Maximum Impact: Blending Digital Strategies and Traditional Marketing for Optimal Results
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Explore the art of effectively connecting online and offline marketing to produce dramatic ROI. Success takes coordination and communication, with a cohesive strategy that bridges digital and traditional channels. Discover new ways to integrate your efforts and elevate your impact with real-world examples of companies that are doing it right.
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Maximum Impact: Blending Digital Strategies and Traditional Marketing for Optimal Results
- 1. Joellyn ‘Joey’ Sargent Maximum Impact: Blending Online and Offline Strategies for Optimal Results
- 4. Inside-Out / Outside-In Company Inside > Out CustomerIn < Outside
- 5. Inside > Out Social Media Website Stores Customer Service Ads/ Campaigns Offers & Promotions Apps Sales Investors PR IT Communications Marketing Operations Product Delivery Pre-Sales Community Foundation
- 6. Outside > In Listening Required Social Mentions Support Calls Blog Comments Website feedback Survey responses Informal Discussions Sales conversations
- 7. Omni-Channel Approach Customer / Community Cohesive Brand Social Media Website Stores Customer Service Ads/ Campaigns Offers & Promotions Apps Sales Investor Relations PRIT Product Delivery Delivery Pre-Sales Community Foundation
- 8. Cohesive Brand Channel Device Product Message Customer
- 9. Adopting Omni-Channel Motivated Executives: 49% cite potential of lost sales opportunities 42% says customers expect similar experiences regardless of channel 35% are concerned about inconsistent branding across channels Only 43% have started: 38% are not evaluating an OCM strategy 19% have no plans to implement OCM 26% are currently evaluating an OCM strategy 17% plan to implement within the next 3 years Source: Aberdeen Research Source: Platt Retail Institute
- 10. 5 Keys to Optimal Integration 1. Customer-centric approach 2. Seamless connections between channels 3. Relevant to customer needs 4. Intuitive, not Intrusive 5. Resources to deliver the right experience
- 11. Enablers Digital technologies • Responsive web design • Online chat • eCommerce systems Big Data / Coordination of data sources (Intelligent) Marketing automation Integrated call centers for orders & support Cross-channel inventory management
- 12. Example: Signet Jewelers Owner of Jared and Kay Jewelers Objective: Align online & offline customer experience "Who are our customers, why do they choose our brand, and how do we do a better job of engaging and empowering them in a rapidly changing digital world?” Research Tools: • Customer segmentation analysis • Voice-of-the-customer surveys • In-store observations Source: MaketingProfs
- 13. Signet Jewelers (cont.) Goal: Enable customers to interact intuitively, whether they are in store, online or on their smartphone. • Chat live with sales associates • Compare items side-by-side • View available credit Initiatives: • Profiles on social channels (Facebook, Twitter, etc.) • New mobile sites • Redesigned websites Results: 49% increase in holiday sales online from 2011 to 2012 Source: MaketingProfs
- 14. More Examples Walmart: • Order online • Store pickup Ace Hardware • Order online • Find it in a store • Ship to store Delta Air Lines • Online check in • Digital boarding pass Radisson • iConcierge App • Indirect services (cabs, etc.)
- 15. What To Do Next Check consistency of messages across channels Monitor and evaluate impact of each touch point Open doors between channels to meet customer expectations Work on internal communication and operational coordination Expand initiatives to incorporate customer data and build connections
- 16. Joellyn ‘Joey’ Sargent office: 678.823.8228 email: JSargent@Claravon.com web: Claravon.com social media: linkedin.com/in/jsargent @JoellynSargent Also on: blog: www.JoeySargent.com community:
Editor's Notes
- Explore the art of effectively connecting online and offline marketing to produce dramatic ROI. Success takes coordination and communication, with a cohesive strategy that bridges digital and traditional channels. Discover new ways to integrate your efforts and elevate your impact with real-world examples of companies that are doing it right.
- We’re not one-sided beingsWe live in a 3D, multidimensional worldPoor Flat Stanley is, well, flat. But he gets around.Even Flat Stanly has a mobile app!
- Fortunately, we’re in 3D and we can lead full and dynamic lives, just like our customers do.To optimize your marketing results you need to take a holistic approach….It’s a mindset, a way of thinking about how you do business.Integration is critical to reaching the whole customer. Consider interactions and opportunities to engage at Home, Work, in Personal Life and SociallyAs an example, let’s look at Elisa and how she spends her day….Breakfast with the TV news on – she’s half listening while checking email on her tablet.Drives the kids to daycare – listening to to the radioParks and takes the train to work. In the station there a graphics plastered everywhere – on the ground, the turnstiles, the walls. On the train, she tries to read her ebook, but has trouble concentrating, so she watches the rotating images on the digital signs in the subway car.She catches snippets of news on the TVs in the elevator. After a quick stop in her office, she heads to a couple of meetings, where she gets a few texts.Walks to meet a customer for lunch at a downtown restaurant. Along the way, she sees billboards, bus graphics and get’s handed a flyer for a new salon that just opened around the corner.Back to the office – checks email on her desktop computer and does some online research for a project she’s working on before heading off to a 3pm Dr. Appointment.In the waiting room, she’s handed a tablet to use for checking in, the she flips through a magazine. In the exam room, she pull out her phone to check email while waiting for Dr.Back a home, she fixes dinner for the kids and tucks them in before settling in to watch the latest episode of Hell’s Kitchen, which she Tivo’d the night before. No commercial here.
- In the description of this session, I mentioned building a bridge between digital and traditional. Really, what we need to do is go beyond the bridge, which simply takes you from point a to point b.It’s not really a bridge we need, it’s a continuum. There’s constant feedback look from the inside / out and the outside / in.We’re sharing, listening, adapting, sharing more and responding continuously.But there are a few challenges we need to be aware of…
- First, internal coordination is tough. There are so many elements at work that need to be aligned and balanced.1. Interdepartmental alignment – all these aspects of the business, including overt or intentional messages as well as more informal communications that contribute to the brand, need to be rationalized so you company can speak with a cohesive voice. This doesn’t mean that all messages are exactly the same, but they all contribute to a shared voice.2. Agency Coordination – with over 50% of digital marketing activity outsourced (according to Gartner's 2013 US Digital Marketing Spending Survey) coordination between different agencies is a must.3. Systems & DataAll these areas may have different messages and voices / makes the brand schizophrenic / disjointedIn fact, many organizations actually find competition between groups responsible for these different areas, like friction between sales and marketing or marketing and ITIf not coordinated, the result is eroded brand value
- As we improve coordination of our internal efforts, we also need to organize in such a way the we can listen and respond to input from the market, from our customers.They are speaking to us constantly, but sometimes it’s hard to hear.And even when we do get the message, organizational and technical challenges can make it difficult to act on the information we receive.
- You’ve probably heard of the concept of multi-channel marketing – reaching customers through a variety of communications channels like email, print ads and so forth, and selling them through different delivery channels like web, stores and catalogs.The problem is that multi-channel doesn’t necessarily imply coordination. There’s a cohesion lacking that requites us to go a step further to what’s called Omni-Channel Marketing.Omni-channel marketing integrates all your touch points into a cohesive message, and it’s not just for retail marketers.Basically, omni-channel marketing is about aligning the brand, product offerings, and marketing messages to achieve a uniform customer experience across all channels
- Omni-channel marketing is about aligning the brand, product offerings, and marketing messages to achieve a uniform customer experience across all channelsWhat it looks like…Channel – online, store, catalog, phoneDevice – PC, laptop, tablet, smartphoneMessage – consistent across all channelsProduct – access to all products through all channels / devices. (i.e. no “Web only” offer)Customers can start interaction on one channel, and finish elsewhere.Experience is device independent, features may vary somewhat, but the over experience, the use of customer data, is consistent.In other words, “I know you, I recognize you…whether you’re on you iPad, smartphone or in my store.”
- Omni-Channel Marketing or OCM is you need an acronym, is about creating personalized, relevant, and meaningful communication across channels to deliver a seamless and consistent customerexperience. The driving force behind OCM is the lost opportunity that motivates executives. 49% cite the potential for lost sales, 42% are concerned about meeting customer expectations for continuity across channels, and 35% recognize the problems inherent in inconsistent branding.The objective is for all channels to be integrated operationally, and to function together to reach and serve customers in a consistent, measured manner, regardless of the preferred purchase channel.This is a relatively new approach, and research by the Platt Retail institute shows that:38 percent of firms are not evaluating an OCM strategy19 percent have no plans to implement an OCM strategy (for a total of 57 percent “no”)26 percent of respondents stated that they currently are evaluating an OCM strategy17 percent plan to implement an OCM strategy within the next three years (for a total of 43 percent “yes”).Source: Platt Retail Institute
- To effectively implement an Omni-Channel approach and optimize your marketing impact, there are 5 key areas to focus on:First, create a Customer-centric approach. That means the customer and their needs are at the center of everything you do. This can be a major shift in mindset for some businesses that see themselves a operationally excellent or cost driven, but in reality, if your customers aren’t happy, those other things don’t matter much because you have no one to serve!Establish Seamless connections between channels – This may be the hardest to accomplish because it requires both operational and technical changes, but it’s critical long-term objective. Without seamless coordination, you don’t have a unified or cohesive face to the customer, which exposes your business to significant risk of dissatisfaction.Make offers and services Relevant to customer needs. This means that the customer should provide the benchmark against which you measure new offers. Now you certainly may come up with solutions that make things easier for your business internally, but they also have to serve the needs of customers.Be Intuitive, not Intrusive – This is the creepy factor. Using customer data to understand customer behavior is one thing, stalking is another. Here’s a great example. There’s a certain marketing automation firm that shall remain nameless. Every now and then I register for one of their webinars to get a feel for their perspective on marketing trends. When I do, I immediately get a call from a sales rep in a call center somewhere saying, “We heard you were interested in a demo, when can we set something up?” Instead of appealing to me, this sets off all kinds of alarms. They would do much better to check their records and see that I’m an independent consultant, that I’m in the universe for research purposes, and they should cultivate a relationship with me for referrals not direct business.Resources to deliver the right experience – As I mentioned above, having the right technical resources is key. In my marketing automation example, there are probably features of that system that are not being used properly. Let’s look at those a little more…(NEXT SLIDE)
- Digital technologiesResponsive web designOnline chateCommerce systemsBig Data / Coordination of data sources – so data slios talk to each other, sharing data for a more complete picture of the customer. This includes SOCIAL MEDIA interactions. Predictive analytics Data Warehouse Business intelligence(Intelligent) Marketing automation – target offers based on customer preferences and shopping / online behaviorIntegrated call centers for orders & support – for customers from the web, stores and mobile applicationsCross-channel inventory management – like, “Find is in a store near you” or “Order online, ship to store”
- http://www.marketingprofs.com/articles/2013/10473/the-omni-channel-retail-experience-or-how-kay-and-jared-jewelers-upped-sales-49Signet Jewelers, owner of Jared and Kay Jewelers chains. Two years ago, Signet began to ask itself: "Who are our customers, why do they choose our brand, and how do we do a better job of engaging and empowering them in a rapidly changing digital world?"To help answer those questions, the company did research to get a full picture of their customers. This included customer segmentation analysis, voice-of-the-customer surveys, and in-store observations. The real-time data we gathered provided deeper insights into Signet's customer needs and helped us identify opportunities to extend the in-store shopping experience online.
- As a result of what they learned through the research and analysis, Signet launched profiles on social channels, such as Facebook and Twitter, with new mobile sites and redesigned websites that deliver an omni-channel shopping experience.The goal was to enable customers to interact with and navigate the websites more intuitively, as if shopping in the store. For instance, they can chat live with sales associates, compare items side-by-side, and view their available credit balance, no matter whether they were shopping in the store, online or with their smartphone.Success in the digital world truly begins with the client experience. Over the years, I've learned that our clients' customers, no matter the industry, all want the same two things: assurance and control. When making a purchase, people want to feel assured that they are making the right purchase, and they want to feel that they are in control of the decision to purchase—or not.This past holiday season, the company's online sales increased a staggering 49% compared with the same period in 2011.
- The iConcierge App developed for Radisson allows its guests to use their mobile devices to plan their itinerary, request for room services, book additional services like a spa, check flight details and book a cab.
- Your next steps may be constrained by staff, budget and available technology, but that doesn’t mean you can’t move forward with a more holistic approach. Cultivate customer connections by:Check consistency of messages across channels – do an audit to look for any quick fixes or larger problems that need to be address to improve the unified voice of your brand.Monitor and evaluate impact of each touch point. Look for opportunities to improve customer satisfaction and engagement.Open doors between channels to meet customer expectations. Find out what customers what or expect, and deliver it.Work on internal communication and coordination of offers, marketing campaigns and logistical / operational issuesExpand initiatives to incorporate customer data and build connections through cross-channel loyalty programs, incentives, referrals, etc.