Multi-channel digital marketing for circulation growth NEACE SPRING 2017 ERNESTO BURDEN, VP DIGITAL, NNE

Transcription

1 Multi-channel digital marketing for circulation growth NEACE SPRING 2017 ERNESTO BURDEN, VP DIGITAL, NNE

2 What Is Multi-channel Marketing? Multi-channel marketing is defined by many organizations, unsurprisingly, as communicating with and marketing to prospects and customers across many channels, including online and offline. - Hubspot

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4 How do you know which channels and keywords initiated an interaction? Which closed sales? Multi-channel Funnels. More on this later. First Interaction Assist Interaction Last Interaction

5 Mutli-channel marketers, then, are ones who identify the channels their target customers are using and understand how their target customers move from one channel to another to create a congruous experience.

6 The Key 2017 Digital Trends Are Multi-channel Trends

7 Econsultancy s 2017 Digital Trends report, published in association with Adobe.

8 Customer experience is regarded as the primary way for organisations to differentiate themselves from competitors in Econsultancy s 2017 Digital Trends report, published in association with Adobe.

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12 Personal Compelling Memorable

13 Who In Your Organization Is Responsible For Insuring Every Aspect Of Your Customer Journey Meets These Three Criteria?

14 Design is the not-so-secret strategic weapon and its continued importance is a key theme this year. Econsultancy s 2017 Digital Trends report, published in association with Adobe.

15 How much attention do we pay to well-designed user journeys?

16 The Building Blocks Of Good CX Content Design Data

17 Content All copy and images that support our user journeys on the website, subscription portal, social media, brochures, etc. A/B tested?

18 Design Is the design consistent and beautiful across all channels? Who owns this? A designer? A/B tested?

19 Data It is critical to be able to pull together data from disparate sources to view causes and correlations between the actions you take in one channel the impact on key performance indicators.

20 Free Data Tools Good old fashioned spreadsheet Google s Datastudio Campaign Tracking Tags Google Analytics Google Optimize

21 Make The Data Talk, See Define Goals 2. Set UTM tracking tags 3. Check out the resulting Multi-Channel Funnel Data

22 Multichannel Conversion Funnels The Multi-Channel Funnels reports allow you to analyze your customers' conversion paths -- the sequences of interactions that led to conversions, which helps you make effective advertising decisions. - Google Analytics How many days do conversations take? What channels drive them?

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24 EXPERIMENTS Experiments is still available in the primary GA dashboard under BEHAVIOR tab, but is being phased out in favor Google s Optimize product (still free).

25 The Benefits Thereof

26 Support Facing CX Tools How much focus does your organization put on streamlining the customer experience by providing powerful support desk tools to CSRs?

27 What Is The Single Most-Effective Digital Marketing Technique?

28 Is The Most Effective Digital Marketing Tactic - Econsultancy Marketing Industry Census 2017

29 WHY?

30 Organisations are spending about 15% of marketing budgets on , even though they attribute 23% of total sales to it. Econsultancy Marketing Industry Census 2017

31 What is marketing automation? Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as s, social media, and other website actions. The technology of marketing automation makes these tasks easier. Hubspot

32 Aggregate open rates from our automated subscriber s Welcome/New Start Verification: 43% Pre-Expire: 37% Post-Expire/Grace: 35% Stops: 33%

33 Chatbots Magazine Complete Guide

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35 Number of monthly active Facebook Messenger users from April 2014 to April 2017 (in millions)

36 Live Example

37 Thank You! Ernesto Burden (603)