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Too often people talk about marketing channels within specific silos. The preferred alternative is cross-channel (as opposed to multichannel) marketing. In this webinar, featuring guest commentary from Constant Contact's Michael Karampalas, we unpack exactly how companies can launch an effective cross channel strategy focused on CRM. From the Getting It Right In Mobile series.
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Ge#ng It Right* in Mobile
Kane Russell, Director of Marke.ngWaterfall Mobile
*6 Must Haves for Effec2ve Cross-‐channel CRMfeaturing insight from Constant Contact's Michael Karampalas
1Tuesday, August 23, 2011
Waterfall Mobile and the Msgme Pla7orm
Waterfall Mobile๏ Founded August 2005๏ Offices in SFO (HQ), NYC & Aus2n๏ Backed by Vista Equity Partners ๏ Cross-‐channel mobile & social CRM via SMS,
MMS, QR Codes, IVR, Facebook & TwiVer
๏ Free trial: www.msgme.com๏ API suite: developer.msgme.com๏ Custom applica2on development๏ Short code provisioning, cer2fica2on
& audit management
Msgme
2Tuesday, August 23, 2011
Michael Karampalas, Constant Contact
Michael Karampalas
Constant Contact๏ Launched in 1998 ๏ Leading email marke2ng, online survey and
event marke2ng tools๏ Expert personal coaching and support๏ 450,000+ customers worldwide
๏ LinkedIn: mkarampalas๏ Product manager with exper2se in email, mobile and social media๏ 5 years experience at Constant Contact๏ University of MassachuseVs, Amherst
3Tuesday, August 23, 2011
๏ State of digital marke2ng
๏ Mul2channel vs. cross-‐channel marke2ng
๏ 6 Must haves for effec2ve cross channel CRM
๏ Q&A with Constant Contact
๏ Key Takeaways
Objec>ves
4Tuesday, August 23, 2011
Digital Marke>ng -‐ The Consensus
Digital marke2ng innova2on is essen6al.
Source: Direct Marke6ng Associa6on (DMA)
US 2010
Canada 2010 3%
4%
23%
20%
74%
76%
Agree Neutral Disagree
Con2nuing to innovate is as important as doing what has worked in the past.(with regards to digital marke2ng)
US 2010
Canada 2010 6%
9%
30%
28%
65%
63%
You can build strong customer rela2onships on the internet.
5Tuesday, August 23, 2011
The Reign of Digital Marke>ng
0%
25%
50%
75%
100%
Print Radio TV Out-home D. Mail Email Mobile Online
How will you shuffle your marketing spend next year (U.S.A.)?
Decrease Stay the Same Increase
Source: DMA
6Tuesday, August 23, 2011
The Reign of Digital Marke>ng
0%
25%
50%
75%
100%
Print Radio TV Out-home D. Mail Email Mobile Online
How will you shuffle your marketing spend next year (Canada)?
Decrease Stay the Same Increase
Source: DMA
7Tuesday, August 23, 2011
Digital Marke>ng -‐ Mobile
With mobile as a key player in the future landscape.
Source: DMA
US 2010
Canada 2010 5%
11%
49%
44%
46%
45%
Agree Neutral Disagree
Mobile marke2ng is the next fron2er in digital marke2ng.
US 2010
Canada 2010 13%
23%
39%
44%
49%
33%
Digital marke2ng campaigns will soon incorporate mobile coupons.
8Tuesday, August 23, 2011
Digital Marke>ng Budget Alloca>on
Just started to explore
New medium
Budget
Lack of knowledge
Conservative culture
Lack of capabilites
We prefer other mediums14%
3%
1%
14%
8%
9%
9%
20%
8%
2%
9%
17%
13%
13%
USA 2010Canada 2010
Source: DMA
Why isn’t more marke2ng budget allocated to digital?
But, digital marke2ng is unfamiliar and challenging.
9Tuesday, August 23, 2011
Emerging Digital Marke>ng Familiarity
Source: DMA
Very Familiar Use Often
16%
44%21%29%
9%25%
7%16%
Out of Home Media
Very Familiar Use Often
62%69%47%56%
40%66%
51%54%
Social Media Marketing
Very Familiar Use Often
23%40%
25%42%
25%44%
18%31%
Video
Very Familiar Use Often
19%36%
17%27% 21%33%
9%26%
Mobile Marketing
US Marketers US Agencies Canada Marketers Canada Agencies
10Tuesday, August 23, 2011
Established Digital Marke>ng Familiarity
Source: DMA
Very Familiar Use Often
49%55%75%
59% 49%46%
73%60%
SEO
Very Familiar Use Often
67%70% 78%84%69%
86% 87%88%
Very Familiar Use Often
47%57% 54%70%
47%64% 54%64%
Online/Display
Very Familiar Use Often
43%49%63%61%
47%59% 59%63%
SEM
US Marketers US Agencies Canada Marketers Canada Agencies
11Tuesday, August 23, 2011
Digital Marke>ng Budge>ng Concerns
0%
7%
13%
20%
Proof
it w
orks
Mea
sure
men
t Too
ls
Bette
r und
erstan
ding
Mor
e re
sour
ces
Bette
r res
ults
12%
14%
16%
2%
17%
4%
10%
14%
8%
20%
USA Canada
What would need to change in order for you to spend more on digital marke2ng?
Source: DMA
12Tuesday, August 23, 2011
Digital Marke>ng Frustra>ons
Source: DMAAgree Neutral Disagree
US 2010
Canada 2010 27%
38%
50%
50%
23%
12%
We are replacing tradi2onal in-‐store marke2ng with digital media.
US 2010
Canada 2010 33%
28%
46%
53%
22%
19%
Measuring digital marke2ng ROI is easy to accomplish.
US 2010
Canada 2010 30%
29%
37%
40%
33%
31%
Digital marke2ng needs to supplement other channels.
US 2010
Canada 2010 30%
29%
37%
40%
33%
31%
Customers are eager to engage with companies to develop interac2ve rela2onships.
13Tuesday, August 23, 2011
Digital Marke>ng StrategySo what’s the appropriate strategy? Address digital marke>ng’s core frustra>ons.
They are:
• Customers don’t want to engage
• Digital marke.ng shouldn’t supplant other channels
• Measuring ROI is challenging
• Need to see results
14Tuesday, August 23, 2011
Mul>channel v. Cross-‐channel CRM
Cross-‐channel marke3ng CRM places consumers at the center of the conversa3on, targe3ng messaging based on channel preference and permission.
It requires a broader, more diverse marke3ng vision that establishes a longer term and deeper rela3onship.
Mul>channel marke3ng CRM is the use of different and disparate channels to simultaneously push the same message to the consumer.
It is a powerful yet impersonal form of marke3ng used primarily to gain consumers’ aDen3on for a par3cular ini3a3ve.
Channels
Brand
Channel Channel
Channel Brand}}CONSUMER
CONSUMER
15Tuesday, August 23, 2011
Mul>channel v. Cross-‐channel Approach
Move toward a cross-‐channel approach
Challenge Mul2channel approach Cross-‐channel approach
Customer engagement Op2mize channel’s features and benefits to increase customer engagement
Op2mize database’s targe2ng capabili2es to increase customer engagement
Adding/integra2ng new channels
Bolt on addi2onal channels to engage customers
Integrate channels as addi2onal means to engage customers
ROI measurement Channel-‐centric metrics, e.g. clickthrough rates
Customer-‐centric metrics, e.g. customer life2me value
Results understanding Understand how to beVer use a par2cular channel
Understand how to beVer interact with customer base
16Tuesday, August 23, 2011
6 Must-‐Haves for Cross-‐Channel CRMSo why doesn’t everyone adopt a cross-‐channel approach? It takes more >me and thought to develop.
The 6 Must-‐Haves Road Map:
1. Channel Integra.on
2. Data Integra.on
3. Channel Preference
4. Repor.ng & Analy.cs
5. Compliance & Regulatory
6. Customer Life.me Value Focus
17Tuesday, August 23, 2011
Channel Preference
Moving from mul>channel to cross-‐channel:
• Brands and customers can choose which channels to use
• Brands and customers can choose how and when to exchange messaging from the respec.ve channels
• Brands and customers can design and update tailored communica.on strategy
Defini>on: ability to op3mize message delivery according to brand and customer preference
18Tuesday, August 23, 2011
Channel Integra>on
Moving from mul>channel to cross-‐channel:
• Customers receive updates via email, social and mobile
• Customers sign up for updates via email, social or mobile from other channels
• Customers receive ongoing communica.on from mul.ple channels that builds upon itself much like a conversa.on
Defini>on: seamless crossover between the various communica3on channels
19Tuesday, August 23, 2011
Data Integra>on
Moving from mul>channel to cross-‐channel:
• Each channel maintains segmented customer database
• Channels can exchange data to update individual customer profiles
• Channels share data from one central customer database for targe.ng
Defini>on: real-‐3me updates to customer database from different channels
20Tuesday, August 23, 2011
Repor>ng & Analy>cs
Moving from mul>channel to cross-‐channel:
• Stock reports used for various industry-‐used metrics
• Stock reports with various customizable views around industry-‐used metrics
• Customizable reports that provide insight into selected & designed metrics
Defini>on: detailed and easy-‐to-‐use insight into the metrics that maDer for a par3cular brand
21Tuesday, August 23, 2011
Compliance & Regulatory
Moving from mul>channel to cross-‐channel:
• Each individual channel fully compliant
• Best prac.ces/ideas shared across the various channels to keep up with industry changes
• Cross-‐channel compliance strategy informs product to advance prepare for any updates or changes
Defini>on: full compliance across channels
22Tuesday, August 23, 2011
Customer Life>me Value Focus
Moving from mul>channel to cross-‐channel:
• Marke.ng campaigns via various channels
• Marke.ng campaigns within greater overall strategy via various channels
• Marke.ng campaigns, within greater overall strategy, via integrated channels
Defini>on: communica3on strategy focused on developing ongoing rela3onship with customers
23Tuesday, August 23, 2011
Constant Contact Q&A
24Tuesday, August 23, 2011
Key Takeaways
๏ Channel Integra2on
๏ Data Integra2on
๏ Channel Preference
๏ Repor2ng & Analy2cs
๏ Compliance & Regulatory
๏ Customer Life2me Value Focus
25Tuesday, August 23, 2011
Any Ques>ons?
For more informa3on visit www.msgme.com
Or contact us directly: [email protected]
More industry informa3on available on our blog @ blog.msgme.com
Case studies are available @ clicky.me/msgmecs
26Tuesday, August 23, 2011
