inOrbit 2015: Večkanalni marketing

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Ciljanje kupcev preko več kanalov. Če bi imeli samo en kanal, se investicija v marketing ne bi obrestovala. Niso vsi kupci enako dobri. Razviti je potrebno dolgoročni odnos s kupci.

Komuniciranje in prodaja kupcem
preko večkanalnega marketinga
(multichannel marketing)
Marko Penko,
Head of Database Sales & Marketing, Studio Moderna

DRTV & HOMESHOPPING TELEMARKETING
INTERNET PRINT
RETAILWHOLESALE
thousands of outlets; store-in-store;
in-store video promotion; branded corners
total of 240 stores (franchised & owned) with
200 Top Shop & 40 Dormeo stores
Reaching Customers Everywhere
50M+ connections annually; 4.300 call
center agents, 250 supervisors, 31
locations
19M+ catalogues annualy;
mailings, package inserts, magazines;
320+ hours / day
6 X home shopping channels;
large opportunity for growth in CEE
120+ websites
Targeting customers based
on their preferences

5
The Importance of CRM
Shopify.com, www.shopify.com/blog/10747977-how-to-grow-your-ecommerce-business-without-new-customers

Product Centric vs Customer Centric
Business Strategies
PRINT
DRTV
TM
INTERNET
SMS
INBOUND
SHOP
ONLINE
OUTBOUND

MarketingCulture.com, www.slideshare.net/clbrown7/what-is-a-customer-centric-culture
Product Centric vs Customer Centric

PRINT
DRTV
TM
INTERNET
SMS
INBOUND
SHOP
ONLINE
OUTBOUND

Multi-Channel Customer Journey
PRINT
DRTV
TM
INTERNET
SMS
INBOUND
SHOP
ONLINE
OUTBOUND

RFM Model
Analyze & Predict Customer Responce

define
stage
no relationship
(prospect / lead)
re-buyer
multi-buyer /
loyal advocate
lapsing /
losing momentum
inactive
TIME
ENGAGEMENT
buyer
choose
approach acquire activate grow retain re-activate
awarness
capture /
opt-in
acknowledge
educate
encourage
grow wallet %
cross sell
up sell
recognize
reward
referals
check contact validity
incentivise activity
re-engage
remove
DB clean-up
Segment Your Customers

8
Customers Segments
HIGH POTENTIAL
CUSTOMERS
HIGH VALUE
CUSTOMERS
PAIN POINT - RELATIONSHIP
PAIN POINT –
don‘t have enough INFORMATION
New Buyer Multi-Buyer
Describe Your Segments & Objective

example : Educate New Buyers of Top Shop benefits and
new offers
cover letter new customers (1 order) –
encouraging into further purchasing
• Generating awareness
• Providing additional information
• Encouraging conversion

Agent Call Type
A
Call Type
B
Call Type
C
Call Type
D
Aljaž Primary Primary Secondary N/A
Alina Primary N/A N/A Primary
Živa Secondary Primary Primary N/A
Domen Primary Primary Secondary N/A
Dovydas Secondary Primary Primary N/A
Sales Agents
Segmentation & Prioritization

Nasveti
• Začnite s segmentacijo kupcev - 3 do 8 skupin pri si
pomagajte z RFM modelom
• Za vsak segment definirajte cilje in KPIs
• Testirajte različne marketinške aktivnosti in pristope
• Raziskujte preference kupcev in glede na zbrane
informacije oblikujte portfelj produktov / storitev
15

Marko.Penko
napredni.marketing@gmail.com

This concept started in China and grew exponentially in a short duration, Chinese manufacturers realized that one-third of their country's internet users were active on Livestream and thus they used this channel to sell products to consumers. These sales were not restricted to just low-value beauty products but also extended to high-end jewelry that became a popular item for Livestream sales. I believe this trend has tremendous growth opportunities in the West with the rise of TikTok, Amazon Live, and Google Stream.

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Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success. Key Takeaways: • Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot. • Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers. • Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions. • Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.

Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys

Search Engine Journal

Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented. So how do you effectively navigate distributing and tailoring your content across these various touchpoints? Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges. You’ll learn: - How today’s users engage with content across various channels and devices. - The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant. - What digital shelf space is and how your content strategy needs to pivot. With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.

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inOrbit 2015: Večkanalni marketing

1. Komuniciranje in prodaja kupcem preko večkanalnega marketinga (multichannel marketing) Marko Penko, Head of Database Sales & Marketing, Studio Moderna

2. DRTV & HOMESHOPPING TELEMARKETING INTERNET PRINT RETAILWHOLESALE thousands of outlets; store-in-store; in-store video promotion; branded corners total of 240 stores (franchised & owned) with 200 Top Shop & 40 Dormeo stores Reaching Customers Everywhere 50M+ connections annually; 4.300 call center agents, 250 supervisors, 31 locations 19M+ catalogues annualy; mailings, package inserts, magazines; 320+ hours / day 6 X home shopping channels; large opportunity for growth in CEE 120+ websites Targeting customers based on their preferences

3. 3 Not all customers are created equal.

4. Multi-Channel Customer Journey PRINT DRTV TM INTERNET SMS INBOUND SHOP ONLINE OUTBOUND Richard G. Rosen (2009). Convergence Marketing: Combining Brand and Direct for Unprecedented Profits, New Jersey: John Wiley and Sons, Inc.

5. 5 The Importance of CRM Shopify.com, www.shopify.com/blog/10747977-how-to-grow-your-ecommerce-business-without-new-customers

6. Product Centric vs Customer Centric Business Strategies PRINT DRTV TM INTERNET SMS INBOUND SHOP ONLINE OUTBOUND

7. MarketingCulture.com, www.slideshare.net/clbrown7/what-is-a-customer-centric-culture Product Centric vs Customer Centric

8. PRINT DRTV TM INTERNET SMS INBOUND SHOP ONLINE OUTBOUND

9. Multi-Channel Customer Journey PRINT DRTV TM INTERNET SMS INBOUND SHOP ONLINE OUTBOUND

10. RFM Model Analyze & Predict Customer Responce

11. define stage no relationship (prospect / lead) re-buyer multi-buyer / loyal advocate lapsing / losing momentum inactive TIME ENGAGEMENT buyer choose approach acquire activate grow retain re-activate awarness capture / opt-in acknowledge educate encourage grow wallet % cross sell up sell recognize reward referals check contact validity incentivise activity re-engage remove DB clean-up Segment Your Customers

12. 8 Customers Segments HIGH POTENTIAL CUSTOMERS HIGH VALUE CUSTOMERS PAIN POINT - RELATIONSHIP PAIN POINT – don‘t have enough INFORMATION New Buyer Multi-Buyer Describe Your Segments & Objective

13. example : Educate New Buyers of Top Shop benefits and new offers cover letter new customers (1 order) – encouraging into further purchasing • Generating awareness • Providing additional information • Encouraging conversion

14. Agent Call Type A Call Type B Call Type C Call Type D Aljaž Primary Primary Secondary N/A Alina Primary N/A N/A Primary Živa Secondary Primary Primary N/A Domen Primary Primary Secondary N/A Dovydas Secondary Primary Primary N/A Sales Agents Segmentation & Prioritization

15. Nasveti • Začnite s segmentacijo kupcev - 3 do 8 skupin pri si pomagajte z RFM modelom • Za vsak segment definirajte cilje in KPIs • Testirajte različne marketinške aktivnosti in pristope • Raziskujte preference kupcev in glede na zbrane informacije oblikujte portfelj produktov / storitev 15

16. Marko.Penko napredni.marketing@gmail.com

inOrbit 2015: Večkanalni marketing

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