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10 omnichannel strategy essentials for 2021

Dr Dave Chaffey explains the success factors for creating a digital strategy using the latest examples and research from a range of industries. Omnichannel is relevant to all sectors' and includes examples form sectors including Brands, manufacturers, retail, healthcare, FS and B2B.

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10 omnichannel strategy essentials for 2021

  1. 1. 1 10 Omnichannel strategy essentials for 2021 Dr Dave Chaffey Co-founder Smart Insights Digital Marketing Priorities brought to you by
  2. 2. 2 About Dave Chaffey and Smart Insights
  3. 3. 3 The RACE planning framework Source: Smart Insights digital marketing planning template
  4. 4. 4 All businesses should think Omnichannel “Multichannel is an operational view – how you allow the customer to complete transactions in each channel. Omnichannel, 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. Omnichannel 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!” John Bowden, Senior VP of Customer Care at Time Warner Cable
  5. 5. 5 1 Review new customer behaviours and preferences
  6. 6. 6 What it means? Set targets for adoption of your online services based on local research
  7. 7. 7 Retail example – digital participation pandemic growth
  8. 8. 8 Review value by persona / profile Details need for an effective persona: • A. Characteristics • B. Motivations and Buyer behaviour • C. Customer journey/ content mapping
  9. 9. 9 2 Review business and revenue models Original: Strategyzer.com Designed by: The Business Model Foundry (www.businessmodelgeneration.com/canvas). PowerPoint implementation by: Neos Chronos Limited (https://neoschronos.com). License: CC BY-SA 3.0
  10. 10. 10 Review D2C / DTC options Source: McKinsey: Should CPG manufacturers go direct to consumer—and, if so, how?
  11. 11. 11 Another omnichannel view and suggestion The challenge of omnichannel “Omnichannel marketing is about providing appropriate and relevant content across different channels that ties together to create a unified message, without becoming repetitive. Many companies try but fail to build an omnichannel experience for every channel and customer. Leaders should instead limit their focus to the top two or three cross-channel customer interactions.” McKinsey July 2020
  12. 12. 12 Source: Gartner
  13. 13. 13 Example - Optimizing a D2C Subscription offer
  14. 14. 14 Financial services switching example Source: McKinsey – moving to a user-first omnichannel example
  15. 15. 15 3 ‘Humaning’ - Review brand fit to consumer expectations Source: Mondelez (Cadbury, Oreo)
  16. 16. 16 3 ‘Humaning’ – Review brand tone/style Source: Braze/Forrester : How human is your brand? The Bigger Picture – Think with Google
  17. 17. 17 Retail example – AI NLG used to personalize communications on emotional response and empathy Persado AI-based personalization study - findings based on language experiments using over 2000 unique words included in more than 170,000 different message permutations across 6 billion messages served.
  18. 18. 18 4 Plan for digital marketing transformation
  19. 19. 19 Six pillars of effective omnichannel marketing Planning and Governance Goals and measurement Media Content Experience Conversational messaging • Strategic initiatives • Marketing integration • Digital transformation • Business and revenue models • Budgets and ROI • Systems, structures and processes • Resources and skills • Marketing technology • Forecasts • Digital KPIs • Digital dashboards • Customer profiles • Attribution • Paid media • Owned media • Earned media • Content marketing strategy • Top-of-funnel (TOFU) • Middle-of-funnel (MOFU) • Bottom-of-funnel (BOFU) • Website customer journeys • Landing pages • Multichannel path to purchase • Conversion Rate Optimization • Personalization • Email marketing • Mobile messaging • Human-assisted chat • Automation and CRM The six pillars simplify digital marketing complexity from hundreds of tools and communications to potentially use. Our research shows that many people invest time and money without a plan, goals or measurement. Madness! Our pillars also highlight the key investment areas for which every organization, regardless of size or sector, needs to decide their plans and priorities to interact and sell to consumers or businesses online. We recommend these success factors are reviewed across each part of the RACE framework as the next slide shows.
  20. 20. 20 Smart Insights: Free digital marketing benchmark templates How do your capabilities compare?
  21. 21. 21 Create an omnichannel marketing plan
  22. 22. 22 Source: Always-on customer lifecycle article 5 Plan always-on lifecycle tactics to support growth
  23. 23. 23 Tapping into digital intermediaries
  24. 24. 24 6 REACH. Review search share Source: Les Binet adam&eveDDB What it means? Track brand intent through time for your products and services
  25. 25. 25 Fashion example – comparison of 4 brands Source: ClickThrough Marketing
  26. 26. 26 7 ACT. Review Content strategy effectiveness Source: Scott Brinker, The 4th Wave of Content Marketing What it means? Ensure content assets are delivering ROI or rationalize
  27. 27. 27 Consumer example DVP with clear outcomes
  28. 28. 28 B2B example - map content across funnel PLAN Annual GTM and communications plans based on six pillars REACH Grow awareness using inbound marketing ACT Generate website leads using content assets CONVERT Using offline sales touchpoints with online content support ENGAGE Create loyalty amongst customers GOVERNANCE Go To Market plan Value proposition narratives. Customize analytics, Dashboard, KPIs. Martech stack • Acquisition plan and budget • Google Analytics lead goals • Contact strategy for lead nurture • Bidding process • CRO plan • Retention plan • Post-campaign review GOALS AND MEASUREMENT Improve lead volume, quality, sales velocity and ABM Improve awareness: • Impression share • Unique visitors Improve MQLs: • Database contacts • Lead profile quality Improve SQLs: • Number of pitches and bids Improve retention: • Repeat contracts and renewal size CONTENT AND EXPERIENCE Define content strategy to explain Value Proposition Improve customer journeys Define personas with content mapping TOFU Content: • Demand gen blogs • Infographics • Analyst reports MOFU Content: • Products and solutions pages – co-branded • Landing pages BOFU Content: • TCO business-case whitepapers • Case studies by application/industry • Calculators ROFU content: • Customer support • Community– user groups MEDIA Always-on and campaign-based media plan Editorial calendar Grow reach: • Target keywords • Organic search/social • ABM advertising Convert to lead: • Webinars and roundtables • Ad retargeting • Influencer marketing Nurture to sale: • Ad retargeting • Influencer marketing Engage customers: • Ad retargeting • Social media advocacy CONVERSATION MESSAGING Multichannel contact strategy focusing on email nurture Improve data quality Offline/offsite convos: • Publisher and trade-show emails and ads • Event marketing Initial interactions: • Welcome emails • Website live chat • Website message bots Nurture interactions: • Email nurture and retargeting • Website personalization and • Website message bots Customer interactions: • Onboarding • Newsletter • Website personalization
  29. 29. 29 Source: Smart Insights E-commerce conversion rates compilation For non E-commerce businesses, lead generation conversion rates vary between 2.6 and 6.0% 8 CONVERT. Using structured testing to improve revenue per visit
  30. 30. 30 Q. Do you have the agile mindset to improve your results from digital marketing? Source: Chris Goward - WiderFunnel Recommendation: Include regular structured experiments in your 90-day plans
  31. 31. 31 B2B - Create segmented customer journeys
  32. 32. 32 Prioritizing your tests with PIE • Potential: Uplift? • Importance: Traffic volume, value, quality • Ease: Implementation? Source: Improve digital experiences learning path module
  33. 33. 33 9 ENGAGE. Review conversational contact strategy
  34. 34. 34 Review the opportunity of AI and machine learning
  35. 35. 35 10 ENGAGE. Use Voice of Customer to review experience.
  36. 36. 36 CONCLUSION. BREAKING DOWN ORGANISATIONAL SILOS
  37. 37. 37 Learn more about Smart Insights business membership offers and industry sector advice
  38. 38. 38 Q&A – Questions and discussion welcome! https://www.linkedin.com/in/davechaffey

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