Optimize Your Cross-Channel Strategy for Success
•Descargar como PPTX, PDF•
2 recomendaciones•4,755 vistas
Check out this presentation featuring expert insight from Forrester Research!
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Destacado
Destacado (20)
Similar a Optimize Your Cross-Channel Strategy for Success
Similar a Optimize Your Cross-Channel Strategy for Success (20)
Más de Marketo
Más de Marketo (20)
Último
Último (20)
Optimize Your Cross-Channel Strategy for Success
- 1. Optimize Your Cross-Channel Strategy for Success Rusty Warner Principal Analyst Forrester Research Vidya Chadaga Director, Product Marketing Marketo
- 2. © 2015 Forrester Research, Inc. Reproduction Prohibited 2 Image source: http://www.ocon.com/inspiration/on-set/james-bagdonas/ Optimize Your Cross-Channel Strategy For Success Rusty Warner Principal Analyst December 8, 2015
- 3. © 2015 Forrester Research, Inc. Reproduction Prohibited 3 We are always addressable . . . Image source: http://www.ocon.com/inspiration/on-set/james-bagdonas/
- 4. © 2015 Forrester Research, Inc. Reproduction Prohibited 4 Source: Forrester‘s North American Technographics® Customer Life Cycle Survey, Q3 2013 . . . and getting impatient with brands Higher buying power Value driven Advertising averse More digitally savvy
- 5. © 2015 Forrester Research, Inc. Reproduction Prohibited 5
- 6. © 2015 Forrester Research, Inc. Reproduction Prohibited 6 How context changes marketing AFTER CONTEXT Traditional Campaigns Interactions BEFORE CONTEXT
- 7. © 2015 Forrester Research, Inc. Reproduction Prohibited 7 How context changes marketing BEFORE CONTEXT AFTER CONTEXT Segmentation & Targeting Recognition & Engagement
- 8. © 2015 Forrester Research, Inc. Reproduction Prohibited 8 How context changes marketing BEFORE CONTEXT AFTER CONTEXT Media Schedules Customer Moments
- 9. © 2015 Forrester Research, Inc. Reproduction Prohibited 9 How context changes marketing AFTER CONTEXT Messages & Transactions Utility & Value Exchange BEFORE CONTEXT
- 10. © 2015 Forrester Research, Inc. Reproduction Prohibited 10 How context changes marketing AFTER CONTEXTBEFORE CONTEXT GRPs and CPMs Minutes of Engagement
- 11. © 2015 Forrester Research, Inc. Reproduction Prohibited 11 How context changes marketing Source: October 19, 2015, “Combine Systems Of Insight And Engagement For Contextual Marketing” Forrester report AFTER CONTEXTBEFORE CONTEXT • Traditional Campaigns • Segmentation & Targeting • Media schedules • Messages & Transactions • GRPs and CPMs • Interactions • Recognition & Engagement • Customer moments • Utility & Value Exchanges • Minutes of engagement
- 12. © 2015 Forrester Research, Inc. Reproduction Prohibited 12 Campaigns are NOT dead…. › BUT, they are evolving. › They are becoming conversations. › AND, conversations must: • Be consistent across digital and off-line channels; • Provide relevant and engaging content; • Deliver value at the appropriate time; and • Spark continuous cycles of interaction. Source: October 19, 2015, “Combine Systems Of Insight And Engagement For Contextual Marketing” Forrester report
- 13. © 2015 Forrester Research, Inc. Reproduction Prohibited 13 Today’s reality “Which of the following best describes your marketing organization's stance toward cross-channel marketing?” Yet 77% believe they are more mature than competitors! Source: August, 2015 “Marketing Relevance In An Omnichannel World” commissioned study conducted by Forrester Consulting on behalf of Neustar
- 14. © 2015 Forrester Research, Inc. Reproduction Prohibited 14 Today’s reality “Please indicate whether the following statements about your cross- channel customer recognition capabilities are true or false.” 59% 59% 66% 80% The content we distribute is the same, regardless of the customer We are able to recognize high value customers, but do not know how to best engage them We are able to predict high value customers We are able to track customer interactions across channels TRUE TRUE TRUE TRUE Source: August, 2015 “Marketing Relevance In An Omnichannel World” commissioned study conducted by Forrester Consulting on behalf of Neustar
- 15. © 2015 Forrester Research, Inc. Reproduction Prohibited 15 Today’s reality “Please indicate whether the following statements about your cross- channel targeting are true or false.” Source: August, 2015 “Marketing Relevance In An Omnichannel World” commissioned study conducted by Forrester Consulting on behalf of Neustar
- 16. © 2015 Forrester Research, Inc. Reproduction Prohibited 16 Top challenges “What are your firm's biggest challenges to accomplishing your marketing goals?” Creating a consistent cross-channel experience 34% Source: August, 2015 “Marketing Relevance In An Omnichannel World” commissioned study conducted by Forrester Consulting on behalf of Neustar
- 17. © 2015 Forrester Research, Inc. Reproduction Prohibited 17 Top challenges “What are your firm's biggest challenges to accomplishing your marketing goals?” Understanding cross-channel customer interactions 39% Source: August, 2015 “Marketing Relevance In An Omnichannel World” commissioned study conducted by Forrester Consulting on behalf of Neustar
- 18. © 2015 Forrester Research, Inc. Reproduction Prohibited 18 Top challenges “What are your firm's biggest challenges to accomplishing your marketing goals?” Maintaining customer data quality across campaigns and channels 31% Source: August, 2015 “Marketing Relevance In An Omnichannel World” commissioned study conducted by Forrester Consulting on behalf of Neustar
- 19. © 2015 Forrester Research, Inc. Reproduction Prohibited 19 Take steps to realize your goals “What factors will be most impactful to realizing the execution of cross- channel tactics over the next five years?” 23% 25% 27% 34% 36% 41% Monitor and measure campaign effectiveness across channels and devices Engage with customers on a more 1:1 level Unifying 1st and 3rd party data to create a holistic view of the customer Organizing the business around customer needs, not channel Collect data across customer touch points Unified company vision focused on customer engagement Customer experience is the key goal. Data is the key challenge. Leadership buy-in is table stakes. Measurement is a critical aspect. Source: August, 2015 “Marketing Relevance In An Omnichannel World” commissioned study conducted by Forrester Consulting on behalf of Neustar
- 20. © 2015 Forrester Research, Inc. Reproduction Prohibited 20 Prioritize customer engagement channels Source: November 10, 2014, “Advance Campaign Automation With Personalization And Real-Time Context” Forrester report
- 21. © 2015 Forrester Research, Inc. Reproduction Prohibited 21 Address key engagement challenges Source: November 10, 2014, “Advance Campaign Automation With Personalization And Real-Time Context” Forrester report
- 22. © 2015 Forrester Research, Inc. Reproduction Prohibited 22 The results are worth it “Please indicate the level of impact that implementing cross-channel marketing has had.” Profitability 60% Customer Satisfaction 56% On-line Sales 67% 51% Decreasing Costs Percentages reflect “extremely high” and “high” impact responses. Source: August, 2015 “Marketing Relevance In An Omnichannel World” commissioned study conducted by Forrester Consulting on behalf of Neustar
- 23. © 2015 Forrester Research, Inc. Reproduction Prohibited 23 Recommendations: 1. Define your strategy based on customer needs. 2. Align customer-centric resources and business processes. 3. Collaborate on your firm’s business technology agenda. 4. Establish a foundation for data, analytics, and measurement. 5. Integrate marketing technologies to address cross-channel requirements. Cross-channel optimization
- 25. Meet Customers Where They Are
- 26. @vidyapc Meet Customers Where They Are
- 32. @vidyapc Create Your Customer Personas Buyer personas help you - • Map your channel touch-points to personas • Determine kind(s) of content you need to create • Set the tone, style and delivery strategies for your messages • Understand where your buyers get their information and how they want to consume it CONSIDER YOUR AUDIENCE
- 33. @vidyapc Conduct Interviews and Research Focus on - • Background • Main sources of information • Main platforms for gathering information • Hobbies and aspirations • Preferred products and stores • App usage • Marketing message CONSIDER YOUR AUDIENCE
- 34. @vidyapc Understand the Customer Lifecycle • Understand your customer progression through the journey • Develop a strategy that speaks to the journey CONSIDER YOUR AUDIENCE
- 36. @vidyapc Take stock What are you currently doing for web, email, mobile or social? • Are you currently using responsive design in your outbound emails? • Have you designed your website to engage mobile visitors? • How do you respond to social interactions? DEFINE YOUR GOALS
- 37. @vidyapc Set the stage How well are you performing in these marketing channels? • How are you measuring success? • What are the areas that need improvement? Be sure to evaluate your current processes and strategies before moving forward DEFINE YOUR GOALS
- 38. @vidyapc Main Objectives • Brand awareness • Gaining new customers • Building relationships with current customers • Competitive advantage DEFINE YOUR GOALS
- 39. @vidyapc Cross-channel engagement • Are you able to actively listen on each channel and respond on another channel? Website Email Mobile Social Media Search Engines Online Advertising Landing Pages DEFINE YOUR GOALS Direct Mail Call Center Retail Store Print TV Radio Outdoor Advertising
- 40. @vidyapc Cross-Channel Mobile Marketing Strategy CONSIDE R YOUR AUDIENC E DEVELOP YOUR KPIS DEFINE YOUR GOALS OVERALL STRATEGY
- 41. @vidyapc Measure Customer Engagement • Frequency of social activity • # of app downloads • Duration of web activity • Participation in loyalty programs • Customer satisfaction scores • # of customers accessing your emails on a mobile device • # of customers on your website from mobile device • Engagement with unique URLs from SMS/MMS campaigns • Opt-ins for mobile-specific communications DEVELOP YOUR KPIS
- 42. @vidyapc Measure Customer Acquisition • Total # of mobile users • Contacts and new customers attributed to web or mobile or social • Spend per new customer per channel • Conversion rates by channel • Closed sales connected to engaged contacts • Customer lifetime value • In-app purchases DEVELOP YOUR KPIS
- 43. @vidyapc Measure Service Quality • Improvement in the quality of service • Lower rate of in-person interactions • Customer retention rates • Customer referral rates DEVELOP YOUR KPIS
- 45. @vidyapc Build Audience Listen • Listen to how people engage on one channel • Use that to build up your other channels Leverage • Determine what channels people prefer • Build your campaign strategy based on those preferences OVERALL STRATEGY
- 46. @vidyapc Communication Timing Frequency & Relevance OVERALL STRATEGY
- 47. @vidyapc Marketing Calendar What is communicated? When is it being sent out? How is it being sent? Who is it being sent to? OVERALL STRATEGY
- 48. @vidyapc Make cross-channel marketing part of your overall marketing strategy
- 49. @vidyapc Checklist To Pick The Right Marketing Automation Solution SMS/MSM campaigns Push notifications A/B and multivariate testing Segment targeting In-app messaging Coordinated cross-channel campaigns Listening to channel behaviors
- 50. @vidyapc Key Takeaways • Create diverse, connected messaging across channels • Coordinate your channels • Be prepared to listen and respond in real-time
- 51. @vidyapc Check out our ebook www.marketo.com/omni-channel Contact us sales@marketo.com Attend our upcoming weekly demo on 12/29 at 11am PT http://pages2.marketo.com/reg-for-revenue- reporting-demo-webinar.html Learn More
- 52. Thank You Rusty Warner Principal Analyst Forrester Research Vidya Chadaga Director, Product Marketing Marketo
Notas del editor
- Update Logo.
- For my part of today’s webinar, I’d like to build on what Rusty said, keep his recommendations in mind and walk you through the steps of creating a CC strategy. Before I dive in, I want to spend one minute level setting on WHY this is important.
- WHY? Because its beneficial to both you as the marketer AND your customer. For you, it drives the customer to complete the next action in her journey, and for the customer, the coordinated channels offer a seamless conversation that is personal to them, their behavior, and their interests. 65% of customers start their interaction with your brand on a smartphone, then 61% of then continue the conversation on a laptop, while 4% on their tablet. So to meet the customer where they are, you’ll need to Create Diverse, Connected Messaging. They hate to be bombarded with the exact same message on every channel. That’s not engagement marketing; that’s irritating. I’m sure the vision of being consistently relevant and offering personal value in real-time makes total sense to you but I’m also certain you’re wondering where to start! Looking at the web of all the possible touch-points for a customer and how to connect them can feel overwhelming. So, I’ve curated 4 pillars that will help you create your CC marketing strategy.
- STEP #1: To create your CC marketing strategy, first consider your audience. The make-up of your customers helps determine which marketing activities and channels to use. What makes sense for one customer may not make sense for another, so lets keep this in mind as we makes plans and strategize.
- Once you determine your audience with personas and map out their journeys, STEP #2 is define your goals. Think about how your CC goals should relate to the business’ success.
- As marketers, one thing we know is that if its not measured, its not done right. So you need to set your KPIs (key performance indicators) for success.
- Step #4 is do not think about your channels in isolation. Consider how it fits with your other marketing initiatives. CC marketing can never exist in a vacuum. You need to look at your entire marketing calendar to determine what other communications your customers receive and from where. You also need to listen to your customers to determine what channels they interact with, and then create your communication plan based off those actions. How do these interactions work in harmony? You want to deliver coordinated, relevant, customer experiences across all of the channels your buyers use. Before I walk through Let me take you through each one of these four pillars of building a successful CC strategy.
- To create your CC strategy, first consider your audience. For example, a 34 year old female who shops 3 times a week exclusively on mobile applications may be a great fit for in-app promotions, while a 55 year old male who has only downloaded five apps on his phone may be a better fit for push notifications. It’s important to keep these nuances in mind as you determine the best way to reach and engage with your audience.
- The first step to determining which strategy makes sense for your audience is to create customer personas. Personas should be developed for different types of customers, think about your ideal customer— though most brands will have more than one. Personas are developed based on customer demographics and behavior, along with your own understanding of their motivations and challenges. When it comes to mobile, buyer personas help you: • Determine which mobile touch-points make sense for which personas • Decide what kind(s) of content you need to create • Set the tone, style, and delivery strategies for your mobile messages • Understand where your buyers get their information and how they want to consume it. Lets say on a mobile platform.
- Conducting Interviews and Research To create your personas, you should conduct interviews with customers, customer service teams, and members of your sales team (if you have a one). You can also conduct consumer research through third-party firms. Focus on the following topics: • Background: Basic details about your ideal customer— including age, gender, location, and so on. • Main Sources of Information: How does your customer consume information? Where does she go? • Main Platforms for Gathering Information: Does one persona get information from her phone, while another gets information from a tablet or laptop? • Hobbies and Aspirations: What does your persona like to do for fun, and what are her goals and aspirations? • Preferred Products and Stores: What type of products has your customer purchased in the past, and from where? • App Usage: What applications does your customer currently have on his phone? How are they used? • Marketing Message: Write a sample marketing message for your persona(s)—this will help craft your website, applications, advertisements, and emails
- Now that you’ve identified your personas, ask yourself what your customer journey looks like? This means understanding the stages each persona moves through when folks engage with your brand. B2B or B2C company…Mapping this process allows you to: • Understanding how your customers are progressing when engaging with your product or service • Then you develop a strategy that speaks directly to customers, based on where they are in their lifecycle ******
- Once you determine your personas and map out their journeys, next you must define your goals. Have a buy-in from the greater team because creating a CC strategy is a part of your overall company initiatives, so your CC goals should relate to the business’ success.
- Set the Stage The key to designing an effective CC strategy is to first determine what you are doing now for mobile, social, web, email engagement (if anything), and then ask yourself some important questions to determine your future goals for cross-channel. 1. What are you currently doing for your channels? This question enables you to define your baseline. Some companies may already be conducting a variety of mobile marketing activities, while others may not have any mobile activity (yet). Ask yourself: • Are you currently using responsive design in your outbound emails? • Have you designed your website to engage mobile visitors? • Do you currently have a mobile app? Is it optimized for search in the app store? • Is adding social marketing a large part of future company initiatives?
- Setting the stage means creating a baseline for you to measure against. If you have any CC marketing initiatives today, how well are you performing? How are you measuring success? What are the areas that need improvement? Be sure to evaluate your current processes and strategies before moving forward.
- What are your main objectives for including CC marketing as part of your overall marketing strategy? Why has your company started to think about newer channels like mobile or social and how do you think it will help you with your overall business objectives? Consider why you think mobile is a critical initiative for your organization. • Is brand building a key objective? • Is gaining new customers a key objective? • Is relationship building with current customers a key objective?
- 5. How are you engaging your audience cross-channel? ASSUMING you are doing so! • How are you including the most critical channels in your mix. • Are you able to actively listen on each channel and respond on another channel?
- Measure Customer Engagement Measure Customer Acquisition Measure Service Quality
- Gaining new customers is also likely an important KPI for your mobile marketing strategy. By creating an engaging CC strategy, you can attract new users who convert to customers. How is this measured?
- Its not just about getting new customers, but keeping them happy and retaining them to create advocates. How is this measured?
- When creating your CC marketing strategy, do not think about any channel in isolation. Consider how it fits with your other marketing initiatives. For example: Mobile marketing can never exist in a vacuum. What customer communications do you have? Examples of this include sending out emails, engaging with customers on social channels, and implementing other cross-channel communications. You also need to listen to your customers to determine what channels they interact with, and then create your communication plan based off those actions How do these interactions work in harmony? You want to deliver coordinated, relevant, customer experiences across all of the channels your buyers use.
- To get started, build audiences across channels by following these two steps: 1. Listen: Using your marketing automation platform, listen to how people engage on one channel and use that to build up your other channels. For example, with web personalization, you can detect mobile web visitors and direct them to download your mobile app. This is similar to how most websites offer an easy way to sign up for an email subscription. 2. Leverage: Take advantage of your insights on cross- channel behaviors to engage audiences. Using a marketing automation platform, You can determine which channels people prefer and build your campaign strategy based on those preferences. For example, you can target people who aren’t opening your emails with push notifications. Or, for those who come to your website AND your mobile app, you can “listen” to the type of information they engage with in your mobile app and “leverage” it to present similar, relevant information on your website.
- Communication Timing: Frequency and Relevance Think about how often you send customers communications, particularly email, needs to be reconciled with your mobile strategy—especially if you are engaging in mobile notifications of any kind. You want to ensure all communications are in sync. If a customer completes an action in your app, you want to be listening to that action and responding accordingly. This is where your marketing automation platform comes in handy. The first step is to determine your overall communication cadence. How often do you want to engage with your customers? Meet with stakeholders in your organization to decide what this number should be. Be sure to test and iterate to determine the optimal number of touches based on your results.
- Marketing Calendar You need to see all of your campaigns in one place so you know exactly which marketing activities are taking place across all channels. You need to track database emails, social campaigns, and your mobile campaigns at any given time. A marketing calendar—whether it’s on a whiteboard, Google Calendar, or one purposefully built for marketers—is an ideal place to ensure you are not over-marketing to certain people.
- My core message to you today is to MAKE CC MARKETING A PART OF YOUR OVERALL MARKETING STRATEGY
- Integrating mobile into marketing automation creates multiple touch-points and chances for engaging your customers. I believe the most important are the following: • SMS/MMS Campaigns: Sending SMS (Short Message Service) and MMS (Multi- Media Message Service) texts and notifications to a user’s mobile phone. • Push Notifications: Trigger- based notifications sent directly to a user’s mobile device after having installed an app. • A/B and Multivariate Testing: Testing multiple elements of a mobile message, campaign, or interface to identify optimal engagement. • Segment Targeting: Identify and target various segments based on mobile usage, personas, or behaviors. • In-App Messaging: Design and deliver customized messages that appear in-app to promote user engagement. • Coordinated Cross-Channel Campaigns: Ability to communicate on one channel informed by actions taken on another channel. For example, push messages based on actions taken in web, email, or social. • Listening to Key Mobile Behaviors: Listen and react to key mobile behaviors such as who is installing your mobile app, visiting your mobile website, opening emails on mobile devices, and performing other customer in-app activities.
- Consumers expect you to connect with them on various channels Coordinate your channels like it were an orchestra.
- Update Logo.