eMarketer Webinar: Multichannel Marketing—Navigating the Increasingly Complex Customer Journey

© 2016 eMarketer Inc.
Made possible by
Multichannel Marketing: Navigating
the Increasingly Complex Customer
Journey
Lauren T. Fisher
Senior Analyst
April 21, 2016

Today’s Agenda
 Multichannel marketing: definitions and rationale
 The current state of multichannel marketing
 Four things needed for multichannel marketing success:
– Transitioning to an audience-centric approach
– Integrating channels and devices
– Making messages meaningful
– Redefining success via measurement and insights

What is multichannel marketing?
 Using multiple
touchpoints to reach
audiences and
consumers
 Is this the same as
omnichannel marketing?

Why
multichannel
marketing?
Consumers
are
everywhere …
Source: eMarketer, April 2016

But it’s not just devices marketers need to
consider
Average Time Spent Per Day On Select Digital Activities:
 Digital video – 1 hr 8 mins
 Digital radio – 53 mins
– Pandora – 28 mins
 Social networks – 43 mins
– Facebook – 22 mins
Source: eMarketer, April 2016

Consumers expect to navigate seamlessly
between channels, and they want companies to
do the same
“Consumers don’t want
bombardment or overlapping
messages. They don’t want
inappropriate noise.”
—Chris Paradysz, CEO and Founder, PM
Digital

Multichannel Marketing
Today

Multichannel
marketing is
by far the top
priority for
today’s
marketer

But few have
it down pat

Making it to the top 11% requires a solid
strategy built on four data-driven pillars:
Audience-Centric
View
Channel Integration Messaging
Measurement and
Insights

Audience-Centric
Marketing

Migrating
toward a
customer-
centric view is
a top priority
for marketers

Richness:
 Customer profile
 Channel-specific data
 Device-specific data
 Third-party data
For Chris Harrison, CTO of Epsilon, it’s about
the richness and the readiness of the audience:
Doing so requires marketers to focus first on the
individual, second on the channel
Readiness:
 Audience segmentation
 System integration
 Automation

Lack of
technology
and access to
data across
the
organization
are significant
obstacles

For many, the DMP is a core technology to house
and understand customer data
 Data management
platform (DMP): A
repository where
marketers can
house and
organize a variety
of online and
offline data

A more
in-depth look
at the DMP

Marketers
seek to
integrate all
channels with
their DMP, not
just some

When pursuing an audience-centric view:
 Get access to all relevant forms of data (digital,
traditional, offline, customer profiles, etc.)
 Find a place to organize it and make sense of it
 Make it actionable

Integrating Channels and
Devices

So you just figure out the right mix of channels
and devices, right?
 Website, app, email, search,
social, video, native, in-
store, beacons, circulars,
coupons, direct mail,
events…
 Display video, TV, print,
radio, catalog, out-of-home…
 In-store purchases, location
data, call centers, word-of-
mouth…
 Laptop/desktop
 Smartphone
 Tablet
 TV
 Connected TVs
 New screens (e.g.,
wearables, connected
cars, etc.)

It’s actually much more complicated than that
 Website, app,
email, search,
social,
display, video,
native…

There’s a reason few marketers feel confident in
their multichannel marketing efforts today

Integration is critical, but at what point is it
good enough?

Efforts to
integrate
digital
channels are
well
underway;
offline and
traditional
media
integration is
further out

The greatest
omnichannel
obstacle?
Marketer’s
own
organizations

Different
departments
just have
different
priorities

There is high correlation between company
structure and multichannel marketing success

Breaking down silos can mean massive upheaval of
departmental structure, compensation and more
“If you’re not properly aligned
internally and you’re too siloed, then you
really haven’t solved the [multichannel
marketing] problem. It means realignment
of people and things like resetting titles
and compensation and incentive bonuses.
All of those things used to be pretty well set,
but now they’re being challenged.”
—Chris Paradysz, CEO and Founder, PM Digital

When approaching the task of
cross-channel integration:
 An audience-centric view is a required foundation
 Strive for full integration, but know it’s not 100%
obtainable
 The biggest obstacle to your success could be your own
organization!

Making Messaging
Meaningful

Consumers’ demands are forcing marketers to
change the dialogue
“Brands are competing more on
customer experience. They’re
being forced to be much more
meaningful and much more
relevant.”
—Anneka Gupta, Chief Product Officer,
LiveRamp

Many believe getting messaging right is critical
to driving sales
49%
41%
36%
Personalized engagements that take customer
preferences, past engagements and known preferences
into account
Omnichannel communications that are consistent and
trusted
Consistent experiences in all channels, including offline
and in-store
Select Marketing Campaign Strategies that Are Critical to Realizing Greater
Customer Revenues and Profitability from Customer Engagement According to
Marketing Executives in North America, Q4 2015
Source: CMO Council, "Predicting Routes to Revenue" conducted in partnership with Pegasystems. January 26, 2016

Certain data
points are
easier to
personalize off
of than others

But the right message is about much more than
the words on the page
 Audio
 Video
 Text
 Webinars
 White papers
 Lists/guides
 Thought pieces

With more and more data to use, marketers must
be careful not to cross the line

To make the most of your messaging:
 Figure out the best types of data to personalize with
 Know that a message is much more than text
 Be mindful of what data is and isn’t fair game

Redefining Success via
Measurement and Insights

This is by far the greatest challenge, but the
most critical task
“Just as data gives marketers an
advantage, it also drives complexity.
Understanding the right level of
investment across channels is a
huge challenge for marketers
today.”
—Haley Rubin, Digital Shopper Media,
Heineken USA

Multichannel attribution is finally coming to the
forefront
57.6%
US digital marketing/media practitioners citing
cross-channel measurement and attribution as
occupying their time and resources in 2016
Source: Interactive Advertising Bureau (IAB) Data Center of Excellence and Winterberry Group,
"The Outlook for Data 2016: A Snapshot Into Digital Media and the Evolving Role of Audience Insight,” January 2016

What is attribution?
 A method of
assigning credit
to a particular
marketing- or
advertising-driven
action or other
brand-imposed
touchpoint
Company
Level
Is my
advertising/marketing
successful?
Department Level
Was this campaign successful?
Team Level
Was this tactic successful?

About half of US companies will shift to
multichannel attribution models by 2017
 But remember:
This is only the
number of
companies using
it for digital
media

The benefits to
making the switch
are obvious

How are companies making the switch to
multichannel attribution models?

Insights are only part of the attribution goal;
actionability is also key

Moving toward a more real-time, actionable
attribution process requires moving from this:
To this:
Company
Level
Is my
advertising/marketing
successful?
Department Level
Was this campaign successful?
Team Level
Company Level
Is my advertising/marketing
successful?
Department Level
Was this campaign
successful?
Team Level

To begin to redefine success based on
measurement and insights:
 Multichannel attribution is a must
 Making the move toward multichannel attribution
requires proper analysis, but real-time actionability
is a must

Key Takeaways
 An audience-centric view is a must to navigate this new,
complex world of multichannel marketing
 Integrating channels requires data, technology and
organizational considerations
 Making messaging meaningful can be difficult, but it
pays off
 Moving forward, analysis and insights that are
actionable will be the norm

Often challenges with executing multi-channel
strategies get in a marketer’s way…
48
 Getting access to critical data
 Building a single view of the customer
 Delivering relevant content to each customer
 Providing a consistent customer experience
 Interacting with customers in real time
IBM Marketing Cloud Customers Drive
Multi-Channel Personalized Interactions Every Day
• CRM Synch
• Data Integrations
• Useable Insights
• Capturing Behaviors
• Scoring Activity
• Segmenting Individuals
• Organized Content
• Dynamic Rulesets
• Marketing Automation

Client Examples
 Synching CRM Systems
 Develop Contact Insights
 Leverage Marketing Automation
 Implement Web Tracking
 Listen to Customer Behaviors
 Create Scoring Models
49
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Lauren T. Fisher
Multichannel Marketing:
Navigating the Increasingly
Complex Customer Journey
 Marketing Technology: The Six Developments That Matter the
Most in 2016
 Need-to-Know Trends in US Digital Advertising: From Strategy
to Budgeting to Mobile, Programmatic, Ad Blocking,
Measurement and More
 US Digital Display Advertising Trends: Eight Developments to
Watch for in 2016
 Cross-Device Targeting: First-Party Data, TV and Privacy Are
Big Factors for 2016

eMarketer Webinar: Multichannel Marketing—Navigating the Increasingly Complex Customer Journey

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eMarketer Webinar: Multichannel Marketing—Navigating the Increasingly Complex Customer Journey