ultichannel Marketing – Paula Harrison, Group CEO, Jericho Digital Communications Since the very first days of CRM, marketers have sought the holy grail of one-to-one relationship marketing. Today’s array of marketing channels and digital always-on technologies means one-to-one marketing is within reach of many digital marketers. But too many are delivering Jekyll and Hyde customer experiences across multiple channels – cannibalising one-to-one relationship efforts, confusing customers and sabotaging revenue growth. In this presentation, Paula highlights what makes your brand the king of multichannel efforts and how to banish Jekyll and Hyde characteristics from your marketing.

1. Digital Outlook 2014:
Multichannel Marketing
Digital Outlook 2014
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2. Outlook on Multichannel
Marketing
Paula Harrison
Group CEO Jericho Digital Communications
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3. #DigitalOutlook14
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4. WHICH BRAND CEO SAID...
“Everything you
do going
forward, you
can’t do
anything the
traditional way.”
#DigitalOutlook14
“Digital on one
hand is the
primary way that
clients will
interact with us”
"The digital and
physical worlds are
starting to come
together more
seamlessly--it's only
the tip of the iceberg
in terms of what's
coming.”
“Our brand is
succeeding today
because of its unique
emotional level of
attachment and
relevancy in the
digital world, in the
mobile world...”
“We want to be the
company that
creates those
indispensable
relationships with
our brands, and
digital technology
enables this.”
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5. Brand experience builds value
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6. Virgin America's New Safety Tips
http://www.youtube.com/watch?v=r6CJXdYPRLk
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7. Brand experience sets expectation
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8. Brand experience transcends channel...
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9. Starbucks Joymakers
http://www.youtube.com/watch?v=Mkr2gnNJ9zo
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10. Anyone thinking separate channels will be left
behind
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11. Interactions that span devices need common
branding
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12. Integration means more than marketing
Source: RSR Research, November 2013
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13. Integration means more than marketing
Figure: Integration of Inbound/Outbound
and Offline/Online Marketing Programs
Adoption of cross-channel optimization
technologies across all channels
Source: The State of Marketing 2013, IBM’s Global Survey of Marketers (20% respondents in Asia Pacific)
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14. Customers expect same experience on every
channel
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15. #DigitalOutlook14
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16. 2014 PREDICTIONS
Data will
drive
everything
Brand voice
is even
more
important
Increasing need
to choose
marketing
channels
carefully
Mobile
commerce
is the
defacto
commerce
Digital
campaigns will
create some
monsters
Technology &
integration
become
commonplace
words
CEO
becomes
digital
champion
1234567
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17. #1 Data drives everything




The customer is more in control than ever
Your marketing is only as powerful as the data
you have
Targeting and personalisation across all
channels in real-time
Need for full circle data and analytics
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18. #2 ‘Marketing Idol’ – brand voice even more
important
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19. #3 Increasing need to choose marketing channels
carefully

Be true to your brand

Don’t be dazzled
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20. #3 Increasing need to choose marketing channels
carefully
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21. When goodbye has a sting in its tail
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22. #4 mobile commerce is the defacto commerce
Made a purchase
via their Mobile
phone, Q4 2012
Source: GlobalWebindex, “State of Global E-Commerce Report 2013” Feb 11, 2013
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23. #5 Digital campaigns hide monsters
#QantasLuxury: A Qantas social media disaster in pyjamas
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24. #6 Technology & integration are commonplace
words

Integrate technology as needed

Real-time ‘extract...use...measure...discard’ cycle

Use single-view to gain insights that drive
relevance across any channel

Customer centric brands will out perform others
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25. #7 CEO becomes digital champion



Cultural / political hurdles weaken as CEO’s
become more attuned; realigning organisation
Integration at c-suite on all aspects is
imperative
Marketing does not exist in Isolation
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26. "The digital and physical worlds are starting
to come together more seamlessly – it's only
the tip of the iceberg in terms of what's
coming.”
Nike CEO Mark Parker
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27. “Digital on one hand is the
primary way that clients will
interact with us.”
Jonathan Larsen, Global Head of
Retail Banking and Head of
Consumer Banking, Citi
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28. “Our brand is succeeding today
because of its unique emotional level
of attachment and relevancy in the
digital world, in the mobile world...”
Starbucks CEO Howard Schultz
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29. “We want to be the company that
creates those indispensable
relationships with our brands, and digital
technology enables this.”
Robert McDonald, CEO, Procter & Gamble
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30. “Everything you do going forward, you
can’t do anything the traditional way.”
Angela Ahrendts CEO Burberry
(now at Apple)
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31. IN SUMMARY...
DATA IS KING
KNOW YOUR
BRAND
INTEGRATION
IS IMPERATIVE
CEO IS
DIGITAL
CHAMPION
More details and full length videos at www.jerichodc.com/blog
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