Multichannel E-Marketing“Meeting human needs Digitally”

Smriti GuptaBusiness Development Executive

Magento

Definition: Multi Channel It's a kind of marketing strategy to increase the shopping experiences of customers providing products through various channels (the various levels through which a product passes until it reaches the desired consumer). Various Channels of MCR•E-retailing (e retailing commerce)• M-commerce (mobile)• Social shopping • Research & purchases at kiosks• Information & shopping on TV• Traditional shopping in store outlets • Coupon & gift-cards - own/partner outlets-Direct selling agents

Marketing strategies

● Pull marketing:

The company tries to draw in customers through different kinds of advertising, such as TV ads, on-line banner ads, blogs and social media.

● Push Marketing:

Companies may push information and promotional material directly to end users through email or fliers to generate demand. Create an email database of potential customers and send them product announcements and promotions directly.

Channel Strategies by retailers Multichannel:

● Multiple touch-points ● Different channels such as website, social media, brick-and-mortar stores and mobile

applications ● Help expand the brand’s recognition.

Cross-channel: ● Combination of different channels. ● For eg. Browsing a product online, comparing the prices in different online and offline stores,

and ultimately purchasing it from mobile app.Omnichannel:

● Consistent brand experience across all channel.● Uninterrupted & disjointed retail experience.● This means that a customer’s configurations and preferences saved on one channel must be

memorized and accounted for on all other channels.

Customer Relationship Management“Customer Relationship Management is a comprehensive strategy and process of acquiring, retaining, and partnering with selective customers to create superior value for the company and the customer.”

Benefits of CRM:● Develop superior services and products that meet your customers’ identified needs.● Enhance marketing towards the most profitable customers to improve your bottom line.● Improve efficiency by providing support and services to customers online (through frequently

asked questions, examples).● Anticipate future business needs based on data on historic sale and service trends.● Increase your customer base as you develop new ways to engage in business online.

Integrating MCR and CRM(Multichannel Customer Management)Multi-Channel Customer Management covers the design, deployment, coordination, and evaluation of channels through which enterprises and customers interact, with the goal of enhancing customer value through effective customer acquisition, retention, and development.

Following challenges in MCM:● Data Integration across Channels● Understanding Customer Behaviour● Channel Evaluation ● Allocation of Resources across channels● Current Technology

E-Marketing

e-Marketing is the process of marketing a brand using the Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers. e-marketing compasses all the activities a business conduct via World wide web (WWW) with the aim of attracting new business, retaining current business and developing its brand identity.

Benefits of Internet Channel

● Broader Selection● Launching new campaigns can be lightning fast – meaning that potential● More and Better Information to Evaluate Merchandise● Full motion Video● Information is tailored to Individual consumers to help them make quicker

and better purchase decisions● Customized Information - Side By Side Comparisons● Try It On Virtually

...Benefits continue

● Reach more customers at lesser costs● Improve “presence” before consumers ● Improve consumer experience & convenience● Compete effectively & across geographies● Grow the business efficiently ● Balance risk, costs & revenues smartly● Reduces Information search cost● Provision of better service● Customer trust

Various Internet channels to retail, in order to raise up the Sales

● Affiliate Program● Permission Marketing● Search Engines and Web Directories● Search Engine Optimization● On-line Advertising and Sponsorships● Search advertising & contextual ads● RSS Feeds● Social media marketing

Affiliate Marketing

An affiliate program involves paying owners of other Web sites a commission for referring customers to your online store. In other words, you reward other Web sites for sending new customers to you.

Affiliate Marketing

Three basic types of affiliate programs that you should be familiar with: ● pay-per-click programs (PPC)- You pay a Web site for referring a visitor

to your online store regardless of whether a sale results or not ● pay-per-lead programs (Cost per acquisition/potential sale) - you pay

a Web site for referring a visitor to your Web site to fill out a form or perform another action that may lead to an online or offline sale

● pay-per-sale (Cost per engagement) - you pay a Web site for referring a visitor to your Web site who immediately buys a product or service.

Permission Marketing

● Permission marketing is an approach to selling goods and services in which a prospect explicitly agrees in advance to receive marketing information.

● Opt-in e-mail, where Internet users sign up in advance for information about certain product categories, is a good example of permission marketing

Permission Marketing

Permission marketing follows two main principles-● First, you only market to those customers who have specifically told you

that they are interested in receiving e-mail messages from you.

● Second, you must give away something (incentive or reward) in order to get a customer’s e-mail address.

Steps to Executing an E-mail Campaign

Search Engine Marketing (SEM) and Web Directories

A search engine is a Web site that indexes the contents of millions of Web pages. A Web directory, on the other hand, organizes Web sites by category so that they can be easily browsed by Internet users. One can use Web site analysis tools such as WebTrends that can help you analyze which search engines and directories your customers are using to find you. These types of tools can help you understand how much traffic on your Web site originates from search engines and directories.Furthermore, using these tools, you’ll be able to quantify the importance of being listed on various search engine and directory sites.

Search Engine Optimization

Search engine optimization (SEO) refers to techniques that help your website rank higher in organic (or “natural”) search results, thus making your website more visible to people who are looking for your product or service via search engines. Ensuring that your Web site receives prominent placement on all the major search engines.

Search Engine Optimization

Improve your Web site’s ranking on various search engines by:● Don’t use graphics at the expense of text ● Integrate important keywords in your text● Use meta-tags- Meta-tags are pieces of code that you include in the

HTML code of your Web site to influence the description that search engines give your Web site. It is therefore important that you create a site summary for your Web site that accurately and concisely reflects its purpose.

● Give your Web site a descriptive title● Get other Web sites to link to you

On-line Advertising and Sponsorships

A banner ad is a small rectangular graphic that can either be animated or static. People can click on a banner ad to be immediately connected to the advertiser’s Web site. The ROI for banners are measured in two ways,● Through brand awareness, where the remembrance of your message or

brand name is important. ● By rate of interaction - the click through rate (CTR) – the more people who

click on the banner, the more value the advertiser has been given.

Search advertising & Contextual adsSearch advertising is a method of placing online ads on Web pages near search engine results. With AdWords (www.google.com/adwords), one can deliver their message at the moment someone is searching for the type of product or service they offer. Choose keywords that relate as closely as possible to offerings so as to receive the most likely prospects. For CPC ads, one pays only when someone clicks on the ad.

Contextual advertising takes display ads to the next level, by placing them on sites related to one's offerings; for example, if one sells sporting goods, their ad may perform better on sports-related sites. Services are available that automatically distribute ads to sites based on the content of those sites.

RSS FeedsRSS (an abbreviation for Really Simple Syndication) is a family of Web feed formats used to publish frequently updated works—such as blog entries, news headlines, audio, and video—in a standardized format.● Provide an RSS feed if you have content on your site that you update

regularly.● Subscribers are alerted when new information becomes available.

Social Networking as a Marketing Tool Social networks, free for their members, tend to rely on advertising for their revenue. Because of demographic information collected by the social networks, advertisers are able to target their advertisements to a particular audience.

Benefits:● Social media give brands the opportunity to interact with customers through targeted

communications ● To go viral is one of its greatest benefits; if users like the content, then they will share it with their

communities.● Create an online community for your brand and its supporters. ● The numerous interactions allow you to garner feedback from your communities. ● Niche targeting just got a whole lot easier.

Multi to Omni-channel Retail Solutions

The product will help the seller to integrate different retail channels of distribution by synthesizing various products, orders, services, customer details, inventory levels at various channels etc. At one place, i.e. in a single dynamic database. Integrating the information and data of each channel to one place will remove the clutter and will provide an ease for the seller to manage the channels effectively and productively.

Expand Your ReachYour customers and prospective customers are everywhere – are you? Adding sales channels is a fast and effective way to grow your business, if you have the tool to manage them successfully, growth & profits are just around the corners.Centralized controlManage all orders, customers, inventory & products, shipments etc. All at one place, saving time & redundancy.Real time synchronizationAll the changes will be sync automatically, so no more calculations needed for each channel separately.Profitable decisionsReports of each channel separately and all together can be helpful for the seller to analyze the trends and plan channel strategic decisions accordingly, to increase the growth and profitability of the business.

Features

● Automatically integrated inventory management system● Information regarding the different web channels ● Provision of reports on-● Sales through different channels (incl. Orders, shipments, invoices, etc.)● Product related information on various channels (Best sellers, most

viewed)● Customer related information● Merging the payment and shipping methods for different channels● Easy tracking of the products● Centralised customer service panel to solve the queries and problems of

customers for any channel at one place only.

Measuring Your ResultsOnline marketing generates a wealth of data to let you assess and refine your marketing programs. Start with these easy-to-track performance measures:

● Website analytics- Dig into your visitor data to see where your most promising leads come from. Google Analytics (www.google.com/analytics) is a great place to start, and it’s free.

● Click throughs- The basic measure of an online ad’s impact is how many people click on it to visit your site. Clickthrough rates are often strongest with a compelling visual, message or offer, combined with placement on the right sites.

● Conversions- How many people who see your ads “convert” into buyers or take a specific action, such as subscribing to your newsletter? Take a look at your conversion rates to help determine which outreach efforts are most cost-effective.

Marketing FutureClearly, the strengths of the Internet as a marketing medium far outweigh the negatives. Companies attempting to build a coherent Internet marketing strategy must begin to believe that the Web is likely to be the center of their marketing future, not simply an adjunct to traditional marketing methods.

THANKYOU...