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Multichannel EngagementFor Nurturing and Conversions
Engagement Models, Use Cases, Case Studies
Today’s online marketing challenges:Reach……Manage……Engage
Reach new customers everywhere…..while delivering messages that match the user’s interest & intent
“Users want recommendations, not sales pitches.”
Manage effectively across marketing channels… ..while you lower cost-per-lead and control staff, media & creative costs
“Marketing must re-tool for today’s social, real-time world.”
Engage consumers & business users…..as they open fewer emails, unsubscribe more, and click on fewer ads
“Attention is the new currency.”
What is the Big Idea here?
Multichannel engagement improves ROI from your existing campaigns by increasing:
• engagement and click throughs (CTR)• targeted leads & conversions• word-of-mouth mentions and sales• insights on audience intent & preferences
Engagement Marketing Units – “Build Once, Run Everywhere”
Email Newsletters
WebsitesSocial Communities
(Facebook, LinkedIn, Other)Paid MediaAdvertising
AffiliateSites
Key Takeaway #1: Think beyond static banners and landing pages.
Multichannel Engagement for B2B, B2C and Event Marketers
Business-to-Business
Business-to-Consumer
Conferences & Events
- Demand Generation / Lead Generation- Lead Nurturing / Customer Lifecycle Marketing- Optimizing Paid Display Media- Word-of-Mouth Marketing- User and Traffic Acquisition from Social Media
Embedded marketing units - polls, quizzes, shares, opt-ins….that are smart!
Smart Poll(in-Email)
Smart Quiz Smart Poll (Web)
Smart Share
Smart Opt-In
Key Takeaway #2: Users will engage if it’s in their best interest.
Case study: In-email smart poll increased user engagement for Up-sell offer
In-Email Smart Poll
Poll Results
Website Landing Page
Key Takeaway #3: The less users need to guess, the better!
Case study: Smart polls increased user engagement on Publisher sites
Key Takeaway #4: Qualify upfront, to deliver higher relevance, and save on paid media costs!
PROMO CODE
SHOWNAFTER
SHARING
SOCIALSHARINGJUMPED
from <1% to 33%
Case Study: Smart quizzes drove $1000s in new conference sales
Key Takeaway #5: You have got to give something, to get something!
Build once, run everywhere…
Websites, Communities, Affiliates
Email newsletters
Rich Media & Display Ad Networks
Facebook Pages
Measure, make changes, run more experiments…
Optimize for engagement, click throughs, social interactions and conversions - in real-time
The 5 Key Takeaways
1. Think beyond static banners and landing pages “The Power of Interactivity”
2. Users will engage if it’s in their best interest “The Power of Content”
3. The less users need to guess, the better “The Power of the Visual”
4. Qualify upfront, to deliver higher relevance, and save on costs
“The Power of User-Driven Insight”
5. You’ve got to give something, to get something “The Power of Incentives”
