Unlock Your Cross-Channel Marketing Potential

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Unlock your cross-channel marketing potential

James BurrHead of Digital Consultancy

@ExperianMkt_UK

Download the 2015 Digital Marketer Reportexperian.co.uk/digital-marketer-report-2015

http://www.experian.co.uk/digital-marketer-report-2015

2©2014 Experian Limited. All rights reserved.Experian Public. 2

Experian Marketing SuiteIntelligent interactions centre around the customer


Speaking to you today

James Burr, Head of Digital Consultancy, Experian Marketing Services

Experian Digital ConsultancyWe help leading brands assess the

capability and effectiveness of their digital marketing campaigns and develop

impactful and modern marketing strategies.


The importance of getting your cross-channel marketing right

@ExperianMkt_UK


Where are you with your marketing?

@ExperianMkt_UK


The cross-channel reality: Messages aren’t coordinated

Source: Experian Marketing Services, The state of cross-channel marketing survey

How is your marketing integrated across channels?


Email remains the channel most often integrated with other channels

Email + Search retargeting

Search retargeting + Online content customisation

Email + Facebook updates

Email + Messaging in mobile apps

Search retargeting + Targeted display ads

54%

48%

48%

50%

48%

Which of the following channel pairs do you integrate today?

(Top five pairs)

Base: 428 digital marketersSource: A commissioned study conducted by Forrester Consulting on behalf of Experian Marketing Services, July 2014

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Customer centricity is key to cross-channel

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Survey details

More than 1,000 respondents

C-level executives to managers

More than 12 countries

Variety of industries

Carried out November to December, 2014

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The biggest barriers to cross-channel are also the biggest opportunities

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Linking data and creating a Single Customer View is key to customer centricity

*Source: Experian Data Quality’s 2015 Data Quality Benchmark Report @ExperianMkt_UK


Linking data is critical to customer centricity

Challenges to creating a Single Customer View

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Cross-channel marketing challenges

Source: Experian Marketing Services 2015 Digital Marketer Survey

Mobile

Display

Search

E-Com

Agency

Social

TV

65%of marketers

Work in teams that are somewhat broken

out by channel

Email

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Every customer is different and will have a different journey regardless of apparent similarities

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Top challenges fuel top priorities for senior marketers

Challenges and priorities of senior marketing leaders

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Keys to unlocking your cross-channel potential

Identify your customer

Create cross-channel teams

Have a single place for your marketers to manage their cross-channel campaigns from

1.2.3.

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Key takeaways – long term and short term goals

Do right now

Sit your email, CRM and creative teams together in

one place

Start this year

Align KPIs and objectives and connect your

infrastructure so it reflects a cross-channel approach

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Any questions?

Q & AJames Burr

Head of Digital Consulting

Experian Marketing Services

@ExperianMkt_UK


Thank you

For more resources (infographics, white papers, videos and opinion blogs) visit:

www.experian.co.uk/knowledge

Download the report

www.experian.co.uk/digital-marketer-report-2015

@ExperianMkt_UK

http://www.experian.co.uk/knowledge





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