7 trends to watch in 2012
DESCRIPTION
This presentation is the core PPT used in 3 virtually identical Webinars (DM News, ClickZ and our own) titled "7 Trends to Watch in 2012 and Key Tactics You’ll Need to Address Them." The Webinar intent was to lay out 7 trends that digital marketers need to consider in 2012. The trends and ideas fall into 2 camps: Those where you may need to implement the programs simply to catch up to competitors; and those that are still early and you can potentially jump ahead of them. The 7 trends discussed are: Location-based Marketing; Personality/Humanization of Content; Be Everywhere Your Customers/Prospects Are; Behavioral Data; Screensize-apalooza; Re-engagement and Re-marketing; and Email as Dynamic Platform. Presenters were Laurie Hood, VP of Product Marketing, Silverpop and Loren McDonald, VP of Industry Relations, Silverpop.TRANSCRIPT
7 Trends to Watch in 2012 And Key Tactics You’ll Need to
Address Them
Silverpop Speakers
• Laurie Hood
• VP, Product Marketing
• Twitter: @LaurieHood
• Loren McDonald
• VP, Industry Relations
• Twitter: @LorenMcDonald
• Google+: +Loren McDonald
7 Marketing Trends to Watch in 2012
Location-Based
Marketing
Personality
Screensize-apolloza
Behavior Rules
Remarketing
Be Everywhere
Email as Dynamic Platform
#1: Location, Location, Location
Check-ins are Location-Based Sharing via Mobile Device
Sweepstakes
Run sweepstakes and scavenger hunts based on when someone checks in to a location with Foursquare or Facebook
Loyalty Programs
Offer rewards or incentives to people when they sign up and check into one of your locations using Foursquare or Facebook.
10% Off Coupon
+25 Points
Local Offers
Deliver special offers to people when they check into any venue within a certain distance to one of your locations.
10% Off Coupon
Buy One, Get One Free
Receive A Free Gift
Twitter Messaging
Automatically post a Twitter message when someone shares their Foursquare check-in with friends on Twitter
Client Summit: Silverpop Geo Demo
10
#1 Arrive at ATL airport and receive a “to do” to check in
#2 Check in at registration and
donate to Charity Water END
#3 Check in tonight at World of Coke Networking
event to win prizes
START
#2: Personality Plus
[get pur-suh-nl]
1. Marketing content that speaks
with a “human” voice. 2. Targeted, personally relevant
messaging based on consumer preferences, demographics and behaviour.
3. Dude, lose the corporate speak.
How-to video
Let Customers Do the Selling
30+% Increase in Orders and Sales
#3: Screensize-apalooza
Going Mobile / Screensize-apalooza
Location – Anywhere & Everywhere
So Context Means…
Scannable
Singular calls to action
Larger fonts
Single columns
Bullet-proof / large CTA buttons
Design for touch …
Old mouse New mouse
The New Design Challenge
Source: StyleCampaign.com, Litmus
Do Your Email’s Have the Touch?
#4: Actions Speak Loudest
The Value of Behavior-Based Marketing
Behavior Profile
• Visited website • Visited blog • Clicked to Twitter • Commented on blog • Visited community site • Downloaded whitepaper • Checked in on FourSquare • Submitted a Demo Request form • Watched “30 Reasons” video
Increase conversion and ROI
Traditional Segmentation • Geographic
– Region
– Population Density
• Demographic – Age
– Gender
– Income
• Psychosocial – Social Class
– Lifestyle
• RFM Analysis – Recency
– Frequency
– Monetary
Segmentation 2.0
Adding real-time behavior elements including…
• Purchase Behavior – Last purchase date
– Number of purchases
– Purchase value
• Web Behavior – Visited your website
– Viewed a product page
– Submitted a web form
– Accessed your online resources
• Social Behavior • Shared your message with others
• Email Behavior – Clicked an email link
Behavioral Segmentation
Share Engagement
Cloudwords
Company
• Cloudwords is a Translation Management Platform that enables customers to select and interact with vendors that will translate any type of content.
Business Challenges
• Ability to track effectiveness of marketing programs
• Finding a marketing automation solution that could fit the needs of a company in rapid growth mode
Overview of Solution/Benefits
• Salesforce.com integration with Silverpop Engage led to increased insight for Demand Generation team via Contact Insight module
• Use of Web Tracking captures anonymous behavior on website
• 100% increase in open and click rates through targeted messaging
• Use of Share-to-social enables Cloudwords content to go viral
“Contact Insight gives our salespeople the real-time insight they need when talking to a prospect or customer, and every morning it’s the first thing they review inside Salesforce.com before they begin their work day.” -- Michael Meinhardt CEO Cloudwords
#5: Re-engagement and remarketing comes of age
Typical Actives vs. Inactives DB Ratio
Activate Early Inactives
• New subscribers don’t open/click first X messages (e.g., 6)
• Move these early inactives into “activation” track
• Send survey, different offers; best of, diff subject lines, testimonials, etc.
60% - 70% of Shopping Carts are Abandoned
“How much money are YOU leaving on the table?”
Cart Abandonment Email Results
Abandoned
Cart Emails
All
Promotional
Emails
Comparison
Open Rate 37% 8% 4.6x
Click-to-open 41% 14% 2.9x
Conversion rate 20% 5% 4.0x
Sales/email $7.46 $.08 97x
Relative Volume
Abandon Cart
Emails
0.3%
Promotional
Emails
99.7%
Cart vs. Broadcast Emails
Relative Sales
Abandon Cart
Emails
18.6%
Promotional
Emails
81.4%
High % of sales relative to volume
#6: Be everywhere your customers and prospects are
Where did everyone
go?
You Them
Are You Where They Are?
Add Email Opt-in to Facebook page
Add Social Sign-in
Increases form completion rates by 10-50%
Capture Opt-ins via Tablets/Kiosks
#7: Dynamic Dynamo
Recommendations
Cross Sell / Upsell
Best Practice: Recommend accessory items or complementary items for each product in cart
Tactics for Personalization Success
• Build dynamic content into your messages
• Populate messages with peer reviews, customer testimonials and comments from social communities
• Create “if-then” message tracks sending contacts down different paths based on behaviors
“What a brilliant campaign..I think this is the
first piece of e-marketing that I have ever
received that I thoroughly read, found helpful
and actually printed out.”
--Air New Zealand customer
Air New Zealand “Personality Allowed” campaign yields impressive results for Air New Zealand
Business Challenges • Increase customer loyalty by extending the on-board
experience in a personal “kiwi” way • Create brand champions
Overview of Solution/Benefits • “Personality Allowed” campaign yields impressive results
• Pre-flight emails – 69% open rate/38% click rate
• Post-arrival emails – 62% open rate/40% click rate
• Thousands of social media posts
• Incredibly positive feedback from customers and crew
About Silverpop / Q&A
The Expertise and Experience to Help You Grow
• Marketing automation and email marketing
• 1,400+ clients across a variety of industries
• 12+ years of market-leading innovation
• 20+ billion emails sent annually
• Global presence
Energy & Utilities Media Business Services Financial Services
Travel & Hospitality Hardware Food & Beverage Non-Profit
Retail
Entertainment
Software
Education
Working with Industry Leaders
Questions? Laurie Hood: @lauriehood
Loren McDonald: @LorenMcDonald [email protected]
Thank you!
On Twitter: @Silverpop www.slideshare.net/silverpop
www.silverpop.com