the 2013 digital marketer: life is the channel

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The 2013 Digital Marketer Life is the Channel

Pamela Robertson, Senior Director of Marketing Bill Tancer, Head of Global Research

2©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public. #BeDigital

Introducing our speaker

Bill Tancer, our resident data expert

► Best selling author of Click: What Millions of People do Online and Why it Matters

______________________________

Talk track: Digital consumer and economic confidence

Evolution of cross-channel marketing

The ‘always on’ consumer

Life is the channel


During a typical week, what percentage of adults watch video on a television set?

The 2013 Digital Marketer: Life is the Channel

96%


What percentages of adults ages 18-24 say that a conversation via text message is just as meaningful as a telephone call?

The 2013 Digital Marketer: Life is the Channel


• Consumer confidence up, consumer spend down, where is the economy headed?

• Consumer confidence up, consumer spend down, where is the economy headed?

Economic EnvironmentEconomic

Environment

• Have we reached cross‐channel optimization or is it just lip service?

• Have we reached cross‐channel optimization or is it just lip service?

Cross‐channel OptimizationCross‐channel Optimization

• How the “always on” consumer is changing the online landscape?

• How the “always on” consumer is changing the online landscape?

Always on ConsumerAlways on Consumer

• Where are we headed?• Where are we headed?PredictionsPredictions

Life is the channel

6©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Experian Consumer Expectation IndexAdult population vs. online purchasers

2013

75

80

85

90

95

100

105

Adults Purchased Online Past 12 Months

2011 2012J F M A M J J A S O N D J F M A M J J A S O N D J

#BeDigital


Moving towards channel integration


The Marketing Sophistication CurveSM

“The empowerment of consumers and the advent of the cross-channel marketing platform are creating a massive shift in how marketers think about both data management and campaign strategy.”


Deal shopping – leaving money on the table?

56% of respondents agree with the statement “I shop around a lot to take advantage of specials and bargains” Certain segments are 45% more likely to engage in deal shopping than the population as a whole.


Integration – social and email

“Email and social media are two channels that complement each other nicely. Email is a smart way to build a social media fan base, and fans are a vibrant segment for targeted email campaigns and offers.”


Engagement and Pinterest

“Pin it” mailings are generating open rates that are 11 percent higher than other mailings and unique click rates that are almost 25 percent higher.


Texting – just as meaningful as conversation

“48 percent of adults ages 18 to 24 say that a conversation via text message is just as meaningful as a telephone call.”


Mobile shopping – smartphone versus tablet

As the line blurs between smartphones and tablets, expect to see convergence in online shopping behaviors.


Social media – becoming ubiquitous

“Today, more than nine in 10 online adults (91 percent) say they access social media at least once a month and among young adults, social media use is virtually universal, with 99 percent of 18- to 24-year-olds using social media.”


The social follow – discounts and coupons

“60 percent of those who followed a company or a group on a social network cited the potential for discounts or coupons as the reason.”


• Economic uncertainty continues, arming ourselves with actionable data maximizes our ability to attract and retain customers

• Economic uncertainty continues, arming ourselves with actionable data maximizes our ability to attract and retain customers

Economic EnvironmentEconomic

Environment

• The goal is cross-channel optimization, to get there you have to start with understanding the consumer

• The goal is cross-channel optimization, to get there you have to start with understanding the consumer

Cross‐channel OptimizationCross‐channel Optimization

• The line between phone, tablet and will continue to blur, we will have to assume that our customers and prospects are always on

• The line between phone, tablet and will continue to blur, we will have to assume that our customers and prospects are always on

Always on ConsumerAlways on Consumer

Life is the channel – in summary


Questions?

Join our upcoming Digital Marketer Webinar Series:

April 11, 1:00 PM ESTCross-channel campaign management

May 9, 1:00 PM ESTConsumer Insights

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Follow these simple steps:• Go to TweetChat.com• Use the hashtag #BeDigital• Log into your Twitter account• Participate in the conversation