teradata whitepaper omni channel digital marketing

8/15/2019 Teradata Whitepaper Omni Channel Digital Marketing

1/16

THE MARKETER’S GUIDE TO BUILDING A SUCCESSFUL

OMNI-CHANNEL DIGITAL MARKETING STRATEGY

1 MARKETING.TERADATA.COM

The Marketer’s Guide to Building a SuccessfulOmni-Channel Digital Marketing Strategy

EB-9323

TM


2/16




Table of Contents

3 Marketing Challenges In The Era of

Individualised Marketing

4 What is Omni-Channel Marketing?

5 4 Steps for Achieving an Omni-Channel Digital

Marketing Strategy

13 4 Use Cases To Get You Started With

Omni-Channel Digital Marketing

15 How Can We Help?

Introduction

It has happened to each of us. You’ve researched your

next purchase – let’s say it’s a brand new pair of running

shoes – online. You’ve visited your local sports store to

try some different sizes. You’ve read brand reviews on

your social media accounts. You might have even added

a few favourite pairs to an online cart… just in case. You’re

almost ready to make your purchase when you receive an

email from the sports store. You open it in anticipation of

a coupon that will push you into your purchase, but you’re

stopped short. The coupon is only good for new hikers.

Your retailer got close… but not close enough. And in

today’s digital environment, close enough is not good

enough when crafting meaningful, long-term customer

relationships. It has never been a more critical time or

higher marketing priority-than it is in today’s

ever-evolving digital landscape.

Providing a superior customer experience across all

channels has always been a goal for leading marketers.Teradata Marketing Applications has recently conducted

a survey among 221 global marketing professionals and

surprisingly found that only 29 percent of the companies

analyse their customer data and behaviours across all

channels-online and offline. This is a missed opportunity

for marketers to create an unparalleled, individualised

customer experience. And in today’s ever-evolving digital

landscape, there’s no higher priority.

%29

Only 29 percent of companies

analyse their customer data and

behaviours across all channels-

online and offline.


3/16




Omni-Channel Challenges:

• Getting a 360 degree view of the customer:

Merging data from multiple offline and online touch

point allows you to identify the same customer across

his entire customer journey. It is important to regularly

analyse your data in order to adjust your overall

campaign and marketing strategy which will allow you

to adjust your overall campaign and marketing strategy.

• Optimising campaigns in real-time: In an era of where

everything is on-demand consumerism it is necessary

to respond to customer’s active moments. Having the

right technology to support campaign optimisations in

real-time is a key in enabling marketing agility.

• Getting the right team: In order to deliver a truly

data-driven marketing strategy an operational team

is necessary to accomplish this. Hire individuals with

a marketing and marketing analytical background sothey can help with defining success and output. Have

a strategy to implement management that works

across the silos.

• Individualised marketing: This requires 3 fundamental

steps for execution. Understanding the customer as

an individual, adapting to the individual’s changing

needs and executing on an individual level. On our

survey, only 32 percent of marketers stated that their

marketing campaigns are individualised.

Marketing Challenges In the Era of Individualised Marketing

The current digital landscape creates a complex marketing environment – one in which consumers switch channels up to

27 times per hour1. To further complicate the challenge, marketing budgets aren’t keeping pace with the digital explosion

so marketers are often a step behind. And a focus on digital channels instead of individual consumers continues to create

interactions that feel separate, siloed, disconnected, and relevant – and leave 58 percent of customers frustrated2.

1 Customer Engagement: Rosetta‘s Consulting‘s Customer

Engagement Survey, http://www.rosetta.com/assets/pdf

Are your digital marketing campaigns

individualised? E.g. using customer

information and data to tailor the

campaigns to individual recipients.

2 Customer-Engagement-Survey-2014.pdf, 2014.

Accenture, Global Consumer Pulse Survey, 2013.

Yes%32

Partially%37

No%31


4/16




What is Omni-Channel Marketing?

Omni-channel marketing is a customer-centric

approach; such marketing goes a step beyond creating

a seamless customer experience regardless of channel

or device. Multi-channel marketing, unlike omni-channelmarketing, is channel-centric, meaning the strategy

is defined according to the channel of communication

being used.

This means that if your team is using different

communication channels to engage customers, each

of these channels will have its own strategy. With

omni-channel marketing marketers are able to implementa seamless, integrated and consistent experience. As

a result, they are able to create long-term, loyal

customer relationships and higher returns on their

marketing investment.

Omni-Channel Marketing


5/16




What are the Benefits for Marketers?

Communicating with your customers on their terms

is essential in today’s competitive landscape. Your

customers want and expect connected interactions that

are relevant and timely and on their terms.

Collecting data on your customers enables you to create

a 360 degree of your customer. This is essential if you

want to reach your customers on a more intimate level

than ever before. Send the right message via the right

channel at the right time and you as a marketer will get

the results to power your marketing. You can produce

individualised, relevant messages based on event triggers

resulting in relevant messages delivered every time for

increased customer response.

Through omni-channel marketing you can provide the

customer with a two-way communication that is based

on your customer’s preference. This approach gives you

the power to execute a marketing strategy that is timely

and relevant. At the same time you are opening doors

that will increase customer engagement, open rates and

click-through rates, with marketing messages that catch

the right moment for your customer. This approach

is successful in driving lasting brand awareness and

increased revenue.

Our current customers that are using omni-

channel digital marketing have found the followin

successes with their use of this solution:

• Boosted customer profitability by 50%

• Increased campaign conversion rates by 20%

• Improved campaign results by 35%


6/16




4 Steps for Achieving an Omni-

Channel Digital Marketing Strategy:

Your company might already be using multiple channels

to communicate with customers. In fact, we would be

surprised if this is not the case. But in most companies

each of these channels still has a siloed approach.

The main difference between an omni-channel strategy

and a multi-channel one is the focus on the customer as

opposed to the channel. In order to truly put the customer

in the centre, you need to create a marketing strategy that

ignores the boundaries between the channels. Here are

the steps you need to take in order to break these silos

and move to an omni-channel digital marketing strategy: In order to truly put the customer in the centreyou need to create a marketing strategy that

ignores the boundaries between the channels.


7/16




1. Make it About the Customer

Take a moment and think of your customer. Imagine

Kate is rushing to get all the gifts in order to make her

daughter’s birthday a memorable one. There is one more

item on her list, but it ’s sold out online and you haven’tyet found it in-store. While she’s walking through the

shopping centre, she receives a text message that reads,

“Is this what you’re looking for? We’ve got it in stock.”

It is a picture of her missing item. The last item on her

to-do list. The one that will put the largest smile on her

daughter’s face.

Sounds too good to be true? It ’s not. It’s the result of a

well-orchestrated and finely-tuned marketing operations

department that’s able to keep up with you – the valued

individual customer – on your terms, at your speed, and

through your preferred channel.

Twitter. Facebook. Instagram. Web. Email. Mobile.

They’re your go-to resources for the best products,

services, and brand connections. In fact, according to

a study done by Google and Nielsen3, consumers are

spending 15 plus hours a week researching products.

Those making these searches from a mobile device, 93

percent of them go on to complete the purchase. You

rely on the recommendations of your friends and family,

but you also focus on making your own well-researchedand well-informed decisions. What you really expect

in return for your brand loyalty and commitment is a

serendipitous experience… one that makes you feel like

it is orchestrated specifically for you. Not simply a “close

enough” encounter – you don’t want to pay insurance

rates for a 35-year-old, white male who has been in three

accidents in the past year simply because you’re both

35-year-old white males – you want the brands you trust

to provide what’s best for you, at the right time, via your

preferred channel.

3 Google, „Mobile Path to Purchase: Five Key Findings“.

https://www.thinkwithgoogle.com/research-studies/mobile-path-to-

purchase-5-key-findings.html, November 2013.

Most marketers have a relatively firm grasp of

who their customers are on owned properties, b

still have work to do internally to eliminate silos.

Creating a non-segmented, non-siloed internal

infrastructure is essential to creating a crystal

clear view of the individual customer.

Can you shift your communication

towards preferred channels based on

customers’ responses?

%

41 Yes %

35 Partially %

24 No


8/16




2. Integrate Your Insights

According to Scott Eagle, CMO at Conversant4, “Data is

our biggest weapon. It aligns departments behind the

right decisions, and CMOs are in a unique position to

break down silos with data”. Silos have the ability to chipaway at employee morale and create inter-office tension;

they also reduce efficiency and significantly increase

costs. Achieving business success with silo’d metrics

become much more difficult to achieve.

But, what if we could accomplish the opposite with

marketing teams driving together toward one set of

goals? Data can get you there. Data can help you knock

down silos and develop a holistic view of your customers.

In our survey only 24 percent of marketers said yes when

asked if they have a holistic view of their customers

interaction with your brand-online and offline.

4 Tearadata Blog, „We Did It And You Can, Too: Use Our

New Study With Forbes Insights To Help You Tear Down

Silos“ http://blogs.teradata.com/teradata-applications/

forbes-insight-help-you-tear-down-silos/, 2014.

Do you regularly analyse and update

available data to adjust your overallcampaign or marketing strategy?

Yes%24

Partially%38

No%38

Do you have access to multiple sources

of customer data, which you use to create

helpful insights for your campaigns?

E.g. web, email, social media, CRM, etc.

%27

%43

%30

Yes Partially No

By adopting an integrated data management

approach – one that ensures there is a complete

customer view across all channels – and by apply

ing marketing analytics to insights in order to

make better business decisions, marketers estab

lish the foundation for individualised marketing

success.

What happens if a premium online customer walks

into your store, does your store personnel know

that they are a prime customer? For many brands,

the answer is “no”. The truth is that integrating the

data and blending all of it together is what drives

customer experience.

Do you have a holistic view of your

customer’s interactions with your brand

— online and offline?

%24 Yes %32 Partially %44 No


9/16




3. Build the Right Team

It is important to build your team with intent. Poor

management can lead to failure in a data-driven

marketing strategy. Hand pick your team carefully and

make sure the team members work well together and

can make quick, informative data-driven decisions under

pressure. Your digital marketing team needs to be able

to coordinate marketing efforts across all channels i.e.

email, mobile, social media, web etc. In today’s rapidly

changing digital landscape, it no longer makes sense to

higher channel specialists, but rather hire those who are

capable of adopting and learning new technologies as

they immerse.

It is also crucial for the team to analyse and consolidate

customer data and behaviours across the online and

the offline. Our survey shows that only 29 percent of theteams are fully able to do so.

Does your team analyse customer data

(and behaviours) across all channels

— online and offline?

%39%29

Yes Partially

%32

No


Does your team coordinate digital

marketing efforts across channels,

including email, mobile, social and web?


10/16




Outsourcing Your Marketing Campaigns

Sometimes you aren’t able to find all the talent you

need in house. In this case it is necessary to get an

outside professional perspective which can really make

a big difference.

Choosing the right agency is key. It is essential to know

what qualities you are looking for. Stay focused on what

services are essential for you and ensure the agency

you are looking into is strong in these areas. Remember,

an agency will always highlight their strengths, but what

you also need to know is what their weaknesses are.

You also need to know if your needs will be met with

their expertise.

When it comes to navigating the complex and ever

changing world of digital marketing, you can depend

on Teradata Interactive to power unparalleled levels of

performance. Teradata Interactive is an in-house agency

which is an integral part of the Teradata Marketing Cloud

offering. It is a full-service agency providing strategic

consulting offerings that encompass the full spectrum of

digital marketing success.

One of Teradata’s Digital Marketing Centre users, TP Toys,

wanted to further connect with its customers and develop

its internet presence– the parents of young children.

TP Toys looked to Teradata Interactive’s digital services

team in order to promote their products via multiple

digital channels. With the help of Teradata Interactive,

TP Toys was able to build a strong digital presence and

connect with customers directly. In fact, TP Toys achieved

impressive results:

• 3 percent year-over-year increase in revenue

• 5 percent year-over-year increase in average

order value

• 15 percent year-over-year increase in number of clicks

• 9 percent year-over-year increase in click-through rates

• 7:1 average return on advertising spending

Teradata Interactive ensured that TP Toys built solid

customer relationships and brand loyalty. With ongoing

support to foster long-term relationships with its

customers, TP Toys was able to avoid dependence on

retail partners to promote its brand and instead took

control of its own success5.

5 Teradata Interactive Helps TP Toys Achieve 7x ROI,

http://assets.teradata.com/resourceCenter/downloads/

CaseStudies/EB9073.pdf, 2015.

%3year-over-yearincrease in revenue

year-over-year

increase in average

order value

%5

year-over-year

increase in number

of clicks

year-over-year

increase in click-

through rates

average return on

advertising spending

%15

%9

:7 1

TP Toys’ results when taking an omni-channel

digital marketing approach.


11/16




4. Use Technology That Allows

Marketing Agility

It is essential to first bring all the channels together in

one place and break the silos. Technology is the key to

this. With all of the touch points in the omni-channel

marketplace, consumers are generating unprecedented

amounts of data about themselves, their interests and

their preferences. This can complicate the customer

journey—as a marketer you now have access to more

customer data and touch points than ever before. This

is where you need to implement a data management

platform to collect and integrate all of this data.

%39%41

Yes Partially

%20

No

Are your digital campaigns automated

to respond to customer behaviour

and preferences once they engage

with a message?

Does your team track buyers’ propensity

scores and individual responses, online

and offline, to refine future campaigns?

Yes%39

Partially%33

No%28


12/16




Is Your Technology Agile?

Can you make adjustments or changes based on how

well your campaign is progressing or which channels

are most successful? For example, if one banner visual

creates a lot of responses, can you change the media

plan to increase the market coverage of this banner?

According to our survey only 12 percent are able to do so.

When choosing your digital marketing platform, the

biggest driver should be the agility of that platform.

Make sure that your technology is able to:

• Support all the channels you are using to

communicate with your customers (email, mobile,

social, etc.)

•

Make changes to campaigns in real-time

• Consolidate data insights from multiple sources

• Grow with your marketing strategy – scale your

efforts into more channels in the future

Does your marketing team currently use

marketing analytics and customer scoring

to predict customer behaviour?

Yes%29

Partially%34

No%37

Are your customer information databases,

segmentation tools, and campaign execution

platforms integrated or compatible?

%41%38

Yes Partially

%21

No


Once a campaign is launched: Can you make

adjustments based on how well it is progressing

or which channels are the most successful?


13/16




4 Use Cases To Get You Started With

Omni-Channel Digital Marketing

Offer reminder:

You know who has and hasn’t opened your latest

email. Send a mobile push notification to those

who haven’t yet found your email in their inbox to let them

know they have a great offer waiting for them. If that still

doesn’t get their attention, target them on social media

using social audiences. The advantage here is that they

might be encouraged to then share your offer with their

network, providing you with more free, organic, exposure

and increasing your ROMI.

Mobile-app oriented:If your brand has a mobile app that you’d like to

promote, you can create an exclusive offer and

use your email and social media channels to promote it.

Create an email with an exclusive coupon-based offer

that’s available within the app, or use push notifications

to send them the coupon once they have activated push

notifications in the app. Then use your social media

channels to promote the same offer, directing the traffic

to a mobile-responsive landing page that clearly states

the value of the offer for them and the steps required to

redeem it.

Abandoned cart:

Retailers are well accustomed with this one.

Your customer accesses your shop via mobile or

web, puts some items in the shopping cart and then walks

away without making a purchase. This is an opportune

time to send your customer a discounted offer in order to

entice her to complete the transaction.

This reminder can be sent as an email campaign or as

a mobile push campaign. You can even use retargeting

in order to present the offer to the user on social media

channels and across the web. AB test these channels and

learn what works best for each and every customer. Use a

Data Management Platform to optimise these campaigns

in real-time in order to maximise the results.

Following the completion of the purchase, consider

sending your customer another notification, either by

email or push, with additional offers that will flatter her

latest purchase.

Location-based offer:

Segmentation by geography is one of the

oldest email tricks in the book. But you can also

modernise it by sending a mobile push notification when

your customer is near your store. Send an email with your

offer that provides an overview of the available products

or services. Then send a push message right when she

walks by your store in order to encourage her to stop by

with an individualised offer that she can’t refuse. Be sure

to also tap into social media to target your messages.

Social media targeting allows you to target yourmessages based on data like demographics, interests and

geographical location.


14/16




Final Thoughts

Gaining a centralised view of your customers in today’s

market is essential to a your business’s survival. Identifying

your customer’s preferred communication channels and

predicting customer behaviour is the name of the game.Customers expect their brands today to connect with

them in real-time and across multiple channels.

Omni-channel digital marketing drives revenue

by enabling the integration of individual customer

interactions It allows the marketing agility that your

marketing team needs in order to plan and execute

marketing plans that put the customer in the centre.

Luckily, today’s marketers have access to technology that

enables them to coordinate multiple interaction points,

analyse and predict customer behaviour and integrate

online and offline channels. With the use of social media,

email, mobile and web intertwined brands are able to

keep up to date with the pace of today’s customer.

Yet, it is about more than choosing the right technology.

It is a matter of building the right strategy, a strategy that

doesn’t see each channel as a separate effort but rather

a unified effort that puts the customer in the centre. Andhaving the right team, whether externally or eternally, to

support this strategy, might become one of your most

important decisions yet.

We can help you build your omni-

channel digital marketing strategy.

To learn more about how we can

help, contact us.


15/16




Omni-Channel Digital Marketing – How Teradata Can Help

With Teradata Digital Marketing Centre, Customer Interaction Manager and Real-Time Interaction Manager you can

make one-to-one customer connections easy from a single solution, delivered through any digital channel.

We can help you:

Design customer interactions

Analyse and predict customer behaviour

Execute real-time interactions across multiple channels

Integrate data from multiple touch points

Optimise campaigns in real-time using our

Data Management Platform

For more information on how we can

help you inspire your customers,

please visit Marketing.Teradata.com


16/16

3 London Bridge Street, London SE19SG Marketing.Teradata.com

Teradata and the Teradata logo are registered trademarks of Teradata Corporation and/or its affiliates in the U.S. and worldwide. Teradata continually improves products

as new technologies and components become available. Teradata, therefore, reserves the right to change specifications without prior notice. All features, functions, and

operations described herein may not be marketed in all parts of the world. Consult your Teradata representative or Marketing.Teradata.com for more information.

Copyright © 2015 by Teradata Corporation All Rights Reserved. Produced in U.S.A.

3.16 EB-9323

TM

teradata whitepaper omni channel digital marketing

Documents