4. What’s on the agenda
• Shift in marketing due to the multi-channel
environment
• The customer life cycle
• Paid, Owned, Earned Media
• Examples from the Ottawa Senators
5. Shift in Marketing
• Today’s path to purchase is extremely “fragmented”.
• The explosion of personal technologies and social
networks has abolished the formerly linear path to
purchase - forever changing what it means to have a
seamless brand experience.
• Today as consumers, we bounce back and forth at our
own speed in a multi-channel marketplace.
6. Looks less like the traditional sales funnel…
Today’s path to purchase…
7. Today’s path to purchase…
…and more like a flight map
Source: Google “SMOT” handbook
8. Shift in Marketing
• When engaging with brands:
– Customers move seamlessly from channel to
channel
– Customers expect personalized and relevant
conversations on the channel of their choice
• As marketers and communicators, we have
the enormous task of planning, deploying and
measuring efforts across this fragmented
landscape.
9. So how do we do it?
• Considering the
fragmented path to
purchase …how do you
determine which
channel to use when?
• Stay focused on the
customer. Keep the
customer in the centre
of the strategy
Customer Lifecycle
Source: Forrester Research
10. Customer life cycle
The cycle takes into consideration the full scope of the brand
experience and recognizes that marketing is continuous….
By researching products
online, customers might
discover new needs or
new brands they might
not have considered.
Unlike the sales
funnel, the journey
never ends.
Read product reviews
Visit website
Download app
Visit the physical store
Talk to friends
Customers purchase in
the most convenient
channel at any given
time --- Google coined this
the “Zero moment of truth”
11. Lifecycle …. Marketing is Continuous
• The old marketing
funnel does not account
for repeatedly
delighting customers
who then advocate for
the brand with positive
WOM.
• Research is showing a
steady shift in the
marketing mix spending
towards building
longer-term brand
experiences
13. Impact on the marketing mix
• Recap:
– Path to purchase is fragmented
– Buyer is empowered and armed with information on
multiple channels and devices of choice
– More than ever before, purchase is influenced by peers
making it critical to create satisfied customers who will
share
– Marketing is continuous
• How do we manage our campaigns across this
fragmented landscape?
14. Create branding “surround sound”
Source:
Altimer Group, The Converged Media
Imperative, July 2012
•Reviews, comments, recomm
endations, shares and likes
• No control – only influence
but 92% of consumers world
wide say they trust earned
media, such as WOM above
all other forms of advertising
• TV, print, paid search
etc.
• Brands have full control
but consumer confidence
is declining and influence
on consumer is limited
compared to owned and
earned.
•There is still a place for
paid –drives volume to
owned.
•
Blogs, website, Faceb
ook page, apps etc.
• Full control over the
brand but influence
is less than earned
15. Converged Media
• Aim for a combination of paid, owned and
earned channels in every campaign (at least 2)
• All channels should be working together
through the customer’s journey (remember
the flight map)
• Create a consistent storyline across the
channels
17. PAID
• Personalized, DM to past customers with
PURL
OWNED
• Personalized website for each customer
• Enter to win meet and greet with player/
behind the scenes tour
• Data capturing of customer’s top 3
favourite players for future engagement
• Email campaign as a follow up
EARNED
- Fans tweeting photos of their skate
- 9000 entries into the contest /creates
chatter on social networks
CASE STUDY: Paid -Owned - Earned
22. Converged Media – RECAP
Rewards of integrating paid, owned, earned:
• Consistent storyline and experience
• Departments working together for maximum
reach / efficient usage of budgets
• Higher customer engagement
• Can begin to measure the impact of various
touchpoints (channels) on certain customer
segments
Editor's Notes
Customers purchase in the most convenient channel at any given time --- defined as the “Zero moment of truth” by Google.
The lifecycle puts the customers in the middle of the strategy making it easier to determine channel focus
Great tool for strategy and tactical planning by customer segment: Example casual buyers (pre and post game automated emails), former SSOs (need to re-engage and push to the discovery phase) etc.
Case Study: Wow moments80% of US online adults credit communications with people they know for helping them discover new brands or services and 94% of them actually purchased after hearing about it through the grapevine.
Example: Creating WOW moments at SBP
In this Fragmented market place, media can be divided into three categories: paid, owned and earned
- The power of digital is that it enables us to create richer experiences that build relationships and those experiences can be deployed faster and cheaper.
Need to marry digital engagement, traditional marketing and data to create complete brand experiences from need identification to ongoing loyalty.
We listened and we responded organically.. . #peskysens started with earned and moved to owned and paid
