Marketing: Page Turner

White PaperIntegrating Online and Offline Marketing

Over the last few years a cavernous divide has emerged between traditional relationship marketing and online marketing. This divide exists organisationally, with people’s skill sets, and often with their technical infrastructure as well.

More importantly, the divide has resulted in siloed decisions in each channel about which customers are targeted with which campaigns.

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There is a Huge Divide between Traditional Marketing and Online Marketing

There are three major drawbacks to such siloed decisioning:

1 It means marketers are not leveraging key signals and indicators from one channel to target in another channel.

2 It leads to inconsistent communication – with different marketing messages, offers and logic, depending on the channel.

3 Finally it is not efficient – companies duplicate infrastructure and processes.

Direct MarketerYou are here

Online Marketer

Online marketing is cost effective and produces rich individual behaviour data. Whilst direct marketing has decades of best practices, skills and experience of targeting customers with personalised offers.

Online marketers have a treasure chest, but direct marketers hold the key.

The trick is finding the right mix of skills, process and technology to combine the best of both of these marketing disciplines and open the treasure chest.

Breaking down the channel-specific silos is a daunting task for many organisations.

Fortunately for many, the solution is already in your hands.

A Treasure Chest of Solutions is Already in Your Hands

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Online Marketing’s Two Most Important Treasures So, what’s in the treasure chest?

1 Incredibly Rich Behavioural Insights from Click Data

2 Cost-effective Medium for (Real-time) Personalisation

Information about your customer’s behaviour on your website provides great indicators about what someone is interested in and where they are in the buying cycle.

The web is an extremely cost-effective medium for customising your marketing messages for each customer. Depending on your organisation’s maturity and business needs, personalisation can be a next-best offer calculated offline or even adjusted in real time, based on the context of the current interaction with real-time decisioning.

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There is an opportunity for online and offline departments to work together to better match marketing messages with customers based on the individual’s behaviour on the website, and ultimately target relevant offers though inbound channels like the website and call centre and outbound channels like email and direct mail.

In order to capitalise on this opportunity, a new breed of marketers will emerge – a breed where direct marketers learn to add web data to inform their campaigns and marketing messages; a breed where web analytics gurus bridge the gap from their reporting and insights into action.

These new skill sets will help them become interactive marketers.

The comprehensive nature of this new discipline means that it will span both online and offline marketing, and inbound and outbound marketing.

Enter the Interactive Marketing Discipline

Engaging each customer and prospect in a cross-channel

dialogue that builds upon their past and current behaviour

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Technology will be an important catalyst to enable the transition to interactive marketing. There are four main technology components of this type of marketing.

Technology Can Help Unite and Conquer

1 Customer awareness

2 Centralised decisioning

3 Cross-channel execution

4 Integrated marketing operations

While being comprehensive, the technology that supports interactive marketing should also be modular. This will allow for incremental adoption and integration with existing components in your marketing infrastructure.

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After understanding customers, you then need to match them to marketing messages and offers. This is done with centralised decisioning. All the offer management and interaction history should be in a single location to allow for more effective targeting, improving response rates, and better visibility into marketing effectiveness.

Once you have matched the customer to the offer, you will then need technology to execute the campaigns across outbound and inbound channels.

Unica enables all of this with a horizontal set of tools for project management, workflow, budgeting and reporting.

Customer awareness includes a set of capabilities to help marketers understand their customers. Not just demographic and transactional data, but individual customer behavioural data.

The Four Components of Interactive Marketing

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Integrated Marketing Operations

Plans & Budgets

People & Processes

Data & Assets

Measurement& Performance

Customer Awareness

Customer Analytics

WebAnalytics

Predictive Analytics

Event Detection

Centralised Decisioning

Segmentation

Offer Management

InteractionHistory

Real-time Targeting

Contact Optimisation

Cross-channel Execution

Outbound Fulfilment

Inbound Integration

Distributed Marketing

Lead Management

In this context, the idea is that marketers will have a platform that will allow them to continue to do the aggregate-level web reporting and continuous optimisation of their content, but also allow them to move beyond it…

Best-in-class web analytics is an important component of the set of interactive marketing technologies.

Interactive Marketing Can Move You beyond Aggregate-level Web Reporting

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Web analysts can use individual data to target better and to influence the broader marketing decisions. Direct marketers can use this information to target more effectively, based on the customer’s behaviour.

Web analytics that are part of an interactive marketing platform have individual-level customer information beneath the aggregate-level data.

To Integrate Online and Offline Marketing

…

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Tap into visitor level detail

Feed into inbound & Outbound Marketing Campaigns

1 The web is more important than you think. Even if you don’t sell things online, the web can tell you a lot about what people are interested in.

2 You probably already have most of the people and technology in place, you just need the make the right connections between them.

3 Direct marketers – adjust your attention to online by considering the customer’s behaviour in your campaign.

4 Online marketers don’t lose site of the customer along the click trail.

5 The business case for integration can be very compelling. Don’t be afraid to prove the value.

6 Finally, don’t think ‘360 degree view’; start small and grow. Focus on incremental adoption…

Conclusions

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Online marketers should learn more about the second cycle of continuous improvement for their website – the cycle of improving insights and behavioural targeting with each individual site visitor. Also, start to extend your expertise and share knowledge with the traditional marketers to help increase the reach of web analytics and the value generated by your analysis.

Relationship, database and direct marketers should begin integrating information gathered by their online counterparts to improve results of traditional campaigns. Also, extend your metric-driven mentality to the online group thereby increasing accountability and transparency in online marketing channels.

Marketing executives and leadership should start to break down and reconfigure the old, siloed structure of web and direct marketing teams. Educate the team to understand the benefits of a more collaborative, integrated team approach.

Action Items

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