optimize your cross-channel strategy for success

Optimize Your Cross-Channel Strategy for Success

Rusty WarnerPrincipal AnalystForrester Research

Vidya ChadagaDirector, Product MarketingMarketo

© 2015 Forrester Research, Inc. Reproduction Prohibited 2

Image source: http://www.ocon.com/inspiration/on-set/james-bagdonas/

Optimize Your Cross-Channel Strategy For SuccessRusty Warner Principal Analyst

December 8, 2015


We are always addressable . . . Image source: http://www.ocon.com/inspiration/on-set/james-bagdonas/


Source: Forrester‘s North American Technographics® Customer Life Cycle Survey, Q3 2013

. . . and getting impatient with brands

Higher buying power

Value driven

Advertising averse

More digitally savvy


How context changes marketing

AFTER CONTEXT

Traditional Campaigns Interactions

BEFORE CONTEXT



BEFORE CONTEXT AFTER CONTEXT

Segmentation & Targeting Recognition & Engagement



BEFORE CONTEXT AFTER CONTEXT

Media Schedules Customer Moments



AFTER CONTEXT

Messages & Transactions Utility & Value Exchange

BEFORE CONTEXT



AFTER CONTEXTBEFORE CONTEXT

GRPs and CPMs Minutes of Engagement



Source: October 19, 2015, “Combine Systems Of Insight And Engagement For Contextual Marketing” Forrester report

AFTER CONTEXTBEFORE CONTEXT

• Traditional Campaigns

• Segmentation & Targeting

• Media schedules

• Messages & Transactions

• GRPs and CPMs

• Interactions

• Recognition & Engagement

• Customer moments

• Utility & Value Exchanges

• Minutes of engagement


Campaigns are NOT dead….

› BUT, they are evolving.

› They are becoming conversations.

› AND, conversations must:• Be consistent across digital and off-line channels;• Provide relevant and engaging content;• Deliver value at the appropriate time; and• Spark continuous cycles of interaction.

Source: October 19, 2015, “Combine Systems Of Insight And Engagement For Contextual Marketing” Forrester report


Today’s reality“Which of the following best describes your marketing organization's

stance toward cross-channel marketing?”

Yet 77% believe they are more mature than competitors!

Source: August, 2015 “Marketing Relevance In An Omnichannel World” commissioned study conducted by Forrester Consulting on behalf of Neustar

https://www.neustar.biz/resources/whitepapers/omnichannel-marketing-relevance-report






Today’s reality“Please indicate whether the following statements about your cross-

channel customer recognition capabilities are true or false.”

The content we distribute is the same, regardless of the customer

We are able to recognize high value customers, but do not know how to best engage them

We are able to predict high value customers

We are able to track customer interactions across channels

59%

59%

66%

80%TRUE

TRUE

TRUE

TRUE








Today’s reality“Please indicate whether the following statements about your cross-

channel targeting are true or false.”








Top challenges“What are your firm's biggest challenges to accomplishing your

marketing goals?”

Creating a consistent cross-channel experience

34%









marketing goals?”

Understanding cross-channel customer

interactions

39%









marketing goals?”

Maintaining customer data quality across

campaigns and channels

31%








Take steps to realize your goals“What factors will be most impactful to realizing the execution of cross-

channel tactics over the next five years?”

Monitor and measure campaign effectiveness across channels and devices

Engage with customers on a more 1:1 level

Unifying 1st and 3rd party data to create a holistic view of the customer

Organizing the business around customer needs, not channel

Collect data across customer touch points

Unified company vision focused on customer engagement

23%

25%

27%

34%

36%

41%

Customer experience is the key goal.

Data is the key challenge.

Leadership buy-in is table stakes.

Measurement is a critical aspect.








Prioritize customer engagement channels

Source: November 10, 2014, “Advance Campaign Automation With Personalization And Real-Time Context” Forrester report


Address key engagement challenges

Source: November 10, 2014, “Advance Campaign Automation With Personalization And Real-Time Context” Forrester report


The results are worth it“Please indicate the level of impact that implementing cross-channel

marketing has had.”

Profitability60% Customer

Satisfaction56%

On-line Sales67%

51%Decreasing

Costs

Percentages reflect “extremely high” and “high” impact responses.








Recommendations:1. Define your strategy based on customer needs.

2. Align customer-centric resources and business processes.

3. Collaborate on your firm’s business technology agenda.

4. Establish a foundation for data, analytics, and measurement.

5. Integrate marketing technologies to address cross-channel requirements.

Cross-channel optimization

Cross-Channel Marketing Strategy

Meet Customers Where They Are

@vidyapc

Meet Customers Where They Are

@vidyapc


CONSIDERYOUR

AUDIENCE

@vidyapc


CONSIDERYOUR

AUDIENCEDEFINEYOUR

GOALS

@vidyapc


CONSIDERYOUR

AUDIENCE

DEVELOPYOURKPIS

DEFINEYOUR

GOALS

@vidyapc


CONSIDERYOUR

AUDIENCE

DEVELOPYOURKPIS

DEFINEYOUR

GOALS

OVERALLSTRATEGY

@vidyapc


CONSIDER

YOURAUDIENC

E

DEVELOPYOURKPIS

DEFINEYOUR

GOALS

OVERALLSTRATEGY

@vidyapc

Create Your Customer PersonasBuyer personas help you - • Map your channel touch-points to personas• Determine kind(s) of content you need to create• Set the tone, style and delivery strategies for your messages• Understand where your buyers get their information and how they want to consume it

CONSIDERYOUR

AUDIENCE

@vidyapc

Conduct Interviews and Research

Focus on -• Background• Main sources of information• Main platforms for gathering information• Hobbies and aspirations• Preferred products and stores• App usage• Marketing message

CONSIDERYOUR

AUDIENCE

@vidyapc

Understand the Customer Lifecycle

• Understand your customer progression through the journey

• Develop a strategy that speaks to the journey

CONSIDERYOUR

AUDIENCE

@vidyapc


CONSIDERYOUR

AUDIENCE

DEVELOPYOURKPIS

DEFINEYOURGOALS

OVERALLSTRATEGY

@vidyapc

Take stockWhat are you currently doing for web, email, mobile or social?• Are you currently using responsive design in your

outbound emails?• Have you designed your website to engage mobile

visitors?• How do you respond to social interactions?

DEFINEYOUR

GOALS

@vidyapc

Set the stage

How well are you performing in these marketing channels?• How are you measuring success? • What are the areas that need

improvement? Be sure to evaluate your current processes and strategies before moving forward

DEFINEYOUR

GOALS

@vidyapc

Main Objectives

• Brand awareness• Gaining new customers• Building relationships with current

customers• Competitive advantage

DEFINEYOUR

GOALS

@vidyapc

Cross-channel engagement• Are you able to actively listen on each

channel and respond on another channel?WebsiteEmailMobileSocial MediaSearch EnginesOnline AdvertisingLanding Pages

DEFINEYOUR

GOALS

Direct MailCall CenterRetail StorePrintTVRadioOutdoor Advertising

@vidyapc

Cross-Channel Mobile Marketing Strategy

CONSIDERYOUR

AUDIENCE

DEVELOPYOURKPIS

DEFINEYOUR

GOALS

OVERALLSTRATEGY

@vidyapc

Measure Customer Engagement• Frequency of social activity• # of app downloads• Duration of web activity• Participation in loyalty programs• Customer satisfaction scores• # of customers accessing your emails on a mobile device• # of customers on your website from mobile device• Engagement with unique URLs from SMS/MMS campaigns• Opt-ins for mobile-specific communications

DEVELOPYOURKPIS

@vidyapc

Measure Customer Acquisition• Total # of mobile users • Contacts and new customers attributed to web or mobile or social• Spend per new customer per channel• Conversion rates by channel• Closed sales connected to engaged contacts• Customer lifetime value • In-app purchases

DEVELOPYOURKPIS

@vidyapc

Measure Service Quality

• Improvement in the quality of service• Lower rate of in-person interactions• Customer retention rates • Customer referral rates

DEVELOPYOURKPIS

@vidyapc


CONSIDERYOUR

AUDIENCE

DEVELOPYOURKPIS

DEFINEYOUR

GOALS

OVERALLSTRATEG

Y

@vidyapc

Build AudienceListen• Listen to how people engage on one

channel• Use that to build up your other channelsLeverage• Determine what channels people prefer• Build your campaign strategy based on

those preferences

OVERALLSTRATEGY

@vidyapc

Communication TimingFrequency & Relevance

OVERALLSTRATEGY

@vidyapc

Marketing Calendar

What is communicated?When is it being sent out?How is it being sent?Who is it being sent to?

OVERALLSTRATEGY

@vidyapc

Make cross-channel marketing part of your

overall marketing strategy

@vidyapc

Checklist To Pick The Right Marketing Automation Solution SMS/MSM campaigns Push notifications A/B and multivariate testing Segment targeting In-app messaging Coordinated cross-channel campaigns Listening to channel behaviors

@vidyapc

Key Takeaways• Create diverse, connected

messaging across channels• Coordinate your channels • Be prepared to listen and

respond in real-time

@vidyapc

Check out our ebook www.marketo.com/omni-channel

Contact [email protected]

Attend our upcoming weekly demo on 12/29 at 11am PT http://pages2.marketo.com/reg-for-revenue-reporting-demo-webinar.html

Learn More

http://www.marketo.com/omni-channel

http://www.marketo.com/omni-channel

http://pages2.marketo.com/reg-for-revenue-reporting-demo-webinar.html



Thank You

Rusty WarnerPrincipal AnalystForrester Research

Vidya ChadagaDirector, Product MarketingMarketo

optimize your cross-channel strategy for success

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