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MASTERING CROSS-CHANNEL
MARKETING
John Sternal – Merit Mile
John Sternal | Merit Mile | Director of PR & Social Media | [email protected]
“Make your product easier to buy than your
competition, or you will find your customers
buying from them, not you.”
--Mark Cuban
John Sternal | Merit Mile | Dir. PR & Social | [email protected]
John Sternal
Director of Public Relations & Social Media
Published author
Automotive blogger
Integrated marketer
Automotive Spokesperson for
Black Book, LeaseTrader, Swapalease, and more
Edmunds.com automotive safety conference
John Sternal | Merit Mile | Dir. PR & Social | [email protected]
Presentation Contents
1. Channel Fragmentation
2. The Current Landscape
3. What is Cross-Channel Marketing (Integrated Marketing)?
4. How to Implement Cross-Channel Marketing
5. Examples
John Sternal | Merit Mile | Dir. PR & Social | [email protected]
80%
The number of people who feel companies have a “fragmented”
experience across their different marketing channels.
Source: Accenture
John Sternal | Merit Mile | Dir. PR & Social | [email protected]
Cross-Channel Marketing
Why are experiences so fragmented?
Email
Print mail
Newsletter
TV ad
Billboard
Radio
Mobile marketing
Press release
Newspaper masthead
TV news
Event
Google search adwords
Facebook
Twitter
Youtube
LinkedIn
Google+
Yelp
Objective: Use these to get more
people into the showroom!
John Sternal | Merit Mile | Dir. PR & Social | [email protected]
Research
Dealer Landscape
John Sternal | Merit Mile | Dir. PR & Social | [email protected]
Dealer Landscape
John Sternal | Merit Mile | Dir. PR & Social | [email protected]
Dealer Landscape
John Sternal | Merit Mile | Dir. PR & Social | [email protected]
Dealer Landscape
John Sternal | Merit Mile | Dir. PR & Social | [email protected]
What is
Cross-Channel Marketing?
What is Cross-Channel Marketing?
Definition: Multi-channel marketing is the practice
of using multiple marketing tactics to reach
customers. In addition to allowing businesses to
reach customers through different mediums, multichannel marketing also makes it easy for
customers to complete desired conversions on
whatever medium they are most comfortable with.
Multi-channel marketing lets the user decide,
giving them a choice.
Think of cross-channel marketing of telling the
customer the same story in many different ways.
John Sternal | Merit Mile | Dir. PR & Social | [email protected]
Cross-Channel Marketing
Why is it challenging?
89%
Number of marketers who say they have a difficult time
developing cross-channel marketing strategies.
•
•
•
•
•
Telling a cohesive story
Creating a single customer view
Data usage challenges
Inter-department collaboration
Lack of technical tools
Source: MarketingLand
John Sternal | Merit Mile | Dir. PR & Social | [email protected]
Cross-Channel Marketing
Why is it so important?
When done effectively, cross-channel marketing is the right recipe to reach today’s
consumer.
• “Engagement funnel” is fragmented
• Consumers are bombarded with information
• Path to conversion can span several days and weeks
• Path to information leads down different directions
• GOAL: Get more people into the showroom
Traditional Media
Digital Media
Mobile Media
Social Media
Search Media
John Sternal | Merit Mile | Dir. PR & Social | [email protected]
Cross-Channel Marketing
Who is my audience?
Millennials
Gen-X
Baby Boomers
City Dwellers
Urbanites
Stay-At-Home Moms/Dads
Business Travelers
Leisure Travelers
Tech Experts
Everyday Parents
Single Parents
Newly Divorced
Widowers
Students
Athletes
Retirees
Military
Active Seniors
Entrepreneurs
Unemployed
Philanthropists
“Today’s automotive consumer is more educated and
prepared than ever. Engaging prospective customers
among cross-channel, integrated media tactics is critical.
If you’re not top-of-mind, your competition will be.”
Mark Reino
CEO of Merit Mile
John Sternal | Merit Mile | Dir. PR & Social | [email protected]
Cross-Channel Marketing
Channel focus vs. audience
Marketing is fundamentally about target audience, while the channel is the means
of delivering the message to that audience. Successful marketers are beginning to
shift focus away from the individual channel and instead use the strengths of each
channel to reach their audiences.
Channel focused
Audience focused
John Sternal | Merit Mile | Dir. PR & Social | [email protected]
Cross-Channel Marketing
How are the results different?
1: Customers who click on search AND social ads are more likely to buy
2: Customers who click on search AND social ads spend more
Source: Marin Research
John Sternal | Merit Mile | Dir. PR & Social | [email protected]
How?
Objectives
Assess your cross-channel
marketing capabilities
Which channels can you truly
cover
How can you add more channels
Are all channels supporting the
business goal
Get more people into the
showroom!
Message
Conversation and engagement
Assess your voice
• Corporate
• Promotional
• Sales
• Engagement
What is your story?
Brand
Alignment
Are your promotions in
alignment with your brand?
Are all channels focused on
value, price, service?
Will all customer demographics
know the difference between you
and another dealer?
Cross-Channel Marketing
What to integrate?
Current Choices
New Considerations
Email Marketing
Online Marketing
Mobile
Events
SEO
SEM
Web, Banners
Social Media
PR
Radio
TV
Youtube
PR
Snapchat
Wearable Technology
Branded Content
Thought Leadership
Newsjacking
39%
Dealers still feel that email accounts for
the most leads and monthly vehicle
sales.
Source: Automotive News
John Sternal | Merit Mile | Dir. PR & Social | [email protected]
Cross-Channel Marketing
What to measure?
Which tactics are driving more traffic, engagement
and leads?
Which tactics are delivering the highest ROI?
Identify areas where you can make adjustments to
each tactic to impact the broader campaign
If you feel a tactic isn’t working, discuss with
internal teams to arrive at conclusions:
• Incorrect execution?
• Not resonating with audience?
• Need to increase or decrease execution?
• Need to adjust internal expectations?
o Example: PR not driving sales directly
John Sternal | Merit Mile | Dir. PR & Social | [email protected]
John Sternal | Merit Mile | Dir. PR & Social | [email protected]
Cross-Channel Marketing
What were the results?
Clicks
Leads
Clicks
When PR integration was added to
the white paper promotion…
86% increase in clicks
Leads
184% increase in form submissions
(leads)
John Sternal | Merit Mile | Dir. PR & Social | [email protected]
Cross-Channel Marketing
3 Step Action Plan
Step 1: Identify Channels
Step 2: Drive Traffic
Step 3: Convert & Measure
BillSmithGMC.com/Tips
Customer Info Portal
Vehicle Detail Page
Car Buying Tips
Build your car
Shopping Education
Pricing
Info on YOUR CAR
Availability
Store Amenities
Photos
Financing
Service
Lead
Form
Reviews
Videos
John Sternal | Merit Mile | Dir. PR & Social | [email protected]
THANK YOU
Full Name: John Sternal
Company: Merit Mile
Job Title: Dir. Public Relations & Social Media
Email: [email protected]
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