The Rudder Group Integrated Multichannel Social Marketing

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INTEGRATED MULTICHANNEL

SOCIAL MARKETING

The Rudder Group

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The Rudder GroupGrowth Strategies & Mentor Capital

INTEGRATED MULTICHANNEL SOCIAL MARKETING

• Integrated Multichannel Social Marketing: An approach to managing and optimizing customer engagement across the landscape of customer touchpoints.

• Integrated Multichannel Social Marketing Strategies: A marketing strategy that uses process, technology, and organizational alignment to engage current and prospective customers in all of the digital, social, and offline channels that are part of the buyer’s purchase process.

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INTEGRATED MULTICHANNEL MARKETING

• Integrated multichannel social marketing as common practice• 40% mature practitioners have implemented multichannel

marketing • 40% in transition • 5% had no plans to implement

• Perceived skills gap impedes multichannel marketing efforts• Non-practitioners had high perceptions of potential value• Reason for not moving toward a multichannel marketing

strategy is a lack of knowledge and skills

• Multichannel social marketing is an opportunity. • 77% agreed or strongly agreed they will drive more sales and

profit by evolving into an effective multichannel marketing company

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INTEGRATED MULTICHANNEL MARKETING IS NECESSARY TO ENGAGE THE MULTI-TOUCHPOINT CUSTOMER

Source: “The Emergence Of Customer Experience Management Solutions,” Forrester Research, Inc., August 10, 2011

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INTEGRATED MULTICHANNEL SOCIAL MARKETING ADOPTION & MATURITY

Source: A commissioned study conducted by Forrester Consulting on behalf of Sitecore, December 2011

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PERCEPTIONS ABOUT INTEGRATED MULTICHANNEL MARKETING

- POSITIVE & ASPIRATIONAL -


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INTEGRATED MULTICHANNEL SOCIAL MARKETING RETURNS

• Marketing practitioners experience improvements in campaign performance. • 60% of mature practitioners reported a +10% increase in

campaign payback• 48% reported +15% increase in impressions• 43% reported customer satisfaction improvements of +15%

• Improvements in operational performance. • 40% of mature practitioners reported a +15% in revenue

attributed to marketing programs• 60% reported a gain of +10% in return on marketing investment• 24% reported +15% reduction in sales cycle times


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Integrated Multichannel Social Programs- Significant Business Results -


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MATURE INTEGRATED MULTICHANNEL SOCIAL PROGRAMS- REPORTED SIGNIFICANT BUSINESS RESULTS -

• Increased alignment between sales and marketing

• 60% attributed a reduction in the end-to-end sales cycle time of more than 10% to their integrated multichannel marketing efforts

• 40% more likely to collaborate with sales on field programs

• 11% of marketing teams are more likely to be a primary contributor to the sales pipeline

• Significant impact on customer satisfaction

• 69% of mature practitioners reported CSAT (customer satisfaction) improvements of more than 10%


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TACTICAL RESULTS DRIVE STRATEGIC RESULTS

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INTEGRATED MARKETING PROCESSES - LOOSELY INTEGRATED -

Email campaigns are designed and delivered with one system; social media campaigns with another; digital events with yet another.

Marketing programs and customer engagement is planned with no insight into customer behavior on the website.

Marketing teams are challenged when creating and managing customer experiences on their websites and other digitally enabled touchpoints because the ecosystem of marketing solutions they use is siloed.

• 43% - Customer Data Management as having a well-integrated process

• 25% - Mobile Marketing (ranked at the bottom) as having a well integrated into the overall marketing mix

• Customer experience is disjointed and fragmented


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MATURE PRACTITIONERS MORE FULLY INTEGRATED - PROCESSES, CHANNELS, AND TECHNOLOGIES -


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STANDALONE NON-INTEGRATED MARKETING TOOLS


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INTEGRATED MULTICHANNEL SOCIAL MARKETING MATURITY MODEL


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INTEGRATED MULTICHANNEL SOCIAL MARKETING - KEY RECOMMENDATIONS -

Buyer behavior has irrevocably changed. Companies must evolve to meet the expectations and demands of the multichannel customer. If you have not already transforming your customer engagement processes into integrated, customer-centric processes, you are behind the vanguard.

• Create a culture that worships customer knowledge and interaction

• Stop thinking about campaigns and start thinking engagement

• Transform your website into a pervasive customer engagement hub

• Build the technical infrastructure to support dynamic, cross-channel conversations with customers

• Find a trusted IT advisor: Marketing is bound up in technology, as the majority of customer touchpoints are digitally enabled and the digital landscape of customer experiences is evolving at a breakneck pace

• Choose marketing technology partners that can help you rack up short-term gains on the path to the full vision

Documents

The Rudder Group Integrated Multichannel Social Marketing