Welcome, this is Eugene, thank you for joining me. Let's talk about a multi touchpoint marketing experience. Today's consumer can shop around the globe find out more than ever before about organizations that are willing to do business with research the products they want to buy, and then share their views with hundreds if not thousands of followers and friends, all of them your potential customers. Therefore, it is important to understand how to plan for this modern consumer that is spending most of their time and money online. The following elements make up a multi touchpoint experience starts with business development, branding, transformation, demand generation and audience engagement. To market with meaning you have to understand your target audience.

You have to be familiar with concepts like acquisition conversion, segmentation and reactivation. more about this in a later class. Online Marketing is a balanced combination of art and science. A good approach blends human creativity and logical thinking based on data insights that technology offers. That's where a multi touch point experience comes into play. You must make it as easy as possible for your customers to find, buy and use your products.

You have to bridge the gap between traditional and digital marketing channels, breaking down barriers. You must plan and execute marketing campaigns that are supported by your overall marketing strategy. And to earn consideration from consumers. Marketers must help customers achieve their goals as a prerequisite to achieving your own business goals. Here's the framework a multi touchpoint experience. Across the top you have the following headings, business development, branding, transformation, demand generation and audience engagement.

Down the side you have questions like what needs to happen, who is responsible? What are the goals? Which core skills come into play, which methods will be deployed? What barriers have to be overcome. In the first column and the business development, we address issues like the what, how do you guide your customers through innovation? How do you plan to introduce new products and services, your business development team is responsible for this function.

This leads to growing your KPIs are your key performance indicators. This is the amount that your business is growing. The core skills here include business insights and business intelligence. Your business team will use the different channels available to them to achieve this goal. Hand in hand with management, and your sales and marketing team. The barriers you face in this step is generally the amount of people that you can reach.

When you look at branding transformation, this is where you embed emotion into the brand experience for the ultimate goal to build your brand. Your creative department, working closely with marketing is responsible here. And if you're a smaller organization, so left to you. The core skills required here is building a good communication strategy and combining that with an aesthetically pleasing visual. This stage impact your style guides and your communication strategies. The barriers you face include accurately measuring your success.

It's always an issue when you try to measure the penetration of a brand. demand generation is where sales and marketing kick into high gear. What you're trying to achieve here is to drive customers towards a purchase in patient In other words, pulling your sales funnel more about the future classes. Your marketing team in conjunction with sales is responsible for driving your sales and revenue. Business Intelligence and collecting data are the core skills required. Your paid, own earned and shared media are the methods you deploy to achieve these sales.

Collecting data, or collecting the correct data is always a challenge. And of course, then to use that data to make actionable business decisions. The last area we'll look at is audience engagement. This is where you conduct real time customer conversations. Social media has really propelled this to the forefront. Anyone that comes into contact with your customers and your potential customers bears this responsibility.

If this is done correctly, you can vote extreme customer loyalty, customer data and the systems that you use to capture capture the data places crucial part to the method you will deploy here will vary from company to company. And it's predicated by the platforms that you choose to have a presence on. Customer Support is always a challenge and great care should be given to dealing with customers on an offline. The goal of the multi touch point experiences to blend your marketing strategy, your creativity, technology, media types, channels you use, and the data that you collect to connect your brand with your audience. In short, the multi touch point experience impacts your business development, where it adds value it promotes branding, it helps to build your brand increases demand by driving sales and a cold audience engagement and promotes customer loyalty. Consumers are looking for value, not just in tough times, and not just in terms of which brand is cheaper or which boxes are looking to connect more fully with companies and their product and to try explicitly and to be inspired by them.

In the next class, we will take a closer look at the 12 functional business areas that every ecommerce website owner should be aware of. When starting an online store, everything from business plan and budget, to an e commerce platform and the website designed to SEO and SEM, as well as Merchandising, and distribution, we'll touch on analytics, and then some advanced topics like behavioral targeting, and customer lifecycle management. I really appreciate you spending some time with me. I know your time is valuable. And once again, I'd like to encourage you to reach out with questions comments and suggestions. If you can't tell, I really love this stuff.

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