Set Your Marketing in Motion:

Transcription

1 Set Your Marketing in Motion: Integrated Strategies for Today s Market #MDRMIM

2 Maximizing the Backbone of Your Program Derek Fairfield, Leader, E-Marketing Solutions, MDR

3 Agenda Do marketers think is dead? Do educators still look at ? What you need to be doing to survive

4 is a digital

5 80 is a digital workhorse 68% of marketers say that is core to their business Salesforce/ExactTarget 2014 State of Marketing 66% of marketers say delivers excellent or good ROI Econsultancy/Adestra Marketing Industry Census 2013

6 81 Digital marketing prevalence Digital marketing programs used regularly

7 82 What Is good for? Most effective at marketing objectives:

8 83 Digital lead gen Which Marketing Channel Gets the Most Visitors? Conductor Infographic 4/2014

9 Digital lead gen: B2B companies Which Marketing Channel Gets the Most Customers? Social (14%) and Search (14%) are rated as most effective at lead generation. (13%) is another strong channel. PPC on the other hand, is only half as effective (6%) at generating leads but how many of those leads are qualified for you? Marketers say that produces the highest quality leads (40%) followed by Organic Search (36%) while Social & PPC are rated equally at 18%. Conductor Infographic 4/2014

10 85 Digital lead gen: E-Commerce, B2C companies Which Marketing Channel Gets the Most Customers? For e-commerce companies, 18% of customers come from Organic Search. Other customer sources are PPC (10%), (7%), and Social (1%) and they keep coming back. Conductor Infographic 4/2014 Customers from Organic Search remain customers 50% longer than average. Customers through PPC last 37% longer, and those from , 12%. Customers who arrived through Social lasted for the average amount of time, or less.

11 86 Digital lead gen Which Marketing Channel Gives You the Most Bang for Your Buck? When it comes to ROI, Organic Search & are rated as the best marketing channels. Conductor Infographic 4/2014

12 87 Mobile behavior trends Activities Performed at Least Once Each Day: Smartphone vs. Tablet

13 88 Mobile opens dominate platforms Opens by Environment Per Quarter: Q1 11-Q1 14 Data based on 4 billion opens across 5 million campaigns during 2011-March The yellow bar at the top represents opens in an undetectable environment. Undetected increased in 2013 Q4 due to introduction of Gmail image caching on proxy servers.

14 89 Mobile opens dominate platforms 41% of MDR database has utilized mobile

15 90 Survival tips Mobile friendly! design Landing page/site design Re-think the message and content Remember CRAP! Content Relevancy Action Personalization

16 91 Survival tips Love your leads. Nurture with content they display interest in Floss your teeth. Experiment! Learn!

17 Integrated Success Story! ABC Case Study: Test if multi-channel marketing yields stronger results than single channel marketing The Objective Prompt a targeted list of principals and teachers to sign up for a free, preview copy of the Smarter Balanced Common Core test prep book or e-book

18 Test Set Up Control Group Single blast (with Hot Leads trigger) 70,000 elementary school educators in odd zip codes Test Group Single blast ( with Hot Leads Trigger) 70,000 elementary school educators in even zip codes Two sponsored s under the WeAreTeachers brand Web advertising Social media marketing

19 94 The Results Test cell supported with sponsored blasts under the WeAreTeachers brand and targeted web advertising had more than double the sign-ups (155% more) than the only control group. Copyright MDR

20 95 The Results On s alone, test cell s with accompanying web ads performed 5% better in sign-ups than the control group during the same time period. 5% better Copyright MDR

21 96 The Results The social media marketing push to the WeAreTeachers Facebook, Pinterest, and Twitter channels had an extremely high conversion rate (above 80%) 80+% Conversion Rate Copyright MDR

22 97 The Results The sponsored WeAreTeachers brought in additional signups and had a conversion rate more than 20% higher than the control group push from ABC 20% Higher Conversion Copyright MDR

23 98 The Results The targeted web advertising campaign made 70,000 impressions to the test cell audience and had a strong 0.2% click-through rate double our average CTR across all web ad campaigns 0.2% CTR Copyright MDR

24 Results While the integrated strategy clearly lifted overall results, over 70% of signups came from the channel 70+% Attributed to Channel Other Channels Channel Copyright MDR