The Marketers Guide to Building a Successful

Omni-Channel Digital Marketing Strategy

TM

THE MARKETERS GUIDE TO BUILDING A SUCCESSFUL

1EB-9323
OMNI-CHANNEL DIGITAL MARKETING STRATEGY

MARKETING.TERADATA.COM

Table of Contents
3 Marketing Challenges In The Era of
Individualised Marketing
4 What is Omni-Channel Marketing?
5 4 Steps for Achieving an Omni-Channel Digital
Marketing Strategy
13 4 Use Cases To Get You Started With
Omni-Channel Digital Marketing
15 How Can We Help?

Introduction
It has happened to each of us. Youve researched your
next purchase lets say its a brand new pair of running
shoes online. Youve visited your local sports store to
try some different sizes. Youve read brand reviews on
your social media accounts. You might have even added
a few favourite pairs to an online cart just in case. Youre
almost ready to make your purchase when you receive an
email from the sports store. You open it in anticipation of
a coupon that will push you into your purchase, but youre
stopped short. The coupon is only good for new hikers.

29 %

Your retailer got close but not close enough. And in

todays digital environment, close enough is not good
enough when crafting meaningful, long-term customer
relationships. It has never been a more critical time or
higher marketing priority-than it is in todays
ever-evolving digital landscape.
Providing a superior customer experience across all
channels has always been a goal for leading marketers.
Teradata Marketing Applications has recently conducted
a survey among 221 global marketing professionals and
surprisingly found that only 29 percent of the companies
analyse their customer data and behaviours across all
channels-online and offline. This is a missed opportunity
for marketers to create an unparalleled, individualised
customer experience. And in todays ever-evolving digital
landscape, theres no higher priority.

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Only 29 percent of companies

analyse their customer data and
behaviours across all channelsonline and offline.

Marketing Challenges In the Era of Individualised Marketing

The current digital landscape creates a complex marketing environment one in which consumers switch channels up to
27 times per hour1. To further complicate the challenge, marketing budgets arent keeping pace with the digital explosion,
so marketers are often a step behind. And a focus on digital channels instead of individual consumers continues to create
interactions that feel separate, siloed, disconnected, and relevant and leave 58 percent of customers frustrated2.

Omni-Channel Challenges:
Getting a 360 degree view of the customer:
Merging data from multiple offline and online touch
point allows you to identify the same customer across
his entire customer journey. It is important to regularly
analyse your data in order to adjust your overall
campaign and marketing strategy which will allow you
to adjust your overall campaign and marketing strategy.

Individualised marketing: This requires 3 fundamental

steps for execution. Understanding the customer as
an individual, adapting to the individuals changing
needs and executing on an individual level. On our
survey, only 32 percent of marketers stated that their
marketing campaigns are individualised.

Optimising campaigns in real-time: In an era of where

everything is on-demand consumerism it is necessary
to respond to customers active moments. Having the
right technology to support campaign optimisations in

Are your digital marketing campaigns

individualised? E .g. using customer
information and data to tailor the
campaigns to individual recipients.

real-time is a key in enabling marketing agility.

Getting the right team: In order to deliver a truly
data-driven marketing strategy an operational team
is necessary to accomplish this. Hire individuals with
a marketing and marketing analytical background so
they can help with defining success and output. Have
a strategy to implement management that works
across the silos.

Customer Engagement: Rosettas Consultings Customer

Engagement Survey, http://www.rosetta.com/assets/pdf

THE MARKETERS GUIDE TO BUILDING A SUCCESSFUL

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32 %

Yes

37%

Partially

31 %

No

Customer-Engagement-Survey-2014.pdf, 2014.
Accenture, Global Consumer Pulse Survey, 2013.

MARKETING.TERADATA.COM

What is Omni-Channel Marketing?

Omni-channel marketing is a customer-centric
approach; such marketing goes a step beyond creating
a seamless customer experience regardless of channel
or device. Multi-channel marketing, unlike omni-channel
marketing, is channel-centric, meaning the strategy
is defined according to the channel of communication
being used.

This means that if your team is using different

communication channels to engage customers, each
of these channels will have its own strategy. With
omni-channel marketing marketers are able to implement
a seamless, integrated and consistent experience. As
a result, they are able to create long-term, loyal
customer relationships and higher returns on their
marketing investment.

Omni-Channel Marketing

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What are the Benefits for Marketers?

Communicating with your customers on their terms
is essential in todays competitive landscape. Your
customers want and expect connected interactions that
are relevant and timely and on their terms.
Collecting data on your customers enables you to create
a 360 degree of your customer. This is essential if you
want to reach your customers on a more intimate level
than ever before. Send the right message via the right
channel at the right time and you as a marketer will get
the results to power your marketing. You can produce
individualised, relevant messages based on event triggers
resulting in relevant messages delivered every time for
increased customer response.

Our current customers that are using omnichannel digital marketing have found the following
successes with their use of this solution:
Boosted customer profitability by 50%
Increased campaign conversion rates by 20%
Improved campaign results by 35%

Through omni-channel marketing you can provide the

customer with a two-way communication that is based
on your customers preference. This approach gives you
the power to execute a marketing strategy that is timely
and relevant. At the same time you are opening doors
that will increase customer engagement, open rates and
click-through rates, with marketing messages that catch
the right moment for your customer. This approach
is successful in driving lasting brand awareness and
increased revenue.

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4 Steps for Achieving an OmniChannel Digital Marketing Strategy:

Your company might already be using multiple channels
to communicate with customers. In fact, we would be
surprised if this is not the case. But in most companies
each of these channels still has a siloed approach.
The main difference between an omni-channel strategy
and a multi-channel one is the focus on the customer as
opposed to the channel. In order to truly put the customer
in the centre, you need to create a marketing strategy that
ignores the boundaries between the channels. Here are
the steps you need to take in order to break these silos
and move to an omni-channel digital marketing strategy:

THE MARKETERS GUIDE TO BUILDING A SUCCESSFUL

OMNI-CHANNEL DIGITAL MARKETING STRATEGY

In order to truly put the customer in the centre

you need to create a marketing strategy that
ignores the boundaries between the channels.

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1. Make it About the Customer

Take a moment and think of your customer. Imagine
Kate is rushing to get all the gifts in order to make her
daughters birthday a memorable one. There is one more
item on her list, but its sold out online and you havent
yet found it in-store. While shes walking through the
shopping centre, she receives a text message that reads,
Is this what youre looking for? Weve got it in stock.
It is a picture of her missing item. The last item on her
to-do list. The one that will put the largest smile on her
daughters face.
Sounds too good to be true? Its not. Its the result of a
well-orchestrated and finely-tuned marketing operations
department thats able to keep up with you the valued
individual customer on your terms, at your speed, and
through your preferred channel.
Twitter. Facebook. Instagram. Web. Email. Mobile.
Theyre your go-to resources for the best products,
services, and brand connections. In fact, according to
a study done by Google and Nielsen3, consumers are
spending 15 plus hours a week researching products.

Those making these searches from a mobile device, 93

percent of them go on to complete the purchase. You
rely on the recommendations of your friends and family,
but you also focus on making your own well-researched
and well-informed decisions. What you really expect
in return for your brand loyalty and commitment is a
serendipitous experience one that makes you feel like
it is orchestrated specifically for you. Not simply a close
enough encounter you dont want to pay insurance
rates for a 35-year-old, white male who has been in three
accidents in the past year simply because youre both
35-year-old white males you want the brands you trust
to provide whats best for you, at the right time, via your
preferred channel.

Most marketers have a relatively firm grasp of

who their customers are on owned properties, but
still have work to do internally to eliminate silos.
Creating a non-segmented, non-siloed internal
infrastructure is essential to creating a crystal
clear view of the individual customer.

Google, Mobile Path to Purchase: Five Key Findings.

https://www.thinkwithgoogle.com/research-studies/mobile-path-topurchase-5-key-findings.html, November 2013.

Can you shift your communication

towards preferred channels based on
customers responses?

41 % Yes

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35 %

Partially

24 %

No

2. Integrate Your Insights

Do you have a holistic view of your
customers interactions with your brand
online and offline?

According to Scott Eagle, CMO at Conversant4, Data is

our biggest weapon. It aligns departments behind the
right decisions, and CMOs are in a unique position to
break down silos with data. Silos have the ability to chip
away at employee morale and create inter-office tension;
they also reduce efficiency and significantly increase
costs. Achieving business success with silod metrics
become much more difficult to achieve.
But, what if we could accomplish the opposite with
marketing teams driving together toward one set of
goals? Data can get you there. Data can help you knock
down silos and develop a holistic view of your customers.
In our survey only 24 percent of marketers said yes when
asked if they have a holistic view of their customers
interaction with your brand-online and offline.

Do you have access to multiple sources

of c
 ustomer data, which you use to create
helpful insights for your campaigns?
E.g. web, email, social media, CRM, etc.

43 %

30%

27%

Yes

Partially

No

What happens if a premium online customer walks

into your store, does your store personnel know
that they are a prime customer? For many brands,
the answer is no. The truth is that integrating the
data and blending all of it together is what drives
customer experience.

24 % Yes

Partially

44 %

No

By adopting an integrated data management

approach one that ensures there is a complete
customer view across all channels and by applying marketing analytics to insights in order to
make better business decisions, marketers establish the foundation for individualised marketing
success.

Do you regularly analyse and update

availabledata to adjust your overall
campaign or marketing strategy?

24 %

Yes

38 %

Partially

38 %

No

Tearadata Blog, We Did It And You Can, Too: Use Our

New Study With Forbes Insights To Help You Tear Down
Silos http://blogs.teradata.com/teradata-applications/
forbes-insight-help-you-tear-down-silos/, 2014.

THE MARKETERS GUIDE TO BUILDING A SUCCESSFUL

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32 %

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3. Build the Right Team

It is important to build your team with intent. Poor
management can lead to failure in a data-driven
marketing strategy. Hand pick your team carefully and
make sure the team members work well together and
can make quick, informative data-driven decisions under
pressure. Your digital marketing team needs to be able
to coordinate marketing efforts across all channels i.e.
email, mobile, social media, web etc. In todays rapidly
changing digital landscape, it no longer makes sense to
higher channel specialists, but rather hire those who are
capable of adopting and learning new technologies as
they immerse.

Does your team analyse customer data

(and behaviours) across all channels
online and offline?

29 %

39 %

32 %

Yes

Partially

No

Does your team coordinate digital

marketing efforts across channels,
including email, mobile, social and web?

It is also crucial for the team to analyse and consolidate

customer data and behaviours across the online and
the offline. Our survey shows that only 29 percent of the
teams are fully able to do so.

33% Yes

THE MARKETERS GUIDE TO BUILDING A SUCCESSFUL

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37%

Partially

30%

No

Outsourcing Your Marketing Campaigns

TP Toys results when taking an omni-channel

digital marketing approach.

Sometimes you arent able to find all the talent you

need in house. In this case it is necessary to get an
outside professional perspective which can really make
a big difference.

3%

year-over-year
increase in revenue

Choosing the right agency is key. It is essential to know

what qualities you are looking for. Stay focused on what
services are essential for you and ensure the agency
you are looking into is strong in these areas. Remember,
an agency will always highlight their strengths, but what
you also need to know is what their weaknesses are.
You also need to know if your needs will be met with
their expertise.

5%

year-over-year
increase in average
order value

When it comes to navigating the complex and ever

changing world of digital marketing, you can depend
on Teradata Interactive to power unparalleled levels of
performance. Teradata Interactive is an in-house agency
which is an integral part of the Teradata Marketing Cloud
offering. It is a full-service agency providing strategic
consulting offerings that encompass the full spectrum of
digital marketing success.

15 %

year-over-year
increase in number
of clicks

One of Teradatas Digital Marketing Centre users, TP Toys,

wanted to further connect with its customers and develop
its internet presence the parents of young children.
TP Toys looked to Teradata Interactives digital services
team in order to promote their products via multiple
digital channels. With the help of Teradata Interactive,
TP Toys was able to build a strong digital presence and
connect with customers directly. In fact, TP Toys achieved
impressive results:

9%

year-over-year
increase in clickthrough rates

3 percent year-over-year increase in revenue

7: 1

5 percent year-over-year increase in average

order value
15 percent year-over-year increase in number of clicks

average return on
advertising spending

9 percent year-over-year increase in click-through rates

7:1 average return on advertising spending
Teradata Interactive ensured that TP Toys built solid
customer relationships and brand loyalty. With ongoing
support to foster long-term relationships with its
customers, TP Toys was able to avoid dependence on
retail partners to promote its brand and instead took
control of its own success5.

10

THE MARKETERS GUIDE TO BUILDING A SUCCESSFUL

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Teradata Interactive Helps TP Toys Achieve 7x ROI,

http://assets.teradata.com/resourceCenter/downloads/
CaseStudies/EB9073.pdf, 2015.

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Are your digital campaigns automated

to respond to customer behaviour
and preferences once they engage 
with a message?

4. Use Technology That Allows

Marketing Agility
It is essential to first bring all the channels together in
one place and break the silos. Technology is the key to
this. With all of the touch points in the omni-channel
marketplace, consumers are generating unprecedented
amounts of data about themselves, their interests and
their preferences. This can complicate the customer
journeyas a marketer you now have access to more
customer data and touch points than ever before. This
is where you need to implement a data management
platform to collect and integrate all of this data.

41 %

39 %

20 %

Yes

Partially

No

Does your team track buyers propensity

scores and individual responses, online
and offline, to refine future campaigns?

11

THE MARKETERS GUIDE TO BUILDING A SUCCESSFUL

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39 %

Yes

33 %

Partially

28 %

No

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Is Your Technology Agile?

Can you make adjustments or changes based on how
well your campaign is progressing or which channels
are most successful? For example, if one banner visual
creates a lot of responses, can you change the media
plan to increase the market coverage of this banner?
According to our survey only 12 percent are able to do so.

Once a campaign is launched: Can you make

adjustments based on how well it is progressing
or which channels are the most successful?

When choosing your digital marketing platform, the

biggest driver should be the agility of that platform.
Make sure that your technology is able to:

12 % Yes

Support all the channels you are using to

communicate with your customers (email, mobile,
social, etc.)
Make changes to campaigns in real-time

Grow with your marketing strategy scale your

efforts into more channels in the future

Are your customer information databases,

segmentation tools, and campaign execution
platforms integrated or compatible?

12

41 %

21 %

Yes

Partially

No

THE MARKETERS GUIDE TO BUILDING A SUCCESSFUL

OMNI-CHANNEL DIGITAL MARKETING STRATEGY

Partially

37 %

No

Does your marketing team currently use

marketing analytics and customer scoring
to predict customer behaviour?

Consolidate data insights from multiple sources

38 %

51 %

29 %

Yes

34 %

Partially

37 %

No

MARKETING.TERADATA.COM

4 Use Cases To Get You Started With

Omni-Channel Digital Marketing
Offer reminder:
You know who has and hasnt opened your latest
email. Send a mobile push notification to those
who havent yet found your email in their inbox to let them
know they have a great offer waiting for them. If that still
doesnt get their attention, target them on social media
using social audiences. The advantage here is that they
might be encouraged to then share your offer with their
network, providing you with more free, organic, exposure
and increasing your ROMI.
Mobile-app oriented:
If your brand has a mobile app that youd like to
promote, you can create an exclusive offer and
use your email and social media channels to promote it.
Create an email with an exclusive coupon-based offer
thats available within the app, or use push notifications
to send them the coupon once they have activated push
notifications in the app. Then use your social media
channels to promote the same offer, directing the traffic
to a mobile-responsive landing page that clearly states
the value of the offer for them and the steps required to
redeem it.
Abandoned cart:
Retailers are well accustomed with this one.
Your customer accesses your shop via mobile or
web, puts some items in the shopping cart and then walks
away without making a purchase. This is an opportune
time to send your customer a discounted offer in order to
entice her to complete the transaction.

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THE MARKETERS GUIDE TO BUILDING A SUCCESSFUL

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This reminder can be sent as an email campaign or as

a mobile push campaign. You can even use retargeting
in order to present the offer to the user on social media
channels and across the web. AB test these channels and
learn what works best for each and every customer. Use a
Data Management Platform to optimise these campaigns
in real-time in order to maximise the results.
Following the completion of the purchase, consider
sending your customer another notification, either by
email or push, with additional offers that will flatter her
latest purchase.
Location-based offer:
Segmentation by geography is one of the
oldest email tricks in the book. But you can also
modernise it by sending a mobile push notification when
your customer is near your store. Send an email with your
offer that provides an overview of the available products
or services. Then send a push message right when she
walks by your store in order to encourage her to stop by
with an individualised offer that she cant refuse. Be sure
to also tap into social media to target your messages.
Social media targeting allows you to target your
messages based on data like demographics, interests and
geographical location.

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Final Thoughts
Gaining a centralised view of your customers in todays
market is essential to a your businesss survival. Identifying
your customers preferred communication channels and
predicting customer behaviour is the name of the game.
Customers expect their brands today to connect with
them in real-time and across multiple channels.
Omni-channel digital marketing drives revenue
by enabling the integration of individual customer
interactions It allows the marketing agility that your
marketing team needs in order to plan and execute
marketing plans that put the customer in the centre.
Luckily, todays marketers have access to technology that
enables them to coordinate multiple interaction points,
analyse and predict customer behaviour and integrate
online and offline channels. With the use of social media,
email, mobile and web intertwined brands are able to
keep up to date with the pace of todays customer.

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THE MARKETERS GUIDE TO BUILDING A SUCCESSFUL

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Yet, it is about more than choosing the right technology.

It is a matter of building the right strategy, a strategy that
doesnt see each channel as a separate effort but rather
a unified effort that puts the customer in the centre. And
having the right team, whether externally or eternally, to
support this strategy, might become one of your most
important decisions yet.

We can help you build your omnichannel digital marketing strategy.

To learn more about how we can
help, contact us.

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Omni-Channel Digital Marketing How Teradata Can Help

With Teradata Digital Marketing Centre, Customer Interaction Manager and Real-Time Interaction Manager you can
make one-to-one customer connections easy from a single solution, delivered through any digital channel.

We can help you:

Design customer interactions
Analyse and predict customer behaviour
Execute real-time interactions across multiple channels

For more information on how we can

help you inspire your customers,
please visit Marketing.Teradata.com

Integrate data from multiple touch points

Optimise campaigns in real-time using our
Data Management Platform

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Teradata and the Teradata logo are registered trademarks of Teradata Corporation and/or its affiliates in the U.S. and worldwide. Teradata continually improves products
as new technologies and components become available. Teradata, therefore, reserves the right to change specifications without prior notice. All features, functions, and
operations described herein may not be marketed in all parts of the world. Consult your Teradata representative or Marketing.Teradata.com for more information.
Copyright 2015 by Teradata CorporationAll Rights Reserved.Produced in U.S.A.
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THE MARKETERS GUIDE TO BUILDING A SUCCESSFUL

OMNI-CHANNEL DIGITAL MARKETING STRATEGY

MARKETING.TERADATA.COM