Successful Multi-Channel Engagement Through Planning
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This document discusses successful multi-channel engagement and marketing. It introduces digital marketing agency Minttwist, which was founded in 2002. It then discusses the benefits of multi-channel marketing like increased exposure and customer satisfaction. Some challenges of multi-channel marketing are deciding which channels to use, noise, data issues, and limited resources. The document provides tips for effective multi-channel marketing like planning, understanding customers, managing data, personalizing messaging, and regularly reviewing strategies. It also discusses specific channels like mobile, email, content, and websites.
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Successful Multi-Channel Engagement Through Planning
- 1. WELCOME TO: SUCCESSFUL MULTI-CHANNEL ENGAGEMENT
- 2. WE’RE HERE TO... Introduce ourselves Integrating traditional and digital channels: challenges and pitfalls Using digital channels well
- 3. WHO ARE MINTTWIST? FOUNDED 2002 A FULL-SERVICE DIGITAL AGENCY IN LONDON AND DUBAI 300+ CLIENTS 25 FULL-TIME STAFF
- 4. BRIEF HISTORY OF MARKETING
- 5. BRIEF HISTORY OF MARKETING
- 6. BRIEF HISTORY OF MARKETING
- 7. BRIEF HISTORY OF MARKETING
- 8. WHY MULTI-CHANNEL? More exposure Customer satisfaction More business
- 9. CHALLENGES NUMBER OF CHANNELS USE THEM ALL? WHICH ONES ARE THE BEST? NOISE HOW CAN YOUR MESSAGE RESONATE? DATA TOO MUCH OR TOO LITTLE RESOURCES NOT ENOUGH
- 11. WHAT CAN I DO? PLAN! ASK YOUR CUSTOMERS AND IDENTIFY CHANNELS WITH OPPORTUNITY GET YOUR DATA IN ORDER SEGMENT AND PERSONALISE USE RESOURCES WISELY DON’T DISTRACT THEM REVIEW REGULARLY!
- 12. MOBILE
- 13. GLOBAL MOBILE LANDSCAPE SAMSUNG MOST POPULAR BRAND 31.7% ANDROID MOST POPULAR OS 79% 3.5BN MOBILE SUBSCRIBERS BY 2014 USING THE INTERNET IS THE MOST POPULAR TASK
- 14. UK MOBILE LANDSCAPE 10.8 M IPHONE 28.3M ANDROID 29.8 M NON-SMARTPHONE FASTEST GROWING GROUP 3 OUT OF 4 ADULTS BY 2016 56% OF SMARTPHONE OWNERS ALSO OWN A TABLET 44% OWN A SMARTPHONE, TABLET AND LAPTOP 55+
- 15. WHY MOBILE? BETTER USER EXPERIENCE = MORE CONVERSIONS MORE CONVERSIONS = NOT MISSING OUT HABITS HAVE CHANGED GOOGLE WANTS YOU TO HAVE IT IT’S EXPECTED
- 16. HOW CAN I INTEGRATE? SEARCH - LOCALISATION RESPONSIVE EMAIL POLLS AND SURVEYS CONTACT PREFERENCES KEEP DATA FRESH TEXT FOR RESPONSE
- 17. EMAIL
- 18. COMMON CRIMES IMAGE HEAVY ALWAYS LET PEOPLE UNSUBSCRIBE
- 19. EMAIL ISN’T DEAD ENCOURAGES A DIRECT RESPONSE CHECK THEY ARE FIT FOR PURPOSE
- 20. WHY EMAIL? GETS MORE CUSTOMERS THAN SOCIAL MEDIA
- 21. WHY EMAIL? EMAIL IS USED TO REFER
- 22. PROMOTION Use it to tell your audience about other channels Sony did this recently with great success
- 23. CONTENT
- 24. “CONTENT IS KING” • • • • • • • Articles – blog, print, internal Case studies Proposals Emails Presentations Images – photos, infographics Video
- 25. REPURPOSE HOW DOES YOUR AUDIENCE CONSUME CONTENT? REVISIT CONTENT – CAN IT BE UPDATED? CAN YOU CHANGE THE FORMAT?
- 27. SHARE IT! CONVERT Add to website Social media Sales OUTREACH Not reinventing the wheel Can drip the content out over time CONVERT Add to website Article SEO Social media Sales Article OUTREACH PR Newsletter Email Social media Sales Article PR Newsletter Email Digested version SEO OUTREACH PR Newsletter Optimise for the medium Presentation Article Add to website CONVERT SEO Infographic CONVERT Guest blog Email Add to website SEO Social media Sales Article OUTREACH PR Newsletter Email
- 28. WEBSITE
- 29. COMMON CRIMES • Over-complicated sites KISS • Calls to action should be clear • Not asking customers • Not promoting other channels and how to stay in touch
- 30. BBC NEWS
- 31. BBC NEWS • Easy to share • Easy to see how to keep in touch
- 32. HERBERT SMITH
- 33. HERBERT SMITH Needs more action Present more visually – buttons instead of links Limit the ways to share
- 34. HERBERT SMITH
- 35. DELOITTES • Visualised data • Easy to share • Easy to understand what is in the report BUT • Calls to action could be stronger • Contacts at top of the page instead of bottom
- 36. SUCCESSFUL ENGAGEMENT NEEDS… PLANNING WELL-HONED PROCESS CONSTANT REVIEW
- 37. THANKS FOR LISTENING
- 38. RECOMMENDED READING 152 killer keywords for email subject lines (and 137 crappy ones) http://econsultancy.com/uk/blog/63000-152-killer-keywords-for-email-subject-lines-and-137-crappy-ones 10 things to avoid using in your email subject lines http://econsultancy.com/uk/blog/63816-10-things-to-avoid-using-in-your-email-subject-lines Cross-Channel Marketing Report http://econsultancy.com/uk/reports/cross-channel-marketing-report Worst infographics http://www.worstinfographic.com/