the retailer
Run has obtained all of the right communication tools to drive optimal engagement. At this point,
marketing has integrated email, mobile and social media to develop a seamless experience
across channels, communicating via the channel that makes the most sense for the situation and
recipient.
In the “Run” stage, a merchant has accumulated a hefty roster of shopper information outside
of basic “name, gender and location” data. The company is now in possession of detailed
knowledge about the channels its shoppers are engaged in or where they prefer to receive
certain types of messages. Equipped with intricate customer behavioral data, the retailer can
continue to roll out customized marketing campaigns driven by the unique purchasing and
communication experiences of individual shoppers.
4. Building The Foundation For Underscoring email’s foundational role in the customer
lifecycle, Forrester Research revealed that email
A Cross-Channel Strategy marketing spend is expected to reach nearly $2.5 billion
by 2016. However, companies are investing more in
While mobile and social channels have become integral emerging, interactive media channels such as mobile
marketing touch points, email still remains the primary marketing and social media to drive click-throughs and
way retailers communicate with consumers and deliver increase shopping cart size. Forrester indicated that
transactional messages. Email also is the preferred mobile marketing and social media spend are expected
platform for shoppers who participate in opt-in programs. to reach $8.2 billion and $4.9 billion in investment,
In a recent MarketingSherpa survey, 72% of consumers respectively, in the next five years.
reported a considerable increase in emails from opt-in
relationships within a three-month period. Advanced retailers are utilizing mobile and social media
to establish their positioning in the new age of retail.
Through email, retailers are providing shoppers with highly Retailers also are integrating these channels to increase
personalized content based on past purchases and even engagement and initiate instant communication
abandoned shopping cart items. By providing customized with consumers.
deals, recommended items and flash sale alerts,
merchants have successfully increased click-throughs
from emails to e-commerce sites. Drive Activity Via Mobile
These personalized elements also are strong drivers of Alerts & Announcements
consumer action and overall brand awareness. In a survey
Similar to email marketing capabilities, mobile messaging
conducted by the e-tailing group, 42% of consumers noted
provides retailers with a platform to initiate subscriber
that their ideal email marketing experience contained
interaction and utilize content personalization. In fact, the
personalized messages based on past browsing and
“always on” benefits of mobile have provided retailers
buying behavior.
with a powerful outlet to consistently and instantly
These developing customer expectations present a communicate with consumers via text messaging.
prime opportunity for retailers to send special offers to
consumers across the buying lifecycle once they have Early retailer success stories have spotlighted SMS
opt-in. marketing as a go-to strategy to send targeted offers and
coupons, and to encourage movement to the m-commerce
Personalized and lifecycle email site or in-store. Once shoppers opt-in to an SMS program,
retailers will gain insight into mobile browsing and
messages include:
buying behaviors, allowing them to deliver relevant and
• A “welcome” or “thank you for signing up” note after a customized messages such as news alerts, special deals
consumer opts in; and item recommendations.
• Birthday messages;
According to InsightExpress’ “Mobile Consumer Research”
• Abandoned cart messages; for Q3 2011, smartphone users are the most active in
• Item recommendation messages featuring high- mobile behavior. While a majority of these device owners
quality product photos; leverage the web (65%) and social media (48%), texting
still remains the top way all mobile users communicate
• Messages that encourage customer feedback or
with friends and family.
product reviews;
• Post-purchase “thank you” messages; By promoting limited-time offers and specials via SMS,
retailers have presented offers that consumers can’t
• Re-order reminders;
refuse. This urgency increases overall momentum in
• New product announcements; and the buying lifecycle and even encourages uncertain site
• When consumers initially opt-in, retailers can offer a visitors to finalize purchases.
free shipping coupon code sent via email, which may
be the most effective incentive to encourage a first-
time purchase.
By tapping into the power of personalization, email
acts as the foundation for an effective cross-channel
strategy. It establishes the consumer’s relationship
with a brand or retailer, and provides shoppers with the
necessary resources to continue their browsing and
buying journey.
5. SMS strategies that will drive immediate Some helpful social media tips to
interaction include: increase engagement include:
• Links sent via text that leads to an invitation-only Make Sharing Easy: Sharing functions need to be easily
flash sale; accessible to community members and seamlessly
integrated into the shopping experience. For example,
• Receipts and shipping confirmation information once
retailers have incorporated Facebook “Like” buttons on
a purchase is made;
their e-commerce site to allow sharing with minimal effort.
• Updates on shipping or order processing; Some also have implemented Facebook storefronts to
• Reminders of abandoned shopping carts that include allow shoppers to share, browse and buy without leaving
a link to the m-commerce store; the social networking site.
• Shortcodes and keywords that allow consumers to
Spread the “Like”: Give shoppers a reason to subscribe
instantly sign up for email updates when they text
and stay active in the social community. Research
their email address;
conducted by ROI Research and released by eMarketer
• Specials and timely promotions that are sent instantly revealed the impact of loyal social network activity on
once consumers opt in; and purchases and recommendations. In 2010, 32% of survey
• Geo-location services that texts sales alerts when respondents stated that they became more loyal to a
shoppers are near store locations. brand because of Facebook engagement. In the past year,
that number has increased to 34%. In 2011, 46% of Twitter
users expressed more loyalty to brands they followed.
Shopper Engagement:
Your Brand & Social Media Create Calls-To-Action: Retailers can offer incentives
such as discounts and coupons for consumers that
Another interactive channel that is changing the retail “Like” and “Follow” their brands. Not only does this tactic
landscape is social media. Similar to the way mobile generate buzz and word-of-mouth, it also increases
messaging allows retailers to efficiently communicate with followers’ engagement.
consumers, social media allows shoppers to interact with
brands, read reviews from people they trust and share Communicate the Value: Although it’s important for
shopping experiences in an open forum. retailers to encourage conversation by posting updates,
statuses and pictures, it’s even more vital for retailers
Social media sites such as Facebook and Twitter have to offer relevant content to Facebook friends and
provided consumers with platforms to post comments Twitter followers. If posts are irrelevant or too frequent,
and share information, photos and opinions of brands. consumers may feel inundated.
The sites also provide a way for shoppers to follow their
favorite retailers and be the first to obtain new information. While social media sites attract consumers with exclusive
deals and offers, they also are ideal vehicles for increased
By initiating communication and encouraging feedback customer engagement. Although consumers can easily
through posting photos, videos and status updates, disconnect and choose to “Unlike” a brand once they
retailers can gain detailed information on customer receive a coupon or deal, other types of communication
preferences and behaviors. To that end, many shoppers keep them returning to the site and connecting more
now expect retailers to engage with them via these highly intimately with the retailer. If a user is consistently
personable platforms. checking a retailer’s social media page, providing
feedback and comments, “Liking” photos, and sharing
According to research from the e-tailing group, 24%
information on their personal pages, they have become
of consumers say they want to be able to learn about
connected to the brand and are more likely to be loyal,
promotions, obtain product information and interact with
long-term customers.
other consumers via social media sites like Facebook and
Twitter. With the goal of developing loyal, long-term relationships
with customers, retailers must connect the dots between
To stay in line with these increased expectations, a
their email, mobile and social initiatives. This strategy will
number of retailers are leveraging social strategies, such
help to create an integrated, silo-free system that doesn’t
as developing a Facebook fan page, putting the “Like”
duplicate offers or alerts across channels. Furthermore,
button on e-commerce sites and boosting consumer
retailers can categorize and prioritize offers based on a
communication by conducting exclusive interview
consumer’s position in the buying lifecycle and send them
segments via Facebook Chat or Twitter.
directly to the channels that are most relevant.
“Focusing on customer lifetime value is the most important
6. best practice for rolling out an opt-in program across all
channels,” Russell noted. “Too often, companies fail to
think beyond the first campaign and only develop one-off
interactions with their audience.”
5 Steps
Once their target consumer base is clarified, retailers can
To Become A Customer
explore unique and creative methods of engaging with Data Dynamo
shoppers across email, mobile and social media. And
as these channels continue to develop, new marketing Building a database complete with detailed
opportunities and techniques will emerge. Although short- consumer information is not a simple feat.
term revenue is a primary motivator for deploying a cross- Although the standard “name, gender and
channel strategy, transforming browsers into frequent location” data is helpful in beginning the
buyers and increasing engagement via these channels is segmentation process, the following 5 tips can
equally, if not more, beneficial to retailers in the long term. provide retailers with the tools to send optimal
messages throughout the buying lifecycle.
“To transform browsers into eventual loyal shoppers, the
key is focusing on developing conversations with your
consumer that reach them at each stage in the customer 1. Transparency Is Key: Despite
consumers’ willingness to tap into
lifecycle,” Russell said. “It is of course important to drive digital storefronts via web, mobile
purchases, but this comes much later in the process. and even social media, privacy is still
You want to educate consumers about products, about a primary concern. Research from
a brand or about an industry. So you need relevant, InsightExpress revealed that 54% of
targeted messaging around each of those objectives. smartphone owners don’t shop via their
Consumers have access to such a variety of information in mobile devices because they don’t trust
today’s world to be told what to do. They have to receive the security, while 33% of tablet owners
messaging that allows them to make this decision for have the same concern.
themselves.”
“Ideally, you want to tell a consumer
that if you have mulitple ways of
communicating with them, you’ll use
the channel that is most appropriate
for the message or information being
sent,” Skurski said. “It’s important to be
transparent about what the benefit is to
them, along with how you’re going to
use their information.”
To help consumers feel confident
enough to use their smartphones for
Conclusion:
opt-in initiatives, retailers must expand
their privacy policies. Those policies
Moving From Cross-Channel
must be clearly delineated across all
channels. Delivering the information
on privacy policies can be as easy as
adding a quick response (QR) code to
printed promotional materials, allowing
consumers to scan the code in-store
and receive all of the information they
need before making the decision to
opt-in.
2. Make An Offer They Can’t Refuse:
Although many shoppers are quick
to sign up for email newsletters, they
may not read the material or make
purchases as a result. Here, retailers
must make the value proposition of
opt-in initiatives clear and determine
7. To “Engaged Commerce”
the most influential promotions for each By deploying a “Crawl, Walk, Run” approach to
channel. Promoting these initiatives cross-channel marketing, retailers can quickly obtain
across channels also presents a prime the necessary resources to effectively connect with
opportunity to capture more consumer consumers. Whether they are browsers contemplating
data for a detailed, silo-free CRM checkout, or long-term shoppers that are loyal to a
program. brand, consumers need to be consistently engaged and
reassured that their business is valued.
EXAMPLE: Have in-store signage
featuring an SMS shortcode, keyword More than half (53%) of retailers surveyed for Forrester
and value proposition. If shoppers text Research’s “State Of Retailing Online, 2011” report
their email addresses, they will become indicated that their revenue from repeat shoppers
part of the email program and instantly increased in the past year. An “Engaged Commerce”
receive a 20% off coupon via their inbox strategy aligns cross-channel marketing with the customer
for their next purchase. lifecycle, allowing retailers to develop a loyal consumer
base and increase the likelihood that casual shoppers will
THE RESULT: The retailer has captured turn into repeat buyers.
their mobile number and email address
within a single event. In order to achieve this increased engagement, retailers
must go above and beyond to implement cross-channel
3.
Connect The Dots: Retailers may data collection best practices and seamlessly integrate
be implementing separate strategies consumer information to avoid siloed communications.
across email, social and mobile that Then, retailers will be able to extend their presence
are updated and promoted on a regular across multiple touch points, and excel in delivering highly
basis. However, to become a cross- relevant and personalized content that keeps shoppers
channel maven, merchants must interested.
ensure opt-in processes are seamless
across all platforms. The easier the sign Due to the growing influence of mobile and social media
up process is, the better. on shopping behaviors and preferences, retailers must tap
into these channels to ensure their brand is being seen.
4. Optimize Channel Opt-Ins: Align
opt-in forms and processes with the
More importantly, retailers must utilize email, mobile and
social media channels to foster consumer relationships
channel. For example, for web sign and create an effective “Engaged Commerce” strategy.
ups, retailers can feature additional
data fields to capture more detailed
information about subscribers. “This
is a different approach than SMS data
capture, which has to be done over time
since users will tire from responding
over and over within one message
flow,” Russell noted.
5. Promote, Promote, Promote:
Cross-promote opt-in initiatives and
loyalty programs across channels.
Place an SMS opt-in shortcode
and keyword next to social media
buttons, and provide all loyalty and
opt-in initiatives on social media and
e-commerce sites. Exposure and word-
of-mouth are the top reasons programs
flourish, so it is vital retailers give
consumers something to talk about.
8. About Bronto About Retail TouchPoints
Bronto Software provides the leading marketing platform Retail TouchPoints is an online publishing network for
for retailers and other commerce-focused companies retail executives, with content focused on optimizing
to drive revenue through email, mobile and social the customer experience across all channels. Tapping
campaigns. Over 1000 organizations including Party City, into the power of the web 2.0 environment, the Retail
Armani Exchange, Timex, Samsonite, and Trek Bikes rely TouchPoints network offers a weekly e-newsletter with
on Bronto to increase revenue through interactive category-specific trend pieces, turnkey retail case studies,
marketing. The company won the Stevie Award for Best innovative solution spotlights interactive video interviews
Customer Service in 2009 and 2010, was named a CODiE and benchmark research. Visit our content-rich web site at
Award Finalist for Best Marketing Solution in 2011 and is www.retailtouchpoints.com.
one of Inc Magazine’s top 100 fastest growing software
companies. For more information, visit bronto.com or call
888-BRONTO-1.