How to think strategically about omni-channel marketing for your small business, enterprise, or organization. What brands need to succeed with multi-channel marketing campaigns, process and tools, cohesive design, a singular voice, seamless technology, and a measurement plan across channels.

1. OMNI-CHANNEL
DIGITAL
MARKETING
Rhea Drysdale | Oct. 12th 2016
#Pubcon @Rhea @OutspokenMedia

2. Unified marketing
experience across multi-
channels (digital, brick &
mortar, print, etc.).
#Pubcon @Rhea 2

3. Omni-channel marketing
isn’t right for everyone!
#Pubcon @Rhea 3

4. Requirements =
#Pubcon @Rhea 4

5. 1) You have multiple
channels to market on.
5#Pubcon @Rhea

6. 2) You’re confident in your
strategy and know it will
resonate with stakeholders.
6#Pubcon @Rhea

7. 3) You have the
resources needed to
coordinate and
implement campaigns.
7#Pubcon @Rhea

8. Organizations with
great omni-channel
marketing have one
thing in common:
8#Pubcon @Rhea

9. Great Brands
(And they’re usually highly effective with great reputations
and coordinated efforts.)
9#PubCon @Rhea

10. Subscribe!
We’re releasing the 2nd
Chapter, Brand versus
Reputation, of the Reputation
Marketing Guide this week.
10#PubCon @Rhea

11. All organizations can
succceed at omni-
channel marketing
through:
11#PubCon @Rhea

12. Campaigns
12#PubCon @Rhea

13. You succeed at
omni-channel marketing
strategy by
using everything!
13#PubCon @Rhea

14. Marketers have a bad
reputation, because we’re
silo’d and wasteful.
14#PubCon @Rhea

15. Is it because we prioritize
short-term growth over
long-term strategy?
15#PubCon @Rhea

16. What do these
brands have in
common?
16#PubCon @Rhea

18. Process & Tools
18#PubCon @Rhea

19. Create an internal Brand
Resource Center and
include all marketing assets
and brand guidelines.
19#PubCon @Rhea

20. Cohesive Design
20#PubCon @Rhea

26. Singular Voice
26#PubCon @Rhea

27. Develop a verbal identity
across all channels.
27#PubCon @Rhea

28. Create promotional copy (style
and tone), organic intent
documentation, and how to
engage with social media
promotions and replies.
28#PubCon @Rhea

30. Making a reservation:
“Are you celebrating
something tonight?”

31. When you’re seated:
“What brings you out today?”

35. Don’t just outline what
you say, but also what
you don’t say!
35#PubCon @Rhea

36. Seamless
Technology
36#PubCon @Rhea

37. Identify how your
stakeholders are engaging
and invest in technology
that gets you seen.
#Pubcon
37

38. Mobile-friendly
Apps
SMS
Email
Social
Push notifications
TV
Home assistants
Channels
beyond
desktop
websites
#Pubcon @Rhea
=

40. Geico’s iTunes reviews:
“…I’ve been able to get a quote,
add the vehicle, and fax proof of
insurance to the dealership (and
now leave a full review) all while the
guy is doing our paperwork.”

41. Redesigned client site
with a challenging
template-specific
customization, but
carried it through in
responsive layouts.
41#PubCon @Rhea

42. Push users to sign-in to
deliver a personalized
cross-device
experience.
42#PubCon @Rhea

43. To push cross-device
sign-in, you need to
deliver value to the user
on that device!
43#PubCon @Rhea

44. You also need to make it
easy for them…
44#PubCon @Rhea

46. Measurement Plan
An SEO story
46#PubCon @Rhea

47. Collect data on how organic
changes across different
devices to inform marketing
strategy.
47#PubCon @Rhea

48. Google Search Console
48#PubCon @Rhea

49. Desktop
119,842
6,721,431
1.78%
14.3
49
Mobile
167,227
4,761,974
3.51%
7.0
clicks:
impressions:
CTR:
avg position:
#PubCon @Rhea

50. STAT Search Analytics

51. Device
Avg
Google
Rank
Avg
Google
Base
Rank
Count of
Google
Universal
Results
Count of
Keywords
desktop 33 32 1,020 1,464
smartphone 38 36 163 195

52. What’s displacing so
many organic
positions on a
smartphone?
52#PubCon @Rhea

53. It’s Places & News…
53#PubCon @Rhea

54. …smartphone users
won’t have the same
organic experience!
54#PubCon @Rhea

55. Who is the best at
omni-channel?
Google
55#PubCon @Rhea