The Ten Step Guide to Creating Your Multi-Channel Marketing Strategy


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With so many choices, channels and constraints how do you prioritize your budgets and resources to maximize the impact of your interactive marketing?

This webinar will cover how to:

• Get buy in from key stakeholders
• Construct concurrent or consecutive programs so they support and enhance each other
• Prioritize efforts across channels based on what really matters
• Separate test budgets from working budgets
• Develop and execute actionable dashboards
• Deciding which channels make sense for the audience and content

Robin Neifield, CEO, NetPlus Marketing

Published in: Business
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  • “Search” (eMarketer) Key Points:Statistic: US Ad Spending by Format, 2010-2016 Estimated that search user penetration in the US will remain around 83% of Internet users through 2016 Investment in search is expected to increase from $15.58 billion in 2012 to about $24.35 billion in 2016, with mobile search advertising accounting for an even-larger share Article delves into key challenge facing marketers as they try to ensure that search and display efforts complement each other: “One distinct challenge facing marketers in this area is ensuring that their search and display advertising efforts are complementing each other. Search and display bring distinct strengths to the marketing table and typically complement each other. Too often, siloed groups within companies buy and measure the two interactive ad formats separately. Tools for integrating display and search into holistic campaigns, such as attribution modeling, offer marketers detailed pictures of their work, which can yield more efficient and effective results.”   “Top 10 Reasons Search Comes First” 
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  • The Ten Step Guide to Creating Your Multi-Channel Marketing Strategy

    1. 1. The Ten Step Guideto Creating YourMulti-ChannelMarketing StrategyPRESENTED BY NETPLUSMarch 12, 2013
    2. 2. 2 Multi-Channel Marketing Strategy Multi-channel? Omni-channel? Whatever…. Put your customers in the center of your strategy.© 2013 NETPLUS MARKETING, INC.
    3. 3. The Ten Step Guideto Creating YourMulti-ChannelOmni- ChannelMarketing StrategyPRESENTED BY NETPLUSMarch 12, 2013
    4. 4. 4 Multi-Channel CUSTOMER Strategy  Recognized with relevant content and experiences  Executed across channels, devices and activities  Real time (or close to it) responsiveness© 2013 NETPLUS MARKETING, INC.
    5. 5. 5 Multi-Channel CUSTOMER Strategy What does it take to deliver against consumer expectations in this era?  Big data  No silos  Use of info  Don’t make assumptions  Recognize it is not all digital  Consistency  Willingness to change© 2013 NETPLUS MARKETING, INC.
    6. 6. 6 Why is Multi-Channel Important? Mobile and Tablet Usage Now Mainstream© 2013 NETPLUS MARKETING, INC.
    7. 7. 7 Why is Multi-Channel Important? Consumers are transferring media time to mobile.© 2013 NETPLUS MARKETING, INC.
    8. 8. 8 Why is Multi-Channel Important? Multi-screen, multi-device behaviors now typical.© 2013 NETPLUS MARKETING, INC.
    9. 9. 9 Marketplace Changes New platforms, devices, connectivity options and integration opportunities have brought:  Changes in consumer media consumption patterns  Changes in other consumer behaviors  More data but not necessarily more insights  Exploded opportunity set for advertisers to sort through and prioritize  A constantly connected consumer base  Changes in consumer expectations  Content, context and design challenges© 2013 NETPLUS MARKETING, INC.
    10. 10. 10 Steps to Creating a Multi-Channel Customer Strategy© 2013 NETPLUS MARKETING, INC.
    11. 11. 11 1 – Conduct a Program Audit Conduct an audit and analysis of existing programs including allocated resources, touch points and value/contribution  Customer mapping  Content updates  Data accessibility© 2013 NETPLUS MARKETING, INC.
    12. 12. 12 2 – Get Buy in From Key Stakeholders  Don’t go it alone – confer with and get buy in from colleagues and partners  Produce guiding documents including a mission statement  Take your analysis, maps and guiding doc to the highest level you can  Bring recommendations for optimization and testing  Estimates for any work required along with a list of benefits and the forecasted impact© 2013 NETPLUS MARKETING, INC.
    13. 13. 13 Channel Integration  Mission: ACME corporation will achieve a unified brand plan, organizational vision and customer experience through the integration of digital content, audience touch points, data sets and analytic framework  Timeframe:  phase 1 – planning Q2 2012  phase 2 – implementation Q3-Q4 2013  Objectives:  Collaborative planning leading to shared, quantifiable goals  Distributed, common content  Single data set accessible by all internal audiences  Integrated analysis, optimization and reporting  Guiding principles:  The Acme customer comes first – any changes must improve their experience with our brand  Investments will be justified over a mid term time frame (2-4 years)  The program must be scalable and flexible for future, unforeseen challenges and opportunities© 2013 NETPLUS MARKETING, INC.
    14. 14. 14 3 – Identify Channel Opportunities Different for each marketer based on:  Business goals  Current status of adoption and success  Audience  Industry and competitive set© 2013 NETPLUS MARKETING, INC.
    15. 15. 15 Multi-Channel Mobile© 2013 NETPLUS MARKETING, INC.
    16. 16. 16 Multi-Channel Mobile© 2013 NETPLUS MARKETING, INC.
    17. 17. 17 Multi-Channel Mobile  Growing share of consumer time spent – 28% and growing  Primary multi-tasking devices  Primary social connectivity device  Different demographics use differently  App market exploding (1billion app users worldwide)  Too many websites not yet optimized for mobile viewing Make Mobile Multi-Channel: optimize for mobile traffic, create the relevant user experience for mobile viewing© 2013 NETPLUS MARKETING, INC.
    18. 18. 18 Multi-Channel Search© 2013 NETPLUS MARKETING, INC.
    19. 19. 19 Multi-Channel Search  Take advantage of mobile search options  Drive consumers to the appropriate experience.  Broaden your definition of search beyond Google and beyond the search engines o Facebook Graph is a game changer Make Search Multi-Channel: create mobile specific search campaigns with their own ad copy, ensure mobile friendly landing pages, use keyword insights to improve ad copy and other content across channels© 2013 NETPLUS MARKETING, INC.
    20. 20. 20 Facebook Graph Search  Socially informed search  Weighted to what your friends like or recommend  Unique results => higher relevancy => higher click rates and more efficiency© 2013 NETPLUS MARKETING, INC.
    21. 21. 21 Multi-Channel Display Media Banner ads formats, content and distribution have evolved:  New customer targeting options – social and search behaviors, enriched customer profiles, RTB options  New channels of distribution – search networks, social networks  New compelling content types – friend’s recommendations, visual images  Many conversions in banner – email or other data capture, video views, share Make Display Multi-Channel: use new targeting options that leverage search and social behavioral cues, gather remarketing data in rich media ad formats© 2013 NETPLUS MARKETING, INC.
    22. 22. 22 Make It Visual Often overlooked opportunities  Rise of visual content sharing sites like Instagram and Pinterest  Facebook’s newly redesigned News Feed is all about images  Most shared content is visual, including video, and may follow popular memes or trends© 2013 NETPLUS MARKETING, INC.
    23. 23. 23 Video  Video’s share of digital ad dollars is currently less than 10% but on an impressive growth curve to reach 15% by 2016*  Frequently shared content  New ad units integrated into video buys get impressive conversions Make Video Multi-Channel: insert share buttons and motivate or incent sharing, incorporate in video ads if appropriate, distribute video content across channels and track usage *© 2013 NETPLUS MARKETING, INC.
    24. 24. 24 Email  The #1 mobile activity is email*  Rethink email across your channels – taking into account: o Screen size, design and usability o Relevant content o Consumer context o Post click experience *Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2012–2017,” Feb. ‘13© 2013 NETPLUS MARKETING, INC.
    25. 25. 25 Email  Integrate email and social programs for: o Acquisition o Testing o Frequency o Performance o Qualifying o Efficiency Make Email Multi-Channel: link email content to social with sharing buttons, optimize for mobile use, differentiate between tablets and smartphones, capture email from social fans, test content and subject lines in social, use responsive design© 2013 NETPLUS MARKETING, INC.
    26. 26. 26 Social Media  Outstanding reach – 1.4 billion people around the world  Dovetails with location and mobile targeting  Offers previously unavailable niche behavioral and demo/social targeting capabilities  Unique mindset of participants  WOM, viral and advocacy opportunities Make Social Multi-Channel: Use listening tools to hone keyword sets and messaging and gain audience insights, distribute promo messaging and coupons, support event attendance and offline happenings© 2013 NETPLUS MARKETING, INC.
    27. 27. 27 Traditional Marketing  Converged media  CTAs now decidedly digital  Digital content  Use technology Make Traditional Marketing Multi-Channel: create consistency in messaging, look and feel across channels, decide upon the final, destination and all channels to drive there, use attribution modeling to give multiple channels credit for the conversions, invest in a CMS, leverage paid/owned/earned models© 2013 NETPLUS MARKETING, INC.
    28. 28. 28 Content Strategy  Content challenges are multiplying as digital destinations multiply o Consistency of message, look and feel o Sheer volume of required content challenges organizations o Many different forms needed, ad copy, video, blog posts, images, recipes, product descriptions o No person or dept with clear responsibility o Think about audience, location and device preferences Make Content Multi-Channel: make use of precious and expensive content assets in multiple ways across channels, insert sharing options, meld content goals with SEO standards, use social listening to find content clues© 2013 NETPLUS MARKETING, INC.
    29. 29. 29 Channel Opportunities Channel Goals KPIs/outcomes Overall Build valuable, customer # customers, AOV, # return connections to fuel brand growth customers SEO/SEM Increase traffic quality and volume across brand Increased page views, improved conv rate, properties move site demos closer to target demos Email Improve remarketing capabilities, promo support and Data fields captured, open and conv rates, coupon distribution coupons Website Distribute promos, provide product education, drive to Store locator usage, promo or coupon store, capture email opt-ins downloads, deep page views, more opt-ins Mobile site Drive consumers efficiently to retail locations armed with Reduction in bounce rates on site, min clicks current promotion info to relevant info, increase store locator usage Social Media Activate loyalists, gain audience insights, build Increased positive brand mentions, new and Social remarketing platforms testimonials, improved keyword list, more Advertising Reach niche audiences, promote videos fan or follower access Display Extend brand awareness, distribute coupons, competitive Increased search volume and call center targeting volume TV Reach and awareness, drive to web Increased web traffic, esp deep pages Print/direct Product education, drive to web Increased web traffic and video views Video Product education Video views and shares, product inquiries© 2013 NETPLUS MARKETING, INC.
    30. 30. 30 4- Maintain Consumer Focus  Protect your customers  Accept responsibility for your role in the broader consumer experience online  Be judicious in using collected information  Be transparent and offer choice  Give more than you get  Think long term© 2013 NETPLUS MARKETING, INC.
    31. 31. 31 5- Prioritize  You might not need to be everywhere to succeed – know your audience  Avoid the shiny object factor  Don’t follow competitors – carve out your own success  Be attuned to change© 2013 NETPLUS MARKETING, INC.
    32. 32. 32 6 – Create Your Plan K.I.S.S. – There are no points for complexity or number of channels used. Avoid fractured, over-complicated plans by narrowing your efforts to only those that help you either: 1. Sell 2. Build, or 3. Learn The plan is composed of the tactics that support your channel priorities.© 2013 NETPLUS MARKETING, INC.
    33. 33. 33 7 – Develop Actionable Data Sets  Agree on KPIs o Organizational program and performance o Customer experience improvements  Establish tracking across all marketing channels o Unique descriptors o Channel goals  Create decision-focused dashboards© 2013 NETPLUS MARKETING, INC.
    34. 34. 34 8 – Review Org structure  Functionally oriented structures and silos reduce the chance for collaboration  Different reporting structures inhibit oversight for consistency in messaging and customer experience  Lack of required technology investment to integrate needed data and information (Not my budget!)  Big Data and the convergence of departments, data sets, partners  Agility© 2013 NETPLUS MARKETING, INC.
    35. 35. 35 9 – Iterative Planning  Don’t get paralyzed by the changes ahead  Don’t rush into every new thing  Don’t attempt too much at once – try a phased approach  Don’t get lost in the analytics  Build in extra watchfulness and optimization for new and early programs  Build in aggressive out clauses  Build in budget reserves  Factor in competitive response© 2013 NETPLUS MARKETING, INC.
    36. 36. 36 10 – Launch Plan  Create defined check-ins and feedback loops  Assign responsibility for ongoing reviews  Allow some controlled risk into your planning process o Test programs o Learning objectives© 2013 NETPLUS MARKETING, INC.
    37. 37. 37 10 Step Guide to a Multi-Channel Customer Strategy 1. Conduct an audit and analysis of existing programs and resources 2. Present to key stakeholders for input and feedback 3. Establish clear overarching objectives with channel specific priorities 4. Assert and maintain a consumer focus 5. Test plan against organizational priorities 6. Develop your multi-channel plan 7. Develop actionable data sets and dashboards 8. Review existing organizational structure and P&L /budgets for alignment 9. Iterative planning and implementation 10. Launch plan with defined check-ins and feedback loops© 2013 NETPLUS MARKETING, INC.
    38. 38. Thank You. Robin Neifield CEO, Netplus 610-897-2382