omni-channel marketing –from dream to reality · omnichannel marketing-dream to reality - gaurav...
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Omni-channel Marketing – From Dream to RealityBy Gaurav Gupta, Circles.Life
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What’s the one similarity between Psychic & Psycho?
That’s what people call today’s digital ads!
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Psychic
Magical!
Looking to buy those tan heels See ads on tan heels
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Psycho
Creepy!
Looking at friends holiday pictures on FB
Start seeing ads for flights to Paris
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Omni-channel Marketing – Dream
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We plan for Omnichannel
Today’s Reality
but it ends up being Cross-channel, at best!
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Continuous engagement with
each user,
across a combination of channels & content,
Personalized to the stage of a user’s journey
and delivered in a uniform yet consolidated manner.
Tomorrow’s Dream
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WHO they are, We need to know
But First…
WHERE to find them, HOW to talk to them, WHEN are they most likelyto buy WHAT?
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How did we build our stack?• DMP• DSP• MAP• Personalisation Tool• Analytics
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Fragmented identities across the net
Who are they?
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Who are they?
Creating Unified Digital Persona’s by ID Stitching
Need DMP integrated to your Database Using 3rd Party Data & Device Graph
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Aggregate the data from unified persona’s…
Who are they?
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Craft Audience Segments
M-18yrs, EunosVisited in 15DLoves Tennis
F-28yrs, OrchardUsed App 60D12 month old iPhoneCart abandoned 1D
M-48yrs, DoverAustralian Loves Surfing
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WHERE to find them?
MarketingChannels
Keep multi-channel mix
Real-time Bidding
Audience Match Rate
Micro-moment Targeting
Single Source Reporting
Essentials of Programmatic Buying
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WHERE to find them?
DSP for hunting MAP for farming
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HOW to talk to them?
Mass personalization with real-time triggers
Audience by Lifestages
ChannelPreference
Content Permutations
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HOW to talk to them?
Case in point
If, Cart Abandoned
Then, Retarget with Ads and email campaign
And, deliver personalized web & mobile experience
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WHEN are they mostly likely to Buy
Artificial intelligence
AI brain analysing user behaviour across the user journey
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WHEN are they mostly likely to Buy
Artificial intelligence
Unified digital persona Aggregate & create segment Activate on media
AI orchestrating decision at each step of campaign deployment
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Realized!
AI based predictive decisioning & user journey orchestration
Omni-channel marketing Dream
Unknown User – xyzSearches of “Circles”
Serve FB app &Lead to website
Click FB adServe SEM ad & Lead to FB page
Serve the lead form Lead eCom page
User registered as ‘Rob’ in known, buys a plan &
Leads Share on FB
Rob Shares with his friends
Leads to a successful Referral
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• Aggregate data - with right partnerships
• Identify key segments - start with foundation and build richer segments
• Activate media - in real-time & near-perfect synchroneity at right moments
• Deploy mass personalisation - mapped to their lifecycle & channel preference
• Optimise - thru continuous testing. Define KPI, benchmark performance
Essentials for omnichannel marketing
Summary
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“You've got to start with the customer experience and work back toward the technology – not the other way around”