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 email acquisition campaigns.
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.
MDR s Market Education Free Webinar Series Capturing the Click: Connecting With May 15, 2013
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.
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
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
E-Marketing Trends Derek Fairfield Leader, E-Marketing Solutions
Poll: E-Marketing 1. In what ways are you personalizing your emails? (choose all that apply) Personalizing the from or subject line Using recipient s name in salutation Inserting dynamic content Email is coded using responsive design Other personalization We haven t personalized our email 2. Can you attribute ROI to the different marketing channels you use? Yes No Not sure
Types of Websites Teachers Use Frequently to Access or Research Online Digital Content for Use in the Classroom
Important Factors Underlying Decisions by Teachers to Visit Websites to Access or Research Online Digital Content
How Teachers Conduct Searches for Instructional Digital Content
Uses of Social Networking Sites by Teachers
Percentage of Teachers Citing Various Factors as Influencing Their Decisions to Purchase or Recommend Educational Products
Percentage of K12 Public School Faculty Influenced by Social Media Activity to Purchase or Recommend Educational Products
Percentage of Teachers Receiving Education-Related Email Offers in an Average Day
Percentage of Teachers Purchasing an Educational Product or Service as a Result of an Email Advertisement
Amount Spent by Teachers Who Purchased Educational Products as a Result of Email Advertisements
Amount Spent by K-12 Personnel Who Purchased Educational Products as a Result of Email Advertisements
Devices Used by Teachers to Access Online Digital Content
Devices Used by Teachers to View School Email
Percentage of Teachers Who Access Their School Email on a Wireless Mobile Device
Percentage of Teachers Using Specific Types of Wireless Mobile Devices to Access Their School Email
Number of Traditional Prospecting Campaigns by Year
MDR Prospect Email Response Rates 2012 2011 2010 2009 2008 2007 2006 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 2012 2011 Total Campaigns 3,899 3,749 Average Open Rate 11.7% 11.3% Average Click-Through Rate 2.1% 2.8%
Average Open and Click-Through Rates by Line of Business
Percentage of 2012 Prospecting Campaigns by Size
Open and Click-Through Rates by Size of Campaign
Percentage of Campaigns Deployed by Day of Week
Open and Click-Through Rates by Day of the Week of Campaign Deployment
Open and Click-Through Rates by Personalization
Open and Click-Through Rates by Specific Type of Personalization
E-Marketing Trends Wrap-up Target, Personalize, Optimize, Test! Email is channel of choice for Ed Marketers Multi-channel integrated strategies paying dividends
Display Advertising Trends 2012 Campaign Data Kim Booth Product Manager, Web Advertising
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
Display Advertising Landscape Direct Site Buy Contextual Targeting Run of Network Geo Targeting Behavioral Targeting Audience Targeting
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%)
MDR s Targeted Display Advertising Launched Into Market Q1 2012 Connecting Marketers With Known Educators, Every Time Above Average Click Through Rates (CTR) CTR=Clicks/Impressions x 100
Percentages of Impressions by Education Line of Business
Click-Through Rate by Education Line of Business
Percentage of Impressions Served by Banner Size
Click-Through Rate by Banner Size
Percentage of Impressions Served by Banner Type
Click-Through Rate by Banner Type
Percentage of Impressions Served by Campaign Objective
Click-Through Rate by Campaign Objective
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
Percentage of Conversions by Post-Impression and Post-Click Types
Maximize Your Brand Through Integrated Digital Strategy Offerings
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 800-333-8802 or visit www.schooldata.com.