Cross-channel marketing What can the best of the best tell us?
Contents Introduction 3 Today s cross-channel marketing challenge 4 Best of the Best 2015 Key Facts 1. So many devices, so little attention 2. Smartphone traffic is on the rise 3. Brands must deliver a consistent experience What does a great cross-channel experience look like? 5 6 7 8 What does a great cross-channel experience look like in practice? Case Study: L Occitane Case Study: USB The Adobe Digital Insight (ADI) Best of the Best Report 10 11 12
Introduction The importance of cross-channel marketing is undeniable. As consumers, we all expect more from brands these days. But to do it well creates many challenges. How are the high performers facing these? What can you do to rise above your competition and join the elite? This ebook looks at what the best of the best are doing, delivering key insights from the top performing Adobe customers in EMEA who are leading the pack. What is the Best of the Best report The importance of cross-channel marketing is undeniable. As consumers, we all expect more from brands these days. But to do it well creates many challenges. How are the high performers facing these? What can you do to rise above your competition and join the elite? This ebook looks at what the best of the best are doing, delivering key insights from the top performing Adobe customers in EMEA who are leading the pack. For the full results click here Cross-channel Marketing 3
Today s cross-channel marketing challenge One of the biggest challenges facing marketers in the digital age is understanding the customer journey. It s no longer predictable or linear but for brands to make sustainable profit they still need to move anonymous prospects through to being loyal advocates. With loyalty and retention especially hard won, customer experience is the most exciting opportunity for companies hoping to gain a competitive edge. This means that companies need to be more agile in their approach and able to offer their customers the right message, on the right platform, at any stage of their journey. Today s consumers expect brands to rise to the challenge and deliver a consistent user experience across all channels and devices. But one of the major findings in Adobe s Best of the Best Report shows that only 40% of consumers across Europe say that brands are currently doing a good job at providing this consistent, personalised experience across all devices. There s clearly work to be done to unify data and content, and do away with channel silos in favour of a coherent cross channel marketing strategy. 10% 40% Only 40% of consumers across Europe say that brands are doing a good job at providing a consistent, personalised experience across all devices Only 10% of companies match channels and content to a mapped customer journey (Quarterly digital intelligence briefing: The Multichannel Reality, September 2015) Cross-channel Marketing 4
Best of the Best 2015 Key Findings 1. So many devices, so little attention Device ownership is exploding European consumers now own an average of 6.1 connected devices (rising to 6.9 devices amongst 25 34 year olds). They use three of these on a daily basis, across multiple operating systems. Device switching is the new normal With this number of devices at their disposal, it s no surprise that 85% of EMEA consumers reportedly switch device Screen size is a factor Screen size is a key contributor to shorter visits. 51% of consumers cited small screen and 31% poor layout (rising to 41% for 18 24 year olds) as reasons why website visits were shorter. So optimising for mobile is paramount. Website visits are shrinking But that doesn t mean consumers are visiting more often or spending more time on your site. Our data shows that consumers visited websites less frequently in 2015 in every industry except Financial Services and Retail. And when they do arrive, they don t hang around. The average length of time spent on a website has only grown slightly in Retail, Technology and Financial Services sectors. All others have seen a decrease in consumption performance. European consumers own an average of 6.1 connected devices What does it mean? The fact that consumers switch device so frequently when trying to complete a task indicates that no single channel meets all their requirements yet. Brands need to understand which channels consumers prefer to use when interacting with them so they can refine the user experience of each one, enhancing the positives to counteract the negatives. 85% of EMEA consumers reportedly switch devices during online tasks Cross-channel Marketing 5
Best of the Best 2015 Key Findings 2. Smartphone traffic is on the rise Smartphones are the go-to device What does it mean? Smartphones are now the preferred device, with UK consumers more likely than other Europeans to use them for nearly every online task they perform. The data shows that smart phone traffic to company websites grew year on year in all countries across EMEA by an average of 36%. Mobile experience matters 36% 36% The data shows that smart phone traffic to company websites grew year on year in all countries across EMEA by an average of 36% While consumers are interacting more on mobile devices, 72% of consumers say smartphone browsing is a worse experience than on a desktop. So the challenge for brands is two-fold: to improve the mobile experience as soon as they arrive on the site, and to maintain engagement in the content presented there. Getting mobile right is critical for tasks that consumers tend to do exclusively on their mobile device. Top of the list is email, getting directions/using maps, followed by social media, games and reading articles, watching content, banking and investment. Smartphones deliver more clicks And when you consider that the average smartphone click through rate for paid search outperforms the average for desktop by 42%, it s clear to see that this is a highly rewarding channel for brands to use. And our data highlights that the best of the best in Europe are seeing a greater increase than average performers. 42% In Europe, the average smartphone CTR outperforms average desktop by 42% Cross-channel Marketing 6
Best of the Best 2015 Key Findings 3. Brands must deliver a consistent experience Customer experience is lacking What does this mean? Consumers are frustrated with the lack of consistency across channels. Only 40% agree that brands are doing a good job at ensuring a consistent, personalised experience across all devices. The main issues they experience are the need to log in again (24%), the change of screen size (18%), difficulty entering data (17%) and the loss of search history (11%). 40% Only 40% agree that brands are doing a good job at ensuring a consistent, personalised experience across all devices The cross-channel experience is not only defined by the look and feel of the content presented there. A consistent brand experience across channels requires an integrated approach to data handling so that users don t have to start from scratch every time they engage on a different device. The goal should be to provide a seamless transition between devices. Site speed and design are key The need to log in again Keeping customers engaged is vital, yet our research shows that website stickiness has decreased in all industries except technology. And certain channels present their own problems. When accessing a site via a mobile device, 49% of EMEA consumers said the site was too slow, while 38% said poor design/layout was a key frustration. The loss of search history 11% 17% 24% 18% Change of screen size Difficulty entering data Cross-channel Marketing 7
What does a great cross-channel experience look like? A cross-channel experience Web Email Mobile Call centre Social POS Direct Mail Cross-channel campaigns Integrated customer profile Digital interactions Enterprise data Content Cross-channel Marketing 8
What does a great cross-channel experience look like? How do the best of the best brands deliver successful cross-channel marketing? They know and respect their customers This knowledge comes from access to real time data that provides a single customer view. They speak in one voice They automate highly personal campaigns that are delivered to the right person, at the right time, in the right place. They make technology transparent Delivering content that provides a great user experience across every customer touchpoint. How does cross channel marketing help companies succeed? Delivers a consistent brand experience across all channels and devices Provides a higher degree of campaign personalisation and relevance Presents a single, integrated, consistent message and brand experience Enables agility the ability to take actionable insights to market in real time Builds customer relationships leading to loyalty, retention and advocates They delight at every turn By delivering a personal, relevant user experience to each customer, at every interaction. Cross-channel Marketing 9
What does cross-channel marketing look like in practice? Case Study: L Occitane The Company: L Occitane Established: 1976 Employees: 7,694 Stores: 2,572 across EMEA Challenges To establish a holistic, customer lifecycle management approach to marketing. To deliver customer value across all channels. To achieve ROI through strong understanding of customer preferences and behaviours. To equip marketing teams internationally with an intuitive campaign management solution. Solution L Occitane uses Adobe Marketing Cloud, including Campaign and Social solutions, to plan and execute its cross-channel campaigns. The team has created an integrated profile for every customer which allows them to target relevant offers and promotions at the appropriate time for each individual. They can execute across channels and manage customer interactions in real time, collating operational metrics at every step of the journey. With Adobe Marketing Cloud, the team can easily measure campaign performance and adapt their tactics as required, for maximum flexibility. Results Revenues from email campaigns have increased by 40% in some countries, whilst returns on direct mail have jumped by as much as 4%. Conversion rates for personalised email campaigns through Adobe Campaign are four times higher than when running generic email campaigns. The number of multichannel customers an overall measurement for overall brand engagement and resulting revenues has increased dramatically. Depending on the market, omnichannel customer engagement has grown from 20% to 100%. Cross-channel Marketing 10
What does cross-channel marketing look like in practice? Case Study: UBS The Company: UBS Established: 1998 Employees: 60,000 Headquarters: Zurich, Switzerland Challenges To accelerate and reduce the cost of Internet and intranet updates To obtain holistic view of users and begin more personalisation To centralise campaign management and email distribution To provide tailored content based on geography, product interest, and other variables Solution UBS implemented Adobe Marketing Cloud, including the Adobe Experience Manager, Adobe Campaign, Adobe Analytics, and Adobe Target solutions. UBS can now optimize the user experience for external website visitors and provide more personal, relevant content for each individual across all channels. Internally, the company has also personalised the intranet experience for employees based on their job title and role. Results For UBS, Adobe Marketing Cloud has quickly become the bedrock for marketing. Adobe Experience Manager is used as the main templating, content, and digital asset management tool and Adobe Campaign is used as the primary means of launching and distributing campaigns. Adobe Analytics and Adobe Target provide the intelligence to continually improve and personalise every user interaction. Cross-channel Marketing 11
Your customers aren t standing still. Neither should you. The Adobe Digital Insight (ADI) Europe Best of the Best Report shows us that consumer behaviour is changing and will continue to do so. Brands need to keep pace by delivering consistent, high quality customer experiences across all channels, regardless of the device. Marketers must destroy the silos and abandon generic, single-channel campaigns. Instead, they should deliver integrated campaigns using consolidated, real-time data, that supports accurate customer targeting. Above all, they must deliver a consistent message and brand experience. Only by achieving these things will companies gain the insights needed to understand, deliver and predict customer needs profitably and sustainably. The good news is that the time is ripe to draw on what we are learning about consumer buying behaviour; from what they are buying to where and how they are making purchases. By applying this insight to our marketing campaigns we can ensure that the customer experience is spot on, every time, anywhere. For more information about Adobe Marketing Cloud visit www.adobe.com/uk/marketing Cross-channel Marketing 12
Adobe is changing the world though digital experiences. We help our customers develop and deliver high-impact experiences that differentiate brands, build loyalty, and drive revenue across every screen, including smartphones, computers, tablets and TVs. Adobe content solutions are used daily by millions of companies worldwide from publishers and broadcasters, to enterprises, marketing agencies and household-name brands. Building on our established design leadership, we enable customers not only to make great content, but to manage, measure and monetize it for maximum impact. @AdobeMKtgCloud Adobe Marketing Cloud Adobe Marketing Cloud www.adobe.com/marketing-cloud/cross-channel-marketing