Omnichannel Marketing

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Framework Primer
Omnichannel Marketing
Presentation created by
Sophisticated
Insights
Integrated
Partner
Eco-system
Agile
Development
ContentMarketing
Integrated Data
& Analytics
3
4
1
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5
CORE
CAPABILITIES

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Contents
Overview
Marketing Shift
5 Core Omnichannel Marketing Capabilities
Templates
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Omnichannel Marketing requires 5 core capabilities—it allows us to
reimagine the consumer and shopper experience across all touch points
Presentation Overview
In the Digital Age, how customers interact with brands has become nonlinear due to the
proliferation of touch points across channels, platforms, and content formats. Customers now
curate most of their brand experiences.
Omnichannel Marketing allows brand manufacturers and retailers a holistic approach to reaching
customers with a more integrated message. This is an opportunity to reimagine the consumer
and shopper experience across all touch points, while delivering a higher ROI on the marketing
spend. To adopt Omnichannel Marketing, we need to shift our Marketing Model, as consumer
insights, content publishing, and digital platforms (e.g. mobile, social, e-commerce) have grown
in importance for brand manufacturers and retailers.
To develop a true Omnichannel Marketing strategy, we need to build out a winning capabilities
system. There are 5 core capabilities needed to succeed at Omnichannel Marketing:
The information in this presentation is largely based on the thought leadership of global strategy
consulting firm, Booz&Co.
The customer journey is typically fragmented across many content sites and mobile apps—
with the quality of experience varying at each touchpoint and provider.
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Sophisticated Insights
Content Marketing
Integrated Data & Analytics
Agile Development
5 Integrated Partner
Ecosystem

Omnichannel Marketing allows us to capture the opportunity to reimagine
the consumer and shopper experience
Omnichannel Marketing Overview
Brand manufacturers and retailers should integrate their investments in digital content an
occasion-based marketing to maximize in-store and e-commerce sales.
Source: Reimagining Shopper Marketing, Building Brands through Omnichannel Experiences, Booz&Co, 2013
It applies to infrequent
purchase categories that
require higher consumer
involvement. Examples
include home improvement,
consumer electronics, and
cars
It also applies to categories
where purchase behavior is
habitual and online research is
focused on rapidly addressing
needs for specific occasions.
Examples include beauty,
packaged foods, and
household supplies
Omnichannel Marketing applies broadly across some categories, which we can group into 2 buckets:
What is Omnichannel Marketing?
Booz&Co defines Omnichannel Marketing as: “The opportunity to reimagine the consumer and shopper
experience across all touch points while delivering a higher return on the marketing investment.”

Contents
Overview
Marketing Shift
Templates

To truly adopt Omnichannel Marketing, we need to transform our
Marketing Model to match that of the Digital Age
Marketing Shift – Marketing Model
Collaboration needs to improve and occur at multiple levels—across functions, between
brand manufacturers and retailers, and among an ecosystem of partners.
TRADITIONAL MARKETING MODEL OMNICHANNEL MARKETING MODEL
Anchored around awareness and pushing
messages to consumers
Focused on “above the line” paid media
advertising campaigns
Fixed, turn on/turn off, and long lead times
Tight control of marketing messages
Siloed approach to consumer and shopper
marketing
Anchored around branded experiences pre- and
post- purchase
Focused on “below the line” owned, shared, and
earned media
Dynamic, always on, and iterative
Focused on provoking content, community, and
commerce
More integrated brand planning and activation
programs
To adopt Omnichannel Marketing, we need to shift our Marketing Model, as consumer insights,
content publishing, and digital platforms (e.g. mobile, social, e-commerce) have grown in importance
for brand manufacturers and retailers. Shopper marketers also need to collaborate more closely with
brand teams, digital centers of excellence, and media terms.

This chart below also shows how marketing spend is shifting more
towards emerging Digital channels
Marketing Shift – Brand Manufacturers Marketing Spend
Print advertising continues its downward trend in spending, while we see heavy marketing
spend in shopper marketing and across digital channels.
Source: Brand Activation Association, 2013; Booz&Co Analysis
22% 33%
TV advertising52%
15%
4
Print advertising70%
Brand manufacturer websites
11%
41%
4%
11%
Internet ads on retailer websites4%
4%
7%
Internet ads not on retailer websites
48% Trade promotions
Social media
Shopper marketing
Mobile marketing
4%
4%
Paid search
48
7%
Decrease more than 5%
Decrease 0% to 5%Decrease more than 10%
30%19% 11%
48%33% 4%
26%
11%
52%33% 15%4
89%37%
26%
26%
89%37%30%
97%19%52%
96%44% 26%
22%
41% 26%
97%
26%
26%
100%
30%
37%30%
44%
30%
30%
97%
Increase 0% to 5%
Increase more than 5%
Increase more than 10%
These were the results when brand manufacturers were asked:
In the next 2 years, how do you believe your company will change each of the following elements of its
advertising and promotions mix?
“

There is also a shift in priority, with the greatest emphasis on branded
content and shopping experiences
Marketing Shift – Marketing Priorities
Breaking away from (traditional) trade promotions can be difficult—we need to take a
strategic view of how Shopper Marketing fits into the new marketing model.
Source: Brand Activation Association, 2013; Booz&Co Analysis
Investing in branded content and shopper experiences to engage shoppers before
they go to the store to win the trip and grow the shopping basket
User-generated content for e-commerce (such as reviews, recipes, and photos)
Branded content and experiences to grow the manufacturer’s database and
remarket to shoppers
Leveraging mobile to better activate shopper behavior in the store
Investing in branded content and shopper experiences to drive repeat usage
and loyalty after shoppers buy and use our products
Developing branded content integrated into retailers’ websites to enhance
shopper solutions
QUESTION % ranked high or highest
These were the results when brand manufacturers were asked:
Thinking back over the past 2 years, which of the following have been major priorities for your
investments in Omnichannel Shopper Marketing?
“

Contents
Overview
Marketing Shift
Templates

There are 5 core capabilities we need to develop in order to succeed at
With these capabilities in place, we can be focus investments in insights, scalable shopper
solutions, digital content publishing, social media communities, mobile, and e-commerce.
To develop a true Omnichannel Marketing strategy, we need to build out a winning capabilities
system focused on consumer-shopping at the center. We need to collaborate with all the various
teams that touch the Omnichannel Experience. There are 5 core capabilities needed to succeed at
Sophisticated
Insights
Integrated
Partner
Eco-system
Agile
Development
ContentMarketing
Integrated Data
& Analytics
3
4
1
2
5
CORE
CAPABILITIES

Let’s take a look at the first 2 capabilities – Sophisticated Insights and
Content Marketing
Sophisticated Insights and Content Marketing
SOPHISTICATED INSIGHTS
• Insights need to be elevated from a tactical focus on “point-in-time” shopper
activities to a holistic focus on the consumer-shopper experience, which
leverages the full brand portfolio to address consumer-shopper motivations
• Our insights should address pain points along the full Costumer Journey
and alleviate them to improve the customer experience.
• Value from Omnichannel Marketing is greatly magnified through
collaboration and partnership among brands, retailers, and other relevant
partners
CONTENT MARKETING
• Marketing needs to integrate curate experiences delivered throughout the
Customer Journey across a number of moving parts.
• Priorities must be shifted to new content formats, new activation platforms,
and deeper consumer-shopper analysis across a various of digital channels
(e.g. web, mobile, social media). We must pay attention to new formats,
platforms, and channels that are being introduced in the Digital Age.
• It’s necessary to not only integrate all these elements, we must maintain
flexibility in being able to customize the approach where needed to enable
and drive effective collaboration
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2
Sophisticated
Insights
Integrated
Partner
Eco-system
Agile
Development
ContentMarketing
Integrated Data
& Analytics
CORE
CAPABILITIES

Furthermore, we need the capabilities of Integrated Data & Analytics, as
well as adopt Agile Development techniques
Integrated Data & Analytics and Agile Development
INTEGRATED DATA & ANALYTICS
• With the increase of new channels and platforms, our access to data
increases multiple folds. Must data will be collected from disparate
systems. To make sense of data, we must ensure all data systems are
properly integrated. This is particularly important for customer data, as
must be able to uniquely identify the customer cross channel and cross
platform. As the customer device hops, the customer journey must remain
consistent and smooth
• Only with good data, can we develop accurate insights, which will lead to
informed business decisions. Remember: garbage in, garbage out
• Data and analytics drive decisions across the entire organization and at all
levels—from corporate strategy to tactical campaign adjustments
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AGILE DEVELOPMENT
• Driven by the need to demonstrate ROI on new approaches, we should
leverage pilots to prove the benefits and build momentum around what
works best
• This is enabled through creating a Minimum Viable Product (MVP)
approach. A MVP is the most stripped-down version of the product that can
still accomplish the task and satisfy early adopters. The final, complete set
of features is only designed and developed after considering feedback from
the product's initial users and learning from the mistakes of the MVP
• Being “agile” also requires adopting lessons learned from digital product
development, taking a user-centric approach to product design, and em-
bracing Agile Development to rapidly iterate across versions to optimize
against metrics
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Sophisticated
Insights
Integrated
Partner
Eco-system
Agile
Development
ContentMarketing
Integrated Data
& Analytics
CORE
CAPABILITIES

Lastly, the success of Omnichannel Marketing is dependent on the
creation of an Integrated Partner Ecosystem
Integrated Partner Ecosystem
For Omnichannel Marketing, we cannot afford to have any organizational siloes – everyone
in our organization must be thinking digitally, which should be reflected in our culture.
INTEGRATED PARTNER ECOSYSTEM
• The success of Omnichannel Marketing hinges on collaboration among a
network of players—e.g. retailers, agencies, media, and technology
providers.
• We must enable that these moving parts all work together in a cohesive
ecosystem. Through this ecosystem, we must be able to deliver campaigns
at the speed demand by the rapidly changing market conditions of the
Digital Age
• The modern Customer Decision Journey follows a cyclical, iterative
process, where the post-purchase experience feeds back into the next
purchase. Brands, retailers, and agencies must collaborate to understand
this post-purchase loop, emphasizing the importance of open and iterative
feedback.
5
Sophisticated
Insights
Integrated
Partner
Eco-system
Agile
Development
ContentMarketing
Integrated Data
& Analytics
CORE
CAPABILITIES

Contents
Overview
Marketing Shift
Templates

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Integrated
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CORE
CAPABILITIES

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Partner
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Agile
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Flevy (www.flevy.com) is the marketplace
for premium documents. These
documents can range from Business
Frameworks to Financial Models to
PowerPoint Templates.
Flevy was founded under the principle that
companies waste a lot of time and money
recreating the same foundational business
documents. Our vision is for Flevy to
become a comprehensive knowledge base
of business documents. All organizations,
from startups to large enterprises, can use
Flevy— whether it's to jumpstart projects, to
find reference or comparison materials, or
just to learn.
Contact Us
Please contact us with any questions you may have
about our company.
• General Inquiries
support@flevy.com
• Media/PR
press@flevy.com
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