cross-channel marketing | 3sixty live | brian d. shelton
DESCRIPTION
Cross-Channel Marketing primer presented at 3sixty Live event in Kansas City, March 12, 2013.TRANSCRIPT
Cross-Channel MarketingWhat does it all mean?
Brian D. Shelton
@briandshelton@ExactTarget
Common GroundWhy cross-channel is key
Cross-Channel vs. Multi-Channel
Cross-channel marketing is the inverse of multi-channel marketing.
• The customer is now central, not the organization
• He/she is followed and tracked while they switch from one channel to another
• Simply pushing the same content to all customers using all channels no longer works
• Listening to and engaging with the customer at the right time with the right content on the right channel is much harder to do, but when done well is much more effective.
• We’ll address the “listening” piece a little later…
Fish Where There Are FishOne size does not fit all.
@JKROHRS@EXACTTARGET
@JKROHRS
What does “listening” really mean?
At its simplest form, it means exactly what you think it does:
• Responding directly, one-to-one, to unique customer questions and feedback.
What does “listening” really mean?
Listening is also a simple way of saying, “let data kick-start your marketing.”
• Data analysis (and execution)
• It’s easier said than done• Forrester (commissioned by ExactTarget) used an online survey to investigate the
outlook and application of cross-channel strategies and technologies of 211 U.S. marketers with annual revenues of $100 million or more. Many organizations are still struggling to understand customer interactions across channels and manage execution across multiple technologies.
• Not surprising, some of the biggest hurdles involve the lack of headcount (49%), and know-how (42%).
Slide via JESS3
Needed to grow skier’s BRAND LOYALTY
Created TRIGGERED EMAIL ALERTS that were personalized to skier’s lift runs and vertical feet skied 8% CLICK THROUGH RATE and 46% open rate
Don’t Do It All…Just do it well.
Brian D. Shelton
@briandshelton@ExactTarget