copernica dm summit 2012: paul johnson - multi-channel marketing: fire up your revenue-engine

Paul Johnson

Twitter: @pdjohnson

Email: pj@ltl.uk.com

Sources: http://bit.ly/dmsummit12

Head of DevelopmentCopernica UK

?

Tweet a question to @pdjohnson

#DMSummit

15

Why?

Manchester

• Definition & Why• Simple examples

• Does it work?• Trend spotting• Walkthrough• Copernica – Simple!• Case Studies• Questions

Definition

“Use of one channel to

support or promote

another”

Multi-channel marketing

>

Multi-channel marketing

> >

Just for ecommerce?

• Intranets• B2B• Medical• Membership• Charities• Government• Conferences

Fundamentals

• Planned• Funnelling• Multi-step• Event / profile driven• Integration

• Back office• Online

• Measurement• Automated

Why multi-channel?

Why?

• More effective than isolation• Complex path to conversion• 50% mobile web• Privacy • Falling email subscribers• 4+ site visits before conversion• 2 + channels before purchase*

* http://bit.ly/dmsummit12

Result

• Agencies• Differentiator• Increase effectiveness

• Business• Acquire customers• Extend customer lifetime

• Email• RSS• Mobile• Surveys• Web content• Direct Mail• QR, Barcodes• Social Media – via integration• Remarketing

Simple examples

• Social Media -> Email signup

• Email kick start -> Viral competition

• Ecommerce -> Social bragging

• TV -> Second screen

• QR -> Facebook check-in

• POS channel promotion

• Twitter DM’s on follow -> promote email

• Profile from email -> web content

Does it work?

REVENUE SOURCE

Multi-channel marketing

BEATS

BEFORE

Checkout Conversion

AFTER

ROI

Revenue

46%*GROWTH

ONLINE REVENUE

*Announced last week: Year to Sept 2012

Current Trends

Rapid change

WebTV

Second Screen

Mobile / 4G

Device Proliferation

Channel explosion

Mobile Retail – Last 12 months

• Audience Doubled• 1 / 6 browsed retail sites or apps• 1 / 8 bought

France, Germany, Italy, Spain and the United Kingdom

Source: comScore http://bit.ly/dmsummit12

66% Site traffic is NEW

MOST PEOPLENEVER RETURN

95%

TypicalConversion

Average 4+ visits to conversion

Your site Coupons Competitors Comparison Offline

10%HIGHER THAN

DESKTOP

Mobile Bounce Rate

Source: http://bit.ly/dmsummit12

Mediarun

Manchester United Soccer Schools

18%Using mobile

0.1%Buy

Trend away from Apps

Towards HTML5

"HTML5" is the #1 job trend

http://bit.ly/dmsummit12

Mobile First

“If you’re not thinking about mobile devices,

you’ll wake up one day and be left behind”

Luke Wroblewski

Slides: http://bit.ly/dmsummit12

Responsive Design

Smartphone DesktopTablet

Responsive Design

Smartphone Desktop

User context

Multi-device

Multi-channel

Multi-step

Strategic

Multi-channel walkthrough

Getting to know

MR X

WebRemarketingSocial MediaWhite PapersUser Profiling

Email

Automated Lead nurturingUsing keep in touch

Measure

Iterate

Improve

Copernica Makes things simple

Top 1000 internet retailers

Source: ListTrack http://bit.ly/dmsummit12

• Too complex

• No time

• Integration challenges• Client buy in• Cost?

Why aren’t they (YOU) doing it?

Time saving

Cost effective

Simple

Fast ROI

http://bit.ly/dmsummit12

EASY

No ITFREE!

DATA!

Visitor

DATA!

TimelyRelevant

MessagesVisitor

Multi-channel

But I don’t do Drupal!

SOAP API

Case Studies

Manchester United Soccer Schools

• Web, Email, SMS

• HR Capacity

• Coach Availability

• Certificate expiry• Coach training

• Examination process• Gamification

Elliott Building Future Education

Head Teacher

1 Month

2400 Visits

730 Form fills

30% Conversion Rate

£100KPrize

Information pack

1 2 3

Information pack

Parents

Entry!4

MacPhie / BlueChip Holidays

Twitter API

To tweet & Follow

Reach friendsBroaden reach

• Email -> Web -> Social Media

iKnow Special Offers

>15000

Hotel

Owners

>API

>Personalised

Offers

• Fully automated business

Monday Wednesday

http://bit.ly/dmsummit12

iPad Exhibition App

> > >

Exhibition stand

Time

Delayed

http://bit.ly/dmsummit12

CarLoan4u

> API

Loan application nurturing

>

>

!

>

>

Application

Supportingdocuments

?

http://bit.ly/dmsummit12

Summary

Multi-channel marketing

• More effective than isolation• Mobile first• Ease of integration• Applicable across markets• Rewarding – agency and clients / end users• Easy with Copernica

Paul Johnson

Twitter: @pdjohnson

Email: pj@ltl.uk.com

Sources: http://bit.ly/dmsummit12

Head of DevelopmentCopernica UK

?