WELCOME TO: SUCCESSFUL MULTI-CHANNEL ENGAGEMENT

WE’RE HERE TO...

Introduce ourselves

Integrating traditional and digital channels: challenges and pitfalls

Using digital channels well

WHO ARE MINTTWIST?

FOUNDED 2002

A FULL-SERVICE DIGITAL AGENCY IN LONDON AND DUBAI

300+ CLIENTS

25 FULL-TIME STAFF

BRIEF HISTORY OF MARKETING

BRIEF HISTORY OF MARKETING

BRIEF HISTORY OF MARKETING

BRIEF HISTORY OF MARKETING

WHY MULTI-CHANNEL? More exposure

Customer satisfaction

More business

CHALLENGES NUMBER OF CHANNELS USE THEM ALL? WHICH ONES ARE THE BEST?

NOISE HOW CAN YOUR MESSAGE RESONATE? DATA TOO MUCH OR TOO LITTLE RESOURCES NOT ENOUGH

PITFALLS OVER-COMMITTING

FOLLOWING TRENDS… …BADLY

WHAT CAN I DO? PLAN! ASK YOUR CUSTOMERS AND IDENTIFY CHANNELS WITH OPPORTUNITY

GET YOUR DATA IN ORDER SEGMENT AND PERSONALISE USE RESOURCES WISELY DON’T DISTRACT THEM REVIEW REGULARLY!

MOBILE

GLOBAL MOBILE LANDSCAPE

SAMSUNG MOST POPULAR BRAND 31.7% ANDROID MOST POPULAR OS 79% 3.5BN MOBILE SUBSCRIBERS BY 2014 USING THE INTERNET IS THE MOST POPULAR TASK

UK MOBILE LANDSCAPE

10.8 M IPHONE 28.3M ANDROID 29.8 M NON-SMARTPHONE 3 OUT OF 4 ADULTS BY 2016 56% OF SMARTPHONE OWNERS ALSO OWN A TABLET 44% OWN A SMARTPHONE, TABLET AND LAPTOP

55+ FASTEST GROWING GROUP

WHY MOBILE?

BETTER USER EXPERIENCE = MORE CONVERSIONS MORE CONVERSIONS = NOT MISSING OUT HABITS HAVE CHANGED GOOGLE WANTS YOU TO HAVE IT IT’S EXPECTED

HOW CAN I INTEGRATE?

SEARCH - LOCALISATION RESPONSIVE EMAIL POLLS AND SURVEYS CONTACT PREFERENCES KEEP DATA FRESH TEXT FOR RESPONSE

EMAIL

COMMON CRIMES

IMAGE HEAVY ALWAYS LET PEOPLE UNSUBSCRIBE

EMAIL ISN’T DEAD

ENCOURAGES A DIRECT RESPONSE

CHECK THEY ARE FIT FOR PURPOSE

WHY EMAIL? GETS MORE CUSTOMERS THAN SOCIAL MEDIA

WHY EMAIL? EMAIL IS USED TO REFER

PROMOTION Use it to tell your audience about other channels

Sony did this recently with great success

CONTENT

“CONTENT IS KING”

• Articles – blog, print, internal • Case studies • Proposals • Emails • Presentations • Images – photos, infographics • Video

REPURPOSE

HOW DOES YOUR AUDIENCE CONSUME CONTENT? REVISIT CONTENT – CAN IT BE UPDATED? CAN YOU CHANGE THE FORMAT?

SHARE IT!

Article

Add to website

Social media

Email Newsletter

Sales

PR OUTREACH

SEO CONVERT

Article

Presentation

Infographic

Guest blog

Digested version

Article

Add to website

Social media

Email Newsletter

Sales

PR OUTREACH

SEO CONVERT

Article

Add to website

Social media

Email Newsletter

Sales

PR OUTREACH

SEO CONVERT

Article

Add to website

Social media

Email Newsletter

Sales

PR OUTREACH

SEO CONVERT

Article

Add to website

Social media

Email Newsletter

Sales

PR OUTREACH

SEO CONVERT SHARE IT! Not reinventing the wheel

Can drip the content out over time

Optimise for the medium

WEBSITE

COMMON CRIMES

• Over-complicated sites - KISS • Calls to action

should be clear • Not asking customers • Not promoting other

channels and how to stay in touch

BBC NEWS

BBC NEWS

• Easy to share

• Easy to see how to keep in touch

HERBERT SMITH

HERBERT SMITH Needs more action

Present more visually – buttons instead of links

Limit the ways to share

HERBERT SMITH

DELOITTES • Visualised data • Easy to share • Easy to understand

what is in the report

BUT • Calls to action could be

stronger • Contacts at top of the

page instead of bottom

SUCCESSFUL ENGAGEMENT NEEDS…

PLANNING

WELL-HONED PROCESS CONSTANT REVIEW

THANKS FOR LISTENING

152 killer keywords for email subject lines (and 137 crappy ones) http://econsultancy.com/uk/blog/63000-152-killer-keywords-for-email-subject-lines-and-137-crappy-ones 10 things to avoid using in your email subject lines http://econsultancy.com/uk/blog/63816-10-things-to-avoid-using-in-your-email-subject-lines Cross-Channel Marketing Report http://econsultancy.com/uk/reports/cross-channel-marketing-report Worst infographics http://www.worstinfographic.com/

RECOMMENDED READING