Recently prepared this for a client to help him further define what he means by Multi-Channel digital marketing or omni-channel marketing. The unique thing about their platform is that you can design, build and deliver a tactical marketing campaign across multiple channels, both online and offline and tie them all together and provide deep insight into consumer behavior. For example, in one recent combination campaign, they put 14,000,000 contest entries on the back of orange drink bottles which led consumers to a facebook page to enter a contest. Net result was over 165,000 customer names.

1. Multi-Channel
D i g i t a l M a r k e t i n g

2. HELLO!
Mike Wayman
Viachannel
@Viachannel_Mkt
More than 3,000 Campaigns
Executed for dozens of Top
Brands!

3. Defining Multi-Channel Marketing
1. What is it
2. After the Click!
3. One Everywhere!

4. What is Multi-Channel Marketing1

5. • Digital
• Print
• Mobile
• TV

6. • In 1920, there was 1 radio station. In 2011, there were 14,700.
• In 1946, America had 12 broadcasting TV stations. In 2011,
there were over 1,700.
• In 1998 (over 15 years ago!), the average consumer saw or
heard 1 million marketing messages – almost 3,000 per day.
• In 2014, there are 1,500 stories competing to show up in your
personal Facebook News Feed at any given moment.
THE PROLIFERATION OF MEDIA.

7. PRE-INTERNET.
• Buyer: Relatively
uninformed.
• Buyer Journey: Linear.
• Marketing Playbook:
Interrupt (cold calls and
advertising).
THINK ABOUT IT.
TODAY.
• Buyer: Well-informed.
• Buyer Journey: Fluid and
random. Starts with Google.
• Marketing Playbook:
Thought leadership through
content creation.

8. Brands Can Get Lost

9. Omni-Channel marketing is multi-
channel by nature because it
approaches people where they are,
in the channel where they want to
interact with you.
OMNI VS. MULTI-CHANNEL

10. We Come After the Click!2

11. • You Spend Big For Consumer Attention
Believe it or not, 95% of
brands do not respond to
comments
made by Facebook users on

12. • Give Consumers a Nudge
“42% of Twitter users follow
brands or companies”

13. Social Media is Critical
For example, Twitter has more than 850,000,000 Users.
Consumers who tweet links often, also drive higher Click-
Through Rates.
Consumers who click links to contest and promotions
drive incredible traffic-but only up to a point as you can
see in the next slide.

15. The Advertising Landscape Has Changed Dramatically

16. This is a simplified
timeline of the
appearance of
advertising in major
communication
channels.

17. One Everywhere!2

18. Technology of One Everywhere Allows
Leveraging Up!

19. One Campaign Every Channel One Platform

20. Our Services
We help Your Customers:
• View your company’s information
• Get a reward
• Participate in a promotion
• Help them save money
• Try a sample
• Buy or reserve a product
• Help get Geo-located
• Participate in a survey
• Give you feedback
• Or a combination of any of the
above..

21. Coupons
Promotions
Social Media
SMS
Feedback

22. Our Platform Provides
• Post click landing pages with
forms to drive signup–interaction
• Campaigns across all channels
and devices
• Instant wins
• Coupons (print and digital)
• Direct prize giveaways
• Raffles / Drawings
• Scratch card promotions
• Surveys and Feedack forms
• Request a call back
• Signup / Opt-out forms
• SMS / Email pushes
• Geo location based offers
• Click to buy

23. What Marketer’s
Prioritize

25. THANK YOU!

26. Mike Wayman
Viachannel (m) +34 606 377 827 (fijo) +34 91
351 0211 (USA) 1 561 283 2269 Avda de
Calvo-Sotelo Bustelo,10 3º H.
28224 Pozuelo de Alarcón Madrid
España www.viachannel.com
Source: Viachannel 2014