Slide 5.1

Video 24 Multichannel Online-Offline Integration Strategies

IBMS Semester 6b Fall 2013Mr. George Szanto

Topics & Learning Goals• Review definition & Axioms• How to select right channels• Introduce 4 different models for building

multichannel online-offline strategy---------------------------------------------------------------• State how increasing channels effect corporate

operations• Use various metrics to qualify and pick channels• Understand different multichannel conceptual

models

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Definition of Online-Offline Multichannel Marketing

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Multichannel Axioms• More channels > costs, people resources• More channels > content needs / retargeting• More channels > data analysis complexity (more

tools)• More channels > chance conflicting messaging• More channels > cross department organizational

challenges• More channels does always mean more profits

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Examples of Online Digital Marketspace

• On the course webpage there is an Excel file (List of Digital Multichannels) which provides a list of 60 possible types of digital channels

Typical Consumer Cross Channel Usage 2012

• Source: Tealeaf Survey 2012 - http://www-01.ibm.com/software/info/tealeaf/

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Typical B2B European Cross Channel Usage 2013

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How to pick the right channels?

• Review performance of channels currently used

• Score other potential channels for market fit and potential returns (see next slides)

• Select new mix of channels for managing

• Iterate Channel offerings - Experiment with inexpensive A/B testing

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How to Pick Channels - Segmentation

1. Traditional2. Online paid display and paid per click3. Event marketing channels4. Influencer channels5. Social Networking Channels

* See Appendix of the posted report for many specific examples

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How to Pick Channels – Channel Priorization & Metrics Identifying Marketing Channel Prioritization Factors and Relevant Metrics• The first step of marketing channel prioritization is to define the factors that will have

the biggest influence on ranking the channels. Assuming you are comparing marketing channels of the same type, you can classify those factors into four key categories:

• Content relevance: The fit of a given marketing channel relative to the content delivered to a particular audience and its interests.

• Reach: The total number of potential prospects (or their influencers) that your business could impact, educate, or interact with through a given channel.

• Cost: The tally of capital and human resources, and the time necessary to effectively utilize a particular channel. Some costs might be fixed (e.g., hiring new team members to acquire a specific channel skill set, and purchasing equipment), while others could vary with channel usage (e.g., cost per e-mail or click).

• Effectiveness: The rate of return — measured by such factors as increased awareness and number of qualified leads— on each investment in a specific channel.

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How to Disqualify Channels

• Too technical: Software developer Q&A sites might possess content and keywords that meet your channel theme criteria, but they are often too technically focused to be a viable marketing channel.

• Too local: If a website is hyper-local (for example, small-town newspapers or directories), it probably won’t reach the audience you need to target.

• Operated by a competitor: A competitor’s product website or an offshoot site controlled by a direct competitor should be crossed off your list immediately. Even if it has great content and speaks to your target audience, that competitor is not going to allow you to use its website as a marketing channel.

• Not really a marketing channel• Is the website’s purpose mainly to sell paid advertising? • Does the website focus mostly on selling a specific product?• Is the website a link or content farm?

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Conceptual Maps of Multichannels Strategies

1. Buyer Life Cycle vs Elements of Corp Strategy

Source: http://www.socialmarketingforum.net/2012/08/four-multi-channel-and-touchpoint-marketing-models/

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2. Buying Stage versus Channel

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3. Buying Funnel Models

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4. Touch point experince models

End of Video - Thank you

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