Derek Fairfield. Leader, E-Marketing Solutions MDR

Transcription

1 Derek Fairfield Leader, E-Marketing Solutions MDR Derek manages MDR s e-marketing solutions and acts as a strategic consultant for our interactive marketing customers. He also directs MDR s industry-leading e-marketing research and best practices efforts. Prior to leading e-marketing product development, Derek managed MDR s Sales Solution product line as well as its Analytics products. Before joining MDR, Derek designed, developed, and deployed B2C and B2B marketing strategies and programs for start-ups and Fortune 500 companies. In 1997, Derek led an account team that won a DMA Echo Award for online lead generation and acquisition campaigns.

2 Kim Booth Product Manager, Web Advertising MDR Kim came to MDR from the digital agency world, where she spent over 12 years managing a diverse portfolio of clients, including automotive, financial services, consumer products, and travel across all digital communications channels. Early in her career, Kim led new business ventures at Kirshenbaum Bond Senecal and Partners, followed by a host of interactive project management responsibilities at top agencies, such as Omnicom and Digitas. Kim brings this digital marketing expertise to MDR s Web Advertising team to develop and optimize strategic campaigns that meet our customers end objective.

3 MDR s Market Education Free Webinar Series Capturing the Click: Connecting With May 15, 2013

4 MDR s Free Webinar Series AGENDA Introduction: Digital Marketing Trends and the Changing Landscape E-Marketing Trends and Takeaways Display Advertising Trends and Takeaways SLIDES Available tomorrow, along with full recording PARTICIPANT INPUT AND Q & A Submit using the Q & A button in the lower right corner of the screen. Please send your question(s) to ALL panelists.

5 The Changing Landscape of Marketing in Education As digital marketing takes center stage, the focus has shifted to building relationships over multiple touches across channels Evolution of marketing from batch and blast approaches to more personalized tactics Capability for precise targeting via multiple vehicles provides greater opportunities for personalization and a focus on educators instead of buildings

6 Quote from a leading consumer brand agency marketer: In an increasingly connected, socially conscious, transparent culture, the most successful marketers will continue to be those with a clearly defined, clearly communicated purpose that they embody as a company and project in their marketing. - Lindsey Allison, VP, CP+B

7 E-Marketing Trends Derek Fairfield Leader, E-Marketing Solutions

8 Poll: E-Marketing 1. In what ways are you personalizing your s? (choose all that apply) Personalizing the from or subject line Using recipient s name in salutation Inserting dynamic content is coded using responsive design Other personalization We haven t personalized our 2. Can you attribute ROI to the different marketing channels you use? Yes No Not sure

9 Types of Websites Teachers Use Frequently to Access or Research Online Digital Content for Use in the Classroom

10 Important Factors Underlying Decisions by Teachers to Visit Websites to Access or Research Online Digital Content

11 How Teachers Conduct Searches for Instructional Digital Content

12 Uses of Social Networking Sites by Teachers

13 Percentage of Teachers Citing Various Factors as Influencing Their Decisions to Purchase or Recommend Educational Products

14 Percentage of K12 Public School Faculty Influenced by Social Media Activity to Purchase or Recommend Educational Products

15 Percentage of Teachers Receiving Education-Related Offers in an Average Day

16 Percentage of Teachers Purchasing an Educational Product or Service as a Result of an Advertisement

17 Amount Spent by Teachers Who Purchased Educational Products as a Result of Advertisements

18 Amount Spent by K-12 Personnel Who Purchased Educational Products as a Result of Advertisements

19 Devices Used by Teachers to Access Online Digital Content

20 Devices Used by Teachers to View School

21 Percentage of Teachers Who Access Their School on a Wireless Mobile Device

22 Percentage of Teachers Using Specific Types of Wireless Mobile Devices to Access Their School

23 Number of Traditional Prospecting Campaigns by Year

24 MDR Prospect Response Rates Number of campaigns 8,623 9,100 8,646 6,464 5,258 3,759 2,155 Average Open rate 7.6% 7.7% 9.4% 10.1% 12.3% 14.2% 18.5% Average Click- Through rate 1.9% 2.3% 2.4% 2.5% 2.6% 2.8% 3.0% Click to Open Ratio Opt-Out rate 0.26% 0.28% 0.25% 0.25% 0.21% 0.20% 0.16% 0.28% 0.21% 0.16% 0.17% 0.13% N/A N/A Higher-Ed Total Campaigns 3,899 3,749 Average Open Rate 11.7% 11.3% Average Click-Through Rate 2.1% 2.8%

25 Average Open and Click-Through Rates by Line of Business

26 Percentage of 2012 Prospecting Campaigns by Size

27 Open and Click-Through Rates by Size of Campaign

28 Percentage of Campaigns Deployed by Day of Week

29 Open and Click-Through Rates by Day of the Week of Campaign Deployment

30 Open and Click-Through Rates by Personalization

31 Open and Click-Through Rates by Specific Type of Personalization

32 E-Marketing Trends Wrap-up Target, Personalize, Optimize, Test! is channel of choice for Ed Marketers Multi-channel integrated strategies paying dividends

33 Display Advertising Trends 2012 Campaign Data Kim Booth Product Manager, Web Advertising

34 Poll: Display Advertising 1. Have you tried display advertising? Yes No, but we d like to No, we re not sure if it will work for us 2. What do you perceive to be the benefit(s) of adding display advertising to your marketing mix? (check all that apply) Accurate Targeting Campaign Measurability Cost Savings Better Conversion Rates Better Overall ROI Ability to Adjust Strategies in Real Time Access to Customer Response Data Not sure

35 Display Advertising Landscape Direct Site Buy Contextual Targeting Run of Network Geo Targeting Behavioral Targeting Audience Targeting

36 Benefits of Display Advertising In a recent June 2012 study, comscore has confirmed substantial effects. It s clear that display advertising, despite low click rate, can have a significant positive impact on: Visitation to the advertiser s web site (lift of at least 46% over a four week period) The likelihood of consumers conducting a search query using the advertiser s branded terms (a lift of at least 38% over a four week period) Consumers likelihood of buying the advertised brand online (an average 27% lift in online sales) Consumers likelihood of buying at the advertiser s retail store (an average lift of 17%)

37 MDR s Targeted Display Advertising Launched Into Market Q Connecting Marketers With Known Educators, Every Time Above Average Click Through Rates (CTR) CTR=Clicks/Impressions x 100

38 Percentages of Impressions by Education Line of Business

39 Click-Through Rate by Education Line of Business

40 Percentage of Impressions Served by Banner Size

41 Click-Through Rate by Banner Size

42 Percentage of Impressions Served by Banner Type

43 Click-Through Rate by Banner Type

44 Percentage of Impressions Served by Campaign Objective

45 Click-Through Rate by Campaign Objective

46 Education-Focused Marketers are Changing How They View Display Advertising POST-CLICK CONVERSION TRACKING: Display ad (impression) is seen and clicked Customer visits but does not purchases/submit right away Original display ad click is given credit for the conversion POST VIEW (VIEW-THROUGH) CONVERSION TRACKING: Display ad (impression) is seen but not clicked Customer visits and purchases/submits lead through an alternate advertising method Original display ad/impression is given due credit for the conversion

47 Percentage of Conversions by Post-Impression and Post-Click Types

48 Maximize Your Brand Through Integrated Digital Strategy Offerings

49 Q & A Derek Fairfield Leader, E-Marketing Solutions, MDR dfairfield@dnb.com Kim Booth Product Manager, Web Advertising, MDR boothk@dnb.com MDR is the education market s first choice for sales, e-marketing, direct marketing, social media, and research solutions. Powered by the most complete, current, and accurate databases available in the industry, MDR can help you grow in the K-12, higher education, library, early childhood, and related education markets. To learn more about MDR s sales, e-marketing, telesales, and direct marketing solutions, call us at or visit