19. engagement
Sales should be a minority of your
overall email strategy
Start conversations with disruptive
messages
Be genuinely useful and take the
message to people
21. TYPICAL LARGE FS ORGANISATION
Brand
Business
unit #1
Business
unit #2
Business
unit #3
Business
unit #4
Data
Comms
Strategy
email
direct mail
press
TV
display
23. STEPS TO SYNCHRONICITY
1. Synchronise all email
deployment
2. Synchronise all channel
deployment
3. Think and work with ‘customer
journeys’ not channels
4. Build behaviour into your
journeys (triggered comms)
Analyseandtest
24. WHERE DO YOU SIT?
25%
35%
16%
24%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Channels isolated Try to integrate
messages but poor
data intergation
curbs our effort
Integrate but do
not take into
account customer
context
Integrate customer
data and
contextual data
Source: The Road To Cross-Channel Maturiy, Forrester
26. BARRIERS TO DATA INTEGRATION
0% 10% 20% 30% 40% 50%
Limited availability of necessary budget
Outmoded and/or inappropriate internal…
Poor understanding "data-driven marketing…
Insufficient talent/staffinf to drive initiatives
Limited availability/addressability of…
General economics conditions in our…
Legacy importance of mass media channels
Resistance from company…
Regulatory barriers
Cultural barriers
Limited availability /usefulness of…
Nothing
Not at all sure
Source: The Global Review of Data-Driven Marketing and Advertising, October 2014 - Global DMA
27. DON’T JUST TAKE MY WORD FOR IT
Top marketing priorities for 2015:
1. Creating campaigns based on deeper understanding of
audiences
2. Cross-channel digital marketing
3. Better integrating our online and offline marketing
efforts
4. Better integrating our digital marketing disciplines
5. Investing in more sophisticated technology to gain and
act on insights about our customers
Source: http://bit.ly/1GUUCkq