Kaspar Roos - New Tools for Multi-Channel Communications

New Tools for Multi-Channel CommunicationsConcepts, tools, and trends

Kaspar RoosSenior ConsultantOctober 28, 2010

Agenda

• Overview of the multi-channel concept

• Tools & Trends

An overview of Multi-Channel tools

Trends in TransPromo / Multi-Channel solutions

• Q&A

Concept

0% 2% 4% 6% 8% 10%

Print only

Print and Web landingpages

Print and e-mail

Print, email, Weblanding pages, andmobile marketing

Print, e-mail, and Weblanding pages

More Channels = More ResponsePlease provide the average response rate of campaigns that use the following combinations of media channels.

N = Print to mobile marketing: 216, Print to landing pages: 216, Print and landing pages: 216, Print and e-mail: 214, Print only: 217

Improvement overprint-only campaigns

Source: Multi-Channel Communications Measurement & Benchmarking. InfoTrends, 2008.

Marketing evolution

Product centric

Mass marketing

Product centric

Personalized marketing

Customer centric

Life cycle marketing

Life Cycle Marketing

• Consumers have different needs

Based on stages in product life cycle

Based on geographical or social demographics

• Role of marketing changes from push to pull

• Influencing behaviour through various channels

Product Life Cycle

Introduction

Growth

Maturity

Decline

To inform To persuade To remind

Product life cycle stage

• Personal selling• Direct Marketing• Cross-selling/up-

selling (CRM)

• Reminder advertising

• Build loyalty• Direct Marketing

reminders

PromotionalObjective

PromotionalActivity

• Advertising• Product samples /

promotions

Mass Marketing

BasicSegmentati

Life-cycle Campaign

Event triggered campaign

Highly Personalized Content

Customer initiated contact

Provider initiatedcontact

Static content

Marketing campaign matrix

Today’s marketing is about influencing behaviour

Comparison Websites

Social Websites / Referrals

Company WebsiteYouTube –

Product Demos

Search Engine

From push... to pull...

Personalized Landing Pages

Gatorade Mission Control

For more see, http://mashable.com/2010/06/15/gatorade-social-media-mission-control/

Leverage Public Relations

• Builds credibility and trust

• Enhances reputation

• Inexpensive

“If I was down to my last dollar, I’d spend it on public relations.”

- Bill Gates

The New Cross-Media Marketing Value Chain

Analyze

Strategize

DesignDeploy

Interact

TrackAcquire

Retain & Grow

CustomerDialogue

B2B/B2C/C2C

The customer is at the center of the two-way dialogue

Monitoring Campaign Performance During Execution

Does your company review marketing campaign performance during execution?

N = 518

Source: Capturing the Cross Media Direct Marketing Opportunity, InfoTrends, 2010

Multiple Responses Permitted

Media Types being Tracked and MeasuredFor which of the following media types does your company track and measure responses in a typical marketing campaign?

Source: Capturing the Cross Media Direct Marketing Opportunity, InfoTrends, 2010

Analyze

Strategize

DesignDeploy

Interact

TrackAcquire

Retain & Grow

CustomerDialogue

B2B/B2C/C2C

Multi-Channel Tools - ANALYZE

• Corporate

Customer Relationship Management (CRM)

- SAP, Oracle, Microsoft, Salesforce.com and many local players

Enterprise Marketing Management (EMM)

- Alterian, Aprimo, Oracle, SAP, Unica

• Print/Marketing Service Provider

Pitney Bowes Business Insight

Kodak Insite Campaign Manager

Predictive Analysis

Response Visualization

Advanced Visualization

• Visionary Business Intelligence providers

Web-based / Software-as-a-Service

Examples: Tableau, QlikTech, Spotfire/Tibco

Tibco Spotfire

Analyze

Strategize

DesignDeploy

Interact

TrackAcquire

Retain & Grow

CustomerDialogue

B2B/B2C/C2C

Multi-Channel Tools - DESIGN

Before 1990 1990-1999 2000 - 2009

Name Founded Name Founded Name Founded

Metavante 1964, 2009 (acq.) Sefas Innovation 1991 Thunderhead 2001

Cincom 1968 Solimar Systems 1991 Assentis 2002 Group 1 Software 1982, 2004 (acq.) Document Sciences 1991, 2008 (acq.)

DocuCorp 1982, 2008 (acq.) Objectif Lune 1992 GMC Software 1984 Compart 1992 Elixir Technologies 1985 Emtex 1992, 2006 (acq.) ISIS Papyrus 1988 Crawford Technologies 1995

PrintSoft 1996, 2005 (acq.)

StreamServe 1997

Prinova 1998

Exstream 1998, 2008 (acq.)

Document Composition Evolution

Source: Sefas

Trends in document composition

• More focus on rapid application development

Application Accelerators versus professional services

• Web-based

Role of IT and Business Users is changing

• Adaptive Case Management

Empowering knowledge workers

Difference between BPM and ACM

In BPM, the process is primary. It is determined and static, and data flows through it.

- Highly predictable and highly repeatable business situations are best handled with BPM

In ACM, the data is primary. It remains persistent, and processes are brought to it.

- Unpredictable and unrepeatable business situations are best handled with ACM

Analyze

Strategize

DesignDeploy

Interact

TrackAcquire

Retain & Grow

CustomerDialogue

B2B/B2C/C2C

Multi-Channel Tools - DEPLOYMENT

• TransPromo workflows can be based on document composition or document re-engineering

Relative high interest in document re-engineering this recession as it is relatively straightforward and quick to implement

• More focus on scheduling

Design/ Compo-sition

Output Mgmt.

Prod.Print

Input Sources

Data/Address Quality

DataStreamTransform

Production Mgmt (Control, Report, Audit, Plan)

Re-Compose

Cut, Fold,Insertion

Delivery

Electronic, Archive, etc.

Customer

TargetedMessage

DataAnalytics

CampaignMgmt

Response Mgmt.

Marketing Dept.

TransPromo Workflow – including data analytics

Scheduling

• Integration of campaign management / messaging with print production

• Feedback of production metrics

Analyze

Strategize

DesignDeploy

Interact

TrackAcquire

Retain & Grow

CustomerDialogue

B2B/B2C/C2C

Multi-Channel Tools - INTERACT

• Call-to-action on paper to stimulate online visits

Most common is to print a website address (personalised landing page) on mailing or statement

- Landing page can be used for data gathering

- Use incentives, creative design, or QR codes to stimulate people to visit PURL

Use mobile tagging (QR codes) for an easier experience

• Augmented reality

Personalized Landing Page

Augmented Reality

Conclusions

Conclusions & Recommendations

• The components are there to build a state-of-the-art TransPromo or Multi-Channel solution

• Have a look at what you have and what you need

There are many ways to build a TransPromo / Multi-Channel workflow

• Better to walk before you run

Take small steps, learn, and move on

• Think how your workflow supports your business model

Start with your customers and their needs

kaspar_roos@infotrends.com

Kaspar Roos - New Tools for Multi-Channel Communications

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