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Multi-Channel and Cross-Media Marketing
for Business
Before I Begin …
8
@johnfoleyjr
#IMLR
John Foley, Jr.
• Grow Socially, Inc – Support Services
– Online Marketing/Social Media– Plan, Manage, Execute and Measure
• interlinkONE – Software (SaaS)– Enterprise Marketing Management
Software– Plan, build, manage, execute and
measure all marketing activities
15 Years Woot!
I love Mar(H)keting!
Accolades
• Jetsetter Status on FourSquare
• Mayor of iStrategy
• Ranked #14 as a Top CMO on Twitter in 2011
• 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category
• One of the 50 most influential people in Sales Lead Management by Sales Lead Management Association in 2010 - http://ilnk.me/SLMA50
What’s on the Agenda?
• Integrated Marketing: What, Why & How
• Creating Multi-Channel Campaigns
• Incorporating Print, Social, Mobile, & More
• Measuring Results
INTEGRATED MARKETING: WHAT, WHY & HOW
Start on the Home Front
• “Kitchen Table Effect”
What is Integrated Marketing?
“The coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers & prospects”
Source: http://en.wikipedia.org/wiki/Integrated_marketing
What “Not Integrated” Means to Business
Multiple databases of Information
Separate reports (un-integrated)
Delayed Lead Routing to sales
Print Ads TelemarketingTrade ShowsDirect Mail Banner Ads TV/Radio
Marketing Initiatives
Business Reply Cards
Attendee Survey
Fax/Data Entry
(Inbound)
Contest/Trade Show Registration
WebRegistratio
n
Call Center
Response Profiles• Hassles• Time-
Consuming• Waste of
Money
Customer List Site VisitorsAccudata ListProspects Media/Press Readers
Target Audience
Where Is Your Data?
Database
Database
Database
Database
Call Center
Business Reply Cards
Personalized URL
Web Inquires
. CSV .TXT
. CSV .TXT
. CSV .TXT
. CSV .TXT
What “Not Integrated” Means to Customers and Prospects
• Marketing Messages that are:– Not Relevant– Not Sent at the Right Time– Not Sent in the Preferred Channels
Copyright 2011 interlinkONE, Inc.
Campaign Example
Web Site
E-Commerce
A
B
C
A
B
C A
B
C
D C B A A B C D
Boomers (35-55)
The 20 something’s 20-34Touch points to gather information and drive to website or shopping cart
Touch points to gather information and drive to website or shopping cart
Seniors (55+)Touch points to gather information and drive to website or shopping cart
Visitors who left.
Visitors who purchased.
Outbo
und E
sDire
ct M
ailBan
ner A
dsSo
cial M
edia
Socia
l Med
iaBan
ner A
dsDire
ct M
ailOut
boun
d Em
ails
Drive back to website or shopping
card through medias
Multi-Channel Effort Based on Data
Question Time!
• Where can you get the best marketing data for your company?
Building the Database
Quick Takeaway
• Think Multi-Channel• Think Multi-Media• Think Multi-Response• Think Multi-Touch• Think Integrated• Build YOUR Marketing Database• Rome wasn’t built in a day!
• Why you say?– A targeted, integrated, Multi-touch, Multi-channel/media/response
(Personalized) produce greater results!
CREATING MULTI-CHANNEL CAMPAIGNS
Copyright © 2009 interlinkONE . All Rights Reserved.Copyright © 2009 interlinkONE . All Rights Reserved.
Lead Database:All responses collect in one database.
Real Time, Centralized, Online,
Qualified.
Pick Your Audience: Choose your target audience.
Sales Reports
Lead Distribution
Response Fulfillment: Kitting, Email, Electronic, VDP, POD, Mail, ect.
Measure: Marketing Reports & Dashboards automatically generated.
Repeat: Repeat the cycle for more effect.
Pick A Channel: Choose which channel would be the most effective way to contact your audience.
Pick A Media: Choose which media to contact your audience.
Response Channel: Give your audience a way to respond.
Campaign 101
Campaign – (noun) An entire series of marketing efforts to
one event, customer, organization, priority.
What is a Campaign
Define the Goal/Objective
Step #1 My Goal
Goal: Increase sales by 15%
How: Increase our # of inquiries with marketing efforts
Step# 2: Identify & Understand Your
Audience
Define the Target Audience
Define the Channels You’ll Use
How will your deliver?Newsletter
E-mail Promotion
Postcard
E-mail with PURL
Newspaper Insert
Step #3 Choose Channels & Medias
Define Response Options
Step#4 Choose response type
(how will the audience contact you about your message/offer)
PURLS Phone BRC Trade Show Booth
Direct Mail Invitation
Reply TextLanding Page
Inbound Calls
Multi-Channel Campaign
Prospects
Postcard
PURL QR Code
Flyer
Landing Page
July Seminar
Associates
Banner Ad
internetPrint Web
Invitation Email SMS/Text
Landing Page
Social Media
Mobile
Customers
Landing Page
Mobile Ad
Target Audience Data
Channel
Media
Response Mechanisms
Cross-Media & Multi-Channel Questions
• Scheduling – When should I contact the customer?
Photo Credit
Cross-Media & Multi-Channel Questions
• Rate – What is the correct time frame to leave between the delivery of my first, second and third message to the customer?
Photo Credit
Cross-Media & Multi-Channel Questions
• Incidence – If a customer is not responding, how long should I continue to pursue the offer?
Photo Credit
Keys to Cross Channel/Media Success
• Variety of Mass medias, Email, Direct Mail, Letters, Web pages
• Branding, Graphics, Messaging• Call to action• Measure it
Photo Credit
Benefits of Multi-Channel / Cross Media
• Increase the Reach of Your Message• It’s their world – communicate in the
ways they want to be communicated in
• Generate greater responses• Easy to Measure
– Find out what works!
INCORPORATING PRINT, SOCIAL, MOBILE, & MORE
Print Plus: It Starts With The Data
Name Interest Status $$ Spent YearlyJohn Smith Food Silver 5K
Michelle Jones Card Games Gold 20K
Frank Stafford Shows Platinum 50K
Identify Areas of Personalization
Relevant Content that Appeals to Them
Images based on InterestPersonalized URL
Membership Level
Personalized Messaging
This customer: Loves the races … Thinks the food is expensive…
Is a Silver member
TakeawaysBe Relevant
• Relevancy in Content• Relevancy in Contact• Relevancy in Channel• Relevancy in Media• Relevancy in Response• Relevancy in Time
Why Mobile?
Integrating Mobile
• QR Codes• SMS/Text Messaging• Digital Watermarks• Augmented Reality• Payments
Print + Mobile
• QR Codes
QR Code Resources– QRConnect.com– QReateandTrack.com
Can hold - 4,296 alpha-numeric
Source Denso Wave QRcode™
QR = “Quick Response”
What the QR Code Contains
What You Need to Scan
Applications to Scan
Tip: Mobilize Your Content!
QR Codes on Signs
QR Codes on Posters
QR Codes on Mailers
Other Barcode Formats
Direct Mail Example #1
Direct Mail Example #2
Keys to Succeeding with Discount
• Point QR Codes to a Mobile Website!• Track the Effectiveness• Provide a compelling reason to scan
Digital Watermarks
SMS/Text Outbound
• 6.1 trillion messages sent in 2010!– News Alerts– Product Info– Contests– Deals– More
SMS/Text - Inbound
Mobile Payments
• Near Field Communications (NFC)
• Square (from Twitter co-founder)
Social Media Marketing Plan
• Describe Business and Its Goals• Know Your Audience• Value Prop / Keywords• Humanize Your Brand• Content Resource &
Distribution Strategy • Measure Your Success
Strategy Before Tactics!
Know Your Audience
• Who Are They?
• Where Are They Cyclically?
• How Do They Use Social Networks?
Content Resource Library Visit Resources Daily
Pull Content Make Links Measurable Push Content Out
Content Distribution
Content A
Content B
Content C
$
Optimize / Social FriendlyBlogs
eNewsletter Sign-UpsWhite PapersLanding Pages
OffersEmailsPolls
Get Noticed
Engageand
Nurture
Inquiries
Engageand
Nurture
Integrated Multi-Channel MarketingAction – Publish – Engage – Converse – Share
Social Media Blogging Analytics Content Mgmt SEO
Start with MKTG Plan
Product?Service?Asset?
Qualified Leads
Sales
How to Measure Success
►Site Traffic►Downloads►Subscribers►Blog Comments►Questions►Shared Links►Re-Tweets►Followers►Who is talking about you and how?
Tools for Measuring Effectiveness
• Link Shorteners– iLink.Me– TinyURL.com
• Google Analytics– Website
• Insights– LinkedIn, Facebook, Twitter, YouTube
http://ilink.me
Tools to Measure Success
www.ilnk.me
Social Media Listening Tools
Get Business Results
►Start with a Plan►Create a Online
Marketing Strategy►Incorporate Your
Offline / Online, Social Media, SEO and Website
►Measure the Results!
Marketing Calendar look - Before
Expo Event8AM-6PM
Send out flyers to clients
Announce on website
Email eNewsletter (Announce)
Tell colleagues you’re attending
Send thank you cards
Enter new contacts in CRM
Mail -Monthly Newsletter
Integrated Calendar - After
Expo Event8AM-6PM
Send out flyers to clients
Announce on website
Email eNewsletter (Announce)
Tell colleagues you’re attending
Send thank you cards
Enter new contacts in Excel
Mail -Monthly Newsletter
Create Post, Link back to website
Announce on &
Comment on event’s page
Connect with Keynote Speakers on
Join in on event’s hashtag
Share speaking presentation on
Friend new contacts on
Share event article on
Share event article on
Announce booth # with video post
Follow-Up with Post & Post Pictures
MEASURING RESULTS
Case Study – This Event
• Plan• Examples• Results
Case Study – Recent Event
• What did the plan look like?– Who – Biz Owners, Marketers– Why? Feedback. What the audience told us
before– How – Multi-Channel, Internet, Print, Video– Medias – Email, DM, Txt, Social, Blog, Lpage
Goals – 40 attendees – Result 60 plus!
Case Study – ExamplesPersonalized
Case Study – ExamplesPersonalized Envelope / Letter
Email Email Thank you
Case Study – Examples
Text Alert!Mobile Optimized Program for Event!
Case Study – Results
Case Study – Results
Case Study – Results
Case Study – Results
Final takeaway for your Integrated Marketing Programs!
• Plan• Manage• Execute• Measure
THANK YOU!Q & A / Contact Me! http://ilink.me/JR
www.LetUsKnowWhatYouThink.com
