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Omni-Channel
Marketing
Suzanne Carawan
Chief Marketing Officer
HighRoad Solution
All the ways you interact with a user:
• Instagram on iPhone
• Facebook on iPad
• Chrome on Laptop
• YouTube Video on Laptop
• Text Message on iPhone
• Direct Mail in Inbox
• Booth at Tradeshow
• Ecommerce Receipt
Multi-Channel Marketing
• Operational in viewpoint
• Doesn’t answer:
– How are they connected
– What if a user has multiple touchpoints
(they always do)
– How do we buy, implement and
measure each one if all thought of and
managed separately (NOTE!!!! And by
different departments)
Issues with Multi-Channel
Different Approach
http://www.guided-selling.org/omni-
channel-vs-multichannel-customer-
experience/
Mindset Shift:
“Marketers now need to provide a
seamless experience, regardless of
channel or device”
-Marketo
Great Article to Read!
http://blog.marketo.com/2014/04/the-definition-of-omni-channel-marketing-plus-7-tips.html
What is Omni-Channel
What Do We Need?
1. Top-down buy-in and understanding
that a user-centric approach is the way
to run the business
2. Cooperative departments that are all
focused on the end user (the U) with
incentives and repercussions in place
to stay focused on the U
3. Systems that talk to each other so that
there is one composite profile on each
user
4. Deep understanding of the U to send
right message through right channel at
right time
5. Knowledge & agility to create,
distribute & measure all points
How Is Your Org Doing?
1. Top-down buy-in and understanding
that a user-centric approach is the way
to run the business
2. Cooperative departments that are all
focused on the end user (the U) with
incentives and repercussions in place
to stay focused on the U
3. Systems that talk to each other so that
there is one composite profile on each
user
4. Deep understanding of the U to send
right message through right channel at
right time
5. Knowledge & agility to create,
distribute & measure all points
2016 SDMA
What Are Omni-Channel Metrics?
Multi-Channel Mindset
(Operational)
Omni-Channel Mindset
User-Centric Model of Layering
Layering with Omni-Channels
• How do people get to your website?
• How do people sign up for your
email newsletter?
• How do people go through the
interactions to get to the conference
and then beyond?
Layering Cross-Check
1) Omni-channel is a mindset
2) Omni-channel is an organizational
approach to business approaches
3) Omni-channel needs different
metrics
4) Think through your digital
ecosystem
Summary
Marketing Technology for Associations
Contact us: HighRoad Solution
Name: Suzanne Carawan
Phone: 703.297.8480
Email: scarawan@highroadsolution.com
www.highroadsolution.com
www.highroadu.com

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ASAE Lunch Learning Webinar: Omni-Channel Marketing: How to Layer Your Channels to Increase Leads

  • 2. All the ways you interact with a user: • Instagram on iPhone • Facebook on iPad • Chrome on Laptop • YouTube Video on Laptop • Text Message on iPhone • Direct Mail in Inbox • Booth at Tradeshow • Ecommerce Receipt Multi-Channel Marketing
  • 3. • Operational in viewpoint • Doesn’t answer: – How are they connected – What if a user has multiple touchpoints (they always do) – How do we buy, implement and measure each one if all thought of and managed separately (NOTE!!!! And by different departments) Issues with Multi-Channel
  • 5. Mindset Shift: “Marketers now need to provide a seamless experience, regardless of channel or device” -Marketo Great Article to Read! http://blog.marketo.com/2014/04/the-definition-of-omni-channel-marketing-plus-7-tips.html What is Omni-Channel
  • 6. What Do We Need? 1. Top-down buy-in and understanding that a user-centric approach is the way to run the business 2. Cooperative departments that are all focused on the end user (the U) with incentives and repercussions in place to stay focused on the U 3. Systems that talk to each other so that there is one composite profile on each user 4. Deep understanding of the U to send right message through right channel at right time 5. Knowledge & agility to create, distribute & measure all points
  • 7. How Is Your Org Doing? 1. Top-down buy-in and understanding that a user-centric approach is the way to run the business 2. Cooperative departments that are all focused on the end user (the U) with incentives and repercussions in place to stay focused on the U 3. Systems that talk to each other so that there is one composite profile on each user 4. Deep understanding of the U to send right message through right channel at right time 5. Knowledge & agility to create, distribute & measure all points
  • 9. What Are Omni-Channel Metrics? Multi-Channel Mindset (Operational) Omni-Channel Mindset
  • 12. • How do people get to your website? • How do people sign up for your email newsletter? • How do people go through the interactions to get to the conference and then beyond? Layering Cross-Check
  • 13. 1) Omni-channel is a mindset 2) Omni-channel is an organizational approach to business approaches 3) Omni-channel needs different metrics 4) Think through your digital ecosystem Summary
  • 14. Marketing Technology for Associations Contact us: HighRoad Solution Name: Suzanne Carawan Phone: 703.297.8480 Email: scarawan@highroadsolution.com www.highroadsolution.com www.highroadu.com