1. INTEGRATING DIGITAL
TOUCHPOINTS WITH PURPOSE
3 September, 2012 DEBORAH WOMACK TWEET IT: #CROSSMEDIA2012
FOLLOW ME: @THELADYD

4. TODAY’S COMPLEX
DIGITAL ECOSYSTEM
DEMANDS THAT WE
REDUCE THE RELIANCE
ON SHORT-LIVED
CAMPAIGNS.

5. BEYOND AWARENESS,
SHORT-LIVED
CAMPAIGNS AREN’T
AFFECTING CONSUMER
CHOICE WHEN AND
WHERE IT MATTERS
MOST: ONLINE, SOCIAL,
AND WoM.

6. WE WANT TO CONNECT
WITH CONSUMERS AND
RELATE ONLINE
ACTIVITIES TO OFFLINE
EXPERIENCES.

7. WE NEED TO INTEGRATE WITH
PURPOSE.
Effective integrated planning
requires more than a single
message delivered via
multiple channels.

8. INTEGRATING WITH PURPOSE:

9. INTEGRATING WITH PURPOSE
The effort is on delivering a
great experience through
integrated touchpoints.
Less campaign thinking.

10. WHEN DONE RIGHT, LOYALTY-GENERATING
INITIATIVES CAN GENERATE AS MUCH AS 20% OF
A COMPANY’S PROFITS (Source: Forbes)

11. PEOPLE MAKE 500 BILLION IMPRESSIONS ON
ONE ANOTHER ABOUT PRODUCTS AND
SERVICES EVERY YEAR. (Source: Forrester)

12. AND 16% OF PEOPLE GENERATE 80% OF THOSE
IMPRESSIONS. (Source: Forrester)

13. INTEGRATING WITH PURPOSE
HOW DO WE ACHIEVE
PURPOSEFUL
INTEGRATION?

14. INTEGRATING WITH PURPOSE IS ABOUT PEOPLE
Think ‘TRIPS’
• TOUCHPOINTS
• RELATIONSHIP
• INSIGHT
• PLANNING
• STRATEGY

15. HOW DO WE MAKE IT WORK?
We start by measuring the depth of
relationship between brand and
customer.
What relationship customers have
and what they desire.

16. OUR RELATIONSHIP MEASUREMENT IS ROUTED IN BEHAVIOURS

17. RELATIONSHIP MEASUREMENT

18. WELL-PLANNED ACTIVITIES WILL SHIFT THE RELATIONSHIP

19. WHAT THE BUSINESS WANTS TO ACHIEVE

20. WHAT THE CUSTOMER DOES

21. ACTIVITIES

22. TOUCHPOINT WHEEL

23. CLIENT CASE STUDY
END POINT: DELIVER GREATER
LEVELS OF CUSTOMER
ENGAGEMENT
STARTING POINT: INSIGHT:
UNDERSTAND THE
RELATIONSHIP BETWEEN THE
BRAND AND CUSTOMERS

24. QUAL. & QUANT. RESEARCH
QUALIFY
• What are the drivers in the relationship with the brand?
ONE OF THE LARGEST SCALE GLOBAL • What is the desired relationship?
RESEARCH EFFORTS TO ASSESS THE • Why is the relationship important to their customers? “I
CURRENT AND UNMET NEEDS FOR THE want better personalised service, not just a product”
BUSINESS AND END USERS • What level of interaction was really important to customers?
• How would the level of interaction really enrich their lives?
QUANTIFY
Reached out to customers in an online
survey format to quantify the level of
relationship of each “customer type”: All
learning levels of Teachers and Students

26. SCALING RELATIONSHIPS

28. 63% WANT A RELATIONSHIP
WITH AN INDIVIDUAL REPRESENTATIVE,
NOT THE COMPANY AS A WHOLE
17%
ONLY WANT A ONE-TIME
78%
WANTED AN IMPROVED TWO-WAY
OR TRANSACTIONAL RELATIONSHIP WITH THE BRAND.
RELATIONSHIP

29. DEVELOPING RELATIONSHIP
OPPORTUNITIES
1. Map and assess touchpoints
COMPANIES ARE SPENDING 2. Qualify and Quantify
<10% ON EMAIL MARKETING relationship status
3. Train marcomms community
to think in terms of the
Are your email campaigns repeating the same Ecosystem
messages as other channels?
4. Keep doing lifecycle email
Allocate part of campaign activity towards programs – they work
promoting your brand relationship activities.
5. Set Relationship KPIs
6. Reassess relationship status
regularly – has the needle
moved?

30. VIDEO: ABSOLUT GLIMMER
HOW TO STOP TIME AND CREATE
MEMBER PARTICIPANTS
http://www.youtube.com/watch?v=GW4c99ifwzI

31. THANK YOU
FOLLOW US: @POSSIBLE