Omni-Channel Digital Marketing at Pubcon Las Vegas 2016

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How to think strategically about omni-channel marketing for your small business, enterprise, or organization. What brands need to succeed with multi-channel marketing campaigns, process and tools, cohesive design, a singular voice, seamless technology, and a measurement plan across channels.

Marketing

Omni-channel marketing
isn’t right for everyone!
#Pubcon @Rhea 3

1) You have multiple
channels to market on.
5#Pubcon @Rhea

2) You’re confident in your
strategy and know it will
resonate with stakeholders.
6#Pubcon @Rhea

3) You have the
resources needed to
coordinate and
implement campaigns.
7#Pubcon @Rhea

Organizations with
great omni-channel
marketing have one
thing in common:
8#Pubcon @Rhea

Great Brands
(And they’re usually highly effective with great reputations
and coordinated efforts.)
9#PubCon @Rhea

All organizations can
succceed at omni-
channel marketing
through:
11#PubCon @Rhea

You succeed at
omni-channel marketing
strategy by
using everything!
13#PubCon @Rhea

Marketers have a bad
reputation, because we’re
silo’d and wasteful.
14#PubCon @Rhea

Is it because we prioritize
short-term growth over
long-term strategy?
15#PubCon @Rhea

What do these
brands have in
common?
16#PubCon @Rhea

Develop a verbal identity
across all channels.
27#PubCon @Rhea

Create promotional copy (style
and tone), organic intent
documentation, and how to
engage with social media
promotions and replies.
28#PubCon @Rhea

Making a reservation:
“Are you celebrating
something tonight?”

When you’re seated:
“What brings you out today?”

Don’t just outline what
you say, but also what
you don’t say!
35#PubCon @Rhea

Identify how your
stakeholders are engaging
and invest in technology
that gets you seen.
#Pubcon
37

Mobile-friendly
Apps
SMS
Email
Social
Push notifications
TV
Home assistants
Channels
beyond
desktop
websites
#Pubcon @Rhea
=

Geico’s iTunes reviews:
“…I’ve been able to get a quote,
add the vehicle, and fax proof of
insurance to the dealership (and
now leave a full review) all while the
guy is doing our paperwork.”

Redesigned client site
with a challenging
template-specific
customization, but
carried it through in
responsive layouts.
41#PubCon @Rhea

Push users to sign-in to
deliver a personalized
cross-device
experience.
42#PubCon @Rhea

To push cross-device
sign-in, you need to
deliver value to the user
on that device!
43#PubCon @Rhea

You also need to make it
easy for them…
44#PubCon @Rhea

Measurement Plan
An SEO story
46#PubCon @Rhea

Collect data on how organic
changes across different
devices to inform marketing
strategy.
47#PubCon @Rhea

Desktop
119,842
6,721,431
1.78%
14.3
49
Mobile
167,227
4,761,974
3.51%
7.0
clicks:
impressions:
CTR:
avg position:
#PubCon @Rhea

Device
Avg
Google
Rank
Avg
Google
Base
Rank
Count of
Google
Universal
Results
Count of
Keywords
desktop 33 32 1,020 1,464
smartphone 38 36 163 195

What’s displacing so
many organic
positions on a
smartphone?
52#PubCon @Rhea

…smartphone users
won’t have the same
organic experience!
54#PubCon @Rhea

Who is the best at
omni-channel?
Google
55#PubCon @Rhea

Omni-Channel Digital Marketing at Pubcon Las Vegas 2016

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Omni-Channel Digital Marketing at Pubcon Las Vegas 2016

1. OMNI-CHANNEL DIGITAL MARKETING Rhea Drysdale | Oct. 12th 2016 #Pubcon @Rhea @OutspokenMedia

2. Unified marketing experience across multi- channels (digital, brick & mortar, print, etc.). #Pubcon @Rhea 2

3. Omni-channel marketing isn’t right for everyone! #Pubcon @Rhea 3

4. Requirements = #Pubcon @Rhea 4

5. 1) You have multiple channels to market on. 5#Pubcon @Rhea

6. 2) You’re confident in your strategy and know it will resonate with stakeholders. 6#Pubcon @Rhea

7. 3) You have the resources needed to coordinate and implement campaigns. 7#Pubcon @Rhea

8. Organizations with great omni-channel marketing have one thing in common: 8#Pubcon @Rhea

9. Great Brands (And they’re usually highly effective with great reputations and coordinated efforts.) 9#PubCon @Rhea

10. Subscribe! We’re releasing the 2nd Chapter, Brand versus Reputation, of the Reputation Marketing Guide this week. 10#PubCon @Rhea

11. All organizations can succceed at omni- channel marketing through: 11#PubCon @Rhea

12. Campaigns 12#PubCon @Rhea

13. You succeed at omni-channel marketing strategy by using everything! 13#PubCon @Rhea

14. Marketers have a bad reputation, because we’re silo’d and wasteful. 14#PubCon @Rhea

15. Is it because we prioritize short-term growth over long-term strategy? 15#PubCon @Rhea

16. What do these brands have in common? 16#PubCon @Rhea

17.

18. Process & Tools 18#PubCon @Rhea

19. Create an internal Brand Resource Center and include all marketing assets and brand guidelines. 19#PubCon @Rhea

20. Cohesive Design 20#PubCon @Rhea

21.

22.

23.

24.

25.

26. Singular Voice 26#PubCon @Rhea

27. Develop a verbal identity across all channels. 27#PubCon @Rhea

28. Create promotional copy (style and tone), organic intent documentation, and how to engage with social media promotions and replies. 28#PubCon @Rhea

29.

30. Making a reservation: “Are you celebrating something tonight?”

31. When you’re seated: “What brings you out today?”

32.

33.

34.

35. Don’t just outline what you say, but also what you don’t say! 35#PubCon @Rhea

36. Seamless Technology 36#PubCon @Rhea

37. Identify how your stakeholders are engaging and invest in technology that gets you seen. #Pubcon 37

38. Mobile-friendly Apps SMS Email Social Push notifications TV Home assistants Channels beyond desktop websites #Pubcon @Rhea =

39.

40. Geico’s iTunes reviews: “…I’ve been able to get a quote, add the vehicle, and fax proof of insurance to the dealership (and now leave a full review) all while the guy is doing our paperwork.”

41. Redesigned client site with a challenging template-specific customization, but carried it through in responsive layouts. 41#PubCon @Rhea

42. Push users to sign-in to deliver a personalized cross-device experience. 42#PubCon @Rhea

43. To push cross-device sign-in, you need to deliver value to the user on that device! 43#PubCon @Rhea

44. You also need to make it easy for them… 44#PubCon @Rhea

45.

46. Measurement Plan An SEO story 46#PubCon @Rhea

47. Collect data on how organic changes across different devices to inform marketing strategy. 47#PubCon @Rhea

48. Google Search Console 48#PubCon @Rhea

49. Desktop 119,842 6,721,431 1.78% 14.3 49 Mobile 167,227 4,761,974 3.51% 7.0 clicks: impressions: CTR: avg position: #PubCon @Rhea

50. STAT Search Analytics

51. Device Avg Google Rank Avg Google Base Rank Count of Google Universal Results Count of Keywords desktop 33 32 1,020 1,464 smartphone 38 36 163 195

52. What’s displacing so many organic positions on a smartphone? 52#PubCon @Rhea

53. It’s Places & News… 53#PubCon @Rhea

54. …smartphone users won’t have the same organic experience! 54#PubCon @Rhea

55. Who is the best at omni-channel? Google 55#PubCon @Rhea

Omni-Channel Digital Marketing at Pubcon Las Vegas 2016

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