The Rise of the Omnichannel Marketer

1. Omni-channel is viewing the experience through the eyes of your customer, orchestrating the experience across all channels so that it is seamless, integrated, and consistent. The Rise of the Omni-Channel Marketer - John Bowden SVP of Customer Care

2. Leading Marketers Leaders proactively influencing the customer experience across channels and using marketing technologies. All Others Trail the leaders in either adoption of technology or influence of the customer experience, or both. These are the stakes. Omni-channel leaders outperform all others. SOURCE: 2013 IBM Global State of Marketing Report

3. This is the battlefield.

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12. Mobile is not a channel. It’s the new home for omni-channel marketing. SEARCH Mobile search has overtaken desktop search in 2015 EMAIL 65% of emails are opened on mobile devices DISPLAY Mobile spend growing at 3x vs. desktop display SOCIAL 100% of Facebook’s revenue growth is from mobile $Billions Desktop Marketing Spend Mobile Marketing Spend Source: eMarketer

13. So…we done here? emai l displa y searc h socia l

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20. When it matters, nothing beats a real, human conversation.

21. Our most important interactions happen in conversation. 75% CALL EMAIL SMS SOCIAL Winning the Lottery Getting Engaged Announcing Pregnancy Fired from Job Big Personal Fight Hired for Job 68% CALL 60% CALL 55% CALL 68% CALL 55% CALL SOURCE: 2015 Invoca survey of 2000+ consumers

22. The conversation is also our most important business interaction. 61%of searchers state that a call is the most important step in the customer journey. Why do you prefer to call a business?

23. HAD A CONVERSATIONFILLED OUT A FORM 24% 65%

24. HAD A CONVERSATIONENGAGED ON SOCIAL 22% 66%

25. BROWSE with clicks. BUY with calls. 20- 30% 1- 2%Average conversion % for a digital lead Average conversion % for a phone lead

26. Calls to businesses will double, to 162 billion, by 2019. 70%of mobile searchers have clicked to call a business based on search results. Source: eMarketer, BIA Kelsey Mobile Calls to Businesses Mobile Marketing Spend Billions

27. Custome r: Campaig n: ROI: Next Step: Is your technology really omni-channel? CAL L SEARC H EMAI L SOCIA L WEBSIT E DISPLA Y Unknown Unknown Unknown Unknown

28. There is no “omni-channel” without the conversation.

29. Invoca puts the conversation into your marketing. Real-Time Automation Omni-Channel Integration Call & Conversation Analytics Complete the omni-channel journey with analytics and automation for phone calls.

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31. Web Conversations

32. VS Form Response Rate Lift -14.34% Call Response Rate Lift 37.89% A B

33. ~70% call response rate improvement within two months

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36. Financial Conversations

37. 75% of our business is looking for a conversation 2x more calls vs. form fills for mortgage leads 1/3rd of mortgage calls coming from Google Click to Call

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39. Getting the right call to the right team: Increased efficiency by 60% with same staffing levels.

40. Join the conversation.

41. Email Conversations

42. EMAIL PAID SEARCH ORGANIC SEARCH Ad WEB DIRECT 38% Calls by Source

43. EMAIL PAID SEARCH ORGANIC SEARCH Ad WEB DIRECT Revenue by Source CALLS CALLS Brand A Brand B

44. Call Converted? Appointment Created? YES NO Loss Reason?

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46. Keary Phillips Director Digital Marketing

47. Driving 1,000,000 calls/year, converting at 3x the rate of digital leads.

48. AGENT LOCATOR AGENTS 1 AUT O 2 HOM E 3 OTHE R

49. Driving 1,000,000 calls/year, converting at 3x the rate of digital leads.

Hinweis der Redaktion

Multi-channel is an operational view – how you allow the customer to complete transactions in each channel. Omni-channel, however, is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Omni-channel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand-offs’ between channels must be fluid for the customer. Simply put, omni-channel is multi-channel done right!”
SEARCH: http://searchengineland.com/its-official-google-says-more-searches-now-on-mobile-than-on-desktop-220369 DISPLAY: http://www.emarketer.com/Article/Mobile-Will-Account-72-of-US-Digital-Ad-Spend-by-2019/1012258 EMAIL: http://venturebeat.com/2014/01/22/65-of-all-email-gets-opened-first-on-a-mobile-device-and-thats-great-news-for-marketers/ SOCIAL: http://www.statista.com/chart/2496/facebook-revenue-by-segment/ http://www.searchdiscovery.com/blog/forrester-report-us-digital-marketing-forecast-2014-2019/ http://seoland.in/forecast-nearly-three-quarters-of-digital-ad-spending-to-be-mobile-by-2019/ http://blog.biakelsey.com/index.php/2015/06/24/calls-to-businesses-from-mobile-devices-will-reach-162-billion-by-2019/
SEARCH: http://searchengineland.com/its-official-google-says-more-searches-now-on-mobile-than-on-desktop-220369 DISPLAY: http://www.emarketer.com/Article/Mobile-Will-Account-72-of-US-Digital-Ad-Spend-by-2019/1012258 EMAIL: http://venturebeat.com/2014/01/22/65-of-all-email-gets-opened-first-on-a-mobile-device-and-thats-great-news-for-marketers/ SOCIAL: http://www.statista.com/chart/2496/facebook-revenue-by-segment/ http://www.searchdiscovery.com/blog/forrester-report-us-digital-marketing-forecast-2014-2019/ http://seoland.in/forecast-nearly-three-quarters-of-digital-ad-spending-to-be-mobile-by-2019/ http://blog.biakelsey.com/index.php/2015/06/24/calls-to-businesses-from-mobile-devices-will-reach-162-billion-by-2019/
Of consumers who used their mobile devices to contact a business in the past month…
Of consumers who used their mobile devices to contact a business in the past month…
Of consumers who used their mobile devices to contact a business in the past month…
SEARCH: http://searchengineland.com/its-official-google-says-more-searches-now-on-mobile-than-on-desktop-220369 DISPLAY: http://www.emarketer.com/Article/Mobile-Will-Account-72-of-US-Digital-Ad-Spend-by-2019/1012258 EMAIL: http://venturebeat.com/2014/01/22/65-of-all-email-gets-opened-first-on-a-mobile-device-and-thats-great-news-for-marketers/ SOCIAL: http://www.statista.com/chart/2496/facebook-revenue-by-segment/ http://www.searchdiscovery.com/blog/forrester-report-us-digital-marketing-forecast-2014-2019/ http://seoland.in/forecast-nearly-three-quarters-of-digital-ad-spending-to-be-mobile-by-2019/ http://blog.biakelsey.com/index.php/2015/06/24/calls-to-businesses-from-mobile-devices-will-reach-162-billion-by-2019/
We want to take you through just a few of the new things that are just released or are coming out in the very short term that we’re really excited about. But we’ll also give you a sneak peak at a few things that are in the “concept” stage – we’d love your feedback so we can build the platform that will deliver the most success to our customers. The entire product team is here, on hand in “Product Ally” over by the breakout rooms, so please, stop by, ask questions, and have a conversation! We’ll go through each of the 3 layers of our product – Answer, Engage, and Connect.
As for stats, we can definitely talk to: - 2/3 to 1/3 ratio of mortgage calls to pre-qualify forms - 1/3 of our Mortgage calls come from Google click to call - Our business is personal and ¾ of our businesses want conversations and not just applications to truly assist the customer - Adding Invoca to the Consumer business allowed us to better manage our call center staffing needs. We were able to keep staffing levels the same and increase efficiency by 60%. We did this by making sure that they right calls got to the right teams. This also increased our connect rate as customers were more quickly connected to a representative.
As for stats, we can definitely talk to: - 2/3 to 1/3 ratio of mortgage calls to pre-qualify forms - 1/3 of our Mortgage calls come from Google click to call - Our business is personal and ¾ of our businesses want conversations and not just applications to truly assist the customer - Adding Invoca to the Consumer business allowed us to better manage our call center staffing needs. We were able to keep staffing levels the same and increase efficiency by 60%. We did this by making sure that they right calls got to the right teams. This also increased our connect rate as customers were more quickly connected to a representative.
1) Phone Calls (...as they come in, recipients are sales reps and previously, they had no info. With Invoca, now appending data to leads) - Now, sales reps know if the calls have converted or non-converted - If converted, those are sent to a different group of sales team for customer satisfaction - If NOT converted, then sales team is equipped with customer's pain points such as Price, Competition, Website issues to which product(s) they were looking at - Allows better assignment of calls to proper sales team by expertise - For example, construction industry calls can be sent to specific set of support team - or Custom product (DYO) can be handled by experts in that area - Quotes could be prioritized by dollar amount, high amount quotes sent to more experienced sales reps
Signal is helping us answer not only quantitative questions but also qualitative questions: - Asset Tags to Asset Management Software - Catalogs > Millions are spent on those > What % of calls coming from those are for Do Not Mail requests. What profile of companies are requesting DNM, so we can better target our mailing list. - Is our price important for our customers or shipping times? by which product lines?

The Rise of the Omnichannel Marketer

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The Rise of the Omnichannel Marketer

Hinweis der Redaktion