Dave Chaffey's presentation from Day 2 of Ecommerce Expo London 27th Sept 2018

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Omnichannel marketing:
Tips and techniques
Dr Dave Chaffey, co-founder and
Content Director, Smart Insights
Ecommerce Expo, London, 27th September
Download : www.slideshare.net/smart-insights

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Co-founder and Editor of
SmartInsights.com - a marketing
advice community with > ½
million uniques/quarter.
Premium members in over 120
countries use our planning
guides, templates and online
courses to Plan, Manage and
Optimize their digital marketing.
We also deliver consulting and
training for members.
Digital Marketing strategist, consultant, trainer and author since ‘97
Free Basic
membership
About Dave Chaffey
and Smart Insights

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Why Omnichannel?
“Multichannel is an operational view – how you allow the customer to
complete transactions in each channel.
Omnichannel, however, is viewing the experience through the eyes of your
customer, orchestrating the customer experience across all channels so that it
is seamless, integrated, and consistent.
Omnichannel anticipates that customers may start in one channel and move
to another as they progress to a resolution. Making these complex ‘hand-
offs’ between channels must be fluid for the customer. Simply put, omni-
channel is multi-channel done right!”
John Bowden, Senior VP of Customer Care at Time Warner Cable

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Is your ‘always-on’ lifecycle marketing effective and efficient?

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Hero banner
Customised content: (Customer Profile)
• EDE (Electronic Design Engineers)
• Non-EDE (Electronic Design Engineers)
• Promo Excluded (Key and Corporates)
CLC Module
Customised content: (Customer Lifecycle)
• Nursery
• Development
• Acquisition
BEH Module
Customised content: (Behavioural data)
• Abandoned Baskets
• Browsed Not Bought
• Propensity to Buy (A recommendations model)
• Top Sellers
Product modules can vary in number and format.
Maximum of 8 modules per email.
Product Modules

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Automation Using a layered targeting
email system with dynamic content
Email 'Type' Customer Lifecycle Segmentation
Prospects Nursery Development Lapsing Lapsed
Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme
Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)
Newsletter Sent wk. 1 each month to all contacts with personalised content
Feature Email Sent wk. 2 each month to all contacts
Offers and Deals Sent wk. 3 each month to all contacts
NPI Sent wk. 4 each month to all contacts
Source: Harriet Mitchell Smart Insights Digital Impact conference

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Key success factors to add more to the top of the funnel
• Create Integrated campaigns. Prioritise your investment in content
marketing and resources to get cut-through.
• Boost organic visibility. Invest time in owned and earned or inbound
marketing with the focus on SEO, Social Media and co-marketing.
• Cost-effective Paid promotion. Don't miss out on the targeted reach of
paid promotion through AdWords, Social Media, Affiliate and display
marketing.
REACH Phase

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Key Reach activities
Planning activity Deliverables
2.1 Media effectiveness review GA customisation review - VQVC
2.2. Search Marketing Keyphrase Gap analysis. SEM Plan.
2.3 Owned and Earned media
Social media & influencer outreach
plans
2.4 Paid media Paid and display media schedule
2.5 Acquisition and campaign plan Digital media budget & campaign plan
Key success factors to add more to the top of the funnel
✓ Boost organic visibility - SEO and Social Media
✓ Cost-effective Paid promotion
✓ Create integrated Content Campaigns
Key measures
 Unique Visitors
 Inbound links
 Fans/followers

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Are you on top of mobile?

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Mobile strategy
• What are the pros and cons of the emerging
techniques:
• AMPs: Accelerated mobile Project Pages (AMPs)
• PWAs: Progressive Web Apps

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Are you tapping into the ‘new CSS’

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Are you competing on Amazon?
According to Merkle Amazon
Sponsored Products spend grew 165%
year-on-year in Q2 2018, while
Headline Search Ads grew 162%.
Sponsored Products continue to
account for the vast majority of
Amazon search spend, with Headline
Search Ads and Product Display Ads
accounting for just 12% of spend
combined.

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Mistake = Missing out on insight tools and
deploying power of automation and AI
Download: http://bit.ly/smartdigitaltools

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Key success factors to encourage interaction on web, mobile and social
• Get visitors on the right customer journeys. Improve UX, navigation and
persuasive messaging across all page templates to generate leads.
• Create an audience engagement strategy using always-on content
marketing. Develop content and ‘tripwires’ to fuel your lead generation.
• Run campaigns and create editorial calendars. Generate demand, showcase
your brand, products and offers
ACT Phase

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Key InterAct activities
Key success factors to encourage interaction on web, mobile and
social
✓ Get visitors on the right customer journeys
✓ Create audience engagement strategy using Content
marketing
✓ Implement personalised Welcome or follow-up
Key measures
• Leads, lead
conversion, CPL
• Time on site
• Shares/comments/li
kes
Planning activities Deliverables
3.1. Customer journey analysis Website 'Quick Wins' audit
3.2 Visitor and Customer profiling Visitor/customer insight audit
3.3. Optimise content Content and lead magnet audit
3.4. Optimise Landing Pages Landing page plan
3.5 Content - Campaign planning Editorial calendar plan

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Developing your OVP
Audience use of
website and social >
Personas
Commercial goals >
Customer
engagement goals
> DVP
Branded
Content Marketing
Engagement Strategy
Integrated
Marketing
Communications
Strategy
Integrated
Digital platform
tactics and tools
DVP = Digital Value Proposition
= Brand adding value to audiences
 Help me Buy! (Online OR offline)
 Help me Use products
 Help me do my job / live my life
 Help me develop / learn
 Make me look good (to colleagues or family)
 Entertain Me!
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Review your email sales driver options
Source

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Comp offers worth testing…

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More engaging

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Key success factors to boost conversion to sale online and offline
• Retarget with personalized follow-up. Nurture to develop brand engagement
with paid, owned and earned media.
• Prompt Multichannel sales. Connect the customer with the best options to buy
• Create a CRO process. Maximize conversion through continuous improvement
using structured testing.
CONVERT PHASE

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How many structured experiments
does your business run each month?

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How do
you
manage
CRO?

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Customer journey - Does your experience align?
Customer persona toolkit: http://bit.ly/smartpersonas
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Examples of placements
3
4
5
6
7
1
8
2

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Have you tested your run-of-site stripes or panels?

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Engage through
offers to
leverage FOMO
Fresh Relevance

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Key success factors to increase long-term customer loyalty
• Improve customer experience and loyalty. Plug the satisfaction gap
• Develop lifecycle marketing automation by web and email. Don't neglect
the power of email
• Amplification using social media. Encourage advocacy and social sharing
using social media
ENGAGE Phase

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Example listening community
Source: Vision Critical
Chat with Chicos, an insight
community of 14,000 women
who continuously provide
feedback on how the retailer can
improve products, marketing
efforts and store design. The
community allowed Chico’s to
maintain a close relationship
with its customers, keeping them
engaged and coming back.

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Conversational UIs

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Aligning your plans
Business plan
Marketing plan
1-5 year roadmap
Digital
transformation plan
2-5 year roadmap
Annual digital or
omnichannel plan
Implementation
plan – 90 day plans

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Let’s Connect – Questions and discussion welcome!
https://www.linkedin.com/in/davechaffey
Download : www.slideshare.net/smart-insights