Академический Документы
Профессиональный Документы
Культура Документы
Customer Marketing
Today, keeping in touch with customers requires a multichannel strategy. Heres how to get started with coordinating,
prioritizing and running your multi-channel campaigns
E-BOOK
Introduction
We are multi-screen creatures. We move sequentially between computer,
smartphone, tablet and TV or use them simultaneously, according to context
and in order to be more efcient.
As businesses communicating with customers, its imperative that we understand
this fundamental aspect of the user experience and tailor our marketing strategies
accordingly. In other words, keeping in touch with customers requires a multichannel strategy.
When done right, multi-channel interactions amplify the brand just the way that
orchestrating different instruments together yields a much richer musical
experience than any single instrument playing alone.
By cohesively managing an orchestra of campaigns across multiple channels
email, SMS, push notications, Facebook Custom Audiences, etc. brands create
a powerful presence in the lives of their customers. The emphasis, of course, is
on managing cohesively: when dealing with customer-centric, multi-channel
communications, the difference between seamless and elegant and coarse
E-BOOK
02
An orchestra of
campaigns
creates a powerful
presence
03
Channel Medium
Different types of messages work better over different channels. For example,
SMS text messages work best for short messages that have some urgency
associated with them. Emails are obviously better suited for longer messages
and in cases where the visual design plays an important role in the message.
Facebook is best suited to social communications or messages that are designed
to go viral, etc.
Different types of
messages work
better over
different channels
Multi-Channel Variety
Our brains are wired to automatically differentiate between information that we
need to notice and retain versus information that we can discard immediately.
Without this ability, we would be quickly overwhelmed with information and
unable to function. Because our brains are able to ignore or discard most
marketing messages, especially in this era of marketing overload, advertising
must be repeated to get the audiences attention. Repeating a message via
different channels is much more effective than repeating it via a single channel.
E-BOOK
04
Multi-Channel Synergy
When multiple channels are used in such a way that they complement and support
each other, individual campaigns can generate better than expected results.
For example, if there is no response to a push notication within a reasonable
amount of time, we can use another channel to reinforce the message without
annoying the customer with multiple messages of the same type.
This is the magic of multi-channel, where one and one make three. Multi-channel
marketers don't think of a push notication and a follow-up email as separate
marketing messages. Instead, by focusing on the desired result, each customer is
touched however many times is necessary in the best channels for him or her.
Rather than looking at email open rates or other metrics for individual channels,
stay laser-focused on campaign success by measuring overall effectiveness
across all channels. This holistic approach yields the true picture of marketing
success from multi-channel synergies.
E-BOOK
Sometimes the
whole is worth
more than the sum
of its parts
05
COST
ATTENTION
DESIGN
ANNOYING
Low
Medium
High
Medium
SMS
Low
High
Low
High
Push notication
Low
High
Low
Low
In-app/on-site
Low
High
High
Low
Medium
Low
High
Low
Medium
Medium
High
Medium
Medium
Medium
High
Medium
Direct mail
High
Medium
High
Medium
Call center
High
High
Medium
High
06
MAIN CONS
BEST PRACTICES
E-BOOK
07
MAIN PROS
MAIN CONS
BEST PRACTICES
content.
overdo it!
generally unreliable.
E-BOOK
08
MAIN PROS
MAIN CONS
BEST PRACTICES
Immediate delivery.
SMS
E-BOOK
09
MAIN PROS
MAIN CONS
BEST PRACTICES
Zero cost.
Easy to disable.
Immediate delivery.
notications.
call-to-action.
100% deliverability.
PUSH
NOTIFICATION
E-BOOK
10
MAIN PROS
MAIN CONS
BEST PRACTICES
Realtime delivery.
IN-APP/ON-SITE
MESSAGING
site/app.
Highly actionable.
E-BOOK
11
MAIN PROS
MAIN CONS
BEST PRACTICES
Expensive.
GOOGLE DISPLAY
NETWORK
environment.
blindness.
some customers.
E-BOOK
12
MAIN PROS
MAIN CONS
BEST PRACTICES
Expensive.
environment.
FACEBOOK CUSTOM
AUDIENCES
E-BOOK
13
MAIN PROS
MAIN CONS
BEST PRACTICES
Expensive.
methods.
environment.
TWITTER TAILORED
AUDIENCE
E-BOOK
14
MAIN PROS
MAIN CONS
BEST PRACTICES
Expensive.
marketing overload.
DIRECT MAIL
E-BOOK
15
MAIN PROS
MAIN CONS
BEST PRACTICES
Very personal.
Expensive.
100% measurable.
Difcult to scale.
CALL CENTER
E-BOOK
other channel.
intrusive.
16
Message Blast
Send the same offer via every channel at once. This works best for a great,
limited-time offer that is highly focused to a niche segment of customers for
E-BOOK
17
example, big spenders who you know are very interested in a particular product
category. Its also very effective when you want to make sure that every
customer in the segment sees the offer, somehow, on the same day you send it.
Channel Competition
Run campaigns with the same message/call-to-action via different channels, to
different random segments of a target group to see which ones work better.
Known as A/B/N testing, this approach can reveal which types of messages
work best over which channels for your various target segments.
E-BOOK
18
Coordinating your
channels is key for
success
19
It is ideal to have
a single campaign
management
framework
Even the smartest marketers struggle to measure and increase business value
from customer marketing, and are under increasing pressure to do so. Optimove
is the only customer marketing cloud that connects customer marketing to
business results with predictive customer modeling, multi-channel campaign
automation, real-time hyper targeting, and self-optimizing personalization. Ready
to see how predictive customer marketing can help you grow at record speeds?
Request a personalized demo today!
www.optimove.com | info@optimove.com
E-BOOK
20