Cross-channel success: Converging digital and traditional marketing at OMMA Metrics

With marketing spending migrating to online channels, the role of analytics is changing drastically across both online and offline channels.  The new market must focus on integrating offline and online channels and learn how to leverage both.

OMMA Metrics keynote speaker, Yuchun Lee, Vice President and General Manager of IBM Enterprise Marketing Management Group Unica, discusses measuring behaviors across channels and the future of analytics. Lee also presents real-world examples of how marketers are adapting to achieve success.

Marketing dollars and sense

• 98% of marketing dollars are wasted
• No company has enough marketing budget to overpower earned media, such as blogs/reviews
• Earned media 10-15 times more influential than advertising

What’s happening with brands?

New marketing

• Agile
• Servicing rather than selling
• Coordinated
• Customer-centric
• It’s really service, and service is marketing
• Marketing messages should make the customer feel as if she is receiving a service from you

CMO’s new role

• Keeper of customer experience: not keeper of the brand anymore
• Technology makes marketing messy
• CMO needs to remember: “Good Marketing Is Service” and “Service is Good Marketing”

Brands need to integrate

• Plans & budgets
• People & processes
• Data & assets
• Measurement & performance

Web analytics

• Need to assess & digitize all channels
• Move from traffic to behavior analysis
• Analytics should comprise online optimization, e-commerce, marketing & enterprise
• Universal tags are about to have their day in the sun & IBM will put out the killer solution

Digital behavior

• Purchase histories
• Past actions
• What are you looking for with a predictive core

Marketing pros are becoming tech decision-makers

• Control $1 trillion of annual marketing spend
• Decide or lead 2/3 of marketing technology decisions

Business success tips

• Be relevant
• Provide superior customer experience
• Understand customer needs
• Need to be great at listening & need technology to do it well

Online marketing brings an age where traditional channels are melding with digital ones.  In the new digital channel, customer needs are openly expressed.  To succeed businesses must listen and understand their customers’ needs using their senses and analytical data.