In today’s seminar, we break down the importance of cross media campaigns and the need to deliver marketing material to customer preferences. With consumers now using more than one device to make product choice, both online and offline communications have a huge role to play in helping your business stay relevant and visible.
4. CROSS MEDIA ON THIS DAY...
4
Neopost Confidential Information
1802 Peace of Amiens signed
1811 Percy Bysshe Shelley expelled from Oxford for Obscene Publication
1937 Washington Daily News first US newspaper with perfumed advertising
1939 Billboard magazine introduces country music chart
2012 Peter Cruddas resigns after being caught on film selling access to David Cameron
1960 Lady Chatterley‟s Lover deemed „not obscene‟
11. 4 KEY PRINCIPLES – CHOICE
4 principles for effective communication
Effective
Customer
Communication
Context
Choice
Consistency
Clarity
12. WHAT IS CHOICE?
Digital is NOT the next big thing
It‟s customers need for choice and control
• Access to information anywhere, anytime – customer‟s are “always
on”
• Multiple device – customers use more than one 1 device to make
product choices
• On and offline
4 principles for effective communication
16. 4 KEY PRINCIPLES - CONSISTENCY
4 principles for effective communication
Effective
Customer
Communication
Context
Choice
Consistency
Clarity
17. WHAT IS CONSISTENCY?
• Speaking and acting with ONE voice no matter where and
when
• Creating a truly integrated multichannel experience
• Allowing customers
to seamlessly move
between channels
4 principles for effective communication
18. WHY IS CONSISTENCY SO DIFFICULT?
If your organisation is not experiencing consistency, then your
customers probably aren't either
4 principles for effective communication
18
Chaos Confusion
?
19. WHAT ARE THE BOTTLENECKS TO CONSISTENCY?
– Ownership of communication projects
is scattered
– Data silos
– Coordination of multiple departments
is not actively managed
– Accountability for communication not
centralised
– Conflicting departmental objectives
– New systems added yearly, old
systems linger for decades
Project groups with channel
champions
Consolidated platforms for multiple
channels
Centralise communication objectives,
delegate actions
Involvement from different
departments from outset
A single channel change affects
multiple channels
How are legacy systems going to
affect my initiatives? What are the
ways around it?
4 principles for effective communication
20. 4 KEY PRINCIPLES
4 principles for effective communication
Effective
Customer
Communication
Context
Choice
Consistency
Clarity
25. SUMMARY
Cross media is all about providing choice
Delivering to customer preference increases
impact
The journey is ever evolving
Print is part of the marketing mix
Print and digital co-exist effectively
25
Neopost Confidential Information
Customer want to be in control and have a wide variety of choice when it comes to receiving information from their banks. Go through each point.
Let’s take a look at the dynamic statement again. What we see here, provides customers with a way to view and analyze their finances. But we all know customers still like to keep records especially of their finances. In most cases these records are still preferred in document format.
So this dynamic statement also allows customers to view a pdf version of their transactions that can be printed and stored – again to provide customers with the choice and flexibility.
Once they print this document, they may want to do some more analysis at a later stage but don’t have access to their tablet. The print copy allows the customer to simply scan the QR code and access the dynamic statement securely through mobile. This is giving customers the choice they demand to view information how and when they want.
Go through each point
Emphasize that ultimately - If your organization’s not experiencing consistency, then your customers probably aren't either
Go through each bottleneckThenGo through each recommendation to overcome bottlenecks
Recap. If these 4 principles were considered for every communication that reaches your customer the end result could only be positive customer experiences and growth on the bottom line.