Multi-channel digital marketing for circulation growth NEACE SPRING 2017 ERNESTO BURDEN, VP DIGITAL, NNE
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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How do you know which channels and keywords initiated ● First Interaction ● Assist Interaction an interaction? Which closed sales? Multi-channel ● Last Interaction Funnels. More on this later.
“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.”
The Key 2017 Digital Trends Are Multi-channel Trends
Econsultancy’s 2017 Digital Trends report, published in association with Adobe.
Customer experience is regarded as the primary way for organisations to differentiate themselves from competitors in 2017. Econsultancy’s 2017 Digital Trends report, published in association with Adobe.
Personal Compelling Memorable
Who In Your Organization Is Responsible For Insuring Every Aspect Of Your Customer Journey Meets These Three Criteria?
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.
How much attention do we pay to “well-designed user journeys?”
The Building Blocks Of Good CX ● Content ● Design ● Data
Content All copy and images that support our user journeys on the website, subscription portal, social media, brochures, etc. A/B tested?
Design Is the design consistent and beautiful across all channels? Who owns this? A designer? A/B tested?
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.
Free Data Tools Good old fashioned spreadsheet Google’s Datastudio Campaign Tracking Tags Google Analytics Google Optimize
Make The Data Talk, See... 1. Define Goals 2. Set UTM tracking tags 3. Check out the resulting Multi-Channel Funnel Data
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?
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).
The Benefits Thereof
Support Facing CX How much focus does your organization put on Tools streamlining the customer experience by providing powerful support desk tools to CSRs?
What Is The Single Most-Effective Digital Marketing Technique?
Email Is The Most Effective Digital Marketing Tactic - Econsultancy Email Marketing Industry Census 2017
WHY?
Organisations are spending about 15% of marketing budgets on email, even though they attribute 23% of total sales to it. Econsultancy Email Marketing Industry Census 2017
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 emails, social media, and other website actions. The technology of marketing automation makes these tasks easier.” Hubspot
Aggregate open rates from our automated subscriber emails Welcome/New Start Verification: 43% ● Pre-Expire: 37% ● Post-Expire/Grace: 35% ● Stops: 33% ●
Chatbots Magazine Complete Guide
Number of monthly active Facebook Messenger users from April 2014 to April 2017 (in millions)
Live Example
Thank You! Ernesto Burden eburden@nnenews.com (603) 236-1421 @ernestoburden
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