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Omnichannel Done Right:4 Winning Examples + How-to Tips
Omnichannel Done Right:4 Winning Examples
+ How-to Tips
Today’s Speakers
Julia SteadDirector, DemandGen
Amber TiffanySr Content Manager
Dan WilliamsChief Revenue Officer
We live in a mobile, omnichannel world.
90%
of consumers move between multiple devices to accomplish their goals.
Marketing has gone mobile….EMAIL
Over half of Emails are Opened on
Mobile
SEARCH
Mobile Search Overtook Desktop
Search in 2015
ADS
Mobile Ad Spending Growing at 3x Non-
Mobile Digital Spending
SOCIAL
100% of Facebook’s Revenue Growth is
Coming from Mobile
…and it’s driving offline conversions.
vs.
This is a computer.
This is a phone.
“50% of consumers who do a local search on their phone visit a store within a day.”
SOURCE: think with Google
Billions
70%of mobile searchershave clicked to calla business basedon search results.
SOURCE: eMarketer, BIA Kelsey
Mobile Calls to BusinessesMobile Marketing Spend
In an omnichannel world, the customer conversation becomes more important than ever.
Conversations are the single most valuable customer interaction.
SOURCE: 2015 Invoca Call Intelligence Index, 2014 BIA Kelsey
Calls are the most valued form of lead especially in high value, high spend verticals like professional services, insurance, and travel.
Higher Converting Higher Average Order
So how are leading marketers driving more omnichannel
conversations?
Success Stories: A Magical, Customized Travel Experience
from Beginning to End
Direct Mail: Vacationers receive FastPass wrist bands in mail before their trip. Web, Mobile, Social: Share excitement on Facebook, and begin planning their experience on Disney’s website or mobile app
Customized Experience: Pre-Trip
Mobile App: Track & edit plans in real-time, provide recommended activities and event updates, while capturing photos and memories
Customized Experience: During & Post Trip
Email, Website, Digital Advertising: Disney sends personalized emails with memories from trip, plus customized offers and retargeting for future vacations.
DIY Tips:
Leverage all channels to create a more immersive customer experience – direct mail, digital advertising, social, email, and in-person interactions
Consider and plan a pre, during and post transaction strategy, to deliver a better brand experience, customer delight, and future upsell opportunities
Success Stories: A True One-To-One Customer Experience
The customer is met with a relevant message and informed sales rep through every step of the journey – with a message tailored to their specific product interests and personal details.
A seamless customer journey…
Facebook Ad for home security
Customized Landing page matching ad
Quick click-to-call conversion routed to home security sales
rep
Vivint leverages offline data from calls to better personalize their digital follow-up: sending personalized emails and retargeting ads based on what was said during the conversation.
Leveraging offline interactions for online personalization
Give prospects the chance to engage how they choose – make it easy for them to call with bold phone number calls to action.
Provide real-time caller data to sales reps, to ensure a seamless transition from digital message to conversation
Leverage caller data to create a more personalized follow-up experience
DIY Tips:
Success Stories: Using Digital to Drive In-Store Purchases
From shopping cart abandonment, to Facebook retargeting, to a local Google search, the pair of shoes stays top of mind and drives an in-store purchase.
Consistent digital messages drive offline purchases
Keep your brand top of mind with personalized retargeting messages (but make sure to stop once the purchase has been made!)
Take advantage of geographic targeting to drive in-store purchases and push upsell opportunities
Provide clear and easy contact details including address and phone number to facilitate easier communication
DIY Tips:
Success Stories: A Seamless Conversation Across All Channels
3 Day Blinds Marketing Challenges
Higher ticket considered purchaseNot a consumed product No retail storesNo ecommerceNot nationwide
How we get there… consistent and seamless path to conversion Where we are going
Where we areWhere we were
• No Integrated visibility
• No consistent messaging over different channels – bifurcated communication
We know the consumer Path (once the consumer reaches out to us)
• We have clean messaging over email and display
• We have customization (Segments & Personal)
360 degree view, fully integratedIntegration beyond digital – Drawing on the power of our new segmentation• Direct Mail• Call Center
Customer path to purchase: Research & Prospecting
Generic Search Query
Targeted Banners
Acquisition/Prospecting Email
Video Prospecting
Facebook & Instagram
Ads
Customer path to purchase: Branded Experience
Step 1
If only step one of the form was completed, we will then
retarget with banners & email promotions
Branded Search Query
Thank You
Step 2
Customer path to purchase: Remarketing/Retargeting:
Retargeting with Blinds Images Opt In- Local &
Product Email Promotions
FB Ads Retargeting with
Blinds Offer
70% of all 3 Day Blinds appointments are scheduled over the phone!
Consumers prefer to call to schedule an appointment, vs. using the online scheduler.
• We use a dedicated phone number for every touch point the consumer has with us, utilizing Invoca & our internal lead ID matching system, each session is tied to a lead.
• With Dynamic Phone Insertion, every time a consumer sees an ad,or clicks through, a dedicated unique phone number track s the engagement from call all the way to sale with unique lead ID
• That lead ID is used in every engagement with that individual consumer from the moment they call us.
Session is tied to leadPhone # is
dynamically assigned to each session
Lead is tied to Sale
Attribution: Closing the online to offline loop
3 Day Blinds Best PracticesHolistic View: Build a foundation: Process, Procedure & Culture
-Analytics – Connect first and third party data to inform decisions-Attribution-Consumer path known
Asset ManagementAsset integration with messaging is key – be concise and consistentSet clean brand guidelinesSequencing & customizing your communication to the consumer experience
VisibilityUnderstand how the customer chooses to interact with you, you need to know last touch before you can know top funnelClean data is key – Data management is vital to the success of a campaign
Customer:Campaign:
ROI:Next Step:
CALLSEARCH
SOCIAL
WEBSITE
DISPLAY
UnknownUnknownUnknownUnknown
Too often, today’s attribution tools are left out of the conversation.
Invoca puts the conversation into your marketing.
Real-Time Automation
Omni-Channel Integration
Call & Conversation Analytics
Complete the omnichannel journey with analytics and automation for phone calls.
As a marketer, Invoca allows us to work smarter.
Q & A
Julia SteadDirector, DemandGen
Amber TiffanySr Content Manager
Dan WilliamsChief Revenue Officer
