Benchmarks from past year's holiday season have shown an exploding trend of customers combining multiple digital devices – such as doing research via their Smartphones but completing purchases via their tablets. As a result, marketers that continuously engage customers across digital channels and devices outperform their peers by continuing a relevant dialog.
In this presentation you will learn the top 5 best practices for bringing an omni-channel approach to personalized marketing and automated recommendations via your digital channels.
Join this webinar to get five best practices for developing an omni-channel approach to personalized marketing, and discover the solutions that make it possible to deliver automated recommendations, across channels, to connect with customers. You will learn:- How to combine click behavior data with rich customer attributes and real-time site activity to personalize emails and deliver tailored content- Ways to develop triggered reacquisition email programs based on abandoned shopping carts and past product purchases- How to extend personalized marketing programs beyond websites and email to include mobile and other channels
Identify customer trends, segments and personasExplore customer journey, needs and expectationsEnablers: Analytics, Web content management, marketing automation, brand, CRM
Customers expect a seamless transition from one device or platform to another.They expect a consistent brand messageThey expect relevancy in the messaging. If I add a product to my wishlist on a mobile device, I expect to be able to access it on the desktop site. In short, customers expect a consistent experience from brands across platforms. For the digital marketer, this necessitates a change in mindset from a channel by channel view focused on the customer, their purchase path and managing multiple channels holistically. No longer can a marketer plan, execute and measure a paid search program in a silo, or an email campaign in a silo, but rather the marketer must evolve to integrating the messaging and influence of various digital channels on the customer purchase lifecycle
Customer journey spans multiple touch points. No longer is a typical customer purchase path within one single channel, but rather the journey is non-linear in that it jumps from researching a product detail page on the web, to looking at other customer feedback on social channels like twitter and the brands facebook page via a mobile device. To researching product reviews on a tablet on the weekend. A well timed email trigger campaign with a promotional offering can spur a consideration customer to purchase. In summary, the path is non-linear and crosses several platforms at different stages of the purchase lifecycle.At different points in the relationship you are trying to accomplish different things – lifecycle.
As an example, this matrix shows an example set of brand interactions that a customer can encounter as they navigate through the purchase lifecycle.For example on the web, the customer may be exposed to display brand ads and later after visiting the website a re-targeting ad. At that point, the marketer may choose to personalize the homepage for this customer based on their prior interactions. Across other channels, this same customer may consume content related to their purchase consideration on product review forums, browsing on their mobile phone, search engine queries. They may also receive marketing message from email marketing, social promotions from liking the brands social pages and offline catalog offers. To orchestrate an integrated marketing campaign with a consistent message, marketing teams must include each of these channel vehicles in their marketing planning and execution.This is a complex series of marketing messages and responses, but some business are executing this well. By working with businesses across the globe, IBM has derived some common best practices in customers who are doing this well.
Businesses today need to deliver coordinated marketing across channels
Identify customer trends, segments and personasExplore customer journey, needs and expectationsEnablers: Analytics, Web content management, marketing automation, brand, CRM
Outlined here are a number of key strategies to nurture customer interactions across digital channels and build lasting relationships through relevant messaging and a proactive customer engagement framework.Effective marketers must collect a complete 360 degree view of their customer through all customer touch points. With a comprehensive view of a customer’s history, key segments and typical paths through various digital channels of those segments can be identified and analyzed. With this understanding, a marketing execution plan can align a consistent and nurture message to your identified audiences across digital channels.The customer dialog can be enhanced by incorporating real-time activity triggers that drive in the moment personalized messaging. Finally, a testing methodology utilizing attribution analytics should overlay your marketing channels execution so that the attributed influence of each touch point can be measured and adjusted based on the relative contribution to the customer purchase lifecycle.
The collection of a customer’s interaction with your brand serves as the essential foundation for omni-channel digital marketing. This allows marketers to have a complete 360 degree view of your prospects exposure and response to your marketing communications. Built on web analytics that includes demographic registration data, historical browsing of your site, a customer profile must then extend to include the measurement of mobile activity; responses to paid, owned and earned media such as paid and natural search, display ads, retargeting, social interactions. This digital analytics profile must be further augmented by importing key offline events that add to the richness of your customer profile. This can include attributes such as the loyalty status of your customer, historical offline purchases and additional demographic data not captured in your web registration tags.EMM helps marketers COLLECT data that enriches and augments what they already know about their customers and prospects. This doesn’t mean EMM serves as the customer data warehouse, or that it cleans up existing data. Instead, EMM helps marketers understand their customers better by putting new data in marketers’ hands that completes the picture of each customer and prospect – data such as what each customer has done on the company’s digital properties, and also the history of interactions with each customer (what messages have they been presented with and what were their responses). EMM can then link this new data with existing customer data to create a complete, 360-degree view of each customer and your brand’s relationship with him or her.
With a more complete picture of your customer profile, a marketer’s next action is to analyze key customer trends of consuming and responding to content across channels and identifying segments that align with that customer path.For example, on a broad level does your audience tend to browse more via their mobile phones in short durations and pick up their browsing on a tablet in the evening or weekend.More specifically, does a particular demographic segment respond more actively to messages over one channel versus another? For example, email messages versus the effectiveness of social placements.A component of your customer analysis is incorporating personas and mapping out their customer journey through the lens of your key customer segments. The exercise of mapping personas to a customer journey, highlights the marketing vehicles that a customer interacts with during their purchase lifecycle and the messaging that can influence a prospect through their various moments of truth. For marketers beginning this process of omni-channel digital marketing, we recommend that they initially focus on building a broader set of segments as a foundation for cross channel messaging and add to refinement of segments over time. For example, a higher level segmentation could initially be by gender and by major demographic co-hort. This would create a 2*3 or 2*4 matrix of key segments to analyze customer journeys and associated messaging (male/female * millennials, 30-45 etc)
Here is an example of applying personas to customers preferred social channels. A full analysis would extend this to all digital channels including use of mobile, tablets, email
After identifying your key segments and their customer paths, the next step is aligning the messaging across channels to ensure a consistent message across channels that complement one another and reinforce the brand messaging. This includes website personalization that reflects the customers historical browsing and rich profile data; relevant marketing communications and promotions through mobile, social and email messaging that is cognizant of the stage in the customers purchase lifecycle and encourages them to transition to the next stage.This table is meant to highlight key messaging opportunities for one of your identified segments. At a high level it showcases the digital channel interactions that your segment encounters as they migrate down a purchase funnel. When designing holistic marketing campaigns, the messaging for the identified segment must reinforce the brand and ensure that a promotion, offer or communication to a prospect is in sync across the channels that they interact with.Product discovery and product curuation
Outlined here are a number of key strategies to nurture customer interactions across digital channels and build lasting relationships through relevant messaging and a proactive customer engagement framework.Effective marketers must collect a complete 360 degree view of their customer through all customer touch points. With a comprehensive view of a customer’s history, key segments and typical paths through various digital channels of those segments can be identified and analyzed. With this understanding, a marketing execution plan can align a consistent and nurture message to your identified audiences across digital channels.The customer dialog can be enhanced by incorporating real-time activity triggers that drive in the moment personalized messaging. Finally, a testing methodology utilizing attribution analytics should overlay your marketing channels execution so that the attributed influence of each touch point can be measured and adjusted based on the relative contribution to the customer purchase lifecycle.
To evolve and truly personalize your dialog in a 1 to 1 manner with your customer, the execution of digital messaging needs to respond to the real-time interactions that customers have with your brand. A first step in this process is identifying major trigger events that should spur a personalized marketing message. A common example, is a cart abandonment whereby an trigger email with the contents of the basket referenced in the email with a time sensitive offer such as discounted shipping. The message may be reinforced in a display retargeting ad, via a social communication and by personalizing the home page of the website for when the prospect returns.Other trigger events can include a key activity that infers a prospects step closer to purchase. For example this could be viewing a product video to completion without carting the product. In this instance a gentle communication such as via a sponsored story on a social channel will enable a softer sell versus a more direct email marketing message.Another trigger event that warrants a real-time communication is any change to a customers existing order. In this case an email or mobile push message reflecting the updated cart is showing a responsiveness and relevancy to your customer.
This slide highlights a use case of real-time trigger messaging, whereby a hotel modifies its personalized homepage to align with updates to a customer’s reservation. Initially, the homepage showcases their reservation confirmation dates and the onsite hotel events that will overlap with customers reservation. This is updated in real-time when a customer calls in to make a reservation date change. During the customers stay, the homepage highlights the current events at the hotel and after checkout the page is updated to offer an opportunity to share socially photos of the hotel. This dynamic website messaging responding to real-time customer triggers can be replicated to other marketing channels such as email and mobile messaging depending on the context of the change.In this manner, a customer is experiencing a unique 1:1 dialog with the hotel that is relevant to their reservation and is responsive to changes from the customer.
As a result, a prospect coming to the website who falls into the social media bucket will see the Facebook promotion and a visitor that falls into the mobile bucket will see the promo for the mobile app.Ditto for the email marketing messages that go out.Note however that this example is very simplistic. The personalization can include many parts of the page simultaneously and any & all pages of the website.Besides personalizing messages you can think of marketing offers, promotions, site designs, navigational elements, colors, tests, anything.
Outlined here are a number of key strategies to nurture customer interactions across digital channels and build lasting relationships through relevant messaging and a proactive customer engagement framework.Effective marketers must collect a complete 360 degree view of their customer through all customer touch points. With a comprehensive view of a customer’s history, key segments and typical paths through various digital channels of those segments can be identified and analyzed. With this understanding, a marketing execution plan can align a consistent and nurture message to your identified audiences across digital channels.The customer dialog can be enhanced by incorporating real-time activity triggers that drive in the moment personalized messaging. Finally, a testing methodology utilizing attribution analytics should overlay your marketing channels execution so that the attributed influence of each touch point can be measured and adjusted based on the relative contribution to the customer purchase lifecycle.
A final key strategy for enabling onmi-channel digital marketing is setting up a framework for benchmarking, measuring and adjusting marketing channel influences on the customer lifecycle.This involves creating a scorecard around key performance indicators for each channel and an attribution credit based on first, mixed and last click credit. Cross channel KPIs include:Open rates to emailsResponses to mobile messagingTime on product pagesInteraction on the website such as viewing a product video, submitting a review, navigating to a store locater page, printing a print-friendly version of a product page.Other identified key milestones By viewing digital marketing channels through a customer centric view, the marketer will measure some channels as enabling a customer path to conversion without being the channel that hosts the actual conversion. In this light, each channel communication can be assigned an attribution weighting based on the influence of navigating a user to purchase consideration.When appropriate attribution credit has being assigned to channels both for conversions and key lifecycle events, the uplift in performance from enabling onmi-channel messaging can then be measured and tested.For example, a marketer can test effectiveness of duration when delivering trigger response campaigns such as cart abandonment. Real time versus 1 hour delay versus end of day may score differently depending on the context of the customer scenario when they added to cart. By measuring the lift in KPIs from digital messaging activities, the marketer can decide when to further invest in refining campaign messaging and personalization versus when the additional resource cost is not warranted by a change in KPI metrics.
Identify customer trends, segments and personasExplore customer journey, needs and expectationsEnablers: Analytics, Web content management, marketing automation, brand, CRM
Identify customer trends, segments and personasExplore customer journey, needs and expectationsEnablers: Analytics, Web content management, marketing automation, brand, CRM
To accelerate your path to value with these products we’ve also aligned them with unlimited customer support and a choice of optional services.All customers get unlimited customer support. Call as often, anyone in the org can call, it’s not like other vendors where you will get a chargeTo get you started with the modules optimally we offer implementation servicesEducation services and on-demand wareBest practices consultations and/or actionable outsourcing on the entire portfolio of digital channelsDedicated Web Analysts to reduce costs associated with acquiring, training and retention of scarce personnelUnique closed-loop data analysis between digital media spend and web site performanceExperience with B2C and B2B clients & virtually all verticalsSample offeringsDigital Agency of RecordWeb Site Performance OptimizationBest Practices WorkshopsAttribution AnalysisTagging Architecture AuditAdvertising, Social, and/or Mobile Media campaign creation and optimizationSophisticated A/B Testing of Digital Media and Personalized Product Recommendations