Figaro Multi Channel Marketing Seminar: Why You Should Let Your Customers Determine Your Multichannel Strategy - Andrew Machin

Welcome to…

Why You Should Let Your Customers Determine Your

Multichannel Strategy

Andrew Machin – Creative Director

Brand

Customer

Offer

Respond

Convert

The brand ‘offer’ model@the_machin

@the_machin

5,300,000,000,000Display ads served in the US in 2013. ~25% increase on 2009

Comscore

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0.1%Average CTR. Some formats as low as 0.04%

Doubleclick

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x20

High reachLow conversion

@the_machin

A.D.D.?

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“There is no such thing as an attention span. People have infinite attention if you are entertaining them.”

Jerry Seinfeld

@the_machin

A.D.D. M.R.D.

@the_machin

High reachLow relevance

@the_machin

Because we live in the ‘moment’

Why?

@the_machin

@the_machin

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35,000,000,000moments per day

@the_machin

@the_machin

@the_machin

@the_machin

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?

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?

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Low reachHigh relevance

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Brand

Customer Moment

Relevance

Engage

The brand ‘engagement’ model@the_machin

35bn moments of engagement

@the_machin

Awareness Research Conversion Experience Retention

Which channels should I adopt?

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Identifying the moments identifies the channels

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Awareness Research Conversion Experience Retention

1. Awareness

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Be noticed. Channels that achieve reach On + offline PR campaigns Traditional media Creative campaigns Mobile video Social media campaigns

2. Research

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Be useful. Content marketing strategy Where are your customers looking

for answers? Guides Useful tools On & Offsite Build trust & authority

3. Conversion

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Be simple. Be discoverable vie SEO & PPC Where do your customers purchase?

Mobile? Desktop? App? Instore

Frictionless experience

4. Experience

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Be innovative. Marry the online with the offline Add value to the experience Identify new moments

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5. Retention

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Know your audience Listen Learn Personalise

@the_machin

Summary Listen to your audience

Identify moments to engage in their customer journey

Find the relevant channel for that moment

Be noticed

Answer their questions

Optimise your conversion

Add value to the experience

Personalise the experience

Want to know more?Please take a booklet

Slides will be on branded3.com/blogs

Follow @branded_3

Thank you

[email protected] @The_Machin Branded3.com @Branded_3