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Multichannel Marketing: Navigating the Increasingly Complex Customer Journey

Lauren T. FisherSenior Analyst

April 21, 2016


Today’s Agenda

§ Multichannel marketing: definitions and rationale

§ The current state of multichannel marketing

§ Four things needed for multichannel marketing success:– Transitioning to an audience-centric approach– Integrating channels and devices– Making messages meaningful– Redefining success via measurement and insights

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What is multichannel marketing?

§ Using multiple touchpoints to reach audiences and consumers

§ Is this the same as omnichannel marketing?

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Why multichannel marketing? Consumers are everywhere …

Source: eMarketer, April 2016


But it’s not just devices marketers need to consider

Average Time Spent Per Day On Select Digital Activities:

§ Digital video – 1 hr 8 mins

§ Digital radio – 53 mins – Pandora – 28 mins

§ Social networks – 43 mins– Facebook – 22 mins

Source: eMarketer, April 2016

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Consumers expect to navigate seamlessly between channels, and they want companies to do the same

“Consumers don’t want bombardment or overlapping messages. They don’t want inappropriate noise.”

—Chris Paradysz, CEO and Founder, PM Digital

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Multichannel Marketing Today


Multichannel marketing is by far the top priority for today’s marketer

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But few have it down pat

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Making it to the top 11% requires a solid strategy built on four data-driven pillars:

Audience-Centric View Channel Integration Messaging Measurement and

Insights

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Audience-Centric Marketing


Migrating toward a customer-centric view is a top priority for marketers

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Richness:

§ Customer profile

§ Channel-specific data

§ Device-specific data

§ Third-party data

For Chris Harrison, CTO of Epsilon, it’s about the richness and the readiness of the audience:

Doing so requires marketers to focus first on the individual, second on the channel

Readiness:

§ Audience segmentation

§ System integration

§ Automation

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Lack of technology and access to data across the organization are significant obstacles

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For many, the DMP is a core technology to house and understand customer data

§ Data management platform (DMP): A repository where marketers can house and organize a variety of online and offline data

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A more in-depth look at the DMP

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Marketers seek to integrate all channels with their DMP, not just some

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When pursuing an audience-centric view:

§ Get access to all relevant forms of data (digital, traditional, offline, customer profiles, etc.)

§ Find a place to organize it and make sense of it

§ Make it actionable

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Integrating Channels and Devices


So you just figure out the right mix of channels and devices, right?

Channel + Device§ Website, app, email, search,

social, video, native, in-store, beacons, circulars, coupons, direct mail, events…

§ Display video, TV, print, radio, catalog, out-of-home…

§ In-store purchases, location data, call centers, word-of-mouth…

§ Laptop/desktop

§ Smartphone

§ Tablet

§ TV

§ Connected TVs

§ New screens (e.g., wearables, connected cars, etc.)

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It’s actually much more complicated than that

§ Website, app, email, search, social,display, video, native…

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There’s a reason few marketers feel confident in their multichannel marketing efforts today

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Integration is critical, but at what point is it good enough?

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Efforts to integrate digital channels are well underway;; offline and traditional media integration is further out

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The greatest omnichannel obstacle?

Marketer’s own organizations

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Different departments just have different priorities

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There is high correlation between company structure and multichannel marketing success

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Breaking down silos can mean massive upheaval of departmental structure, compensation and more

“If you’re not properly aligned internally and you’re too siloed, then you really haven’t solved the [multichannel marketing] problem. It means realignment of people and things like resetting titles and compensation and incentive bonuses. All of those things used to be pretty well set, but now they’re being challenged.” —Chris Paradysz, CEO and Founder, PM Digital

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When approaching the task of cross-channel integration:

§ An audience-centric view is a required foundation

§ Strive for full integration, but know it’s not 100% obtainable

§ The biggest obstacle to your success could be your own organization!

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Making Messaging Meaningful


Consumers’ demands are forcing marketers to change the dialogue

“Brands are competing more on customer experience. They’re being forced to be much more meaningful and much more relevant.”

—Anneka Gupta, Chief Product Officer, LiveRamp

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Many believe getting messaging right is critical to driving sales

Source: CMO Council, "Predicting Routes to Revenue" conducted in partnership with Pegasystems. January 26, 2016

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Certain data points are easier to personalize off of than others

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But the right message is about much more than the words on the page

§ Audio

§ Video

§ Text

§ Webinars

§ White papers

§ Lists/guides

§ Thought pieces

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With more and more data to use, marketers must be careful not to cross the line

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To make the most of your messaging:

§ Figure out the best types of data to personalize with

§ Know that a message is much more than text

§ Be mindful of what data is and isn’t fair game

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Redefining Success via Measurement and Insights


This is by far the greatest challenge, but the most critical task

“Just as data gives marketers an advantage, it also drives complexity. Understanding the right level of investment across channels is a huge challenge for marketers today.”

—Haley Rubin, Digital Shopper Media, Heineken USA

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Multichannel attribution is finally coming to the forefront

57.6% US digital marketing/media practitioners citing cross-channel measurement and attribution as

occupying their time and resources in 2016

Source: Interactive Advertising Bureau (IAB) Data Center of Excellence and Winterberry Group, "The Outlook for Data 2016: A Snapshot Into Digital Media and the Evolving Role of Audience Insight,” January 2016

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What is attribution?§ A method of

assigning credit to a particular marketing- or advertising-driven action or other brand-imposed touchpoint

Company LevelIs my

advertising/marketing successful?

Department LevelWas this campaign successful?

Team LevelWas this tactic successful?

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About half of US companies will shift to multichannel attribution models by 2017

§ But remember: This is only the number of companies using it for digital media

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The benefits to making the switch are obvious

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How are companies making the switch to multichannel attribution models?

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Insights are only part of the attribution goal;; actionability is also key

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Moving toward a more real-time, actionable attribution process requires moving from this:

To this: Company

LevelIs#my#

advertising/marketing#successful?

Department LevelWas#this#campaign#successful?

Team LevelWas#this#tactic#successful?

Company LevelIs my advertising/marketing

successful?

Department LevelWas this campaign successful?

Team LevelWas this tactic successful?

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To begin to redefine success based on measurement and insights:

§ Multichannel attribution is a must

§ Making the move toward multichannel attribution requires proper analysis, but real-time actionability is a must

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Key Takeaways

§ An audience-centric view is a must to navigate this new, complex world of multichannel marketing

§ Integrating channels requires data, technology and organizational considerations

§ Making messaging meaningful can be difficult, but it pays off

§ Moving forward, analysis and insights that are actionable will be the norm

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Often challenges with executing multi-channel strategies get in a marketer’s way…

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§ Getting access to critical data§ Building a single view of the customer§ Delivering relevant content to each customer§ Providing a consistent customer experience § Interacting with customers in real time

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• CRM Synch• Data Integrations• Useable Insights

• Capturing Behaviors• Scoring Activity• Segmenting Individuals

• Organized Content• Dynamic Rulesets• Marketing Automation

Client Examples

§ Synching CRM Systems§ Develop Contact Insights§ Leverage Marketing Automation§ Implement Web Tracking § Listen to Customer Behaviors§ Create Scoring Models

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Lauren T. Fisher

Multichannel Marketing: Navigating the Increasingly Complex Customer Journey

§ Marketing Technology: The Six Developments That Matter the Most in 2016

§ Need-to-Know Trends in US Digital Advertising: From Strategy to Budgeting to Mobile, Programmatic, Ad Blocking, Measurement and More

§ US Digital Display Advertising Trends: Eight Developments to Watch for in 2016

§ Cross-Device Targeting: First-Party Data, TV and Privacy Are Big Factors for 2016

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