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Digital Outlook 2014:
Multichannel Marketing
Digital Outlook 2014
#DigitalOutlook14

apac@econsultancy.com

fb.com/Econsultancy

@Econsultancy

#DigitalOutlook14
Econsultancy.com
Outlook on Multichannel
Marketing
Paula Harrison
Group CEO Jericho Digital Communications

#DigitalOutlook14

Econsultancy.com
#DigitalOutlook14

Econsultancy.com
WHICH BRAND CEO SAID...
“Everything you
do going
forward, you
can’t do
anything the
traditional way.”

#DigitalOutlook14

“Digital on one
hand is the
primary way that
clients will
interact with us”

"The digital and
physical worlds are
starting to come
together more
seamlessly--it's only
the tip of the iceberg
in terms of what's
coming.”

“Our brand is
succeeding today
because of its unique
emotional level of
attachment and
relevancy in the
digital world, in the
mobile world...”

“We want to be the
company that
creates those
indispensable
relationships with
our brands, and
digital technology
enables this.”

Econsultancy.com
Brand experience builds value

#DigitalOutlook14

Econsultancy.com
Virgin America's New Safety Tips

http://www.youtube.com/watch?v=r6CJXdYPRLk
#DigitalOutlook14

Econsultancy.com
Brand experience sets expectation

#DigitalOutlook14

Econsultancy.com
Brand experience transcends channel...

#DigitalOutlook14

Econsultancy.com
Starbucks Joymakers

http://www.youtube.com/watch?v=Mkr2gnNJ9zo
#DigitalOutlook14

Econsultancy.com
Anyone thinking separate channels will be left
behind

#DigitalOutlook14

Econsultancy.com
Interactions that span devices need common
branding

#DigitalOutlook14

Econsultancy.com
Integration means more than marketing

Source: RSR Research, November 2013

#DigitalOutlook14

Econsultancy.com
Integration means more than marketing
Figure: Integration of Inbound/Outbound
and Offline/Online Marketing Programs

Adoption of cross-channel optimization
technologies across all channels

Source: The State of Marketing 2013, IBM’s Global Survey of Marketers (20% respondents in Asia Pacific)

#DigitalOutlook14

Econsultancy.com
Customers expect same experience on every
channel

#DigitalOutlook14

Econsultancy.com
#DigitalOutlook14

Econsultancy.com
2014 PREDICTIONS
Data will
drive
everything

Brand voice
is even
more
important

Increasing need
to choose
marketing
channels
carefully

Mobile
commerce
is the
defacto
commerce

Digital
campaigns will
create some
monsters

Technology &
integration
become
commonplace
words

CEO
becomes
digital
champion

1234567

#DigitalOutlook14

Econsultancy.com
#1 Data drives everything







The customer is more in control than ever
Your marketing is only as powerful as the data
you have
Targeting and personalisation across all
channels in real-time
Need for full circle data and analytics

#DigitalOutlook14

Econsultancy.com
#2 ‘Marketing Idol’ – brand voice even more
important

#DigitalOutlook14

Econsultancy.com
#3 Increasing need to choose marketing channels
carefully


Be true to your brand



Don’t be dazzled

#DigitalOutlook14

Econsultancy.com
#3 Increasing need to choose marketing channels
carefully

#DigitalOutlook14

Econsultancy.com
When goodbye has a sting in its tail

#DigitalOutlook14

Econsultancy.com
#4 mobile commerce is the defacto commerce

Made a purchase
via their Mobile
phone, Q4 2012

Source: GlobalWebindex, “State of Global E-Commerce Report 2013” Feb 11, 2013
#DigitalOutlook14

Econsultancy.com
#5 Digital campaigns hide monsters
#QantasLuxury: A Qantas social media disaster in pyjamas

#DigitalOutlook14

Econsultancy.com
#6 Technology & integration are commonplace
words


Integrate technology as needed


Real-time ‘extract...use...measure...discard’ cycle



Use single-view to gain insights that drive
relevance across any channel



Customer centric brands will out perform others

#DigitalOutlook14

Econsultancy.com
#7 CEO becomes digital champion






Cultural / political hurdles weaken as CEO’s
become more attuned; realigning organisation

Integration at c-suite on all aspects is
imperative
Marketing does not exist in Isolation

#DigitalOutlook14

Econsultancy.com
"The digital and physical worlds are starting
to come together more seamlessly – it's only
the tip of the iceberg in terms of what's
coming.”
Nike CEO Mark Parker

#DigitalOutlook14

Econsultancy.com
“Digital on one hand is the
primary way that clients will
interact with us.”
Jonathan Larsen, Global Head of
Retail Banking and Head of
Consumer Banking, Citi

#DigitalOutlook14

Econsultancy.com
“Our brand is succeeding today
because of its unique emotional level
of attachment and relevancy in the
digital world, in the mobile world...”
Starbucks CEO Howard Schultz

#DigitalOutlook14

Econsultancy.com
“We want to be the company that
creates those indispensable
relationships with our brands, and digital
technology enables this.”
Robert McDonald, CEO, Procter & Gamble

#DigitalOutlook14

Econsultancy.com
“Everything you do going forward, you
can’t do anything the traditional way.”
Angela Ahrendts CEO Burberry
(now at Apple)

#DigitalOutlook14

Econsultancy.com
IN SUMMARY...
DATA IS KING

KNOW YOUR
BRAND

INTEGRATION
IS IMPERATIVE

CEO IS
DIGITAL
CHAMPION

More details and full length videos at www.jerichodc.com/blog
#DigitalOutlook14

Econsultancy.com

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Digital Outlook 2014 - Outlook on Multi-Channel Marketing

  • 1. Digital Outlook 2014: Multichannel Marketing Digital Outlook 2014 #DigitalOutlook14 apac@econsultancy.com fb.com/Econsultancy @Econsultancy #DigitalOutlook14 Econsultancy.com
  • 2. Outlook on Multichannel Marketing Paula Harrison Group CEO Jericho Digital Communications #DigitalOutlook14 Econsultancy.com
  • 4. WHICH BRAND CEO SAID... “Everything you do going forward, you can’t do anything the traditional way.” #DigitalOutlook14 “Digital on one hand is the primary way that clients will interact with us” "The digital and physical worlds are starting to come together more seamlessly--it's only the tip of the iceberg in terms of what's coming.” “Our brand is succeeding today because of its unique emotional level of attachment and relevancy in the digital world, in the mobile world...” “We want to be the company that creates those indispensable relationships with our brands, and digital technology enables this.” Econsultancy.com
  • 5. Brand experience builds value #DigitalOutlook14 Econsultancy.com
  • 6. Virgin America's New Safety Tips http://www.youtube.com/watch?v=r6CJXdYPRLk #DigitalOutlook14 Econsultancy.com
  • 7. Brand experience sets expectation #DigitalOutlook14 Econsultancy.com
  • 8. Brand experience transcends channel... #DigitalOutlook14 Econsultancy.com
  • 10. Anyone thinking separate channels will be left behind #DigitalOutlook14 Econsultancy.com
  • 11. Interactions that span devices need common branding #DigitalOutlook14 Econsultancy.com
  • 12. Integration means more than marketing Source: RSR Research, November 2013 #DigitalOutlook14 Econsultancy.com
  • 13. Integration means more than marketing Figure: Integration of Inbound/Outbound and Offline/Online Marketing Programs Adoption of cross-channel optimization technologies across all channels Source: The State of Marketing 2013, IBM’s Global Survey of Marketers (20% respondents in Asia Pacific) #DigitalOutlook14 Econsultancy.com
  • 14. Customers expect same experience on every channel #DigitalOutlook14 Econsultancy.com
  • 16. 2014 PREDICTIONS Data will drive everything Brand voice is even more important Increasing need to choose marketing channels carefully Mobile commerce is the defacto commerce Digital campaigns will create some monsters Technology & integration become commonplace words CEO becomes digital champion 1234567 #DigitalOutlook14 Econsultancy.com
  • 17. #1 Data drives everything     The customer is more in control than ever Your marketing is only as powerful as the data you have Targeting and personalisation across all channels in real-time Need for full circle data and analytics #DigitalOutlook14 Econsultancy.com
  • 18. #2 ‘Marketing Idol’ – brand voice even more important #DigitalOutlook14 Econsultancy.com
  • 19. #3 Increasing need to choose marketing channels carefully  Be true to your brand  Don’t be dazzled #DigitalOutlook14 Econsultancy.com
  • 20. #3 Increasing need to choose marketing channels carefully #DigitalOutlook14 Econsultancy.com
  • 21. When goodbye has a sting in its tail #DigitalOutlook14 Econsultancy.com
  • 22. #4 mobile commerce is the defacto commerce Made a purchase via their Mobile phone, Q4 2012 Source: GlobalWebindex, “State of Global E-Commerce Report 2013” Feb 11, 2013 #DigitalOutlook14 Econsultancy.com
  • 23. #5 Digital campaigns hide monsters #QantasLuxury: A Qantas social media disaster in pyjamas #DigitalOutlook14 Econsultancy.com
  • 24. #6 Technology & integration are commonplace words  Integrate technology as needed  Real-time ‘extract...use...measure...discard’ cycle  Use single-view to gain insights that drive relevance across any channel  Customer centric brands will out perform others #DigitalOutlook14 Econsultancy.com
  • 25. #7 CEO becomes digital champion    Cultural / political hurdles weaken as CEO’s become more attuned; realigning organisation Integration at c-suite on all aspects is imperative Marketing does not exist in Isolation #DigitalOutlook14 Econsultancy.com
  • 26. "The digital and physical worlds are starting to come together more seamlessly – it's only the tip of the iceberg in terms of what's coming.” Nike CEO Mark Parker #DigitalOutlook14 Econsultancy.com
  • 27. “Digital on one hand is the primary way that clients will interact with us.” Jonathan Larsen, Global Head of Retail Banking and Head of Consumer Banking, Citi #DigitalOutlook14 Econsultancy.com
  • 28. “Our brand is succeeding today because of its unique emotional level of attachment and relevancy in the digital world, in the mobile world...” Starbucks CEO Howard Schultz #DigitalOutlook14 Econsultancy.com
  • 29. “We want to be the company that creates those indispensable relationships with our brands, and digital technology enables this.” Robert McDonald, CEO, Procter & Gamble #DigitalOutlook14 Econsultancy.com
  • 30. “Everything you do going forward, you can’t do anything the traditional way.” Angela Ahrendts CEO Burberry (now at Apple) #DigitalOutlook14 Econsultancy.com
  • 31. IN SUMMARY... DATA IS KING KNOW YOUR BRAND INTEGRATION IS IMPERATIVE CEO IS DIGITAL CHAMPION More details and full length videos at www.jerichodc.com/blog #DigitalOutlook14 Econsultancy.com