The Nexus of Forces in Action – Use-Case 3: Multi-Channel Marketing
Summary
Ability to integrate data and customer experience across multiple marketing channels.
Primary Industry Sectors
Retail, consumer products, consumer utilities, insurance, banking, credit management
Business Value
Improved single voice to customer and single customer voice, reduced fragmentation of chatter across different consumer channels and accounts, targeted forecasting, increased returns on smart grid, supply chain intelligence, targeted promotions, loyalty programs, increased ARPU and APPU, increased transaction size and sales volume
Key Business Functions
Online mobile presence, marketing and campaign management, customer experience engagement, social marketing, social behavior monitoring and preferences, gamification, viral marketing
Primary Actors
Social network online consumer, offline consumer, market data aggregator services, data bureau
Secondary Actors
Product portfolio marketing manager, brand category manager, marketing campaign manager
Machine Actors
Social networks, mobile consumer app, marketing analytics, messaging, integration, cloud (public/private/hybrid/community), web services
Key Technologies
Data feed collection and data aggregators (data fabric), data analytics, visual analytics, HPC analytics (for example, for Facebook integration), dynamic content (for example, real-time contextual advertising to target consumer profiles, use of existing CDN feeds and consumer sites (such as YouTube, Netflicks, DailyMotion, Hulu, MetCafe, Vimeo, USstream, Yahoo!Screen, Break.com, TV.com)
Main Scenarios
There are four key scenarios identified so far, defining integrated marketing analysis, planning, and response across multi-media channels.
Additions to Existing Web Presence
Companies with existing websites and mobile website presence seek to integrate marketing features into new exciting websites in order to build consumer and new consumer presence on these channels. This may be done by developing more marketing-oriented functionality to link with existing and new consumers who use social networks such as Twitter and Facebook.
Social Networks
The company synchronizes new campaigns of products and announcements into the social marketplace through communication to social networks and targeting messaging to specific consumer group profiles.
The primary actors are the marketing manager and the user experience designer.
Strategies include:
- Town hall events across social channels
- Targeting announcements to types of social consumers, existing and new
Data Analysis
Companies also seek to collect data on site visits and behavior across multiple channels to gain better analysis and insight of consumer visit behavior. This creates a reinforcing feedback loop to improve the website and mobile channel user experience design and target more effective communications and marketing announcements to consumer groups and individuals based on preferences, behavior, and broad big data analytic trends identified.
The primary actors are social consumers, non-social consumers, market data aggregator services, and data bureaus.
Strategies include:
- Use of data fabric integration to collect large volumes of social data feeds
- Use of big data analytics to identify and report on trends
- Build insight from online behavior and preferences
- Use of dashboards and visual analysis tools (infographics, for example) of consumer behavior across multiple channels
Response
The company adds automated response and reinforcement of dynamic consumer behavior with dynamic content and gamification.
The primary actors are brand category managers and data scientists.
Strategies include:
- Use of real-time content such as advertising on website and mobile channels to improve in-context messaging and monetization
- Use of gamification to promote consumer ratings and feedback on preferences and suggestions
Key Data
Master Data
Person profile, organization profile, product specification, service specification, access rights, events, campaigns, contextual environment triggers (weather, seasonality, social events), pricing/value transaction data
Current Observations Data
Consumption pattern (time, location, channel, frequency, volume, sequence), buying pattern (time, locations, channel, frequency, volume, sequence), feedback rating
Historical Data
Past consumption patterns, past buying patterns, consumer events, social network event triggers
Query Data
Service channel catalog availability, related cross-sell, up-sell product/service/resource
Action Taken Data
Modified order, modified response, suggestions, rating score
Real Business Examples
Volvo
Volvo uses the marketing cloud to gather consumer data and bring authenticity to the brand.
“The overall goal was to build a page on the Volvo website that would tie together their social audience with their non-social audience. The latter group was missing out on great content only being shared via social channels. The page also gave the team an opportunity to educate and interact with their buying demographic consisting of both older and younger drivers.”
“With this in mind, the community page took shape and it now features feeds from all of Volvo’s social accounts, customer polls, and their latest product releases. With this one-stop-shop, visitors to the website have direct access to the latest information and conversations happening around the brand, even those who are not active on social media. The community page gives enthusiasts a platform to be boastful or to defend the brand against detractors.”
“Our fans come to our defense immediately, which makes our jobs a lot easier,” says Joe Barbagallo, Volvo’s Social Media Manager. “It demonstrates loyalty to our brand and shows the authenticity that social brings to the table.”
(Source: Volvo Marketing Cloud at Salesforce Marketing Cloud.)
McDonalds Crowd-Sourced Marketing
McDonalds has attracted 20,000 submissions for its user-generated content campaign to support its Olympic activity since the start of the games. (Source: Rosie Baker’s article: McDonalds Preps Crowd-Sourced Olympic Ads in Marketing Week).
Additional Considerations
Existing Interoperability Standards
- APIs for social network feeds (vendor standards)
- OpenID (industry standard) or Facebook Connect (vendor standard) for identity and verification of social website member
- Geo-location metadata standards (Google Map API vendor standard) to determine locality of content and message sender and receiver
Comments on Context
In this use-case there is a combination of actors and systems that interact with each other. The aim is to collect behavior from groups of actors and to be able to target social loyalty and orchestration of partners supplying products and services to one or groups of actors. The use-case looks at technologies such as gamification, embedded technology, social network collaboration, and methods of connecting cloud server clusters and mobility data networks.
Preconditions
- Existing website presence with existing “fan base” of consumers
- Presence may be across multiple channels (own website, third-party websites, own “white label” mobile channel, third-party mobile channels)
- Seeking to integrate social consumers with other non-consumers and groups to build brand awareness, loyalty, and conversion of sales and use of product