WHAT WILL I LEARN?
The Media Landscape
• What’s out there?
• What is each channel best at?
• Who is using them well?
• What is the media multiplier effect?
The Multi-channel Challenge for Organisations
• Too many channels – don’t upset the retailers, or sales!
• Too many lines – on, off, above, below
• Too many suppliers – mail, ad’s PR, digital, field marketing
• Too little dialogue – sharing plans and learning
The On-Line Value Proposition
• How to develop and position it
• How will it impact traditional channels?
• Contact preference – let people choose their contact channels
• Driving cost out of the business with channel options
Planning a multi-channel strategy – the Customer Journey
• How and why to drive on-line from off-line
• How and why to drive off-line from on-line
• What does it look like – navigation?
• What are the problems of a multi-channel approach?
Measuring the effectiveness of multi-channel marketing
• Tracking the research path on and off-line
• Last tag wins – problems of campaign specific tracking
• Measuring conversion
• Econometric modelling – how to set it up and what it will tell you
• Problems with multi-channel measurement
Case studies and research
• Yahoo and AC Nielsen
o PepsiCo, Kraft Nestle
• IAB XMOS – case studies to get you thinking
o Dove, McDonald’s, Colgate
• Some other multi-channel studies
o Tank/Nielsen Multi-channel Test Lab
Summary and Questions to Ponder
• What role should each channel play in acquisition and retention plans?
• How can channels be woven together to suit customer journey?
• What should the On-Line Value Proposition promise to deliver?
• How can you map out the customer journey with different customers from different sources?
• How can you measure success across all channels and over time?
• How will campaign information influence future activity?
WHO IS THE WORKSHOP LEADER?
David Hughes runs an independent digital marketing consultancy, Non-Line Marketing, and has over 8 years experience of email and internet marketing. His training and consultancy areas of specialisation include on-line data gathering, developing email marketing communication programmes and integrating email marketing with traditional direct marketing channels.
For the past 5 years he has been a Strategic Consultant with Emailvision, a pan European email technology provider, helping client and agency partners with the strategic, technical and operational issues affecting email campaign success. He works with companies such as Telegraph, Kangol, Institute of Directors and 3M and has experience of email in both the BtoB and BtoC sectors. David is also the Director of the Tank! On-Line Marketing Action Group, delivering thought leadership programmes for the client marketing community and is author of the DMA UK Email Marketing Benchmarking Quarterly Report. He is a regular speaker for the Institute of Direct Marketing and the DMA on email marketing issues.
David spent 7 years at Claritas (now Acxiom) as the European Data Acquisition Manager generating over 8 million survey responses on and off-line per year across 7 countries. The off-line, high volume direct mail experience allows him to apply direct marketing techniques to email marketing programmes.
Added by training on August 1, 2007