With so many choices, channels and constraints how do you prioritize your budgets and resources to maximize the impact of your interactive marketing? This webinar will cover how to: • Get buy in from key stakeholders • Construct concurrent or consecutive programs so they support and enhance each other • Prioritize efforts across channels based on what really matters • Separate test budgets from working budgets • Develop and execute actionable dashboards • Deciding which channels make sense for the audience and content Speakers Robin Neifield, CEO, NetPlus Marketing

1. The Ten Step Guide
to Creating Your
Multi-Channel
Marketing Strategy
PRESENTED BY NETPLUS
March 12, 2013

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Multi-Channel Marketing Strategy
Multi-channel?
Omni-channel?
Whatever….
Put your customers in the center of your strategy.
© 2013 NETPLUS MARKETING, INC.

3. The Ten Step Guide
to Creating Your
Multi-Channel
Omni- Channel
Marketing Strategy
PRESENTED BY NETPLUS
March 12, 2013

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Multi-Channel CUSTOMER Strategy
 Recognized with relevant
content and experiences
 Executed across
channels, devices and
activities
 Real time (or close to it)
responsiveness
© 2013 NETPLUS MARKETING, INC.

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Multi-Channel CUSTOMER Strategy
What does it take to deliver against
consumer expectations in this era?
 Big data
 No silos
 Use of info
 Don’t make assumptions
 Recognize it is not all digital
 Consistency
 Willingness to change
© 2013 NETPLUS MARKETING, INC.

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Why is Multi-Channel Important?
Mobile and Tablet Usage Now Mainstream
© 2013 NETPLUS MARKETING, INC.

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Why is Multi-Channel Important?
Consumers are transferring media time to mobile.
© 2013 NETPLUS MARKETING, INC.

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Why is Multi-Channel Important?
Multi-screen, multi-device behaviors now typical.
© 2013 NETPLUS MARKETING, INC.

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Marketplace Changes
New platforms, devices, connectivity options and integration
opportunities have brought:
 Changes in consumer media consumption patterns
 Changes in other consumer behaviors
 More data but not necessarily more insights
 Exploded opportunity set for advertisers to sort through and prioritize
 A constantly connected consumer base
 Changes in consumer expectations
 Content, context and design challenges
© 2013 NETPLUS MARKETING, INC.

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Steps to Creating a Multi-Channel
Customer Strategy
© 2013 NETPLUS MARKETING, INC.

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1 – Conduct a Program Audit
Conduct an audit and analysis of existing programs including
allocated resources, touch points and value/contribution
 Customer mapping
 Content updates
 Data accessibility
© 2013 NETPLUS MARKETING, INC.

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2 – Get Buy in From Key Stakeholders
 Don’t go it alone – confer with and get buy in from colleagues
and partners
 Produce guiding documents including a mission statement
 Take your analysis, maps and guiding doc to the highest level
you can
 Bring recommendations for optimization and testing
 Estimates for any work required along with a list of
benefits and the forecasted impact
© 2013 NETPLUS MARKETING, INC.

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Channel Integration
 Mission:
ACME corporation will achieve a unified brand plan, organizational vision and customer
experience through the integration of digital content, audience touch points, data sets and
analytic framework
 Timeframe:
 phase 1 – planning Q2 2012
 phase 2 – implementation Q3-Q4 2013
 Objectives:
 Collaborative planning leading to shared, quantifiable goals
 Distributed, common content
 Single data set accessible by all internal audiences
 Integrated analysis, optimization and reporting
 Guiding principles:
 The Acme customer comes first – any changes must improve their experience with our brand
 Investments will be justified over a mid term time frame (2-4 years)
 The program must be scalable and flexible for future, unforeseen challenges and opportunities
© 2013 NETPLUS MARKETING, INC.

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3 – Identify Channel Opportunities
Different for each marketer based on:
 Business goals
 Current status of adoption and success
 Audience
 Industry and competitive set
© 2013 NETPLUS MARKETING, INC.

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Multi-Channel Mobile
© 2013 NETPLUS MARKETING, INC.

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Multi-Channel Mobile
© 2013 NETPLUS MARKETING, INC.

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Multi-Channel Mobile
 Growing share of consumer time spent – 28% and growing
 Primary multi-tasking devices
 Primary social connectivity device
 Different demographics use differently
 App market exploding (1billion app users worldwide)
 Too many websites not yet optimized for mobile viewing
Make Mobile Multi-Channel: optimize for mobile traffic, create the
relevant user experience for mobile viewing
© 2013 NETPLUS MARKETING, INC.

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Multi-Channel Search
© 2013 NETPLUS MARKETING, INC.

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Multi-Channel Search
 Take advantage of mobile search options
 Drive consumers to the appropriate experience.
 Broaden your definition of search beyond Google and beyond
the search engines
o Facebook Graph is a game changer
Make Search Multi-Channel: create mobile specific search
campaigns with their own ad copy, ensure mobile friendly
landing pages, use keyword insights to improve ad copy and
other content across channels
© 2013 NETPLUS MARKETING, INC.

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Facebook Graph Search
 Socially informed search
 Weighted to what your
friends like or recommend
 Unique results => higher
relevancy => higher click
rates and more efficiency
© 2013 NETPLUS MARKETING, INC.

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Multi-Channel Display Media
Banner ads formats, content and distribution have evolved:
 New customer targeting options – social and search
behaviors, enriched customer profiles, RTB options
 New channels of distribution – search networks, social
networks
 New compelling content types – friend’s
recommendations, visual images
 Many conversions in banner – email or other data
capture, video views, share
Make Display Multi-Channel: use new targeting options that
leverage search and social behavioral cues, gather remarketing
data in rich media ad formats
© 2013 NETPLUS MARKETING, INC.

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Make It Visual
Often overlooked opportunities
 Rise of visual content sharing sites like
Instagram and Pinterest
 Facebook’s newly redesigned News
Feed is all about images
 Most shared content is visual, including
video, and may follow popular memes
or trends
© 2013 NETPLUS MARKETING, INC.

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Video
 Video’s share of digital ad dollars is currently less than 10% but
on an impressive growth curve to reach 15% by 2016*
 Frequently shared content
 New ad units integrated into video buys get impressive
conversions
Make Video Multi-Channel: insert share buttons and motivate or
incent sharing, incorporate in video ads if appropriate, distribute
video content across channels and track usage
* http://www.emarketer.com/Webinar/Trends-Video-Advertising-Measurement/4000062
© 2013 NETPLUS MARKETING, INC.

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Email
 The #1 mobile activity is email*
 Rethink email across your channels – taking into account:
o Screen size, design and usability
o Relevant content
o Consumer context
o Post click experience
*Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2012–2017,” Feb. ‘13
© 2013 NETPLUS MARKETING, INC.

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Email
 Integrate email and social programs for:
o Acquisition
o Testing
o Frequency
o Performance
o Qualifying
o Efficiency
Make Email Multi-Channel: link email content to social with sharing
buttons, optimize for mobile use, differentiate between tablets and
smartphones, capture email from social fans, test content and
subject lines in social, use responsive design
© 2013 NETPLUS MARKETING, INC.

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Social Media
 Outstanding reach – 1.4 billion people around the world
 Dovetails with location and mobile targeting
 Offers previously unavailable niche behavioral and
demo/social targeting capabilities
 Unique mindset of participants
 WOM, viral and advocacy opportunities
Make Social Multi-Channel: Use listening tools to
hone keyword sets and messaging and gain
audience insights, distribute promo messaging and
coupons, support event attendance and offline happenings
© 2013 NETPLUS MARKETING, INC.

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Traditional Marketing
 Converged media
 CTAs now decidedly digital
 Digital content
 Use technology
Make Traditional Marketing Multi-Channel: create consistency
in messaging, look and feel across channels, decide upon
the final, destination and all channels to drive there, use
attribution modeling to give multiple channels credit for the
conversions, invest in a CMS, leverage paid/owned/earned
models
© 2013 NETPLUS MARKETING, INC.

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Content Strategy
 Content challenges are multiplying as digital destinations multiply
o Consistency of message, look and feel
o Sheer volume of required content challenges organizations
o Many different forms needed, ad copy, video, blog posts,
images, recipes, product descriptions
o No person or dept with clear responsibility
o Think about audience, location and device preferences
Make Content Multi-Channel: make use of precious and expensive
content assets in multiple ways across channels, insert sharing
options, meld content goals with SEO standards, use social
listening to find content clues
© 2013 NETPLUS MARKETING, INC.

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Channel Opportunities
Channel Goals KPIs/outcomes
Overall Build valuable, customer # customers, AOV, # return
connections to fuel brand growth customers
SEO/SEM Increase traffic quality and volume across brand Increased page views, improved conv rate,
properties move site demos closer to target demos
Email Improve remarketing capabilities, promo support and Data fields captured, open and conv rates,
coupon distribution coupons
Website Distribute promos, provide product education, drive to Store locator usage, promo or coupon
store, capture email opt-ins downloads, deep page views, more opt-ins
Mobile site Drive consumers efficiently to retail locations armed with Reduction in bounce rates on site, min clicks
current promotion info to relevant info, increase store locator usage
Social Media Activate loyalists, gain audience insights, build Increased positive brand mentions, new
and Social remarketing platforms testimonials, improved keyword list, more
Advertising Reach niche audiences, promote videos fan or follower access
Display Extend brand awareness, distribute coupons, competitive Increased search volume and call center
targeting volume
TV Reach and awareness, drive to web Increased web traffic, esp deep pages
Print/direct Product education, drive to web Increased web traffic and video views
Video Product education Video views and shares, product inquiries
© 2013 NETPLUS MARKETING, INC.

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4- Maintain Consumer Focus
 Protect your customers
 Accept responsibility for your role in the broader consumer
experience online
 Be judicious in using collected information
 Be transparent and offer choice
 Give more than you get
 Think long term
© 2013 NETPLUS MARKETING, INC.

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5- Prioritize
 You might not need to be everywhere to succeed – know your
audience
 Avoid the shiny object factor
 Don’t follow competitors – carve out your own success
 Be attuned to change
© 2013 NETPLUS MARKETING, INC.

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6 – Create Your Plan
K.I.S.S. – There are no points for complexity or number of channels
used. Avoid fractured, over-complicated plans by narrowing your
efforts to only those that help you either:
1. Sell
2. Build, or
3. Learn
The plan is composed of the tactics that support your channel priorities.
© 2013 NETPLUS MARKETING, INC.

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7 – Develop Actionable Data Sets
 Agree on KPIs
o Organizational program and performance
o Customer experience improvements
 Establish tracking across all marketing channels
o Unique descriptors
o Channel goals
 Create decision-focused dashboards
© 2013 NETPLUS MARKETING, INC.

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8 – Review Org structure
 Functionally oriented structures and silos reduce the chance
for collaboration
 Different reporting structures inhibit oversight for consistency
in messaging and customer experience
 Lack of required technology investment to integrate needed
data and information (Not my budget!)
 Big Data and the convergence of departments, data
sets, partners
 Agility
© 2013 NETPLUS MARKETING, INC.

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9 – Iterative Planning
 Don’t get paralyzed by the changes ahead
 Don’t rush into every new thing
 Don’t attempt too much at once – try a phased approach
 Don’t get lost in the analytics
 Build in extra watchfulness and optimization for new and
early programs
 Build in aggressive out clauses
 Build in budget reserves
 Factor in competitive response
© 2013 NETPLUS MARKETING, INC.

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10 – Launch Plan
 Create defined check-ins and feedback loops
 Assign responsibility for ongoing reviews
 Allow some controlled risk into your planning process
o Test programs
o Learning objectives
© 2013 NETPLUS MARKETING, INC.

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10 Step Guide to a
Multi-Channel Customer Strategy
1. Conduct an audit and analysis of existing programs and resources
2. Present to key stakeholders for input and feedback
3. Establish clear overarching objectives with channel specific priorities
4. Assert and maintain a consumer focus
5. Test plan against organizational priorities
6. Develop your multi-channel plan
7. Develop actionable data sets and dashboards
8. Review existing organizational structure and P&L /budgets for alignment
9. Iterative planning and implementation
10. Launch plan with defined check-ins and feedback loops
© 2013 NETPLUS MARKETING, INC.

38. Thank You.
Robin Neifield
CEO, Netplus
rn@thinknetplus.com
610-897-2382