This document discusses the importance of multi-channel marketing for businesses. It notes that mobile search and smartphone usage are driving tens of billions of inbound sales calls annually. Customers now expect and demand interactions across multiple channels. Effective multi-channel marketing requires tools for campaign management, advanced analytics, attribution across channels, and expertise in digital channels like web, email, mobile and video. By using a multi-channel approach, marketers can better meet customer expectations, increase spending from multi-channel customers, and improve conversion rates.
Multichannel Marketing: The Key to Expanding Revenue
1. Mul%channel
Marke%ng:
The
Key
to
Expanding
Revenue
Jason
Spievak
CEO
Bruce
Cook
SVP
Corporate
Development
Marc
Porcelli
GM
2. “By
2015,
80%
of
companies
will
use
mobile
marke%ng
in
North
America.”
-‐Kimberly
Collins,
Gartner
Analyst
3. Inbound
Calls
are
Sourced
Digitally
and
Offline
Most
marke%ng
tools
are
s%ll
missing
the
most
valuable
part
of
mobile
marke%ng:
$300
Bd
illion
+
online/offline
a spend
driving
30
Billion
+
inbound
sales
calls
to
Fortune
5000
adver%sers
and
SMBs
$70
Billion
online
adver%sing
market
in
2013
…those
tens
of
billions
of
inbound
calls.
4. Mobile
Search
is
Outpacing
Desktop
Search
Mobile
Search
Is
Outpacing
Desktop
Search
Mobile
Search
Leads
to
Inbound
Call
Growth.
120
Mobile
Search
Queries
100
BILLIONS
(US
ONLY)
80
Desktop
Search
Queries
60
Mobile
Calls
40
20
0
2011
2012
2013
2014
Sources:
BIA/Kelsey,
2013;
Google,
2012;
CWA
Cornell,
2008;
Contact
Babel
Contact
Center
Report,
2012.
2015
2016
Mobile
search
and
smart
phone
penetra%on
are
driving
tens
of
billions
of
calls
a
year
–
and
growing.
No
surprise
then
that
more
than
3%
of
the
U.S.
workforce
works
in
a
call
center.
5. Inbound
Phone
Calls
Are
Significantly
More
Valuable
Inbound
Phone
Than
Clicks
Calls
Are
Significantly
More
Valuable
than
Clicks
$100+
Educa%on
$5-$10
$50-100
Home
services
$3-$5
$50-75
Insurance
$2-$4
$30-50
Financial
Svcs
$1-$3
Source:
Google,
2012;
Invoca,
2013
Call
Click
Calls
convert
at
a
much
higher
rate
than
clicks
and
at
a
higher
average
order
value.
1-‐2%
of
clicks
convert
to
customers.
30-‐50%
of
calls
convert
to
customers.
6. “90%
of
consumers
begin
a
task
on
one
device
then
complete
it
on
another.”
–Todd
Rowe,
Managing
Director
of
SMB
Global
Sales,
Google
7. Purchase
Immediacy
is
Key
in
Mul%channel
Marke%ng
55%
of
consumers
using
mobile
to
research
want
to
purchase
within
an
hour.
Call
now
during
this
panel
session
and
you
could
win
$100!
Source:
Google
Mobile
Path
to
Purchase,
Nov.
2013
8. You
need
a
mul%channel
marke%ng
strategy
that
incorporates
both
online
and
offline.
But
what
does
that
mean?
9. Define
Mul%channel
Marke%ng…
Interac%ng
with
customers
or
prospects
using
a
combina%on
of
indirect
and
direct
communica%on
channels
and
enabling
customers
to
take
ac%on
using
the
channel
of
their
choice.
Mul%channel
marke%ng
is
all
about
consumer
choice.
10. Why
Does
Today’s
DR
Need
Mul%channel?
• Mul%channel
customers
spend
three
to
four
%mes
more
than
single-‐channel
customers
do
(EConsultancy,
2013).
Consumer
Spending
Mul%channel
3-‐4X
more!
Single
Channel
• Customers
today
have
much
more
control
over
the
buying
process
than
marketers
do
-‐
more
choices
when
it
comes
to
how
they
want
to
get
informa%on.
• Consumers
USE
and
EXPECT
mul%channel
marke%ng!
11. Why
Does
Today’s
DR
Need
Mul%channel?
63%
of
purchases
researched
online
convert
offline.
12. What
Consumers
Want…
Of
consumers
said
they
would
no
longer
buy
from
an
organiza%on
that
failed
to
take
account
of
their
preferences,
purchasing
history
and
other
customer
informaQon
(Experian
Marke:ng
Services,
2013)
84%
The
average
household
now
has
5.7
Internet-‐connected
devices
–
more
than
double
the
number
from
last
year.
(NPD
Group,
2013)
=
5.7
As
increasing
numbers
of
consumers
embrace
mul%channel,
they
are
now
demanding
that
businesses
and
marketers
do
the
same.
13. Marke%ng
Challenges
to
Date
ü Delivering
a
consistent
and
effec%ve
marke%ng
effort
across
all
consumer
paths.
ü Being
digital
generalists,
rather
than
channel
specialists.
ü Targeted
messaging
ü Arribu%on:
knowing
which
channels,
campaigns
or
sequence
of
touch
points
contributed
to
qualified
conversions
and
sales.
ExpecQng
customers
to
change
channel
or
device
preferences
is
unrealisQc.
Marketers
must
develop
campaigns
that
span
mul%ple
channels
fluidly,
in
a
way
that
the
customer
finds
meaningful,
trustworthy
and
easy!
14. How
it’s
Done
Tools,
tools,
tools
A
mul%channel
marke%ng
campaign
&
plavorm
needs
to
have
the
following:
• Campaign
management
(including
capabili%es
for
segmenta%on
and
campaign
execu%on)
• Advanced
analy%cs
and
campaign
op%miza%on.
• Response
arribu%on,
including
the
ability
to
analyze
&
op%mize
based
on
data.
• Digital
marke%ng
knowledge
of
newer
channels,
including
the
Web,
email,
mobile,
video,
etc.
The
Result?
A
consistent
customer
experience
across
all
channels.
Your
customers
experience
your
brand
as
a
whole,
whether
their
interac%ons
with
you
are
online,
in-‐office,
over
the
phone,
or
some
combina%on
of
these.
Yes,
it
is
possible!
15. MundoMedia
Success
Story:
Dental
Pay
Per
Call:
The
DR
ConnecQon
between
offline,
online
&
mobile.
Unique
trackable
phone
numbers
are
placed
on
your
marke%ng
assets
-‐
across
all
channels
-‐
that
drive
qualified
calls.
16. MundoMedia
Success
Story:
Dental
ü Increased
distribu%on
opportuni%es
by
allowing
promo%ons
across
all
online
and
offline
media
channels,
including:
mobile,
search,
display,
email,
TV,
radio,
and
print.
ü Adver%ser
works
with
marke%ng
partner
to
set
up
campaign
and
screen
inbound
calls
for
poten%al
customers.
The
calls
are
recorded
and
tracked
with
a
unique
trackable
phone
number.
ü Intel
is
gathered
such
as
where
a
new
pa%ent
is
calling
from,
the
dura%on,
media
source
and
relevancy.
Adver%ser
only
pays
for
valid
calls
that
meet
a
certain
criteria.
Did
you
know
that
call
conversions
from
a
mobile
device
are
57%
compared
to
7%
originaQng
from
a
desktop?
17. Success
Stories:
Mul%
Industry
Best
for
service-‐based
business
such
as:
ü Legal
ü Insurance
ü Finance
ü Op%cal
ü Health
&
Wellness
ü Home
Improvement
18. Key
Items
for
Launching
Complementary
Mul%channel
Campaigns
across
Online,
Offline
&
Mobile
• Overall
online
and
offline
strategy
&
goals
• The
“marke%ng
mix”
that
might
work
best
• Ease
and
efficiency
of
mul%channel
implementa%on
• Scale,
automa%on
and
arribu%on
(data
analysis)
• Strong
Partners
with
Proven
Track
Record
19. Case
Study:
Lending
Tree
15
Years In Lending Space
$1,000,000,000+ Advertising Dollars Spent
77% Brand Awareness
35,000,000 Consumers Served
Highest Quality Leads
Highest Conversion Rates
20. From
Learning
to
Transac%on
Advice &
Articles
Ask the Tree
Mortgage
Calculators
Look Before
You Lock
Mortgage
Checkup
Mortgage
Negotiator
Multiple
Offers
29. Social
–
Twirer
@LT_Lenny
-‐NEED
-‐
A
special
promo
Tweet
from
Larry's
Twiaer
account,
with
a
message
along
these
lines
"Having
a
great
Qme
at
the
ERA
Great
Ideas
Summit!
Call
me
at
855-‐801-‐2856
before
the
end
of
this
session
to
win!"
38. Beyond
Arribu%on
Knowing
where
high
quality
calls
are
coming
from
is
important
–
but
it’s
not
enough.
Calls
cost
you
money
–
so
make
sure
that
you
are
only
driving
high
intent,
good
quality
callers
to
your
call
center.
39. ATTRIBUTION:
Call
tracking
and
analy%cs
Knowing
precisely
where
calls
come
from
–
which
exact
keyword,
ad,
channel,
and
content
–
and
knowing
who
the
buyer
is
in
their
purchase
path.
More
than
call
tracking
–
marke%ng
analy%cs.
40. One
In
Five
Calls
is
High-‐Quality.
Accidental
call
8
Call
with
basic
informa%on
request
52
Invoca
clients
have
similar
paaern
19
High-‐quality
sales
call
by
a
new
lead
21
Short
sales
call
Adver%sers
don’t
always
know
which
ones.
41.
INTELLIGENCE:
Programma%c
marke%ng
automa%on
Once
a
call
starts
heading
into
the
funnel
over
Invoca,
we
derive
and
apply
data,
run
data-‐dips,
score
the
call,
and
determine
op%mal
rou%ng
rules.
Azer
the
call,
we
run
re-‐targe%ng
online
based
on
the
call
disposi%on
–
true
mul%-‐channel
real-‐%me
automa%on.
42. Master
Mul%channel
Marke%ng
With
a
Complete
Invoca
is
for
marke%ng
teams
that
want
to:
Marke%ng
Solu%on.
Drive
quality
inbound
leads
from
calls,
clicks
and
more.
Close
the
loop
between
markeQng,
revenue
and
your
markeQng
integraQons
Tie
offline
conversions
like
phone
calls
to
markeQng
campaigns,
partners,
landing
pages
OpQmize
spend
and
save
resources
Follow
the
customer
journey
through
online,
offline,
and
mobile
Gain
a
new
level
of
customer
insight
CONFIDENTIAL 42
43. Ques%ons?
Go.Invoca.com/demo
ques%ons@invoca.com
888-‐675-‐2007
Bruce
Cook
SVP
Corporate
Development
bruce.cook@lendingtree.com
704.943.8263
www.mundomedia.com
marc@mundomedia.com
T:
416.342.5646
ex.
210