multichannel marketing
DESCRIPTION
Multichannel marketing en guide til effektiv utnyttelse av nye muligheter Multichannel marketing er langt mer enn å være tilstedet i flere kanaler.TRANSCRIPT
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©Creuna AS
FROKOSTSEMINAR
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Trine & Arnt !
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Velkommen
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Multichannel marketing is marketing using many different marketing channels to reach a customer"
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multichannel marketing handler om ...
‣ ...å bygge en merkestrategisk forankret tilstedeværelse på brukernes stadig skiftende premisser
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6 punkts guide"til vellykket!multichannel marketing
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Innovasjon" Integration" ROI"
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1rE2 zag ƒd
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Innovasjon nye plattformer på forbrukerens premisser
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multi-channel"vs"
cross channel
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FORTJENTE
Kunde
TV
Radio
Digital
Postal
Utendørs
Sosiale medier redaksjonelt
Profil
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‣ IM har en dalende trend
‣ Mail er konstant
‣ TV flyttes på web, ser mindre men lengre
‣ Geo-lokasjon blir mer viktig / call 2 action
‣ Smart phones, enorm økning
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TransaksjonsbaserteTilfeldigeUpersonligKortsikt
ige"
LidenskapeligeKonstanteIntimeLoyale"
Hva slags type kundeforhold er det du ønsker?!
Gru
nnla
g er
av
Cha
rlene
Li -
Alti
met
er G
roup
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Det handler ikke lengre om deg…
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…men om DEM!
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Fire steg › marketingstategi
P O S T
People "Assess your customers’ social activities
Objectives "Decide what you want to accomplish
Strategy "Plan for how relationships with customers will change
Technology "Decide which social technologies to use
Gru
nnla
g er
av
Cha
rlene
Li -
Alti
met
er G
roup
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Guide til innovasjon
‣ 1: Svar på megatrend nr 1: "be real social
‣ 2: Utforsk ny TEKNOLOGI og nye muligheter, men NB – det MÅ være forankret i merkestrategi (se ROI)
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integrasjon tenk kanalegenskaper og fagdisiplin
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Digital
Digital
Den nye markedsmiksen
Marked
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kanalmixen
FORTJENTE
MEG
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AGENCY
Marketing!
KUNDE
Salg!
MEDIER
Sosial!
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AGENCY!
integrasjon
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holder ikke med 360°
trenger bilde av alle medie outlets
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Forbrukertrender fremover
‣ Mer tid i sosiale nettverk
‣ Annonsevekst i sosiale nettverk
‣ Lokasjonsbaserte nettverk
‣ Grupon, Google Offers m.m.
‣ TV og videovisning på nett vokser
‣ Smartphones
‣ Søk øker og vil fortsette å øke
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Guide til integrasjon
‣ Kombiner ulike fagdisipliner i arbeidsgruppen din "Krev at byrået gjør det samme
‣ Utnytt kanalenes egenskaper til å gjøre kommunikasjonsjobben, og innfri brukernes forventninger til plattformen
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ROI verdi gjennom tilstedeværelse
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That’s it?
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Guide til roi
‣ Forankre markedsføring i merkestrategien, vær tro...
‣ Planlegg for en langsiktig digital tilstedeværelse, og ikke for ad hoc kampanjeaktiviteter alene
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CASE
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summary / innovasjon
‣ optimal bruk av de ulike kanalene, men med samme konsise og helhetlige budskap
‣ kryssdisiplinært samarbeid internt og ekstert
‣ relasjonsbygging og dialog
‣ back to basic
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summary / integrasjon
‣ Engasjerte et lokalsamfunn
‣ Samarbeidet med ordfører
‣ Skapte en lokal movement, spredning
‣ Benyttet Facebook som hovedkanal, men med støttemedier som hadde samme budskap
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summary / roi
‣ Økning på 35% til Facebook ‣ Organiske søk › 1500% ‣ enorm økning i fortjente media ‣ tilbudsann doblet trafikken til Levis.com ‣ butikkrabatt registrerte 400 interaksjoner, men mer
enn 1600 mennesker kom ‣ erfaring
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CASE
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summary / innovasjon
‣ Skapt en ny høytidsdag for småbedrifter i USA for å gi et løft etter nedgangstidene i 2009/2010
‣ Riktig bruk av dialog og relasjon for å skape oppmerksomhet rundt en movement
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summary / integrasjon
‣ Facebook (nav)
‣ retail materiell
‣ Tradisjonell PR
‣ Annonsering
‣ lobbyvirksomhet, offentlig
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summary / roi ‣ 28% omsetningsøkning ‣ 100.000 småbedrifter ble med ‣ 10.000 ble med å fikk gratis Facebook annonsering ‣ mer enn 1.4 mill mennesker “likte” aktiviteten ‣ spredning til mer enn 100 mill venner ‣ 3000 presseoppslag ‣ 41 folkevalgte besluttet å opprette “SBS” som
offisiell handledag
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CASE
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summary / innovasjon ‣ Pre SuperBowl
‣ Teaservisning, 13.7 mill visninger
‣ 120 blogginnlegg
‣ New York Times
‣ AdWeek, BrandWeek
‣ Motortrend m.fl
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summary / integrasjon
‣ YouTube
‣ de som var å så filmen fikk ekstra påvirkning gjennom andre kanaler - online banners
‣ Mobilsite, eide ESPN på SuperBowl dagen
‣ Egne kanaler, VW.com
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summary / roi
‣ 480% økning på kjøpt søk ‣ 127% økning til VW.com ‣ Facebook hadde en trafikkøkning på 214% "
(12000 fans) ‣ Twitter hadde en CPTweet på 820"
økning på 925% ‣ Filmen ble sett av ca 24 mill mennesker på 2 dager"
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6 guides til vellykket multichannel marketing
‣ Tenk kryssdisiplinære team "– hos både byrå og hos deg
‣ Utnytt kanalegenskaper og brukernes forventninger
‣ «Be real social»
‣ Utforsk ny teknologi, men...
‣ Husk forankring i merkestrategien
‣ Tenkt langsiktig digital tilstedeværelse, "– ikke ad hoc kampanjer
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‣ ©Creuna AS