Multichannel Marketing

The Dynamics of Multi-Channel
Marketing
not mono channel, not multiple channels

Marketing Institute of Singapore
July 2010
Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM

Non linear world

Own world

Multiple dimensions

Back to reality

The Right Path

NON LINEAR
WORLD

1806
Medicine Promotion
Kinseitan
This Wikipedia and Wikimedia Commons image is from the user Chris 73 and is freely available at http://commons.wikimedia.org/wiki/File:Edo_period_advertising_in_Japan.jpg under the creative commons cc-by-sa 2.5 license.


Newspapers Paid advertising
1800 1836


Kinetoscope parlor Dewar’s Whisky
1894 1899


Rotary Spark Transmitter Queensboro Corp
1906 1922


TV in homes Bulova Ad
1906 1941


Mobile handset First p2p SMS
1973 1994
Mass market 1990 SMS ad 1998


Internet First banner AT&T
1990 1994


Mushroom advertising effect

™ Advertising Mushroom effect, F5 Digital Consulting 2010

YOU CAN NOT USE THE NEW MEDIA
THE WAY YOU WANT TO USE THE NEW
MEDIA


New media requires new way of working


OWN WORLD


PEOPLE DON’T TRUST US ANYMORE


They trust their friends


MULTIPLE
LAYERS

One
receiving
end


Is your
budget
getting
bigger ?

Media
explosion


Having website, Facebook application,
augmented reality, Twitter feed

does not solve your problems

REALITY
CHECK

Marketers used to be in charge

BRANDS CONSUMERS


Consumers are now in charge

BRANDS CONSUMERS


Your new role as a marketer
  Spot consumer
  Guide consumer
  Let him decide
  Propose few routes
  Bring him back to base


Traditional media are like pillars
  Support your BRAND
  Push a message
  Linked to maintain foundations

New role of OWNED MEDIA : LIGHTHOUSE

Marketing efforts to
represent corporately
your brand


New Role of PAID MEDIA : SUPPORT

Marketing Media you
spend to Push a
message to a
Consumer


© F5DC 2010 all rights limited, reproduction forbidden without approval
✗
WWW.F5DC.COM

We cannot decide for consumers
  Different technology
penetration

  Different needs at
different times


New role of EARNED MEDIA : DIALOG

Marketing Media that
cost time to create
propagate and maintain
it

adapted from Marketing profs LLC definition


NEW MEDIA is the connection
  Engage the audience
  Do not push a message
  Interaction on consumer needs

Our responsibilities for the new media
  Efforts to create the relation
  Be genuine
  Respect, personal
  Listen
  Talk
  Don’t try to change me
  Time

THE RIGHT
PATH

2010 engagement paradigm

Always start from the consumer needs
consumer is the center of strategy

consumer

strategy is the center of the tactics

strategy

tactics

innovation

tactics is the center of the innovation


Understand the role of each Media
• Selective Media • Targeted Media • Mass Media • Passive media • Accurate targeting
• Mass messaging or • Privileged Consumer • Brand image • No interaction • Quality Media
Focused targeting relation • Step by Step teasing • Volume marketing • Captive audience
• Brand image • Selected Moment • Increased interactivity
• Passive interaction

TV Press Outdoor Radio Cinema

• Mass Media • Emerging Media
• Targeting is needed • Accurate targeting
• Enrich consumer • Very Dynamic
experience interaction
• Dynamic and tight • Personalized marketing
interaction • Potentially Intrusive

Internet
Mobile
2.0


Engage Consumer into a personalize
journey through multiple touch points

Using the new media and traditional media to support the engagement


360 3.6.0 vs


Consistent approach, coordinated
1 theme

1 Strategy

1 Creative Direction

Dedicated Dedicated Dedicated Dedicated Dedicated Dedicated
tactic tactic tactic tactic tactic tactic
  Objectives   Objectives   Objectives   Objectives   Objectives   Objectives
  Measurements   Measurements   Measurements   Measurements   Measurements   Measurements
  Implementation   Implementation   Implementation   Implementation   Implementation   Implementation

One Main Goal

How to reach consumers ?


Example of a potential integration
Corporate site Roadshow
  Product information   New product presentation
  Assets   Capture information and recruit prospects

Campaign site
  Link with the roadshow and product information
  First engagement, try to convince me

Facebook Google Search Twitter Radio
  Emotional link   Generate traffic   Instant promotion   Contest
  Discussion   Engage to roadshow   Latest offer   Push to roadshow
  Quick Fix

PR Print Campaign Apps
  Result of contest   Main product push   Mobile connection (if needed)
  Press relay   Link to website   Side angle for attraction


MORE
IS NOT
MORE

What not to do ?
  Have multiple channels, not

✗
linked
  Send eDM without real
information
  Spam the entire earth with
your products
  Have no link from event
  No follow up on first contact

The must do of modern marketers
Especially if you have limited budget

 Call to Action

✔
 Link
 Relevance
 Data
 Cost ROI
 Measurement
WWW.F5DC.COM

Marketing belong to marketers

This is not a website She is not a Social Campaign


Introduction to ROMI
Planning - Preparation Campaign Follow up activity

AUDIENCE ENGAGE CTA SALES

How do you get me to do what you Activity Sales
would like me to do ? the right audience ?

How much does it cost per tactic to Total cost of the How much sales
bring me to your CTA activity does it generate


Example
anyone ?

Personalization

Multi channel

Engagement

Each client is unique
Each company is unique
Each solution is unique


http://www.fujixerox-transpromo.com/eng/


Conclusion
  Go watch the movie


Conclusion
  360 is not 3.6.0
  Multichannel is not multiple
channel
  Planning and strategy
  Measurement
  Consumer is key
  Back to reality

Thanks.
Do you have any question ?

http://bit.ly/aEmARR f5dc gregbirge
Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM

Multichannel Marketing

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