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Welcome to…
Why You Should Let Your Customers Determine Your
Multichannel Strategy
Andrew Machin – Creative Director
Brand
Customer
Offer
Respond
Convert
The brand ‘offer’ model@the_machin
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5,300,000,000,000Display ads served in the US in 2013. ~25% increase on 2009
Comscore
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0.1%Average CTR. Some formats as low as 0.04%
Doubleclick
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x20
High reachLow conversion
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A.D.D.?
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“There is no such thing as an attention span. People have infinite attention if you are entertaining them.”
Jerry Seinfeld
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A.D.D. M.R.D.
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High reachLow relevance
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Because we live in the ‘moment’
Why?
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35,000,000,000moments per day
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?
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?
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Low reachHigh relevance
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Brand
Customer Moment
Relevance
Engage
The brand ‘engagement’ model@the_machin
35bn moments of engagement
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Awareness Research Conversion Experience Retention
Which channels should I adopt?
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Identifying the moments identifies the channels
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Awareness Research Conversion Experience Retention
1. Awareness
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Be noticed. Channels that achieve reach On + offline PR campaigns Traditional media Creative campaigns Mobile video Social media campaigns
2. Research
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Be useful. Content marketing strategy Where are your customers looking
for answers? Guides Useful tools On & Offsite Build trust & authority
3. Conversion
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Be simple. Be discoverable vie SEO & PPC Where do your customers purchase?
Mobile? Desktop? App? Instore
Frictionless experience
4. Experience
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Be innovative. Marry the online with the offline Add value to the experience Identify new moments
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5. Retention
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Know your audience Listen Learn Personalise
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Summary Listen to your audience
Identify moments to engage in their customer journey
Find the relevant channel for that moment
Be noticed
Answer their questions
Optimise your conversion
Add value to the experience
Personalise the experience
Want to know more?Please take a booklet
Slides will be on branded3.com/blogs
Follow @branded_3
