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The Marketer’s Guide to Building a Successful Omni-Channel Digital Marketing Strategy

TM
TM

EB-9323 1

THE MARKETER’S GUIDE TO BUILDING A SUCCESSFUL

OMNI-CHANNEL DIGITAL MARKETING STRATEGY

MARKETING.TERADATA.COM

The Marketer’s Guide to Building a Successful Omni-Channel Digital Marketing Strategy TM EB-9323 1 THE MARKETER’S

Table of Contents

  • 3 M arketing Challenges In The Era of Individualised Marketing

  • 4 What is Omni-Channel Marketing?

  • 5 4 Steps for Achieving an Omni-Channel Digital Marketing Strategy

    • 13 4 Use Cases To Get You Started With Omni-Channel Digital Marketing

    • 15 H ow Can We Help?

Introduction

It has happened to each of us. You’ve researched your next purchase – let’s say it’s a brand new pair of running shoes – online. You’ve visited your local sports store to try some different sizes. You’ve read brand reviews on your social media accounts. You might have even added a few favourite pairs to an online cart… just in case. You’re almost ready to make your purchase when you receive an email from the sports store. You open it in anticipation of a coupon that will push you into your purchase, but you’re stopped short. The coupon is only good for new hikers.

29 %
29
%

Only 29 percent of companies analyse their customer data and behaviours across all channels- online and offline.

Table of Contents 3 M arketing Challenges In The Era of Individualised Marketing 4 What is

Your retailer got close… but not close enough. And in today’s digital environment, close enough is not good enough when crafting meaningful, long-term customer relationships. It has never been a more critical time or higher marketing priority-than it is in today’s ever-evolving digital landscape.

Providing a superior customer experience across all channels has always been a goal for leading marketers. Teradata Marketing Applications has recently conducted a survey among 221 global marketing professionals and surprisingly found that only 29 percent of the companies analyse their customer data and behaviours across all channels-online and offline. This is a missed opportunity for marketers to create an unparalleled, individualised customer experience. And in today’s ever-evolving digital landscape, there’s no higher priority.

Table of Contents 3 M arketing Challenges In The Era of Individualised Marketing 4 What is
Table of Contents 3 M arketing Challenges In The Era of Individualised Marketing 4 What is
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Marketing Challenges In the Era of Individualised Marketing

The current digital landscape creates a complex marketing environment – one in which consumers switch channels up to 27 times per hour 1 . To further complicate the challenge, marketing budgets aren’t keeping pace with the digital explosion, so marketers are often a step behind. And a focus on digital channels instead of individual consumers continues to create interactions that feel separate, siloed, disconnected, and relevant – and leave 58 percent of customers frustrated 2 .

Omni-Channel Challenges:

G etting a 360 degree view of the customer:

Merging data from multiple offline and online touch point allows you to identify the same customer across his entire customer journey. It is important to regularly analyse your data in order to adjust your overall campaign and marketing strategy which will allow you to adjust your overall campaign and marketing strategy.

O ptimising campaigns in real-time: In an era of where everything is on-demand consumerism it is necessary to respond to customer’s active moments. Having the right technology to support campaign optimisations in

real-time is a key in enabling marketing agility.

G etting the right team: In order to deliver a truly data-driven marketing strategy an operational team is necessary to accomplish this. Hire individuals with a marketing and marketing analytical background so they can help with defining success and output. Have a strategy to implement management that works across the silos.

I ndividualised marketing: This requires 3 fundamental steps for execution. Understanding the customer as an individual, adapting to the individual’s changing needs and executing on an individual level. On our survey, only 32 percent of marketers stated that their marketing campaigns are individualised.

Are your digital marketing campaigns individualised? E .g. using customer information and data to tailor the
Are your digital marketing campaigns
individualised? E .g. using customer
information and data to tailor the
campaigns to individual recipients.
32
%
Yes
37%
Partially
31 % No
31
% No

1 Customer Engagement: Rosetta‘s Consulting‘s Customer Engagement Survey, http://www.rosetta.com/assets/pdf

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THE MARKETER’S GUIDE TO BUILDING A SUCCESSFUL

OMNI-CHANNEL DIGITAL MARKETING STRATEGY

2 Customer-Engagement-Survey-2014.pdf, 2014. Accenture, Global Consumer Pulse Survey, 2013.

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Marketing Challenges In the Era of Individualised Marketing The current digital landscape creates a complex marketing

What is Omni-Channel Marketing?

Omni-channel marketing is a customer-centric approach; such marketing goes a step beyond creating a seamless customer experience regardless of channel or device. Multi-channel marketing, unlike omni-channel marketing, is channel-centric, meaning the strategy is defined according to the channel of communication being used.

This means that if your team is using different communication channels to engage customers, each of these channels will have its own strategy. With omni-channel marketing marketers are able to implement a seamless, integrated and consistent experience. As a result, they are able to create long-term, loyal customer relationships and higher returns on their marketing investment.

Omni-Channel Marketing

What is Omni-Channel Marketing? Omni-channel marketing is a customer-centric approach; such marketing goes a step beyond
What is Omni-Channel Marketing? Omni-channel marketing is a customer-centric approach; such marketing goes a step beyond
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What are the Benefits for Marketers?

Communicating with your customers on their terms is essential in today’s competitive landscape. Your customers want and expect connected interactions that are relevant and timely and on their terms.

Collecting data on your customers enables you to create a 360 degree of your customer. This is essential if you want to reach your customers on a more intimate level than ever before. Send the right message via the right channel at the right time and you as a marketer will get the results to power your marketing. You can produce individualised, relevant messages based on event triggers resulting in relevant messages delivered every time for increased customer response.

Through omni-channel marketing you can provide the customer with a two-way communication that is based on your customer’s preference. This approach gives you the power to execute a marketing strategy that is timely and relevant. At the same time you are opening doors that will increase customer engagement, open rates and click-through rates, with marketing messages that catch the right moment for your customer. This approach is successful in driving lasting brand awareness and increased revenue.

Our current customers that are using omni- channel digital marketing have found the following successes with their use of this solution:

• Boosted customer profitability by 50% • Increased campaign conversion rates by 20% • Improved campaign results by 35%

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What are the Benefits for Marketers? Communicating with your customers on their terms is essential in
  • 4 Steps for Achieving an Omni-

Channel Digital Marketing Strategy:

Your company might already be using multiple channels to communicate with customers. In fact, we would be surprised if this is not the case. But in most companies each of these channels still has a siloed approach.

The main difference between an omni-channel strategy and a multi-channel one is the focus on the customer as opposed to the channel. In order to truly put the customer in the centre, you need to create a marketing strategy that ignores the boundaries between the channels. Here are the steps you need to take in order to break these silos and move to an omni-channel digital marketing strategy:

4 Steps for Achieving an Omni- Channel Digital Marketing Strategy: Your company might already be using

In order to truly put the customer in the centre you need to create a marketing strategy that ignores the boundaries between the channels.

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4 Steps for Achieving an Omni- Channel Digital Marketing Strategy: Your company might already be using

1. Make it About the Customer

Take a moment and think of your customer. Imagine Kate is rushing to get all the gifts in order to make her daughter’s birthday a memorable one. There is one more item on her list, but it’s sold out online and you haven’t yet found it in-store. While she’s walking through the shopping centre, she receives a text message that reads, “Is this what you’re looking for? We’ve got it in stock.” It is a picture of her missing item. The last item on her to-do list. The one that will put the largest smile on her daughter’s face.

Sounds too good to be true? It’s not. It’s the result of a well-orchestrated and finely-tuned marketing operations department that’s able to keep up with you – the valued individual customer – on your terms, at your speed, and through your preferred channel.

Twitter. Facebook. Instagram. Web. Email. Mobile. They’re your go-to resources for the best products, services, and brand connections. In fact, according to a study done by Google and Nielsen 3 , consumers are spending 15 plus hours a week researching products.

3 Google, „Mobile Path to Purchase: Five Key Findings“.

https://www.thinkwithgoogle.com/research-studies/mobile-path-to-

purchase-5-key-findings.html, November 2013.

Those making these searches from a mobile device, 93 percent of them go on to complete the purchase. You rely on the recommendations of your friends and family, but you also focus on making your own well-researched and well-informed decisions. What you really expect in return for your brand loyalty and commitment is a serendipitous experience… one that makes you feel like it is orchestrated specifically for you. Not simply a “close enough” encounter – you don’t want to pay insurance rates for a 35-year-old, white male who has been in three accidents in the past year simply because you’re both 35-year-old white males – you want the brands you trust to provide what’s best for you, at the right time, via your preferred channel.

Most marketers have a relatively firm grasp of who their customers are on owned properties, but still have work to do internally to eliminate silos. Creating a non-segmented, non-siloed internal infrastructure is essential to creating a crystal clear view of the individual customer.

1. Make it About the Customer Take a moment and think of your customer. Imagine Kate

Can you shift your communication towards preferred channels based on customers’ responses?

41 % 35 Yes % 24 Partially % No
41
%
35
Yes
%
24
Partially
%
No

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THE MARKETER’S GUIDE TO BUILDING A SUCCESSFUL

OMNI-CHANNEL DIGITAL MARKETING STRATEGY

MARKETING.TERADATA.COM

1. Make it About the Customer Take a moment and think of your customer. Imagine Kate

2. Integrate Your Insights

According to Scott Eagle, CMO at Conversant 4 , “Data is our biggest weapon. It aligns departments behind the right decisions, and CMOs are in a unique position to break down silos with data”. Silos have the ability to chip away at employee morale and create inter-office tension; they also reduce efficiency and significantly increase costs. Achieving business success with silo’d metrics become much more difficult to achieve.

But, what if we could accomplish the opposite with marketing teams driving together toward one set of goals? Data can get you there. Data can help you knock down silos and develop a holistic view of your customers. In our survey only 24 percent of marketers said yes when asked if they have a holistic view of their customers interaction with your brand-online and offline.

2. Integrate Your Insights According to Scott Eagle, CMO at Conversant , “Data is our biggest

Do you have access to multiple sources

of customer data, which you use to create helpful insights for your campaigns?

E.g. web, email, social media, CRM, etc.

2. Integrate Your Insights According to Scott Eagle, CMO at Conversant , “Data is our biggest

Do you have a holistic view of your

customer’s interactions with your brand — online and offline?

24 % 32 Yes % 44 Partially % No
24
%
32
Yes
%
44
Partially
%
No

By adopting an integrated data management approach – one that ensures there is a complete customer view across all channels – and by apply- ing marketing analytics to insights in order to make better business decisions, marketers estab - lish the foundation for individualised marketing success.

43 % Yes
43
%
Yes
30% Partially
30%
Partially
27% No
27%
No

Do you regularly analyse and update available data to adjust your overall campaign or marketing strategy?

What happens if a premium online customer walks into your store, does your store personnel know that they are a prime customer? For many brands, the answer is “no”. The truth is that integrating the data and blending all of it together is what drives customer experience.

24 % Yes 38 % Partially 38 % No
24
% Yes
38
%
Partially
38
% No

4 Tearadata Blog, „We Did It And You Can, Too: Use Our New Study With Forbes Insights To Help You Tear Down Silos“ http://blogs.teradata.com/teradata-applications/ forbes-insight-help-you-tear-down-silos/, 2014.

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2. Integrate Your Insights According to Scott Eagle, CMO at Conversant , “Data is our biggest

3. Build the Right Team

It is important to build your team with intent. Poor management can lead to failure in a data-driven marketing strategy. Hand pick your team carefully and make sure the team members work well together and can make quick, informative data-driven decisions under pressure. Your digital marketing team needs to be able to coordinate marketing efforts across all channels i.e. email, mobile, social media, web etc. In today’s rapidly changing digital landscape, it no longer makes sense to higher channel specialists, but rather hire those who are capable of adopting and learning new technologies as they immerse.

It is also crucial for the team to analyse and consolidate customer data and behaviours across the online and the offline. Our survey shows that only 29 percent of the teams are fully able to do so.

Does your team analyse customer data
(and behaviours) across all channels — online and offline?

29 % Yes
29
%
Yes

39

%

Partially

32

%

No

Does your team coordinate digital
marketing efforts across channels, including email, mobile, social and web?

33% 37% 30% Yes Partially No
33%
37%
30%
Yes
Partially
No
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3. Build the Right Team It is important to build your team with intent. Poor management

Outsourcing Your Marketing Campaigns

Sometimes you aren’t able to find all the talent you need in house. In this case it is necessary to get an outside professional perspective which can really make a big difference.

Choosing the right agency is key. It is essential to know what qualities you are looking for. Stay focused on what services are essential for you and ensure the agency you are looking into is strong in these areas. Remember, an agency will always highlight their strengths, but what you also need to know is what their weaknesses are. You also need to know if your needs will be met with their expertise.

When it comes to navigating the complex and ever changing world of digital marketing, you can depend on Teradata Interactive to power unparalleled levels of performance. Teradata Interactive is an in-house agency which is an integral part of the Teradata Marketing Cloud offering. It is a full-service agency providing strategic consulting offerings that encompass the full spectrum of digital marketing success.

One of Teradata’s Digital Marketing Centre users, TP Toys, wanted to further connect with its customers and develop its internet presence– the parents of young children. TP Toys looked to Teradata Interactive’s digital services team in order to promote their products via multiple digital channels. With the help of Teradata Interactive, TP Toys was able to build a strong digital presence and connect with customers directly. In fact, TP Toys achieved impressive results:

3 percent year-over-year increase in revenue

5 percent year-over-year increase in average

order value 1 5 percent year-over-year increase in number of clicks

9 percent year-over-year increase in click-through rates

7:1 average return on advertising spending

Teradata Interactive ensured that TP Toys built solid customer relationships and brand loyalty. With ongoing support to foster long-term relationships with its customers, TP Toys was able to avoid dependence on retail partners to promote its brand and instead took control of its own success 5 .

TP Toys’ results when taking an omni-channel digital marketing approach.

Outsourcing Your Marketing Campaigns Sometimes you aren’t able to find all the talent you need in
 

3

%

year-over-year increase in revenue

5 %

5

%

year-over-year increase in average order value

15 %

15

%

year-over-year increase in number of clicks

9 %

9

%

year-over-year increase in click- through rates

7 : 1

7

:

1

average return on

  • advertising spending

5 Teradata Interactive Helps TP Toys Achieve 7x ROI, http://assets.teradata.com/resourceCenter/downloads/ CaseStudies/EB9073.pdf, 2015.

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Outsourcing Your Marketing Campaigns Sometimes you aren’t able to find all the talent you need in

4. Use Technology That Allows Marketing Agility

It is essential to first bring all the channels together in one place and break the silos. Technology is the key to this. With all of the touch points in the omni-channel marketplace, consumers are generating unprecedented amounts of data about themselves, their interests and their preferences. This can complicate the customer journey—as a marketer you now have access to more customer data and touch points than ever before. This is where you need to implement a data management platform to collect and integrate all of this data.

4. Use Technology That Allows Marketing Agility It is essential to first bring all the channels

Are your digital campaigns automated to respond to customer behaviour and preferences once they engage with a message?

41 % 39 % 20 % Yes Partially No Does your team track buyers’ propensity scores
41
%
39
%
20
%
Yes
Partially
No
Does your team track buyers’ propensity
scores and individual responses, online
and offline, to refine f uture campaigns?
39
%
Yes
33
%
Partially
28 % No
28
% No
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4. Use Technology That Allows Marketing Agility It is essential to first bring all the channels

Is Your Technology Agile?

Can you make adjustments or changes based on how well your campaign is progressing or which channels are most successful? For example, if one banner visual creates a lot of responses, can you change the media plan to increase the market coverage of this banner? According to our survey only 12 percent are able to do so.

When choosing your digital marketing platform, the biggest driver should be the agility of that platform. Make sure that your technology is able to:

Support all the channels you are using to communicate with your customers (email, mobile, social, etc.)

Make changes to campaigns in real-time

Consolidate data insights from multiple sources

G row with your marketing strategy – scale your efforts into more channels in the future

Are your customer information databases,

segmentation tools, and campaign execution platforms integrated or compatible?

38

%

Yes

41 % Partially
41
%
Partially
21 % No
21
%
No
Is Your Technology Agile? Can you make adjustments or changes based on how well your campaign

Once a campaign is launched: Can you make adjustments based on how well it is progressing or which channels are the most successful?

12 %
12
%
51 Yes % 37 Partially % No
51
Yes
%
37
Partially
%
No

Does your marketing team currently use marketing analytics and customer scoring to predict customer behaviour?

29 % Yes 34 % Partially 37 % No
29
% Yes
34
%
Partially
37
% No
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Is Your Technology Agile? Can you make adjustments or changes based on how well your campaign

4 Use Cases To Get You Started With Omni-Channel Digital Marketing

Offer reminder:

This reminder can be sent as an email campaign or as

You know who has and hasn’t opened your latest email. Send a mobile push notification to

You know who has and hasn’t opened your latest email. Send a mobile push notification to those who haven’t yet found your email in their inbox to let them know they have a great offer waiting for them. If that still doesn’t get their attention, target them on social media using social audiences. The advantage here is that they

a mobile push campaign. You can even use retargeting in order to present the offer to the user on social media channels and across the web. AB test these channels and learn what works best for each and every customer. Use a Data Management Platform to optimise these campaigns in real-time in order to maximise the results.

might be encouraged to then share your offer with their network, providing you with more free, organic, exposure and increasing your ROMI.

Following the completion of the purchase, consider sending your customer another notification, either by

Mobile-app oriented:

email or push, with additional offers that will flatter her latest purchase.

If your brand has a mobile app that you’d like to promote, you can create an

If your brand has a mobile app that you’d like to promote, you can create an exclusive offer and use your email and social media channels to promote it. Create an email with an exclusive coupon-based offer that’s available within the app, or use push notifications to send them the coupon once they have activated push notifications in the app. Then use your social media channels to promote the same offer, directing the traffic to a mobile-responsive landing page that clearly states the value of the offer for them and the steps required to redeem it.

If your brand has a mobile app that you’d like to promote, you can create an

Location-based offer:

Segmentation by geography is one of the oldest email tricks in the book. But you can also modernise it by sending a mobile push notification when your customer is near your store. Send an email with your offer that provides an overview of the available products or services. Then send a push message right when she walks by your store in order to encourage her to stop by with an individualised offer that she can’t refuse. Be sure to also tap into social media to target your messages. Social media targeting allows you to target your

Abandoned cart:

Retailers are well accustomed with this one. Your customer accesses your shop via mobile or web,

Retailers are well accustomed with this one. Your customer accesses your shop via mobile or web, puts some items in the shopping cart and then walks away without making a purchase. This is an opportune time to send your customer a discounted offer in order to entice her to complete the transaction.

messages based on data like demographics, interests and geographical location.

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4 Use Cases To Get You Started With Omni-Channel Digital Marketing Offer reminder: This reminder can

Final Thoughts

Gaining a centralised view of your customers in today’s market is essential to a your business’s survival. Identifying your customer’s preferred communication channels and predicting customer behaviour is the name of the game. Customers expect their brands today to connect with them in real-time and across multiple channels.

Omni-channel digital marketing drives revenue by enabling the integration of individual customer interactions It allows the marketing agility that your marketing team needs in order to plan and execute marketing plans that put the customer in the centre.

Luckily, today’s marketers have access to technology that enables them to coordinate multiple interaction points, analyse and predict customer behaviour and integrate online and offline channels. With the use of social media, email, mobile and web intertwined brands are able to keep up to date with the pace of today’s customer.

Yet, it is about more than choosing the right technology. It is a matter of building the right strategy, a strategy that doesn’t see each channel as a separate effort but rather a unified effort that puts the customer in the centre. And having the right team, whether externally or eternally, to support this strategy, might become one of your most important decisions yet.

We can help you build your omni- channel digital marketing strategy. To learn more about how we can help, contact us.

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Final Thoughts Gaining a centralised view of your customers in today’s market is essential to a

Omni-Channel Digital Marketing – How Teradata Can Help

With Teradata Digital Marketing Centre, Customer Interaction Manager and Real-Time Interaction Manager you can make one-to-one customer connections easy from a single solution, delivered through any digital channel.

We can help you:

  • Design customer interactions

  • Analyse and predict customer behaviour

    • Execute real-time interactions across multiple channels

    • Integrate data from multiple touch points

    • Optimise campaigns in real-time using our Data Management Platform

For more information on how we can help you inspire your customers, please visit Marketing.Teradata.com

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Omni-Channel Digital Marketing – How Teradata Can Help With Teradata Digital Marketing Centre, Customer Interaction Manager
3 London Bridge Street, London SE19SG     Marketing.Teradata.com Teradata and the Teradata logo are registered trademarks of

3 London Bridge Street, London SE19SG     Marketing.Teradata.com

Teradata and the Teradata logo are registered trademarks of Teradata Corporation and/or its affiliates in the U.S. and worldwide. Teradata continually improves products

as new technologies and components become available. Teradata, therefore, reserves the right to change specifications without prior notice. All features, functions, and

operations described herein may not be marketed in all parts of the world. Consult your Teradata representative or Marketing.Teradata.com for more information.

Copyright © 2015 by Teradata Corporation    All Rights Reserved.    Produced in U.S.A.

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