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Multi-channel vs. Omni-channel
Marketing:An overview of Multi-channel and
Omni-channel marketing. As well as
information about how the differ.
Table of
Contents:
Page Title: Page Number:
Multi-channel Marketing 4
Facts 5
Statistics 17
Marketing Strategy 22
Campaign Development 23
Steps to Success 32
Tips 39
Examples 47
Benefits 55
Challenges 63
Trends 68
2
Table of
Contents:
3
Page Title: Page Number:
Omni-channel Marketing 74
Facts 75
Statistics 86
Drivers of Adoption 92
How it Provides Value 104
Marketing Strategy 112
Starting Point 113
Plan 125
Tips 135
Examples 144
Advantages 151
Challenges 158
Trends 187
Multi-channel vs. Omni-channel Marketing 201
Differences 202
Work Cited 207
Campaign Developmen
t:
Multi-channel Marketing Involves:
Increasing the points of contact with customers
Reaching additional customer segments by providing access points that they prefer
In order to be effective, it’s imperative that companies work to coordinate:
Message Data
Compiled by Author from: marketing-schools.org
4
Multi-channel
Marketing:
Campaign Developme
nt:Message
Multi-channel
Marketing:
5
Compiled by Author from: marketing-schools.org
Consistent brand experiences may be difficult to form if using different agencies:
Companies need to make sure their message is the same so consumers don’t feel they are interacting
with a different company at each touchpoint
Brands need to make sure they are providing consistent brand experiences in all their
advertising mediums:
Print, TV, radio, direct mail (and email), Internet ads, direct sales, call centers, websites, and retail
environments
Campaign Development
:Data
Opportunities
Multi-channel
Marketing:
6
Compiled by Author from: marketing-schools.org
Once data is integrated across all
channels, new opportunities can be found:
Customers Initiated Contact
Direct Marketing
Lists
Follow-up From a
Call Center
Campaign Development
:Data
Opportunities
Multi-channel
Marketing:
7
Compiled by Author from: marketing-schools.org
Customer Initiated Contact:
Such as, through a customer
service number or an online chat window
Integrated data allows for the
service provided to these
consumers to be better and beneficial
Customers Initiated Contact
Steps to
Success:
Multi-channel
Marketing:
8
Compiled by Author from: sas.com
Create & maintain a single view of the customer
across all channels
Establish a multi-channel marketing
platform
Create consistent customer
experiences across all channels
Steps to Success
1:
Multi-channel
Marketing:
9
Compiled by Author from: sas.com
Create & Maintain a Single View of the
Customer
Having a single view of the customer is critical because
customers interact with brands in a
variety of ways that involve more than one
touch point
It is vital that companies understand how customers behave across all channels, at each touch point, and
they need to understand the
customer’s value to them
To get that single customer view, it may
help to establish a centralized marketing
data hub that consolidates all
customer data in one place regardless of
source
Steps to Success
1:
Multi-channel
Marketing:
10
Compiled by Author from: sas.com
When creating and maintaining a single view of the customer, keep these points in
mind:
Having a lot of customer data is not the same as having a
single view of the customer
It’s not just the data itself that is important; it’s what marketers do
with it
Customer views must evolve and change
along with the customers
That means bringing in new data, refreshing
old data, building new models, updating old
ones, etc
Tips:
Multi-channel
Marketing:
11
Compiled by Author from: cmgpartners.com
Cross-channel Integration Brings Marketing Strategies Together
Focus on the Customer Experience
Know Your Target Audience
Learn to Change Your Strategies as Soon as You Adopt Them
Measure Your Results
Timing is Everything
1:
2:
3:
4:
5:
6:
Tip 1:
Multi-channel
Marketing:
12
Compiled by Author from: cmgpartners.com
Cross-channel Integration Brings Marketing Strategies
Together:
Marketers can
incorporate a Twitter feed and hashtags
in television
ads
They can also link to Facebook page in emails
Another example is to generate printable coupons from the company
website for in-store
use
The more ways
marketers connect
customers to brands, the better
Examples:
Multi-channel
Marketing:
13
ASOS
A U.K. fashion retailer that is on Facebook
Users can browse, buy, comment on, and share discoveries with their
friends online
Compiled by Author from: marketing-schools.org Image from: Google Images
Benefits:
Multi-channel
Marketing:
14
Compiled by Author from: optimove.com & cmgpartners.com
Multi-Channel Variety
Multi-Channel Synergy
Data collection
Customer Experience
Channel Preference
Channel Medium
Benefits:
Multi-channel
Marketing:
15
Compiled by Author from: optimove.com
Channel Medium
Different types of messages work better over different channels, for example:
SMS text messages work best for short messages that have some urgency associated with them
Emails are better suited for longer messages and in cases where the visual design plays an important role
Facebook is best suited to social communications or messages that are designed to “go viral,” etc.
Challenges:
Multi-channel
Marketing:
16
Compiled by Author from: sas.com
Highly Choreographed
Campaigns
Marketing Response
Attribution
Targeted Messaging
Challenges:
Multi-channel
Marketing:
17
Compiled by Author from: sas.com & optimove.com
Highly Choreographed Campaigns
Customers are everywhere, and companies should always aim to be where customers are
Customers today have much more control over the buying process than marketers do
Expecting customers to change channel or device preferences is unrealistic
Thus, marketers must develop and coordinate highly orchestrated touch points and micro-campaigns
Those campaigns will span multiple channels fluidly, in a way that the customer finds meaningful and trustworthy
Trends:
Multi-channel
Marketing:
18
Compiled by Author from: acculistusa.com
Commercialized’ Social Offers Sales as Well as Branding
Mobilized’ Search is a Digital Marketing Must
Visualized’ Social Marketing Wins Followers
Trends:
Multi-channel
Marketing:
19
Compiled by Author from: acculistusa.com
Commercialized’ Social Offers Sales
as Well as Branding
Marketers should stop assuming social media is
mainly a tool for brand and traffic building rather
than direct sales
Social media and e-commerce have been overlapping more and more
WorkCited:
“21 Insightful Multi-Channel Marketing Statistics - Autopilot Blog.” Autopilot Marketing Blog, 2 June 2017, blog.autopilothq.com/multi-channel-marketing-statistics/. Accessed 16
Aug. 2017.
“25 Amazing Omnichannel Statistics every Marketer Should Know.” V12Data,
www.v12data.com/blog/25-amazing-omnichannel-statistics-every-marketer-should-know/.
Accessed 16 Aug. 2017.
“Benefits & Challenges of Multi-Channel Marketing.” Optimove, 22 Jan. 2017,
www.optimove.com/blog/multi-channel-marketing. Accessed 16 Aug. 2017.
“Importance of Multi-channel Marketing – Statistics and Trends [Infographic].” Invespcro,
www.invespcro.com/blog/multichannel-marketing/. Accessed 16 Aug. 2017.
“Multi-channel marketing: What it is and why it matters.” Multichannel marketing: What it is and why it matters | SAS, www.sas.com/en_us/insights/marketing/multichannel-
marketing.html#. Accessed 16 Aug. 2017.
“Multi-channel Marketing | What is Multichannel Marketing?” Marketing-Schools.org,
www.marketing-schools.org/types-of-marketing/multichannel-marketing.html. Accessed 16
Aug. 2017.
“Multi-Channel Strategy.” CMG Partners , cmgpartners.com/content/multi-channel-
strategy/. Accessed 16 Aug. 2017.
Sharma, Katherine. “Multi-channel marketers challenges.” AccuListUSA, Katherine
Sharma http://Www.acculistusa.com/Wp-
Content/Uploads/2016/06/newupdatedlogo4.fw_.Png, 15 Dec. 2016,
www.acculistusa.com/2017-multi-channel-marketers-challenged-by-3-key-digital-trends/.
Accessed 16 Aug. 2017.
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