ACQUIRE, ENGAGE, CONVERT, RETAIN AND SATISFY YOUR CUSTOMER. GETTING CONSUMERS OUT OF THE WEEDS, AND EXTRACTING THEIR $$$ May 2013 Darren Fifield

Transcription

1 ACQUIRE, ENGAGE, CONVERT, RETAIN AND SATISFY YOUR CUSTOMER. GETTING CONSUMERS OUT OF THE WEEDS, AND EXTRACTING THEIR $$$ May 2013 Darren Fifield

2 PRESENTATION TOPIC The Black Eyed Peas asked the question, Where is the love?' How can a marketer identify the path most taken by consumers when shopping their brand? Once that's identified, how do they then communicate effectively to the point of closing the sale? Once that's over, the relationship doesn't end, you want them to come back. How? What's been successful and what's new that marketers can add to their marketing arsenal? 2

3 RETAIN CONVERT ENGAGE ACQUIRE 3

4 Brands must learn to engage in (and profit from) conversations if they want to succeed in the new economy. Connected Marketing begins with a deeper knowledge of the customer and a more consistent and engaging customer experience across channels Relevance is key for continuous Engagement and brand loyalty 4

5 MARKETING RETARGETING BEHAVIORAL MESSAGING 5

6 WELCOME MESSAGING The North Face wanted to give subscribers a hearty welcome Automated two-touch Trigger First touch is sent 24 hours after sign- up ( program benefits), the Second touch is sent 48 hours later and contain a free shipping offer for orders over $75 Success? 32% of generated revenue comes from this series (60% attributed to the second touch). Open Rates 3x. Click Rates 4x 6

7 RESULTS DON T LIE! Welcome Trigger Metrics Based on Delivered CTO = Click To Open PTC = Percent Transaction Complete SPT = Sales Per Transaction RPES = Revenue Per Sent 7

8 BIRTHDAY TRIGGERS 8

9 AUTOMATED TRIGGERS Post-Travel Reactivation Pre-Travel (Trip Guide) 9

10 ABANDONED CART JetBlue wanted to engage customers who had abandoned a purchase during an online booking Enter an Automated Trigger using web analytics with six daily data feeds and campaign deployment Content is dynamic across one of four versions Open Rate x 2.5 times > Click Rates x 2.7 times > $ per message x 17.4 times higher than standard s 10

11 ABANDONED CART 11

12 RESULTS DON T LIE! Abandoned Carts Metrics Based on Delivered CTO = Click To Open PTC = Percent Transaction Complete SPT = Sales Per Transaction RPES = Revenue Per Sent 12

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14 EVERYONE SHOULD BE RETARGETING Site Retargeting delivers a very specific message to a specific, target consumer. In other words, it gives you the ability to put messages in front of lost prospects that have left your website without converting. Site Retargeting attracts them back to convert, whether that s a purchase, newsletter signup or any other action you re looking for. 14

15 WHY RETARGET? In 2011, North American companies ranked Dynamic Optimization and Retargeting as the two most effective online ad formats/techniques.* * Source: emarketer.com, Very Effective Online Ad Formats/Techniques According to Companies in North America,

16 A HIDDEN OPPORTUNITY FOR CONSUMER ENGAGEMENT EXISTS IN YOUR LIST 80% OF YOUR OPENS DO SO WITHIN THE FIRST 24 HOURS OF DELIVERY KEEP THEM ENGAGED WITH TARGETED DISPLAY THROUGH GSI s RETARGETING 16

17 OPEN RETARGETING GSI GSI 17

18 Marketing 18

19 JETSTAR 19

20 AMERICAN AIRLINES 20

21 POSTCARDS Ideal when a sharp, strategic response is required to a competitive activity, or to close month end sales. One impactful image to drive action by the recipient Book Now. Generated at an individual country, this tactical messaging can be in-market within hours. 21

22 TOYS R US - Bright! - Impactful! - Informative! - Shop Friendly! - Rewarding! 22

23 ANIMATION Highlight your main message with an animated GIF (aka gifeo) If you have a good percentage of users on ipads, iphones or Android devices, consider serving a video, perhaps to promote a product or user review 23

24 LIVE Updating the content of the at the time the user opens, not the time we mail. A Live Weather Report in the body of the e- mail highlighting your location and the Most Popular Winter Sun locations 24

25 LIVE Using live imagery to update the main header depending on when the is opened Can be used for Price Drop s, stock updates etc 25

26 IT NEED NOT BE COMPLICATED question What does Cupcake want for Christmas? a Bigger Bed Next? In-Store Voucher for Cupcakes new Bed Cupcake The Result? >50% Redemption rate 26

27 VIRGIN HOLIDAYS A mailing to respond to the wet weather in the United Kingdom(Surprised?) A simple postcard mailing with strong CTA (Call to Action) driving through to destination pages on the website 27

28 VIRGIN HOLIDAYS Open rate: 7.4% Open rate: 32% Total click rate: 7.4% Total click rate: 20.9% Unique click rate: 5.4% Unique click rate: 13.9% 28

29 INSPIRE! Pleasure! Fun! Excitement! Life! Family! Love! 29

30 BUILDING THE PERFECT NEWSLETTER The result is a well designed with many interchangeable modules 10/06/

31 ONE SIZE FITS ALL Wildlife Reserves Branding Night Safari Branding Singapore Zoo Branding Jurong Bird Park Branding 31

32 DECISION TIME? 50% purchase paths involve more than one touch point 3.8 average # of touch points along purchase path impressions 10 missed 9out of with last click attribution 32

33 Combination of + 3 display adds + shown to be the most successful at driving purchase value over US$

34 ACQUIRE ENGAGE - CONVERT Moments of MOEs Engagement New Store Openings In-Store Events/Services In-Store Sales Promotions Birthdays Offers Welcome Messages We Miss You Messages Thank You for shopping us! It s about You and Me 34

35 THANK YOU 35