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People interact with brands and with their own networks through many different channels. Learn the strategy behind coordinating your cross-channel efforts to better engage your audience and drive revenue.
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B R O N T O S U M M I T 2 0 1 1
Cross Promotion using Email, Social & MobileBuild a solid foundation for a successful cross channel strategy
Consumer Behavior
The “New” Consumer
Increased OptionsHigher ExpectationsTechnology SavvyMultiple ChannelUse Simultaneously More Sophisticated About Marketing
Multi-Channel Marketing
…you’ll have to do better!Marketers that continue to treat channels as independent silos will suffer from declines in response rates and weakened customer relationships.
Permission
Where to ask for email address?
47% of IR 500’s hide the opt in box at the bottom of the page on the website
Optimize Email Sign Up Collection PointsBe VisibleExplain BenefitsSet ExpectationsOffer IncentiveCollect Additional Data
Pop-Ups Making a Comeback
Don’t Forget Those Transactional Emails
Drive Email Sign-Ups on Facebook
Studies have shown that people who are on youremail list and engage with you via social media are 50% more likely to purchase.
Take Advantage of Twitter
Use SMS to drive email acquisition
QR Codes Can Link to Sign Up Forms
Where to Ask for the “Like”?
78% IR 500’s are including social links in emails…but, very few actually provide benefits as to why you should join their social networks.
Advertise on Your Site
Mention After Checkout
Emails That “Sell” the Like
Contests
Where to Ask for the Mobile Number?
Email open rates are 60% higher for people who
have also provided their mobile number– Retailer's Mobile Commerce Forum
Only 37% of marketers are integrating mobile with their cross-platform media strategies– Chief Marketer
Collect Mobile Permission on the Site
Don’t Forget the Email Preferences Page
Are there opportunities at checkout?
Use Email Channel to Drive Mobile
Cross Channel Promotion
Portray a Consistent Brand Identity
LayoutColorTypefacePhotographyPersonaCohesive Campaign
Build a Cross Channel Foundation: EmailPersonalized & Lifecycle Email Messages: Welcome Message Birthday Message Abandon Cart Message Product Review Message Post-Purchase Thank You Message Re-Order Reminders New Product Announcements Incentive/Coupon Messages
Drive Activity and Interaction: SMS
Highly Personal & Extremely Time Sensitive: Invitation only Flash Sale Order & Shipping Confirmation Updates on Order/Shipping Processing Abandon Cart Reminders Text to Sign Up for Emails Specials & Timely Promotions Geo-location Services that text sales alerts when shoppers
are near stores
Shopper Engagement & Loyalty: Social
Collection of User Generated Content: Contest Games Picture/Video Sharing Surveys Polls/Quizzes Informational Tips Make sharing easy!
Cross Channel Marketing is Tough
…and here’s why:Each channel is within an organization siloData is difficult to pull together and coordinateConsumers use each channel in different and unpredictable ways.
68% of U.S.-based e-business managers say their company desires to deliver a consistent, non-fragmented, cross channel customer experience, but only 29% have the ability to do so. (Forrester)
Let’s Get Started
Cross Channel Marketing Example
Cross Channel Marketing Example
Takeaways:
Relevance is Key Which communication channel is used?
Build Channel Bridges and Gain Permission Site, Email, Social Mobile, etc.
Execute Smart Cross Channel Strategies Branding Cohesive Campaigns Align Internal Goals
[email protected]: @EmilyKeye
Thank You!