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

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Are you using social, email, websites and blogs separately, or have you combined them in such a way that they are amplifying one another? What about your videos and on-demand webinar content? Where is your sign-up widget for your newsletter versus your blog? If you don’t have quick answers that explain how your digital channels fit together, then this webinar is for you. Join us as we discuss ways to cross-promote across channels and how to plan in an omni-channel world.

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

  1. 1. Omni-Channel Marketing Suzanne Carawan Chief Marketing Officer HighRoad Solution
  2. 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. 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
  4. 4. Different Approach http://www.guided-selling.org/omni- channel-vs-multichannel-customer- experience/
  5. 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. 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. 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
  8. 8. 2016 SDMA
  9. 9. What Are Omni-Channel Metrics? Multi-Channel Mindset (Operational) Omni-Channel Mindset
  10. 10. User-Centric Model of Layering
  11. 11. Layering with Omni-Channels
  12. 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. 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. 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

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