Day Five - Multichannel Publishing and Marketing
AM - Multi-channel Marketing
Nominated trainers
David Hughes, digital consultant, Nonline Marketing
PM - Multi-channel Publishing
Nominated trainers
David Hughes, Digital Consultant, Nonline Marketing
Multi-channel Marketing
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 publishing channels - print, online, mobile, e-commerce, radio, TV
- Too many lines - on, off, above, below
- Too many suppliers - mail, ads, 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
• PepsiCo, Kraft Nestle - IAB XMOS - case studies to get you thinking
• Dove, McDonald's, Colgate - Some other multi-channel studies
• 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?
Multi-channel Publishing
The dilemmas facing content publishers
- Revenue cannibalisation vs reach and customer satisfaction
- Platform choices (an over view off)
• Print
• Radio
• Web
• iTV
• IPTV
• Digital Radio
• Mobile
Content strategies
- Multi-channel content strategies in practice
• EMAP
• BBC
• Warner Broadcasting
• The Guardian
Exercise around defining strategies in various scenarios