multi channel campaigns

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  • Multichannel Campaigns: towards an marketing ecosystem

  • Customers lives in a multi-channel world

  • In an era when customers

    are increasingly well-informed,

    the channel by-channel approach is not enough:

    Today, businesses need a multichannel strategy

    that offers consumers a seamless experience

    across all touch points,

    for customer value generation.

  • No campaign, not even a multichannel campaign,

    should start with channels.

    Or even a message.

  • No campaign, not even a multichannel campaign,

    should start with channels.

    Or even a message.

    It should start with a person.

    The customer.

    into several types of buyers.

  • The core responsibility of the marketing team

    is .

    Everything else flows from this approach:

  • The core responsibility of the marketing team

    is

    Everything else flows from this approach:

  • Email may be the base of your communications

    with me, but Im getting too much junk. If its

    really important, send it to

    me by mail.

    Step 1: VoC Research

    Communications should be relevant

    to my interests and

    preferences.

    Customers who have shown an interest in Tools & Home Improvement might like to check out our top

    deals on top brands, as well as great gift ideas.

    10

  • Companies need a detailed understanding

    of the channel journey for each customer segment

    in order to identify what works most effectively.

  • The purpose of a multichannel marketing campaign

    to get your message out to

    as many channels as you can.

  • The purpose of a multichannel marketing campaign

    to get your message out to

    as many channels as you can.

    to get your message out to the most effective,

    most efficient channels.

  • First golden rule:

  • Second golden rule:

    Building and sustaining

    a customer-centric culture!

  • Second golden rule:

    Individualized Experiences at Massive Scale

    Personal preferences Customer journey phases +

  • Customer experiences must be driven by

    my individual preferences regarding:

    message, timing, frequency,

    and media mix.

    *Definition is based on 10,000 + hours of VoC research conducted by

    Ernan Roman Direct Marketing, 5-26-13

    Step 1: VoC Research 19

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