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© 2009 InfoTrends, Inc. www.infotrends.com
New Tools for Multi-Channel CommunicationsConcepts, tools, and trends
Kaspar RoosSenior ConsultantOctober 28, 2010
2 © 2009 InfoTrends, Inc. www.infotrends.com
Agenda
• Overview of the multi-channel concept
• Tools & Trends
An overview of Multi-Channel tools
Trends in TransPromo / Multi-Channel solutions
• Q&A
3 © 2009 InfoTrends, Inc. www.infotrends.com
Concept
4 © 2009 InfoTrends, Inc. www.infotrends.com
6.5%
7.7%
8.3%
8.7%
8.8%
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
35%
34%
28%
19%
Source: Multi-Channel Communications Measurement & Benchmarking. InfoTrends, 2008.
5 © 2009 InfoTrends, Inc. www.infotrends.com
Marketing evolution
p. 5
Product centric
Mass marketing
Product centric
Personalized marketing
Customer centric
Life cycle marketing
6 © 2009 InfoTrends, Inc. www.infotrends.com
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
7 © 2009 InfoTrends, Inc. www.infotrends.com
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
8 © 2009 InfoTrends, Inc. www.infotrends.com
Mass Marketing
BasicSegmentati
on
Life-cycle Campaign
Event triggered campaign
Highly Personalized Content
Customer initiated contact
Provider initiatedcontact
Static content
Marketing campaign matrix
9 © 2009 InfoTrends, Inc. www.infotrends.com
Today’s marketing is about influencing behaviour
Comparison Websites
Social Websites / Referrals
Blogs
Company WebsiteYouTube –
Product Demos
Search Engine
From push... to pull...
Personalized Landing Pages
10 © 2009 InfoTrends, Inc. www.infotrends.com
Gatorade Mission Control
For more see, http://mashable.com/2010/06/15/gatorade-social-media-mission-control/
11 © 2009 InfoTrends, Inc. www.infotrends.com
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
12 © 2010 InfoTrends www.infotrends.com
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
Data
13 © 2010 InfoTrends www.infotrends.com
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
14 © 2010 InfoTrends www.infotrends.com
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
15 © 2010 InfoTrends www.infotrends.com
Tools
16 © 2010 InfoTrends www.infotrends.com
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
Data
17 © 2009 InfoTrends, Inc. www.infotrends.com
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
18 © 2009 InfoTrends, Inc. www.infotrends.com
Predictive Analysis
19 © 2009 InfoTrends, Inc. www.infotrends.com
Response Visualization
20 © 2009 InfoTrends, Inc. www.infotrends.com
Advanced Visualization
• Visionary Business Intelligence providers
Web-based / Software-as-a-Service
Examples: Tableau, QlikTech, Spotfire/Tibco
21 © 2009 InfoTrends, Inc. www.infotrends.com
Tibco Spotfire
22 © 2009 InfoTrends, Inc. www.infotrends.com
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
Data
23 © 2009 InfoTrends, Inc. www.infotrends.com
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.)
24 © 2009 InfoTrends, Inc. www.infotrends.com
Document Composition Evolution
Source: Sefas
25 © 2009 InfoTrends, Inc. www.infotrends.com
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
26 © 2009 InfoTrends, Inc. www.infotrends.com
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
27 © 2009 InfoTrends, Inc. www.infotrends.com
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
Data
28 © 2009 InfoTrends, Inc. www.infotrends.com
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
29 © 2009 InfoTrends, Inc. www.infotrends.com
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
30 © 2009 InfoTrends, Inc. www.infotrends.com
Scheduling
• Integration of campaign management / messaging with print production
• Feedback of production metrics
31 © 2009 InfoTrends, Inc. www.infotrends.com
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
Data
32 © 2009 InfoTrends, Inc. www.infotrends.com
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
33 © 2009 InfoTrends, Inc. www.infotrends.com
Personalized Landing Page
34 © 2009 InfoTrends, Inc. www.infotrends.com
Augmented Reality
Conclusions
36 © 2009 InfoTrends, Inc. www.infotrends.com
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
37 © 2009 InfoTrends, Inc. www.infotrends.com