The holy grail of marketing to today's information rich & attention poor consumers is reaching out to the right person, at the right moment, with the right message, or else, settle for sub par-business results; And we have, for far too long. "Omnichannel marketing" will be is that all-power "Infinity Gauntlet" that can answer this and is primed to be the next revolution. Brace for impact!
2. Preface
The holy grail of marketing to today's information rich & attention poor
consumers is reaching out to the right person, at the right moment, with the right
message, or else, settle for sub par-business results; And we have, for far too
long.
Omnichannel marketing is the all-power "Infinity Gauntlet" that not only can do
this at scale but can orchestrate optimised user journeys powered by AI, across
digital interfaces. This, when successfully deployed, can raise the user
experience to a level that we will be able to answer questions that users haven’t
even asked! This is primed to be the next revolution in Digital marketing. Brace
for impact!
3. What’s the one similarity between Psychic & Psycho?
That’s what people call today’s digital ads!
18. HOW to talk to them?
Mass personalization with real-time triggers
Audience by
Lifestages
Channel
Preference
Content
Permutations
19. HOW to talk to them?
Case in point
If, Cart Abandoned
Then, Retarget with Ads
and email campaign
And, deliver personalized web &
mobile experience
20. WHEN are they mostly likely to Buy
Artificial intelligence
AI brain analysing user behaviour across the user journey
21. Artificial intelligence
Unified digital persona Aggregate & create segment Activate on media
AI orchestrating decision at each step of campaign deployment
WHEN are they mostly likely to Buy
22. Realized!
AI based predictive decisioning & user journey orchestration
Omni-channel marketing Dream
Unknown User – xyz
Searches of “Circles”
Serve FB app &
Lead to website
Click FB ad
Serve SEM ad &
Lead to FB page
Serve the lead form
Lead eCom page
User registered as ‘Rob’ in
known, buys a plan &
Leads Share on FB
Rob Shares with his
friends
Leads to a
successful Referral
23. • Aggregate data - with right partnerships
• Identify key segments - start with foundation and build richer segments
• Activate media - in real-time & near-perfect synchroneity at right moments
• Deploy mass personalisation - mapped to their lifecycle & channel preference
• Optimise - thru continuous testing. Define KPI, benchmark performance
Essentials for omnichannel marketing
Summary
24. “You've got to start with the customer experience and work back
toward the technology – not the other way around”
Editor's Notes
You surfing for high heels and start getting ads = Magical
Just browsing a friend’s FB post without any intent of buying and start getting ads for it = cheer creepy.
Our endeavor is to be more Psychic and less Psycho, what I call the real challenge of today’s marketing and which largely remains dream.
Our marketing has evolved from single channel and we’d like to believe its omnichannel, but it actually cross-channel, at best. As we continue to use marketing channels in disjointed silos
To get to Omni-channel marketing - we need “Continuous engagement with each user across a combination of channels & content, personalised to the stage of a user’s purchase journey and delivered in a uniform yet consolidated manner.”
Or simple put- Reach the right person, at the opportune moment with a personalised message that would give the answers to the questions they haven’t even asked!
But First, we need to know “WHO they are, WHERE to find them, HOW to talk to them and WHEN are they mostly likely to Buy WHAT?”
And we may need to overhaul our complete digital marketing ecosystem.
So you will need - DMP, DSP, MAP, Personalisation tool and Analytics, which is heart of it all.
Our consumers leave fragmented identities across the internet in the form of- cookies, device ID, emails, phone no, IP address.
These fragmented id’s can be stitched “Deterministically” or “Probabilistically” to form a single view of a user.
Aggregate all data from various sources like - our website, apps, emails, ads, 3rd party data pipes and into DMP.
Crafting audience segments by stacking
1st Party aggregated data together with
user info from 3rd party source- Demo, Geo, Interest, device age, etc
They can be found or targeted anywhere keeping a multi channel mix…
…we need to activate -
Targeting precision audience,
Bought programmatically
Delivered at the right place, in the right moment
Reported at a single source
With DSP, we can hunt for new prospects and MAP farming the existing funnel,
together make for essential tools to activate precision targeting.
one of the keys to omnichannel marketing is mass personalization by people’s life stages and channel preferences triggered in near real-time.
For example a classic Cart Abandonment user journey
Orchestrate user journeys, mapped to lifecycle and mobilized across channels, but imagine if we layer AI brain on top of it, that could analyse user behaviour across the complete user journey.
While AI can orchestrate campaign decisions at each step of the deployment
Leading to a complete AI based predictive decisioning & user journey orchestration.