Tag Archives: integrated marketing

The Top 3 Benefits of Exceeding Customer Needs

Two weeks ago I had an amazing digital experience. I went to the doctor’s office as I wasn’t feeling well and they performed some simple tests. Near the end of the visit the doctor said my test results, which would dictate if I needed a prescription, would be available online the next day. Before I even received a call from the doctor or access to my online results, Walgreens sent a push notification to my mobile phone alerting me that my prescription was ready for pick-up.

This is brilliant for many reasons. First, Walgreens was able to act on the data shared by the hospital faster than the hospital could relay it to me. Second, in doing so they also gave me the status of the test. Third, while I associate this brand with my health already, their actions continue to prove how much they value my health and me as a person (read: this makes me want to spend my money with them). Finally, all of this happened because they have a top-notch data management platform in place to effectively manage their consumer’s data.

You see, at some point I wandered into Walgreens to purchase an item. Upon checkout I signed up for their loyalty card, slowly giving them more information during subsequent visits. Eventually, I downloaded their app and synched it with my loyalty card. Then I logged into my online account to manage the entire ecosystem. And truthfully, this was not the first time Walgreens impressed me (you can read about my Connected Experience with them here).

But by merely sending me a simple push notification they have exceeded my expectations. By exceeding expectations, brands stand to gain the following:

  1. Customer Loyalty – My default location for all prescriptions is now Walgreens. This experience, along with previous experiences prove that they can do it – and they can do it well. They are loyal to making sure I’m happy and I’m loyal to them by returning every time to spend my money with their brand. With hundreds of other locations to fill my prescriptions, I choose Walgreens because they know me and they can execute efficiently and effectively.
  1. Brand Advocacy – When I have a good experience, I am a sharer. I like to tell my friends and family so they can also have good experiences. If the experience is particularly great I will socialize online as well. Not only does this generate positive news regarding the brand, but it also influences my friends to shop with that brand. I remember once reading a stat that a bad experience is shared 3x more than a good experience – something brands may want to keep in mind while mapping out customer journey experiences.
  1. Exploration of Other Brand Offerings – When a brand exceeds expectations in one area, there is a good chance they excel in other areas as well. In turn, customers will explore their other offerings based on the experiences they have. For example, I learned about the pharmacy app because of Walgreens photo printing app. Both continue to add value to my life and help me simplify. I’m sure I will continue to explore to see what other offerings they have for me.

Regardless of the consumer, everyone likes to be treated well. And the companies that understand the value of treating a customer well will continue to thrive in this ever-changing digital world.

The inaugural IgnitionOne Client Summit – Driving Consumer Behavioural in an Omni-Channel World

The IgnitionOne US Strategic Partner Summit is legendary and last week, the European team decided to launch their first-ever European Client Summit at AutoWorld in Brussels. Continue reading The inaugural IgnitionOne Client Summit – Driving Consumer Behavioural in an Omni-Channel World

Merhaba Istanbul! Meet IgnitionOne’s new Turkish team

Last month, IgnitionOne launched its first Turkish Office in Istanbul. Country Manager, Yusef Akyuz presented IgnitionOne’s Digital Marketing Technology at Webrazzi on 19th March, officially announcing IgnitionOne’s presence to the Turkish market. Continue reading Merhaba Istanbul! Meet IgnitionOne’s new Turkish team

IgnitionOne joins the IAB UK for Digital Britain in Manchester

Yesterday, IgnitionOne joined the IAB UK for their Digital Britain event in Manchester. The event, which took place at the Bridgewater Hall, is the first time the IAB UK has held an event north of the M25.

We had an interactive area where brand and agency advertisers could drop in and meet the IgnitionOne team. We showcased our LiveMarketer technology through giant touch screens. The brand being demonstrated was the IAB UK showing who was on their website in real-time and how engaged they were with the IAB UK on the day that they released their Ad Spend Report 2013.

IAB UK Digital Britain

IAB UK Digital Britain

The IgnitionOne racers from IAB Engage 2013 also made an appearance with Matt Coughlan from The Auto Network taking home an XboxOne for having the fastest time of 2:05:41 around the track during the day.

IAB UK Digital Britain
Racer 1 over

 

 

IAB UK Digital Britain
The racers are off and running

 

IAB UK Digital Britain
The Top 5 Times

 

Nancy Furber from UNICEF UK spoke with IgnitionOne’s business director, Stewart Holt, on the challenges of integrated marketing campaigns. UNICEF UK ran an integrated marketing campaign in the lead up to Christmas 2013 with IgnitionOne running the majority of the digital activity for the campaign. Nancy spoke about what challenges UNICEF UK as a business had with delivering the campaign but also the benefits they’d seen by integrating their digital spend – an ROI of 3.9 over the course of the campaign.

IAB UK Digital Britain
Nancy discusses UNICEF UK’s integrated marketing campaign
IAB UK Digital Britain
Stewart explains IgnitionOne Targeting

All in all, it was a fantastic day and we’re looking forward to being part of the Northern Digital Scene for a while to come.

A copy of our presentation from the day is below but if have any questions don’t hesitate to send us an email at info@ignitionone.com

What to know how to burst your marketing silos? Join IgnitionOne at Digital Convergence!

IgnitionOne is delighted to be sponsoring The Drum’s Digital Convergence on the 12th March 2014.

Digital Convergence Logo

The day focuses on helping brand marketers get to grips with increasingly contected customers and converging digital media channels. Brand marketers will learn how to deliver multi-channel marketing online that’s interesting and relevant to their individual clients.

IgnitionOne’s UK Managing Director, Simon Haynes will be hosting a round table at Digital Convergence titled Right Here! Right Now! The Roundtable will focus on how to make the most of a customers’ wide and varied online activity by optimising your media channels towards engagement metrics.

If you’d like to know more about Digital Convergence or catch up with us at the event, feel free to get in touch with the London Team.

See you at Digital Convergence!

Episode 2 of Digital Marketing Speaks: now live!

Digital Marketing Speaks videos

It’s time for episode #2 of Digital Marketing Speaks – IgnitionOne’s new video series where an outspoken CEO of a leading digital marketing technology company meets with equally outspoken industry luminaries to delve into the latest trend and issues.

IgnitionOne CEO, Will Margiloff, continues his conversation with Rob Norman, Chief Digital Officer at GroupM. In this second episode Will and Rob discuss the challenges of integrating offline and online data in marketing.

When will we see truly integrated offline and online campaigns? How do you value and weight different digital interactions and compare them with offline interactions?

Watch the video and learn more.

Keep tuned for more pieces of this interview in the coming weeks, as well as other interviews. You can also find this and other videos on IgnitionOne’s YouTube channel 

Back-to-School Shopping Season: What Does it Mean for Marketers?

August is an exciting month for retailers, as “back-to-school” shopping is the second-largest season with about $84 billion in consumer sales. It is also an indicator for the performance of the holiday shopping season to follow, and helps retailers forecast their fourth quarter earnings, plan their fall advertising strategies and media buys.

As with every other vertical, the Internet has truly impacted the way people research, browse and ultimately purchase. This year, retailers have experienced yet more change in the shopping habits and patterns of their consumers. The NRF reported that the average family with children in grades K-12 has already completed 52% of their back-to-school shopping, up from 40% at the same time last year. This strongly supports that families are more-value focused than before, and are looking to take advantage of shopping opportunities that save them money. This year’s back-to-school shopping season started as early as four weeks sooner than usual, with 30% of online shoppers making back-to-school purchases two months before Fall 2013 classes start.

With this information, retailers, and more specifically ecommerce marketers, should consider beginning their holiday advertising about four weeks earlier than usual in order to accommodate the budget-conscious consumer. Analyst Liz Dunn of Macquarie Capital said that “business is suffering from an absence of clear fashion trends and is instead relying on the effect of promotions,” encouraging retailers to really take advantage of their digital strategies in order to usher in sales.

 

Mobile

Mobile isn’t a device, it’s a channel, and marketers should be treating it as such. 79% of moms with children in school own a smartphone, and rely on them to get through their hectic days. Marketers should be enhancing their mobile campaigns in order to capitalize on these on-the-go moms who make most of the back-to-school purchases for their families.

Marketing Automation

Personalizing messaging on-site is a great way to grab the attention of your consumer and encourage them to convert then and there. Over the last couple of years, marketing automation tactics have become more widely used by marketers as a way to enhance lead generation and boost sales. Retailers that utilize content personalization and dynamic interaction across paid media and email are rewarded with stronger conversion rates.

Integrated Marketing

It goes without saying that if you, as a retailer, embark on a promotional campaign, then make sure the terms of that campaign are recognizable across channels. The same goes for integrated marketing, where all of an organization’s resources, goals, technology, data and measurement are aligned in order to achieve higher levels of efficiency and performance. Truly integrated marketing is equally as important as consistent messaging across campaigns.

 

So what if you can’t heed this advice for the almost-past back-to-school shopping season? Easy. Apply them to your holiday strategic planning. With about $580 billion in consumer spending to come in the latter half of Q4, these insights will help you get more bang for your digital advertorial buck. But start the brainstorming sessions with your teams now, because this holiday season’s shopping cycle will begin as early as late-October.

Take the Integrated Marketing Survey

Here at IgnitionOne, we don’t think that integrated marketing is a buzz-term, or even a “hot topic,” but rather the foundation for a successful and profitable organization. We understand how important it is, in fact, we have been known to be pretty passionate about it. But we are curious how organizations are implementing various components of integrated digital marketing. A report based on these findings will be available for download, and will give us supplemental data to accompany our quarterly reports, will be used to drive our viewpoints and support our stance within this very dynamic industry.

Our short, anonymous survey (only 14 questions!) for marketers should take less than five minutes to complete and you will be automatically entered to win a $100 VISA gift card.

To take the survey, click here.

*Sweepstakes only available to US residents

Integrating Marketing Technology – Webinar Recap

In our second in a series of integrated marketing webinars, Roger Barnette, President of IgnitionOne, covers the challenges faced by marketers today and how to best address those challenges in order to enhance results in “What to Look for When Integrating Marketing Tools and Technologies.”

Marketers are in a space that is over saturated with single-point solutions, each creating very separate data sets from each channel which is challenging and often impossible to integrate efficiently, and increasingly difficult to glean true insights from. The answer: leverage a centralized multi-point solution to shed light on the true impact of your digital marketing efforts and optimize for improved results.

Roger details the benefits of integrating marketing tools and technologies, such as the creation of a single-data source, experiencing fewer errors in reporting, and true attribution which allows for deeper insights and greater returns.

This is one in a series of integrated marketing webinars loosely based on topics covered in the Integrated Marketing Playbook. Please register for any of the upcoming sessions here.

 

Introducing The Integrated Marketing Playbook!

Today IgnitionOne released “The Integrated Marketing Playbook: How to Create Simplicity from Complexity,” a fundamental guide for digital marketers. This new e-book is written to serve as a valuable resource when mapping out how to approach integrated digital marketing across an organization. The Playbook is available as a free download at: pages.ignitionone.com/integratedmarketing .

As we have said many times before, to be successful in this fast moving and dynamic sector, marketers will need to tear down the silos between organizational teams, technology, data sets and goals in order to not only drive simplicity, but to also improve results. This free book will help explain how to achieve that.

The Playbook answers the follow questions posed by marketers:

  • What are the central challenges to achieving integrated digital marketing?
  • How do I set up my organization to facilitate and take advantage of integration?
  • How do I centralize tools, data and measurement to achieve integrated marketing?
  • What is the payoff for integrating my marketing?

The Integrated Marketing Playbook also includes Q&A sessions with top brand executives Julie Cary of La Quinta Inns & Suites and Peter McDonough of Diageo, who lend their views to readers.

Digital  marketing  has  become  complex due to the multitude of point solutions with  their  own  data  sets  and  their  own  way of  addressing the  conversion  path.   And silos  set  up  in  marketing organizations  end  up  working  against  central goals  by  putting  the  focus  on  the success of individual tactics or channels. But marketers can integrate their marketing, break down silos, connect the dots and centralize data, tools and efforts.

To download “The Integrated Marketing Playbook,” please visit: pages.ignitionone.com/integratedmarketing.