Hosted by The Marketer Quarterly. Research by The Relevancy Group. Sponsored by MessageGears

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1 Hosted by The Marketer Quarterly Research by The Relevancy Group Sponsored by MessageGears #TRGWebinar

2 Nicholas Einstein Senior Analyst, The Relevancy Group Moderator of Today David Daniels CEO & Co-Founder The Relevancy Group President, Publisher, Founder The Dan Roy CEO, Co-Founder Submit Questions via the Question and Answer Tab in the menu Or via Twitter #TRGWebinar 2

3 The Marketer Quarterly A digital magazine for marketers Subscribe For Free

4 We Are An Instant Gratification Real-Time Society

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6 Hair dryer An Actual Conversation Not an ipad Manicure

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8 While The Future is Now Soon, We May Have More Time In Our Day To Multi-task

9 And Remember Safety First #TRGWebinar

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11 Stay Relevant or Lose Subscribers Adjust The Message Frequency If Not, Lack of Relevance and Intolerable Frequency Can Create Deliverability and Performance Woes

12 Inhibitors to Marketing on Mobile Phones Sent too often, I get too many of them 44% They are not relevant to me 37% Too small to read and interact with 32% When I click through it is too hard to see their full website on my mobile phone 26% Message is jumbled and not well formatted on my mobile phone 21% I have their App, they should message me this way It is redundant to what the brand has already pushed me through the application that I have on my phone 9% 9% None of the above 18% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Question Asked: What don t you like about getting marketing messages on your mobile phone? (select all) Source: The Relevancy Group, LLC 2014 Consumer Survey n=1011 3/14, US Only

13 Often We Blast Away Into a Ghost Town

14 Do You Fly A Plane, Advertising Over Ghost Towns?

15 100% 90% 80% 27% Mobile Adoption by Age % 7% 19% 16% 27% 31% 41% 70% 58% 60% 79% 50% 40% 30% 73% 81% 90% 93% 84% 73% 69% 59% 20% 42% 10% 0% 13 to to to to to to to to to or older 21% Yes Question Asked: Do you currently access one or more of your personal accounts on a mobile device such as a cell phone, smart phone? (select one) Source: The Relevancy Group, LLC 2014 Consumer Survey n=1,011 3/14, US Only 15 #TRGWebinar No

16 Mobile Phone Interaction Behaviors I use it to triage my inbox - quickly deleting or marking as unread 42% I use as my primary device 31% I forward messages to myself or to another account to read later 14% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Question Asked: How do you use your mobile phone to interact with messages? (select all) Source: The Relevancy Group, LLC 2014 Consumer Survey n=1011 3/14, US Only 16 #TRGWebinar

17 Marketing Channels Actively Utilized Marketing 63% 73% Field or Event Marketing 31% 51% Online Display Ads 40% 50% Print Direct Marketing 34% 49% Facebook Marketing 49% 56% Paid Search Marketing 29% 42% Twitter Marketing 39% 37% YouTube 31% 38% Digital Mobile Apps, (tablet, phone) 23% 37% Call Center 21% 32% Mobile Marketing (SMS, display on mobile) 24% 30% Catalogs 23% 19% Pinterest 17% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% Enterprise Mid-Market Question Asked: Which marketing channels do you actively market in? (select all) Source: The Relevancy Group, LLC/Executive Marketer Survey n=274 Mid-Market n=137, Enterprise n=137, 10/14 US Only #TRGWebinar

18 Multichannel Campaign Challenges Managing our offers across multiple campaigns Coordinating marketing across departments and brands Adequate staff to manage our programs Adequate IT support for marketing Managing frequency of messages across marketing Analyzing campaign results across channels Adequate IT support for data extraction Lack of budget to fund programs Lack of consolidated/integrated customer data Automating campaigns across channels List turnover (i.e. subscriber churn) Coordinating strategy of our campaigns across channels Enterprise 29% 26% 28% 21% 28% 24% 27% 26% 23% 19% 23% 19% 23% 28% 23% 20% 20% 15% 18% 15% 18% 17% 18% 20% 0% 5% 10% 15% 20% 25% 30% Mid-Market Question Asked: What are your greatest challenges when developing multichannel campaigns? (select all)(selected top 12 challenges) Source: The Relevancy Group, LLC/Executive Marketer Survey n=274 Mid-Market n=137, Enterprise n=137, 10/14 US Only

19 Data Used For Marketing Segmentation Demographic data Geographic data Customer satisfaction survey data Customer profitability Frequency of customer service contacts Click-throughs on previous marketing offers Frequency of purchase regardless of channel Customer spending Transaction activity/purchase behavior Open rate on previous marketing offers Social Influence rate Web App Interaction Recency of purchase regardless of channel Clickstream analysis and Social Pass Along rate Acquisition source code of the list 17% 15% 15% 15% 16% 13% 15% 37% 31% 40% 24% 35% 24% 34% 33% 34% 23% 31% 26% 31% 28% 31% 28% 31% 23% 23% 27% 23% 22% 43% 49% 54% 0% 10% 20% 30% 40% 50% 60% Enterprise Mid-Market Question Asked: Which of the following customer data attributes has your company used to segment audiences for marketing campaigns within the last six months? (select all)source: The Relevancy Group, LLC/Executive Marketer Survey n=274 Mid-Market n=137, Enterprise n=137, 10/14 US Only #TRGWebinar

20 35% Percentage of Automated/Triggered Messages % 31% 25% 20% 15% 25% 21% 10% 10% 5% 0% 5% 4% Less than 10% 11% to 20% 21% to 30% 31% to 40% 41% to 50% 51% to 60% More than 60% Question Asked: What percentage of the messages that you send are automated, as in triggered messages based upon customer behavior? Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents #TRGWebinar 3%

21 Top Five 2015 Priorities For improving ROI Greater use of analytics in order to optimize our communications 39% 46% Improving segmentation and targeting 36% 40% Centralizing our customer data and making it actionable 29% 33% Utilize real-time data 27% 32% Increase relevancy of direct communications through the use of dynamic content 29% 31% Enterprise 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Mid-Market Question Asked: What are your top five priorities for improving the ROI of your marketing programs in 2015? (select top five) Source: The Relevancy Group, LLC/Executive Marketer Survey n=274 Mid-Market n=137, Enterprise n=137, 10/14 US Only

22 Marketing Data Management Have a centralized data repository for our client data Measure lifetime customer value Utilize predictive customer analytics Centralize customer data single record across channels Store customer data in channel specific databases Store client data in the same schema for all channels Know the value of subscribers/ address value Use address as a unique customer identifier Data hygiene and de-duplication data management Track acquisition costs by channel Practice data householding 37% 29% 36% 23% 32% 19% 30% 29% 28% 20% 27% 23% 25% 28% 23% 33% 23% 18% 20% 23% 19% 20% Enterprise 0% 5% 10% 15% 20% 25% 30% 35% 40% Mid-Market Question Asked: From the following list, please select the statement or statements that best describe how you manage your customer data? (select all) Source: The Relevancy Group, LLC/Executive Marketer Survey n=274 Mid-Market n=137, Enterprise n=137, 10/14 US Only

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35 The Relevancy Group David Daniels CEO & Co-Founder On MessageGears messagegears.com On Dan Roy CEO and Co-Founder of MessageGears Register for a free subscription to The Marketer Quarterly #TRGWebinar 35