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Did you know multi-channel marketing can beat Google any day of the week? In his presentation about current and future trends in multi-channel marketing, Paul Johnson gives you several insights in emerging trends that will change the way you look at Multi-channel marketing entirely. Find out how you can increase your ROI and better reach your adience by looking into different case studies together with Paul. Featured case studies include Aldi, Daler Rowney, CarLoans4U and Manchester United.
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Paul Johnson
Twitter: @pdjohnson
Email: [email protected]
Sources: http://bit.ly/dmsummit12
Head of DevelopmentCopernica UK
?
Tweet a question to @pdjohnson
#DMSummit
15
Why?
Manchester
• Definition & Why• Simple examples
• Does it work?• Trend spotting• Walkthrough• Copernica – Simple!• Case Studies• Questions
Definition
“Use of one channel to
support or promote
another”
Multi-channel marketing
>
Multi-channel marketing
> >
Just for ecommerce?
• Intranets• B2B• Medical• Membership• Charities• Government• Conferences
Fundamentals
• Planned• Funnelling• Multi-step• Event / profile driven• Integration
• Back office• Online
• Measurement• Automated
Why multi-channel?
Why?
• More effective than isolation• Complex path to conversion• 50% mobile web• Privacy • Falling email subscribers• 4+ site visits before conversion• 2 + channels before purchase*
* http://bit.ly/dmsummit12
Result
• Agencies• Differentiator• Increase effectiveness
• Business• Acquire customers• Extend customer lifetime
• Email• RSS• Mobile• Surveys• Web content• Direct Mail• QR, Barcodes• Social Media – via integration• Remarketing
Simple examples
• Social Media -> Email signup
• Email kick start -> Viral competition
• Ecommerce -> Social bragging
• TV -> Second screen
• QR -> Facebook check-in
• POS channel promotion
• Twitter DM’s on follow -> promote email
• Profile from email -> web content
Does it work?
REVENUE SOURCE
Multi-channel marketing
BEATS
BEFORE
Checkout Conversion
AFTER
ROI
Revenue
46%*GROWTH
ONLINE REVENUE
*Announced last week: Year to Sept 2012
Current Trends
Rapid change
WebTV
Second Screen
Mobile / 4G
Device Proliferation
Channel explosion
Mobile Retail – Last 12 months
• Audience Doubled• 1 / 6 browsed retail sites or apps• 1 / 8 bought
France, Germany, Italy, Spain and the United Kingdom
Source: comScore http://bit.ly/dmsummit12
66% Site traffic is NEW
MOST PEOPLENEVER RETURN
95%
TypicalConversion
Average 4+ visits to conversion
Your site Coupons Competitors Comparison Offline
10%HIGHER THAN
DESKTOP
Mobile Bounce Rate
Source: http://bit.ly/dmsummit12
Mediarun
Manchester United Soccer Schools
18%Using mobile
0.1%Buy
Trend away from Apps
Towards HTML5
"HTML5" is the #1 job trend
http://bit.ly/dmsummit12
Mobile First
“If you’re not thinking about mobile devices,
you’ll wake up one day and be left behind”
Luke Wroblewski
Slides: http://bit.ly/dmsummit12
Responsive Design
Smartphone DesktopTablet
Responsive Design
Smartphone Desktop
User context
Multi-device
Multi-channel
Multi-step
Strategic
Multi-channel walkthrough
Getting to know
MR X
WebRemarketingSocial MediaWhite PapersUser Profiling
Automated Lead nurturingUsing keep in touch
Measure
Iterate
Improve
Copernica Makes things simple
Top 1000 internet retailers
Source: ListTrack http://bit.ly/dmsummit12
• Too complex
• No time
• Integration challenges• Client buy in• Cost?
Why aren’t they (YOU) doing it?
Time saving
Cost effective
Simple
Fast ROI
http://bit.ly/dmsummit12
EASY
No ITFREE!
DATA!
Visitor
DATA!
TimelyRelevant
MessagesVisitor
Multi-channel
But I don’t do Drupal!
SOAP API
Case Studies
Manchester United Soccer Schools
• Web, Email, SMS
• HR Capacity
• Coach Availability
• Certificate expiry• Coach training
• Examination process• Gamification
Elliott Building Future Education
Head Teacher
1 Month
2400 Visits
730 Form fills
30% Conversion Rate
£100KPrize
Information pack
1 2 3
Information pack
Parents
Entry!4
MacPhie / BlueChip Holidays
Twitter API
To tweet & Follow
Reach friendsBroaden reach
• Email -> Web -> Social Media
iKnow Special Offers
>15000
Hotel
Owners
>API
>Personalised
Offers
• Fully automated business
Monday Wednesday
http://bit.ly/dmsummit12
iPad Exhibition App
> > >
Exhibition stand
Time
Delayed
http://bit.ly/dmsummit12
CarLoan4u
> API
Loan application nurturing
>
>
!
>
>
Application
Supportingdocuments
?
http://bit.ly/dmsummit12
Summary
Multi-channel marketing
• More effective than isolation• Mobile first• Ease of integration• Applicable across markets• Rewarding – agency and clients / end users• Easy with Copernica
Paul Johnson
Twitter: @pdjohnson
Email: [email protected]
Sources: http://bit.ly/dmsummit12
Head of DevelopmentCopernica UK
?