MARKETING AUTOMATION: Why is still the killer app!

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1 MARKETING AUTOMATION: Why is still the killer app! Chaz McGregor SATIC etourism CONVENTION Prepared by Via Media Communications. A Digital and Direct Marketing Agency.

2 Via Media is South Australia s leading Digital and Direct Marketing Agency. We combine strategy, creative, data and technology to connect our clients with today s customers..

3 Former Director Who Am I To Talk? Past Clients

4 Who We Do it For

5 Today s Discussion Marketing Automation: A Practical Definition Upside Case Studies What You Should Do Tomorrow

6 A Definition Marketing Automation is 1. Defining your customer journey 2. Then identifying possible life-cycle touch points 3. And planning marketing programs that match up 4. Using technology that can deliver them automatically 5. To nurture leads into sales and repeat business

7 The Customer Journey PR, Online Advertising DM, Website, SEM, , Blogs, Social Website, SEM, , Social , Share to Social, Social PR, SEM Website, SEM, , Social Awareness Knowledge Consideration Selection Satisfaction Loyalty Advocacy Pre-Purchase Purchase Post-Purchase

8 It s All About ROI Marketing Performance

9 The King is Dead? Commercial returned $40.56 for every dollar spent on it in 2011 source: DMA s 2011 Power of Direct economic-impact study

10 Long Live the King! In 2012, Marketing is predicted to account for $67.8 billion in sales. source: DMA s 2011 Power of Direct economic-impact study

11 Why works It allows targeting It is data driven It drives direct sales It builds relationships, loyalty and trust It supports sales through other channels

12 And most importantly Reach the right audience, With the right content, At the right time!

13 How is this achieved? Behavioral triggered campaigns perform 325% better than simple blast campaigns (Silverpop B2B research)

14 Triggered Campaigns Work Better Volume of s sent Sales Generated 4.1% Triggered Campaigns 95.9 % Batch Campaigns 40.2% Triggered Campaigns 59.8 % Batch Campaigns

15 Appetite for Consumption Average buyer consumes content assets in 60 days (IT buyer) Source: Google/TechTarget Behavioral Research Project Phase 2: is one of the most cost effective and highest returning forms of communicating with a customer throughout the entire relationship life cycle.

16 Behavioural Segmentation Traditional Segmentation Geographic Region Population Density Demographic Age Gender Income Psychosocial Social Class Lifestyle RFM Analysis Recency Frequency Monetary Segmentation 2.0 Adding real-time behavior elements including Purchase Behavior Last purchase date Number of purchases Purchase value Web Behavior Visited your website Viewed a product page Submitted a web form Accessed your online resources Social Behavior Shared your message with others Behavior Clicked an link

17 Behavioural Segmentation Highly relevant to individual or buying stage Based on web activities Set it and forget it Increased Revenue Performance

18 EUROSTAR UK eg: Leisure traveller s conversation Reactivation (not travelled in 12mths) 7. Lastminute availability (tactical) Purchase ticket 1. Confirmation (receipt) 6. Destination inspiration (monthly) Inspiration phase Purchase phase 2. Cross-sell (just after receipt) 5. Leisure newsletter (Quarterly) 3. Pre-travel inspiration (7-10 days before) Non bookers incentive (not booked since subscribed) Subscribe to newsletter 4. Welcome back (Mon after w/e)

19 The Value of Nurturing Nurture campaigns have 2X the Open Rates and 3X the Click-Through-Rates at of one-off s 23% shorter deal times for nurtured than non-nurtured leads Higher win ratios for prospects touched 3-4 times per month by marketing nurture campaigns. 47% higher order value from closed sales that were nurtured versus sales that were not Increase sales-ready leads by 50% using existing staff for nurturing campaigns with little to no incremental investment Source: Aberdeen, Sirius Decisions, Demand Gen Report, and Silverpop Research

20 Campaign Design: If. Then.

21 Abandoned Cart Mails Rock 25% conversion on cart abandoners. Cart program accounts for almost 1/3 of TOTAL yearly sales

22 Abandoned Cart Mails Rock Abandoned Cart s Promotional s Comparison Open Rate 37% 8% 4.6x Click-through rate 41% 14% 2.9x Conversion rate 20% 5% 4x Sales/ $7.46 $.08 97x Source: Silverpop Client

23 Post Purchase Review Requests 14% of those who click place another order 2 nd highest conversion rate next to Abandon Cart s.

24 The Tools Tools we use Other great tools Certified Partner Certified Partner Web 2.0 Platforms Don t forget though

25 So What Do I Do Tomorrow? Define your customer journey Prep a content plan for each step Invest in the tools to support it Do the heavy lifting up front (resource intensive) Test, Refine, Retest, Refine Set and Forget (for a while) Measure, Retest Outsource, but no substitute for immersion

26

27 Want to Talk Some More? Chaz McGregor Twitter: chazmcgregor Skype: chazmcgregor LinkedIn: chazmcgregor

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