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Omnichannel marketing tips and techniques

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Omnichannel marketing tips and techniques

  1. 1. 1 Omnichannel marketing: Tips and techniques Dr Dave Chaffey, co-founder and Content Director, Smart Insights Ecommerce Expo, London, 27th September Download : www.slideshare.net/smart-insights
  2. 2. 2 Co-founder and Editor of SmartInsights.com - a marketing advice community with > ½ million uniques/quarter. Premium members in over 120 countries use our planning guides, templates and online courses to Plan, Manage and Optimize their digital marketing. We also deliver consulting and training for members. Digital Marketing strategist, consultant, trainer and author since ‘97 Free Basic membership About Dave Chaffey and Smart Insights
  3. 3. 3 Why Omnichannel? “Multichannel is an operational view – how you allow the customer to complete transactions in each channel. Omnichannel, however, is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Omnichannel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand- offs’ between channels must be fluid for the customer. Simply put, omni- channel is multi-channel done right!” John Bowden, Senior VP of Customer Care at Time Warner Cable
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  5. 5. 5 Is your ‘always-on’ lifecycle marketing effective and efficient?
  6. 6. 6 Hero banner Customised content: (Customer Profile) • EDE (Electronic Design Engineers) • Non-EDE (Electronic Design Engineers) • Promo Excluded (Key and Corporates) CLC Module Customised content: (Customer Lifecycle) • Nursery • Development • Acquisition BEH Module Customised content: (Behavioural data) • Abandoned Baskets • Browsed Not Bought • Propensity to Buy (A recommendations model) • Top Sellers Product modules can vary in number and format. Maximum of 8 modules per email. Product Modules
  7. 7. 7 Automation Using a layered targeting email system with dynamic content Email 'Type' Customer Lifecycle Segmentation Prospects Nursery Development Lapsing Lapsed Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme) Newsletter Sent wk. 1 each month to all contacts with personalised content Feature Email Sent wk. 2 each month to all contacts Offers and Deals Sent wk. 3 each month to all contacts NPI Sent wk. 4 each month to all contacts Source: Harriet Mitchell Smart Insights Digital Impact conference
  8. 8. 8 Key success factors to add more to the top of the funnel • Create Integrated campaigns. Prioritise your investment in content marketing and resources to get cut-through. • Boost organic visibility. Invest time in owned and earned or inbound marketing with the focus on SEO, Social Media and co-marketing. • Cost-effective Paid promotion. Don't miss out on the targeted reach of paid promotion through AdWords, Social Media, Affiliate and display marketing. REACH Phase
  9. 9. 9 Key Reach activities Planning activity Deliverables 2.1 Media effectiveness review GA customisation review - VQVC 2.2. Search Marketing Keyphrase Gap analysis. SEM Plan. 2.3 Owned and Earned media Social media & influencer outreach plans 2.4 Paid media Paid and display media schedule 2.5 Acquisition and campaign plan Digital media budget & campaign plan Key success factors to add more to the top of the funnel ✓ Boost organic visibility - SEO and Social Media ✓ Cost-effective Paid promotion ✓ Create integrated Content Campaigns Key measures  Unique Visitors  Inbound links  Fans/followers
  10. 10. 10 Are you on top of mobile?
  11. 11. 11 Mobile strategy • What are the pros and cons of the emerging techniques: • AMPs: Accelerated mobile Project Pages (AMPs) • PWAs: Progressive Web Apps
  12. 12. 12 Are you tapping into the ‘new CSS’
  13. 13. 13 Are you competing on Amazon? According to Merkle Amazon Sponsored Products spend grew 165% year-on-year in Q2 2018, while Headline Search Ads grew 162%. Sponsored Products continue to account for the vast majority of Amazon search spend, with Headline Search Ads and Product Display Ads accounting for just 12% of spend combined.
  14. 14. 14 Mistake = Missing out on insight tools and deploying power of automation and AI Download: http://bit.ly/smartdigitaltools
  15. 15. 15 Key success factors to encourage interaction on web, mobile and social • Get visitors on the right customer journeys. Improve UX, navigation and persuasive messaging across all page templates to generate leads. • Create an audience engagement strategy using always-on content marketing. Develop content and ‘tripwires’ to fuel your lead generation. • Run campaigns and create editorial calendars. Generate demand, showcase your brand, products and offers ACT Phase
  16. 16. 16 Key InterAct activities Key success factors to encourage interaction on web, mobile and social ✓ Get visitors on the right customer journeys ✓ Create audience engagement strategy using Content marketing ✓ Implement personalised Welcome or follow-up Key measures • Leads, lead conversion, CPL • Time on site • Shares/comments/li kes Planning activities Deliverables 3.1. Customer journey analysis Website 'Quick Wins' audit 3.2 Visitor and Customer profiling Visitor/customer insight audit 3.3. Optimise content Content and lead magnet audit 3.4. Optimise Landing Pages Landing page plan 3.5 Content - Campaign planning Editorial calendar plan
  17. 17. 17 Developing your OVP Audience use of website and social > Personas Commercial goals > Customer engagement goals > DVP Branded Content Marketing Engagement Strategy Integrated Marketing Communications Strategy Integrated Digital platform tactics and tools DVP = Digital Value Proposition = Brand adding value to audiences  Help me Buy! (Online OR offline)  Help me Use products  Help me do my job / live my life  Help me develop / learn  Make me look good (to colleagues or family)  Entertain Me! 17
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  21. 21. 21 Review your email sales driver options Source
  22. 22. 22 Comp offers worth testing…
  23. 23. 23 More engaging
  24. 24. 24 Key success factors to boost conversion to sale online and offline • Retarget with personalized follow-up. Nurture to develop brand engagement with paid, owned and earned media. • Prompt Multichannel sales. Connect the customer with the best options to buy • Create a CRO process. Maximize conversion through continuous improvement using structured testing. CONVERT PHASE
  25. 25. 25 How many structured experiments does your business run each month?
  26. 26. 26 How do you manage CRO?
  27. 27. 27 Customer journey - Does your experience align? Customer persona toolkit: http://bit.ly/smartpersonas 27
  28. 28. 28 Examples of placements 3 4 5 6 7 1 8 2
  29. 29. 29 Have you tested your run-of-site stripes or panels?
  30. 30. 30 Engage through offers to leverage FOMO Fresh Relevance
  31. 31. 31 Key success factors to increase long-term customer loyalty • Improve customer experience and loyalty. Plug the satisfaction gap • Develop lifecycle marketing automation by web and email. Don't neglect the power of email • Amplification using social media. Encourage advocacy and social sharing using social media ENGAGE Phase
  32. 32. 32 Example listening community Source: Vision Critical Chat with Chicos, an insight community of 14,000 women who continuously provide feedback on how the retailer can improve products, marketing efforts and store design. The community allowed Chico’s to maintain a close relationship with its customers, keeping them engaged and coming back.
  33. 33. 33 Conversational UIs
  34. 34. 34
  35. 35. 35 Aligning your plans Business plan Marketing plan 1-5 year roadmap Digital transformation plan 2-5 year roadmap Annual digital or omnichannel plan Implementation plan – 90 day plans
  36. 36. 36 Let’s Connect – Questions and discussion welcome! https://www.linkedin.com/in/davechaffey Download : www.slideshare.net/smart-insights

Notes de l'éditeur

  • Showing the need to integrate web experiences with other paid, owned, earned channels
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audience


    Platforms include desktop, but also mobile and social
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audience


    Platforms include desktop, but also mobile and social
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audience


    Platforms include desktop, but also mobile and social
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audience


    Platforms include desktop, but also mobile and social

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