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©2014 Experian Limited. All rights reserved. Experian and the Experian marks used herein are trademarks or registered trademarks of Experian Limited. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public.
Unlock your cross-channel marketing potential
James BurrHead of Digital Consultancy
@ExperianMkt_UK
Download the 2015 Digital Marketer Reportexperian.co.uk/digital-marketer-report-2015
2©2014 Experian Limited. All rights reserved.Experian Public. 2
Experian Marketing SuiteIntelligent interactions centre around the customer
3©2014 Experian Limited. All rights reserved.Experian Public. 3
Speaking to you today
James Burr, Head of Digital Consultancy, Experian Marketing Services
Experian Digital ConsultancyWe help leading brands assess the
capability and effectiveness of their digital marketing campaigns and develop
impactful and modern marketing strategies.
4©2014 Experian Limited. All rights reserved.Experian Public. 4
The importance of getting your cross-channel marketing right
@ExperianMkt_UK
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Where are you with your marketing?
@ExperianMkt_UK
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The cross-channel reality: Messages aren’t coordinated
Source: Experian Marketing Services, The state of cross-channel marketing survey
How is your marketing integrated across channels?
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Email remains the channel most often integrated with other channels
Email + Search retargeting
Search retargeting + Online content customisation
Email + Facebook updates
Email + Messaging in mobile apps
Search retargeting + Targeted display ads
54%
48%
48%
50%
48%
Which of the following channel pairs do you integrate today?
(Top five pairs)
Base: 428 digital marketersSource: A commissioned study conducted by Forrester Consulting on behalf of Experian Marketing Services, July 2014
@ExperianMkt_UK
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Customer centricity is key to cross-channel
@ExperianMkt_UK
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Survey details
More than 1,000 respondents
C-level executives to managers
More than 12 countries
Variety of industries
Carried out November to December, 2014
@ExperianMkt_UK
The biggest barriers to cross-channel are also the biggest opportunities
@ExperianMkt_UK
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Linking data and creating a Single Customer View is key to customer centricity
*Source: Experian Data Quality’s 2015 Data Quality Benchmark Report @ExperianMkt_UK
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Linking data is critical to customer centricity
Challenges to creating a Single Customer View
@ExperianMkt_UK
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Cross-channel marketing challenges
Source: Experian Marketing Services 2015 Digital Marketer Survey
Mobile
Display
Search
E-Com
Agency
Social
TV
65%of marketers
Work in teams that are somewhat broken
out by channel
@ExperianMkt_UK
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Every customer is different and will have a different journey regardless of apparent similarities
@ExperianMkt_UK
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Top challenges fuel top priorities for senior marketers
Challenges and priorities of senior marketing leaders
@ExperianMkt_UK
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Keys to unlocking your cross-channel potential
Identify your customer
Create cross-channel teams
Have a single place for your marketers to manage their cross-channel campaigns from
1.2.3.
#ExperianMkt_UK
17©2014 Experian Limited. All rights reserved.Experian Public. 17
Key takeaways – long term and short term goals
Do right now
Sit your email, CRM and creative teams together in
one place
Start this year
Align KPIs and objectives and connect your
infrastructure so it reflects a cross-channel approach
@ExperianMkt_UK
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Any questions?
Q & AJames Burr
Head of Digital Consulting
Experian Marketing Services
@ExperianMkt_UK
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Thank you
For more resources (infographics, white papers, videos and opinion blogs) visit:
www.experian.co.uk/knowledge
Download the report
www.experian.co.uk/digital-marketer-report-2015
@ExperianMkt_UK
20©2014 Experian Limited. All rights reserved.Experian Public. 20
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