CROSS CHANNEL LIST GROWTH STRATEGIES DAVID DANIELS SIMMS JENKINS MELINDA KRUEGER

Transcription

1 CROSS CHANNEL LIST GROWTH STRATEGIES DAVID DANIELS SIMMS JENKINS MELINDA KRUEGER

2 DAVID DANIELS

3 About The Relevancy Group, LLC Founded by former Jupiter Research and Forrester Research executives Providing market research on consumer behaviors and all digital and connected marketing disciplines Download market research for free with registration at

4 Remains The Lead Channel To Capture Marketer And Consumer Attention To Deliver Engagement Marketing Print Direct Marketing Facbebook-Social Marketing Online Display Ads Field or Event Marketing Location Based Marketing Twitter Marketing Paid Search Marketing Online Video, e.g. YouTube Digital Mobile Apps (ipad, etc.) Mobile Marketing Catalogs Marketing Channels Deployed % 44% 52% 57% 40% 38% 36% 34% 33% 32% 28% 67% 0% 10% 20% 30% 40% 50% 60% 70% 80% Question Asked: Which marketing channels do you actively market in? (select all) Source: The Relevancy Group, LLC Executive Survey, n=402 4/12, United States Only

5 Usage Remains A Persistent Daily Activity For US Consumers 6% Frequency of Checking Primary Personal Account 1% Hourly or more frequently 13% Multiple times per day 27% Daily 53% Multiple times per week Monthly, Multiple times per month Question Asked: How often do you check your primary personal account? (select one) Source: The Relevancy Group Consumer Survey, n= /10, United States Online Consumers Ages 13+

6 Percentage of Consumers Use Of Dedicated Secondary Accounts To Receive Marketing Offers Is More Prevalent With Younger Consumers 100% 80% 60% 40% 20% 0% Age Groups Use of Dedicated Marketing Account - Age 32% 38% 41% 37% 21% 28% 19% 16% % Yes No Question Asked: Do you maintain a separate personal account to receive marketing messages? (select one) Source: The Relevancy Group Consumer Survey, n= /10, United States Online Consumers Ages 13+

7 Address Creation and Switching Behavior Drives Engagement Implications For Marketers Percentage of Consumers 100% 80% 60% 40% 20% 0% Age Groups Address Switching Behavior By Age 65% 33% 30% 33% 23% 27% 32% 14% 11% Yes No Question Asked: In the past year, have you switched your address or created a new address? (select one) Source: The Relevancy Group Consumer Survey, n= /10, United States Online Consumers Ages 13+

8 Percentage of Consumers Switching Behavior Requires Marketers To Acquire Addresses In A Connected Cross Channel Manner 80% 60% 40% 20% 0% Age Groups 59% Opt-in Behavior By Age And Channel 44% 50% 58% 46% 46% 37% 41% 39% 35% 28% 34% 21% 17% 11% 11% 19% 5% 5% 3% 1% Opted into to updates from a site visited Provided address to a merchant at offline store check-out Opted into updates but did so using my mobile phone Signed up to get online banking statements/alerts Question Asked: Which of the following have you done in the last six months? (select all) Source: The Relevancy Group Consumer Survey, n= /10, United States Online Consumers Ages 13+

9 Marketers Must Adopt Emerging and Effective Cross-Channel Acquisition Tactics 23% of Marketers state that their paid search programs are dedicated to acquisition 18% of Marketers are using QR codes for acquisition 13% of Marketers report to use SMS to Opt-in 41% of Marketers are using mobile ads and apps to grow their subscriber database Source: Various Executive Surveys from The Relevancy Group Executive Survey, n=402 4/12, n=368 5/11, n=363 8/11 n=united States Only

10 Marketers Work In Silos, Few Connect Across The Enterprise DIRECT SOCIAL Customers & Prospects Field Marketing Sales Management Customers & Prospects Loyalty Marketing Product Marketing Press and Others Corporate Marketing Investor Relations Few Organizations Connect Customer Centric Practices, Data, Measurement Across Silos Marketing Silos, Lack of Connected Marketing, see For The Connected Marketing Framework Source: The Relevancy Group, LLC

11 Advancing Cross-Channel Customer Acquisition Requires The Marketing Organization to Be Connected Across Channels Marketing Organization Operational Culture Our marketing department shares common goals There is central ownership of marketing across all channels We manage contact frequency across all channels Our marketing programs are tightly coordinated across all marketing channels Use attribution to ensure that offline response is attributed back to the correct channel The marketing team is rewarded with common personal incentives None of the above 9% 7% 18% 16% 13% 14% 29% 26% 29% 25% 28% 33% 42% 51% % 20% 40% 60% 80% 100% Question Asked: Please select the statement or statements that best represent how your marketing organization operates? (select all) Source: The Relevancy Group Executive Survey, n=402 4/12, n=368 5/11, United States Only

12 Thank-You Marketing An Hour A Day Available in 5 Languages Specially Priced Kindle Edition David Daniels, CEO/Co-Founder The Relevancy Group,

13 MELINDA KRUEGER

14 CONSUMER ATTITUDES

15 THINK CROSS CAPTURE Incentive Name, , loyalty location purchase behavior + Cookie

16 CVS CROSS CAPTURE + Prescription Data + Facebook Fan

17 CVS CROSS PROMOTION Social Promotions Twitter and Loyalty Promotions

18 CROSS CAPTURE ON MOBILE Starbucks promotes account creation in-store, giving customers something to do while they wait in line Killing time is the killer app. -- Jakob Nielsen

19 MOBILE OPTIMIZATION Scrolling is expected Simplicity is essential First Screen

20 FACEBOOK REGISTRATION PLUG-IN Saves customers (especially mobile) time Optional custom fields , birthday, gender, location and effort Show what information will be accessed Limit to critical information, not friends data Lets you connect the dots, collect data to improve relevance

21 FACEBOOK OPT-IN Include opt-in as a primary Facebook category Show the benefit rather than Signup Code & track opt-ins separately to identify those who are Friends & Subscribers + Facebook Fan + + +

22 CROSS CAPTURE/CROSS PROMOTE Use a primary tab to promote data capture Primary focus on , Mobile and Physical + Social cross-promotion

23 CROSS CAPTURE WITH SOCIAL PAGES

24 COLLECT + MOBILE Add a mobile opt-in everywhere you have an opt-in With no mobile subscribers, you won t develop a program, without a program, you won t promote opt-in Make it prominent, compelling & everywhere

25 SIMMS JENKINS

26 About Me Founder & CEO of Top Agency Author, Speaker & Industry Advocate Creator StatCenter.com & SocialStatCenter.com AMA Marketer of Year & TAG Marketer of Year 3 rd

27 About BrightWave Home to the world s leading marketing experts, BrightWave Marketing is a full-service digital agency focused on innovation and delivering ROI. #1,335 BrightWave s ranking among top 5,000 fastest growing companies in US for 2012 Specialized, best of breed agency Renowned thought leadership & industry expertise Agency Partnership model an extension of client team YOY Client Retention Rate over

28 Our Clients

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30 Where, How & Why?

31 Determining Goals for Growth Key Business Metrics Improved in 2011 Oracle 2012

32 s Role as Digital Backbone

33 Purpose of Program?

34 Forrester reports For repeat shoppers, is the most effective sales influencer: Nearly 1/3 of purchases from repeat customers initiated with an . As such, businesses should up their efforts to collect addresses, and tailor their marketing messages to each recipients' device and prior purchase behavior. Less than 1% of transactions from both new and repeat shoppers could be linked to social networks

35 Where Investments Are Being Made Mobile 68% Marketing 53% Social 47% Oracle 2012

36 It s Easy Especially on Social

37 & Just Add People

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41 Typical Program Conundrum CURRENT STATE Reactive marketing List attrition Decreasing engagement One audience DESIRED STATE Proactive marketing List growth Deepening engagement Multiple audiences

42 Create Content & Products to Drive Leads

43 All Roads Lead to The Most Profitable Opt In

44 Thank You Page For Current Subscribers: Verifying + Updating Profile Information Landing Page for New Customers: Acquisition

45 New Customers: Acquisition Current Subscribers: Verifying + Updating

46 Offline to Drive Online

47 Display >

48 Proving Real Revenue and Value $5.7M in revenue 266% increase in program ROI 86% list growth in 3 years 240% increase in click through rate AOR since 2009

49 Mobile starts with delivering right message to right device at right time Beware the inconsistent mobile experience

50 Mobilized One that reformats itself when opened on different devices. creative will be optimized for the device in real-time. iphone Outlook 2010

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52 Aisle Hanger Mobile Sign-up Coupon

53 Advertise at the Right Place The Inbox

54 Apps

55 How Do You Drive Leads of New Products?

56 Leveraging Social for

57 Capture Leads, Save Money Call Center Volume decreased more than 80% following Weekly Remittance deployments Over $1M Annual Savings in First Year of Program Use Call Center to Get Opt In or Drive Towards Optimal Channel

58 Use welcome and confirmation touches to cross promote to social, order inserts to SMS

59 Preference Centers Work

60 Be Bold

61

62 Questions?

63 Thank you!