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.
Copernica DM Summit 2012: Paul Johnson - Multi-channel Marketing: fire up your revenue-engine
1. Paul Johnson
Head of Development Tw ee
Copernica UK t a qu
to @ e
pdjoh stion
nson
Twitter: @pdjohnson
Email: pj@ltl.uk.com
Sources: http://bit.ly/dmsummit12
?
#DMSummit
15. 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
16. Result
• Agencies
• Differentiator
• Increase effectiveness
• Business
• Acquire customers
• Extend customer lifetime
17. • Email
• RSS
• Mobile
• Surveys
• Web content
• Direct Mail
• QR, Barcodes
• Social Media – via integration
• Remarketing
30. 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
36. Trend away from Apps
Towards HTML5
"HTML5" is the #1 job trend
http://bit.ly/dmsummit12
37. 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
73. Multi-channel marketing
• More effective than isolation
• Mobile first
• Ease of integration
• Applicable across markets
• Rewarding – agency and clients / end users
• Easy with Copernica
74. Paul Johnson
Head of Development
Copernica UK
Twitter: @pdjohnson
Email: pj@ltl.uk.com
Sources: http://bit.ly/dmsummit12
?
Hinweis der Redaktion
15 yrs web / digital Software engineer Ecommerce strategy Digital marketing Social Media expertise Global brands Vodafone (Kylie Minogue), Interflora Manchester United Nike Drupal Open Source CMS –In Charge Global Social Media for DrupalCon Using Copernica for 2 years
Design as Multi-channel Scalable Uniquely has Sub Profiles – suitable for ecommerce, finance, membership organisations, B2B transactions Follow ups based on complex criteria Strategic tool
First thing that comes to mind – MUFC Also a client of Copernica
Carloans – car finance Aldi- Supermarket – Facebook applications with Copernica integration & Social Media Enterprise multi-channel for tourism Elliott – modular buildings MUSS – Residential soccer camps Daler Rowner – fine art supplies
Design as Multi-channel Scalable Uniquely has Sub Profiles – suitable for ecommerce, finance, membership organisations, B2B transactions Follow ups based on complex criteria Strategic tool
Use of one channel to support or promote another
Direct Mail > Text > Email > Web
Intranets – improve engagement, site stickiness B2B – white papers, nurturing, loyalty Medical – appointments management, long term care Membership – renewal campaigns Charities – nurturing supporters, long term loyalty Government - Citizen engagement Conferences – promotion, warm up, post event surveys
Campaign based Strategic Steer people towards your business goals Occur over a long period of time Reactive to context
Made for Multi-Channel
Multi-channel marketing #1 revenue source
Copernica beats google
Year 1
2011 ROI 14.8
2012 revenue is up 146%
Other brands also winning in multi-channel
Innovation New ways to consume information Second Screen Mobile
What device are your audience consuming your campaigns on? Can no longer assume marketing, emails, texts are leading to PC’s
Multi-channel campaigns for
Multi-channel campaigns for
Multi-channel campaigns for
Multi-channel campaigns for
Multi-channel campaigns for
Manchester United Nike
Manchester United Nike
Context Where is the audience What are they doing What device Which channel are they using What tone? What stage in the buying process are they?
Design as Multi-channel Scalable Uniquely has Sub Profiles – suitable for ecommerce, finance, membership organisations, B2B transactions Follow ups based on complex criteria Strategic tool
4+ visits to conversion Web Google Remarketing Social Media White Papers User Profiling – lead scoring Email
Design as Multi-channel Scalable Uniquely has Sub Profiles – suitable for ecommerce, finance, membership organisations, B2B transactions Follow ups based on complex criteria Strategic tool
Too complex No time Integration challenges Client buy in Cost? All of these concerns can be addressed with Copernica
Too complex No time Integration challenges Client buy in Cost? All of these concerns can be addressed with Copernica
Utrecht Province Binnenland – large dutch publisher
Too complex No time Integration challenges Client buy in Cost? All of these concerns can be addressed with Copernica
Magento Microsft Dynamics Exact Drupal Prestashop Hybris SOAP API