copernica dm summit 2012: paul johnson - multi-channel marketing: fire up your revenue-engine
DESCRIPTION
Did you know multi-channel marketing can beat Google any day of the week? In his presentation about current and future trends in multi-channel marketing, Paul Johnson gives you several insights in emerging trends that will change the way you look at Multi-channel marketing entirely. Find out how you can increase your ROI and better reach your adience by looking into different case studies together with Paul. Featured case studies include Aldi, Daler Rowney, CarLoans4U and Manchester United.TRANSCRIPT
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Paul Johnson
Twitter: @pdjohnson
Email: [email protected]
Sources: http://bit.ly/dmsummit12
Head of DevelopmentCopernica UK
?
Tweet a question to @pdjohnson
#DMSummit
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15
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Why?
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Manchester
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• Definition & Why• Simple examples
• Does it work?• Trend spotting• Walkthrough• Copernica – Simple!• Case Studies• Questions
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Definition
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“Use of one channel to
support or promote
another”
Multi-channel marketing
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>
Multi-channel marketing
> >
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Just for ecommerce?
• Intranets• B2B• Medical• Membership• Charities• Government• Conferences
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Fundamentals
• Planned• Funnelling• Multi-step• Event / profile driven• Integration
• Back office• Online
• Measurement• Automated
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Why multi-channel?
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Why?
• More effective than isolation• Complex path to conversion• 50% mobile web• Privacy • Falling email subscribers• 4+ site visits before conversion• 2 + channels before purchase*
* http://bit.ly/dmsummit12
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Result
• Agencies• Differentiator• Increase effectiveness
• Business• Acquire customers• Extend customer lifetime
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• Email• RSS• Mobile• Surveys• Web content• Direct Mail• QR, Barcodes• Social Media – via integration• Remarketing
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Simple examples
• Social Media -> Email signup
• Email kick start -> Viral competition
• Ecommerce -> Social bragging
• TV -> Second screen
• QR -> Facebook check-in
• POS channel promotion
• Twitter DM’s on follow -> promote email
• Profile from email -> web content
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Does it work?
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REVENUE SOURCE
Multi-channel marketing
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BEATS
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BEFORE
Checkout Conversion
AFTER
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ROI
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Revenue
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46%*GROWTH
ONLINE REVENUE
*Announced last week: Year to Sept 2012
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Current Trends
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Rapid change
WebTV
Second Screen
Mobile / 4G
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Device Proliferation
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Channel explosion
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Mobile Retail – Last 12 months
• Audience Doubled• 1 / 6 browsed retail sites or apps• 1 / 8 bought
France, Germany, Italy, Spain and the United Kingdom
Source: comScore http://bit.ly/dmsummit12
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66% Site traffic is NEW
MOST PEOPLENEVER RETURN
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95%
TypicalConversion
Average 4+ visits to conversion
Your site Coupons Competitors Comparison Offline
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10%HIGHER THAN
DESKTOP
Mobile Bounce Rate
Source: http://bit.ly/dmsummit12
Mediarun
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Manchester United Soccer Schools
18%Using mobile
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0.1%Buy
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Trend away from Apps
Towards HTML5
"HTML5" is the #1 job trend
http://bit.ly/dmsummit12
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Mobile First
“If you’re not thinking about mobile devices,
you’ll wake up one day and be left behind”
Luke Wroblewski
Slides: http://bit.ly/dmsummit12
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Responsive Design
Smartphone DesktopTablet
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Responsive Design
Smartphone Desktop
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User context
Multi-device
Multi-channel
Multi-step
Strategic
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Multi-channel walkthrough
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Getting to know
MR X
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WebRemarketingSocial MediaWhite PapersUser Profiling
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Automated Lead nurturingUsing keep in touch
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Measure
Iterate
Improve
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Copernica Makes things simple
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Top 1000 internet retailers
Source: ListTrack http://bit.ly/dmsummit12
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• Too complex
• No time
• Integration challenges• Client buy in• Cost?
Why aren’t they (YOU) doing it?
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Time saving
Cost effective
Simple
Fast ROI
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http://bit.ly/dmsummit12
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EASY
No ITFREE!
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DATA!
Visitor
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DATA!
TimelyRelevant
MessagesVisitor
Multi-channel
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But I don’t do Drupal!
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SOAP API
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Case Studies
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Manchester United Soccer Schools
• Web, Email, SMS
• HR Capacity
• Coach Availability
• Certificate expiry• Coach training
• Examination process• Gamification
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Elliott Building Future Education
Head Teacher
1 Month
2400 Visits
730 Form fills
30% Conversion Rate
£100KPrize
Information pack
1 2 3
Information pack
Parents
Entry!4
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MacPhie / BlueChip Holidays
Twitter API
To tweet & Follow
Reach friendsBroaden reach
• Email -> Web -> Social Media
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iKnow Special Offers
>15000
Hotel
Owners
>API
>Personalised
Offers
• Fully automated business
Monday Wednesday
http://bit.ly/dmsummit12
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iPad Exhibition App
> > >
Exhibition stand
Time
Delayed
http://bit.ly/dmsummit12
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CarLoan4u
> API
Loan application nurturing
>
>
!
>
>
Application
Supportingdocuments
?
http://bit.ly/dmsummit12
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Summary
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Multi-channel marketing
• More effective than isolation• Mobile first• Ease of integration• Applicable across markets• Rewarding – agency and clients / end users• Easy with Copernica
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Paul Johnson
Twitter: @pdjohnson
Email: [email protected]
Sources: http://bit.ly/dmsummit12
Head of DevelopmentCopernica UK
?