Five Strategies to Build a Successful Marketing Campaign

Transcription

1 Five Strategies to Build a Successful Marketing Campaign David Daniels, CEO & Co-Founder - The Relevancy Group, LLC Christopher Nash, Senior Business Optimization Consultant Sitecore

2 Reminders for Today s Webinar Webinar recording & slides: will be ed to you within 48 hours after the event Discussion: visit the Twitter hashtag: #sitecorelive Questions: type your questions in the chat window

3 World of Sitecore

4 Sitecore Recognition Gartner 2010, 2011, 2012 WCM Magic Quadrant Leader Gartner 2012 CRM Multichannel Campaign Management Visionary Forrester Wave : Web Content Management For Online Customer Experience, Q Strong Performer Microsoft Gold Certified, Global ISV Alliance Partner Partner of the Year 2003/2004

5 Sitecore Customers Around the World

6 Today s Presenters The Relevancy Group David Daniels CEO Sitecore Christopher Nash Senior Business Optimization Services Consultant

7 Agenda The role of reporting and analytics Preparing for mobile Harnessing data The ROI of Intelligence The Connected Marketing Framework

8 Marketing Remains Strong

9 , Death and Taxes Is Not Going Away 204 million s Sent Per Minute Source: The Relevancy Group, LLC Intel, Internet Minute 2012

10 The Scale of 2.9 billion 900 million Total Accounts Daily Activity 463 million 300 million 90 million Facebook Twitter Websites Google+ 60 million updates 140 million tweets 3.3 billion searches 1 billion items shared 47 billion pageviews 188 billion messages

11 Usage Remains A Persistent Daily Activity For US Consumers Frequency of Checking Primary Personal Account 6% 1% 13% Hourly or more frequently 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+

12 Post The Online Sale, Consumers Say Is The Most Effective Approach To Keep Them Engaged With The Brands and Stores That They Have Shopped From Primary Ways Post Purchase, That Consumers Are Aware to Continue to Engage with Online Stores and Brands marketing messages The brands own corporate/brand web-site Face to face recommendations from friends, etc. TV commercials Ads on the Internet News stories in a paper, magazine or online news sites Online social recommendations from friends, etc. Brand information on Social Networks Via ads, messages or apps on my mobile device Not sure 5% 15% Question Asked: What are the primary ways that you stay aware of a brand or store online that you have purchased from and continue to purchase from online? (select all) Source: The Relevancy Group, LLC Consumer Survey, n=1052 1/13, United States Online Consumers Ages % 22% 22% 19% 13% 10% 41% 38% 0% 10% 20% 30% 40% 50% Pct. of US Online Shopping Consumers Survey Respondents

13 Remains The Lead Channel To Capture Marketer Attention of A Broader Campaign Management Suite Marketing Facebook Marketing Print Direct Marketing Online Display Ads Field or Event Marketing Location Based Marketing Twitter Marketing Online Video, e.g. YouTube Paid Search Marketing Call Center Digital Mobile Apps Mobile Marketing Catalogs Marketing Channels Deployed % 35% 33% 29% 29% 25% 24% 23% 22% 54% 52% 45% 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=367 4/13, United States Only

14 Marketers Suggest That a Mean of 11% of Overall Revenue is Attributed to Marketing Pct. of overall revenue attributed to marketing 3% 15% 2% 2% 4% 5% 9% 11% 4% 13% 20% 13% None (0) Less than 1% (0.5) 1% to 5% (3) 5.1% to 10% (7.5) 10.1% to 15% (12.5) 15.1 to 20% (17.5) 20.1% to 25% (22.5) 25.1% to 30% (27.5) 30.1% to 35% (32.5) 35.1% to 40% (37.5) 40% or greater (50) Not sure Question Asked: What percentage of your overall revenue is attributed to your marketing initiatives? Source: The Relevancy Group, LLC Executive Survey n=367 4/13, United States Only [note (#) in legend = mid point]

15 Data Challenges Persist, Obscuring The Ability To Recognize Clients as Valuable Assets Marketing Organization Management of Customer Data Top Five 2013 Responses We use address as a unique customer identifier We have a centralized data repository for our client data We know the value of our subscribers, address Measure lifetime customer value 29% 28% 27% 26% Tremendous Growth Opportunity Exists We store our client data in the same schema for all marketing channels 22% 0% 20% 40% 60% 80% 100% Question Asked: Please select the statement or statements that best describe how you manage your customer data? (select all) Selected Responses Top Five Source: The Relevancy Group, LLC Executive Survey n=367 4/13, United States Only

16 Personalization Campaigns Optimization Data Driven Website (Mobile) Automation Analytics Social Cloud Services CRM Sitecore Customer Engagement Platform

17 Strategy 1 Understand The Value of Know the value of your address, this is your currency to fund programs and attain resources. Attribution Understand s impact on other channels and revenue. Valuation Calculator available for free download with registration. Source: The Relevancy Group, LLC

18 Connecting Marketing Within The Organization

19 Marketers Work In Silos, Few Connect Across The Enterprise B2B B2C B2O Customers & Prospects Field Marketing Sales Management Direct Customers & Prospects Loyalty Marketing Product Marketing Online Press and Others Corporate/Brand Marketing Investor Relations Offline 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

20 Little Progress Has Been Made To Connect The Marketing Culture, Perhaps Slowing Growth of The Suite Culture? Marketing Organization Operational Culture & 2012 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 26% 29% 24% 26% 24% 25% 14% 18% 12% 13% 13% 9% 40% 42% Question Asked: Please select the statement or statements that best represent how your marketing organization operates? (select all) Source: The Relevancy Group, LLC Executive Survey, n=367 4/13, United States Only The Relevancy Group, LLC Executive Survey, n=402 4/12, United States Only 0% 20% 40% 60% 80% 100%

21 Marketers Remain Challenged by Analysis and Program Coordination Across Resources and Channels, Data Extraction Top 10 Greatest Marketing Challenges Lack of budget to fund our program Having adequate staffing resources Analyzing campaign results Managing offers across multiple campaigns Sufficient experienced/it Support staff Coordinating campaigns across channels Ability to automate campaigns Knowing where to begin to optimize Having adequate IT support for data extraction Coordinating across departments and brands 27% 22% 20% 20% 20% 19% 17% 17% 15% 15% 0% 10% 20% 30% Question Asked: What are your greatest challenges when developing marketing campaigns? (select all) Top 10 Responses Selected Source: The Relevancy Group, LLC Executive Survey, n=367 4/13, United States Only

22 Consumers See Brands Holistically Offline Mobile Social Source: The Relevancy Group, LLC

23 Measure and Compare Campaigns Channels Keywords Personas (content) Referral sites Engagement Value Metric Marketer asks: What was the engagement value for my latest campaign? Call to Action Goal 100 points Website (incl. mobile) Call to Action Goal 5 points Search Direct PPC Social Referral Social Demand PR Corp. Marketing Organization

24 Strategy Number 2 Organize Channels Around The Client Implement common personal incentives and goals across the marketing organization. Utilize incentives for front line employees to capture/re-affirm addresses Collectively listen to customer calls, social comments to optimize marketing and operational customer practices Source: The Relevancy Group, LLC

25 Connecting Marketing For Segmentation: Harnessing Data

26 Connected Marketing Requires Integrated Goals, Intelligence and Services Expertise Integrated Intelligence Marketing Services Expertise Marketing that is integrated across channels in a manner that leverages addressable customer, subscriber or prospect data, sharing common marketing goals Mobile Marketing Search Marketing Integration & Content Process Management Data & Content Relevant Subscriber Segments & Testing Social Marketing Insight Analytics Reporting Attribution Print Direct Marketing Marketing that is driven by a coordinated customer centric organization where success is measured and incentivized by the value of the customer experience Connected Marketing Hubs and Spokes, see For The Connected Marketing Framework Source: The Relevancy Group, LLC

27 Majority of Marketers Still Missing Many Major Segmentation Opportunities Top Six Most Common Customer Segmentation/Targeting Attributes By Marketers 2013 Demographics 44% Geographics Satisfaction survey data 40% 39% Customer Spending Click-throughs Transaction activity behavior 30% 30% 34% 0% 10% 20% 30% 40% 50% 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 Survey, n=367 4/13, United States Only

28 In 2013 Marketers Focused on Improving Relevance, Segmentation and Analytics Top Marketing Priorities For This Year (Select Top 5) Greater use of analytics in order to optimize our communications Improving segmentation and targeting 35% 40% Improving response attribution 32% Improve inbox delivery of our messages 31% Improve frequency control 31% 0% 10% 20% 30% 40% Question Asked: What are your five top priorities for improving your marketing programs this year? (select top five) Selected Responses Source: The Relevancy Group, LLC Executive Survey, n=367 4/13, US Only

29 80% Cost Effective Social Tactics Continue to Increase, More So Than Marketers Utilizing Segmentation Top Six Social Marketing Tactics Currently Used % 21% 22% 25% 24% 26% 22% 40% 20% 59% 52% 44% 43% 41% 41% Plan w/in 12 months Currently 0% Share content to social sites Manage follower pages on social sites Leverage social for acquisition Respond w/ private messages on FB /Social metrics for attribution Twitter to nuture customer relations Question Asked: Which social marketing initiatives have you currently deployed, plan to deploy or do not plan to deploy? (select one for each tactic) Top 6 Responses Source: The Relevancy Group, LLC Executive Survey, n=367 4/13, United States Only

30 Single Suite Adoption Remains Consistent 60% 50% 40% 51% 41% 38% Interest in Single Suite Applications Remains consistent year over year 30% 20% 10% 7% 18% 17% 16% 17% 16% 14% 12% 12% 7% 6% 10% 11% 9% % Combo of point applications Single Suite In-house MSP Homegrown application 0% Single Suite Saas Cloud No technology Question Asked: Which of the following best describes how you use technology to manage marketing campaigns across , mobile, print and social channels? (select one) Source: The Relevancy Group, LLC Executive Survey, n=367 4/13, United States Only, The Relevancy Group Executive Survey, n=402 4/12, United States Only The Relevancy Group Executive Survey, n=368 (24) 5/11, United States Only

31 Single Suite Drives The Ability to Improve Relevance Through Enhanced Targeting Advanced Top and Bottom Line Results Benefits of Using A Single Campaign Management Suite Improved the targeting and relevance of our campaigns Reduced marketing production and execution costs Can measure campaigns across channels Improved revenue per customer, overall customer value Better understanding of our customer's value Reduced the need for and use of IT resources Deploy campaigns across channels more rapidly None of the above 2% 38% 36% 33% 31% 31% 28% 23% 0% 10% 20% 30% 40% 50% Percentage of Qualified Executives Question Asked: What are the benefits that you and your organization have experienced from using a single campaign management suite? (select all) Source: The Relevancy Group, LLC Executive Survey, n=367 (n=86)4/13, United States Only

32 Marketer Desire For Single Campaign Management Suite is Strong Consider Using a Single Campaign Management Suite % Yes No 65% Question Would you consider utilizing a single campaign management suite to manage marketing campaigns across multiple channels, e.g. , print, mobile, social? (select one) Source: The Relevancy Group, LLC Executive Survey, n=367 4/13, United States Only

33 Personalization and Automation Personalized Contents Personalized Contents Personalized Contents Personalized Contents Digital Fingerprint Visits Campaigns Channels Keywords Devices GeoIP Digital Body Language Profiled behavior Content consumed Website actions Explicit data

34 Strategy 3 Leverage Suite Applications To Ease Data Integration Challenges Leverage behavioral based data such as click-behavior. Marketers utilizing click behavior have revenue 4x those that do not utilize click-behavior. Minimize integration points. Prioritize data integration based upon the data that will be utilized in a real-time fashion. Source: The Relevancy Group, LLC

35 The ROI of Intelligence

36 Marketer Use of Real-Time Contextual Data, Signals a High Growth Area For Marketing Marketer Uses of Contextual Real-time Data Uses Monitor and/or promote product reviews Change and/or implement product recommendations Change offers based upon inventory levels Utilize personalization tactics based on the subscriber profile Auto-respond to new social followers on Twitter, Facebook, Adapt the lifecycle of messages that the subscriber will Utilize time of day to alter content and/or offers Utilize location data to alter content and/or offers Utilize mobile device info to ensure content renders Meter sending based upon delivery rates & load None, we do not utilize real-time contextual data 24% 23% 22% 21% 19% 18% 16% 16% 14% 12% 30% 0% 5% 10% 15% 20% 25% 30% 35% Question Asked: How do you utilize real-time contextual data in your marketing messages? (select all) Source: The Relevancy Group, LLC Executive Survey, n=367 4/13, United States Only

37 97% of Marketers Using Real-Time Contextual Data Experience an ROI ROI on Use of Real-time Contextual Data % 27% Strongly Agree Somewhat Agree 70% Strongly Disagree Question: Given your use of your real-time contextual data, do you agree that you are seeing a higher return on investment (ROI) on these marketing efforts versus the programs that do not use real-time data? (select one) Source: The Relevancy Group, LLC Executive Survey, n=367 [n=256] 4/13, United States Only

38 Total Monthly Dollars Per Msg. Cost to Generate Revenue Cost Model Based on Comparing Segmenters To Non-Segmenters (Dollars) $700,000 $673,450 $0.25 $600,000 $500,000 $400,000 $0.14 $0.20 $0.15 $300,000 $200,000 $100,000 $0 $161,520 $0.04 $23,389 $41,219 $27,053 Non-Segmenters Segmenters $242,327 $0.10 $0.05 $0.00 Total Monthly Revenue Total Monthly Net Profit Total Monthly Cost Effective Per Message Cost to Generate Revenue The model assumes that the marketer is sending 2.9 million pieces of a month to their opt-in house list Source: The Relevancy Group, LLC All Rights Reserved

39 Optimization A/B/n Testing Subject line content Select Test Winner Automatic or manual Based on open or Based on Engagement Value Subject A A A Subject C C A Subject B B B Call to Action Goal 100 points Website Call to Action Goal 5 points

40 Strategy 4 Focus on Real-time Data To Improve Revenue Given the pace of the world today, it is imperative to adopt automated programs based upon real-time data. Leverage real-time data such as location and time of day to improve the relevance of your messages. Understand mobile adoption in planning your marketing programs. Source: The Relevancy Group, LLC

41 Preparing for mobile

42 Devices Are The New Interface The New Era of Browser Wars Source: The Relevancy Group, LLC

43 Devices Are The New Interface The New Era of Browser Wars Source: The Relevancy Group, LLC

44 Percentage of Consumers Mobile Usage Soars Particularly Among Younger Consumers 100% Mobile Adoption By Age 80% 60% 40% 20% 0% Age Groups % % % % % % % % 11% 71+ Yes No Question Asked: Do you currently access one or more of your personal accounts on a mobile device, such as a cell phone or smart phone? (select one) Source: The Relevancy Group Consumer Survey, n= /10, United States Online Consumers Ages 13+

45 Marketers Are Adopting Responsive Design and Contextual Information To Remain Relevant In The Mobile Consumer Environment Using device, location & contextual information to alter content, offers & presentation Responsive Design, change creative based on the mobile device Develop a mobile application for iphone, Android and other devices Responsive Design, changing the web site formatting for mobile use Use QR codes on product packaging, catalogs, printed ads Marketer Uses of Mobile Tactics % 32% 37% 36% 47% Utilize mobile ads in others mobile applications Use QR codes on materials specifically for address acquisition Use SMS mobile marketing to text offers to subscribers Use SMS mobile marketing to text service messages to subscribers Use an SMS short code for acquisition 17% 30% 25% 24% 24% 0% 10% 20% 30% 40% 50% Question Asked: How are you adapting your marketing programs for the increased use of consumer mobile adoption? (select all) Source: The Relevancy Group, LLC Executive Survey, n=367 4/13, United States Only

46 Follow Best Practices for Mobile Friendly Layout and Design Same content: Non-optimized and optimized for mobile

47 If Preferred Device is Mobile If Preferred Device is not specified Preferred device can be determined via Explicit selection Implicit Behavior Header Logo Book Now Header Logo Book Now Book Now Book Now When each is generated, system can use mobile friendly sub-layout or general sub-layout Footer Footer

48 Strategy 5 Adopt Mobile Readiness Tactics Mobile Adoption Is Mainstream 88% of Consumers Check via a Mobile Phone Each Day New Content Rendering Paradigms Are Necessary Responsive Design. Utilize Real-time information, such as location and device, embrace Agile Marketing Source: The Relevancy Group, LLC ReturnPath Mobile Statistics May, YouTube Statistics, via YouTube -

49 Summary Understand The Value of Organize Channels Around The Customer Experience Leverage Suite Applications to Ease Integration Challenges Focus on Real-time Data to Improve Revenue Adopt Mobile Readiness Tactics

50 Questions? The Relevancy Group Connect - Connect Direct Connect with David on The Relevancy Group on Download Market Research for Free with Registration at Stay tuned for a demonstration of Sitecore ECM 2.0! If your questions are not answered during the broadcast, we will follow up with you on an individual basis Learn more with Sitecore s educational resources! Visit for white papers, ebooks, videos, and more.