Cross channel marketing introduction

CROSS-CHANNEL MARKETING | ARTEVELDEHOGESCHOOL | 24 FEBRUARI 2011

THE EVERLASTING PROBLEMOF GETTING NOTICED

maandag 3 oktober 2011


ATTENTIONINTERESTDESIREACTION

Edward Kellog S

trong


• 63% IGNORES BANNERS• 41% IGNORES TV ADVERTISING

marketingprofs




RELEVANTCONTENTNURTURE MEON TIME

Jan Van Ca

neghem

Give me

and



THE ENVIRONMENTALCONDITIONS



TECHNOLOGICAL LEAP• CONNECTED• MOBILE



CHANGING BEHAVIOUR• SEARCH• PEER INFLUENCERS



MARKETING SHIFTS• FROM PROJECT TO PROCES• FROM CAMPAIGN TO NURTURE



THE ANSWER: CROSS-CHANNEL MARKETING



FULLY INTEGRATED• NO SILOS• THROUGH ALL CHANNELS



USE OF CHANNEL AS PREFERED BY CUSTOMER

MESSAGE SENT WHEN RELEVANT TO CUSTOMER

SCENARIO DRIVEN DIALOGUE



PURPOSE OF CROSS-CHANNEL MARKETING


QUALIFY AND UPDATE DATA• QUALIFY DATA YOU HAVE• UPDATE DATA YOU DON’T



NURTURE LEADS• GET, KEEP, GROW• … NEVER NEED TO WINBACK




WHAT DOESCROSS-CHANNEL LOOKS LIKE



WHEN ASKED FOR THE DEFINITION IN AN ONLINE SURVEY BY CAMPAIGNDOCK

PARALLEL USE OF DIFFERENT CHANNELS: 12,50%

INTEGRATED USE OF DIFFERENT CHANNELS: 87,50%



WHEN ASKED FOR THE NAME USED IN AN ONLINE SURVEY BY CAMPAIGNDOCK

CROSS-CHANNEL MARKETING: 67%

MULTI-CHANNEL MARKETING: 33%



WHEN ASKED FOR THE CHANNELS IN AN ONLINE SURVEY BY CAMPAIGNDOCK

PURL: 89%

TEXT MESSAGING: 78%

SOCIAL MEDIA: 89%

E-MAIL: 100% DIRECT MAIL: 100%

MOBILE APPS: 78%



WHEN ASKED FOR THE CAMPAIGNS IN AN ONLINE SURVEY BY CAMPAIGNDOCK

AUTOMATION: 22% EVENT: 56%

LIFECYCLE: 23% LEAD NURTURING: 30%



WHEN ASKED FOR INTEGRATION WITH OTHER TOOLS IN AN ONLINE SURVEY BY CAMPAIGNDOCK

ERP: 23% AUTOMATION: 10%

NO: 34% CRM: 45%



CROSS-CHANNEL STRUCTURE• CONNECT WITH RESOURCES• ALL POSSIBLE TOUCHPOINTS

Beste Franky, We hebben jouw inschrijving goed ontvangen. In jouw mailbox vind je een bevestiging. Vriendelijke groeten, Jan Van Caneghem

Stuur

3plusBerichten Wijzig



CROSS-CHANNEL FLOW• ENRICHED DATA• AUTOMATED DIALOGUE

Beste Franky, We hebben jouw inschrijving goed ontvangen. In jouw mailbox vind je een bevestiging. Vriendelijke groeten, Jan Van Caneghem

Stuur

3plusBerichten Wijzig

Data input

SegmentationExecution

Analyse metrics



WHAT DOESCROSS-CHANNEL DO FOR US


CUSTOMER TOUCHPOINTS• START DIALOGUE• REGISTER REPORT



CHANNELS• DIALOGUE DRIVEN CHOICE• CUSTOMERS PREFERENCE



AUTOMATE• COMPLEX CAMPAIGNS• SECURED FOLLOW UP



• INSURED DELIVERABILITY• SECURE DATAMANAGEMENT



DATA ENTRY• BUY IN• INBOUND






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Cross channel marketing introduction