Multi-channel digital marketing for circulation growth

NEACE SPRING 2017ERNESTO BURDEN, VP DIGITAL, NNE

What Is Multi-channel Marketing?

“Multi-channel marketing is defined by many organizations, unsurprisingly, as communicating with and marketing to prospects and customers across many channels, including online and offline.” - Hubspot

http://b2bstories.com/?attachment_id=38

How do you know which channels and keywords initiated an interaction? Which closed sales? Multi-channel Funnels. More on this later.

● First Interaction● Assist Interaction● Last Interaction

“Mutli-channel marketers, then, are ones who identify the channels their target customers are using and understand how their target customers move from one channel to another to create a congruous experience.”

The Key 2017 Digital Trends Are Multi-channel Trends

Econsultancy’s 2017 Digital Trends report, published in association with Adobe.

Customer experience is regarded as the primary way for organisations to differentiate themselves from competitors in 2017.

Econsultancy’s 2017 Digital Trends report, published in association with Adobe.

PersonalCompellingMemorable

Who In Your Organization Is Responsible For Insuring Every

Aspect Of Your Customer Journey Meets These Three Criteria?

Design is the not-so-secret strategicweapon and its continued importanceis a key theme this year.

Econsultancy’s 2017 Digital Trends report, published in association with Adobe.

How much attention do we pay to “well-designed user journeys?”

The Building Blocks Of Good CX

● Content● Design● Data

Cont

ent All copy and images that

support our user journeys on the website, subscription portal, social media, brochures, etc.

A/B tested?

Des

ign Is the design consistent and

beautiful across all channels? Who owns this? A designer?

A/B tested?

Dat

a It is critical to be able to pull together data from disparate sources to view causes and correlations between the actions you take in one channel the impact on key performance indicators.

Free Data Tools Good old fashioned spreadsheet

Google’s Datastudio

Campaign Tracking Tags

Google Analytics

Google Optimize

Make The Data Talk, See...

1. Define Goals2. Set UTM tracking tags3. Check out the resulting Multi-Channel Funnel Data

Multichannel Conversion Funnels

The Multi-Channel Funnels reports allow you to analyze your customers' conversion paths -- the sequences of interactions that led to conversions, which helps you make effective advertising decisions. - Google Analytics

How many days do conversations take?

What channels drive them?

EXPERIMENTSExperiments is still available in the primary GA dashboard under BEHAVIOR tab, but is being phased out in favor Google’s Optimize product (still free).

The Benefits Thereof

Support Facing CX Tools

How much focus does your organization put on streamlining the customer experience by providing powerful support desk tools to CSRs?

What Is The Single Most-Effective Digital Marketing Technique?

Email Is The Most Effective Digital Marketing Tactic

- Econsultancy Email Marketing Industry Census 2017

WHY?

Organisations are spending about 15% of marketing budgets on email, even though they

attribute 23% of total sales to it.

Econsultancy Email Marketing Industry Census 2017

What is marketing automation?“Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier.” Hubspot

Aggregate open rates from our automated subscriber emails

● Welcome/New Start Verification: 43%● Pre-Expire: 37%● Post-Expire/Grace: 35%● Stops: 33%

Chatbots Magazine Complete Guide

Number of monthly active Facebook Messenger users from April 2014 to April 2017 (in millions)

Live Example

Thank You! Ernesto Burdeneburden@nnenews.com(603) 236-1421@ernestoburden