Multi-Channel Marketing

[ Mul&-‐Channel Marke&ng ] The new customer communica0on

experience

The New Customer Expecta&on

”Recession will mean an insistent and poten1ally rewarding invita1on to consumers to reconsider everything they do/buy/ desire. This will result in a fiercer scru1ny by consumers of all claims, and declining tolerance for unsa1sfactory experiences.” James Murphy, editorial director of nVision

14/11/12 © Datalicious Pty Ltd 2

Today we’re going to talk about the importance of an integrated communica&on strategy, across the new mix of communica&on op&ons.


Why? To help you deliver communica0ons efficiently, with relevance, and most importantly with a single voice




So…. How good is your companies communica0ons experience?


Let’s start with an exercise

How many of you…

§  Asks customers what their preferred method of contact is?

§  Know which ways they don’t want to be contacted?

§  Knows when the best 0me to send their customers emails?

§  Send birthday cards out to loyal customers? §  Reminds customers if they miss important messages or dates?


Have a profile page on Facebook?


Deliver updates to your customers via TwiMer?


Use YouTube to talk to customers


Have clients on MSN or Skype


Your Company Name here

These are all zero cost communica&ons


The new landscape

These new communica0on channels give you more flexibility and beZer knowledge of your customer, that can feed straight back into your CRM


The new landscape

These new communica0on channels give you more flexibility and beZer knowledge of your customer, that can feed straight back into your CRM


But, there’s a catch

§  Your customers are now le[ng you into their personal space – you can’t shout the same messages you do in the outside world

§  You need to: – Understand them beZer – Help them but not annoy them – Be relevant and human


One Size doesn’t fit all


Channel Relevance

Message Relevance +

We have a much more fragmented range of choices when communica0ng with customers, and their expecta0ons are far greater than ever before about you ge[ng it right.

Why integrate communica&on?

§  Every contact with your customer is a opportunity not a cost centre

§  More feedback loops to learn about your customers with digital and social media –  Oeen the biggest annoyances are simple to fix

§  Turn reten0on into advocacy by exceeding expecta0on

§  More successful acquisi0on as you gain trust, and con0nue to deliver excep0onal communica0ons

§  Oh, and these new channels are low to zero cost.


You need a single voice

§  To do this, you need a system that understands all of the channels of communica0on.

§  A plaiorm that understands where the customer is up to and what’s next.

§  A plaiorm that manages the smarts and 0es all of the touchpoints together so regardless of environment, you always look, sound and act the same to your customers.


Main benefits

§  Cost efficiencies – Channel selec0on – Resources

§  Communica0on consistency –  Internally – Partners

§  Customer experience – Acquisi0on – Reten0on



Contact Dave M +61 423 918 386

[email protected]

Follow us twiZer.com/datalicious blog.datalicious.com

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[ Company profile ] Datalicious was founded in 2006 with the aim of crea0ng a new breed of marke0ng consultancy. An agency that makes data accessible to non-‐analysts and provides ac0onable insights to marketers. The company has now grown to a team of 8 and offers a wide range of data services ranging from plaiorm design, implementa0on and integra0on over data mining, analysis and repor0ng to media planning, website op0misa0on and strategic consul0ng. Datalicious also sits on the Omniture Customer Advisory Board as the only agency representa0ve and is a very ac0ve member in the Australian Direct Marke0ng Associa0on (ADMA) where we sit on the Execu&ve CommiMee of the Data & Analy&cs Council advising the industry on data best prac0ces and policies.


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