why integrated strategies matter · marketing spend in 2015 was mainly delawareonline ads....
TRANSCRIPT
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WE KNOW LOCAL BUSINESS.
Confluence:Why Integrated Strategies Matter
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What We’ll Cover
Scrapping the Funnel
Why This Means Anything To You
Examples of Integrated Campaigns
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Scrapping the Funnel
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Linear ModelPrint Advertising ROP, Broadcast, Digital Banner
Advertising
Social Media, Content Targeting, Demographic
Targeting, Branded Content
Direct Mail, Print Classified, Targeted
Display
Social Media: Review sites, business sites,
social channels
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According to [Google, Intuit, Sephora, SAP, Twitter, and Visa], the primary problem with the funnel is that the buying process is no longer linear.
Source: https://hbr.org/2014/05/marketing-can-no-longer-rely-on-the-funnel
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Source: https://hbr.org/2014/05/marketing-can-no-longer-rely-on-the-funnel
“When you change from decision to engagement, you change the entire model.”
-- Antonio Lucio, Chief Brand Officer at Visa
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Consumer Journey
• 79% of customers say their banking relationships are transactional
• Deepening customer relationships = more meaningful customer experiences
• Consumers open to value-added services
• Positive impact on loyalty
Source: https://www.accenture.com/us-en/~/media/Accenture/next-gen-2/cmt/pdfs/Accenture-Agile-Banking-Marketing-Moments.pdf#zoom=50
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Consumer Journey
• Customers move back and forth across channels based on needs at the moment
• Banks typically manage the sales funnel in a way that fragments data, obscuring customer insights
• Using cross-device systems to unify customer profiles is key
Source: https://www.accenture.com/us-en/~/media/Accenture/next-gen-2/cmt/pdfs/Accenture-Agile-Banking-Marketing-Moments.pdf#zoom=50
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Non-Linear Model
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Why This Is So Important
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How Your Industry Spends
Sources: Facebook, Statista,
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Types of Campaigns/Device
Sources: Facebook, Statista,
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Future Spend/Reasons Why
Sources: Facebook, Statista,
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Mobile Matters
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Media Usage
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Heaviest Media Usage
20% 20% 20% 20%
11%
29%
10%
21%
14%
22%
14%
25%26%
15%
27%
20%
38%
7%
39%
9%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Newspaper - print Internet TV Radio
Total/Avg Millennial/Gen Y Gen X Baby Boomer Silents
Heaviest/1st QuintileSource: © Scarborough Research, Release 2 2014, Multi-MarketBase: 77 Scarborough local markets = 80% National Adult pop.
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Read Newspaper with Mobile Device
21%
29%
27%
16%
5%
0%
5%
10%
15%
20%
25%
30%
35%
Yes
Total/Avg Millennial/Gen Y Gen X Baby Boomer Silents
Past 30 daysSource: © Scarborough Research, Release 2 2014, Multi-MarketBase: 77 Scarborough local markets = 80% National Adult pop.
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Banks- Advertising Mix Best Practice
All MediaGrowth: $60.8M to $ 67.1M
Online29%
Cinema18%
Newspaper15%
Direct Mail12%
Radio8%
Other Print6%
Local TV Stations
5%
Cable TV3%
Out of Home
2%Telemarketing1%
Directories1%
Online45%
Cinema18% Newspaper
10%
Direct Mail9%
Radio6%
Other Print4% Local TV
Stations3%
Cable TV2%
Out of Home
1%
Telemarketing1%Directories
1%
2015 2019
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Banks- Advertising Mix Best Practice
2015 2019Online Only
Growth: $17.8M to $29.8M
Targeted Display
66%
Paid Search11%
Online Video11%
Static Display/ROS
8%
Email3%
Online Audio1%
Targeted Display
85%
Paid Search4%
Online Video7%
Static Display/ROS
2%
Email1%
Online Audio1%
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Time of Year
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Examples of Integrated
Campaigns
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Gannett NJ46% of the NJ Population
46% of households
46% of households with children
48% of college graduates
48% of households with income of $150,000+
50% of households with IPA of $1M+
50% of NJ’s total net worth
48% of consumer expenditures
48% of Asians
34% of Hispanics
33% of African-Americans
Our combined markets represent… Warren
CapeMay
Gloucester
Bergen
Camden
HunterdonSomerset
Cumberland
Ocean
Monmouth
Passaic
Warren
CapeMay
Gloucester
Bergen
Burlington
Camden
HunterdonSomerset
Cumberland
Ocean
Monmouth
Passaic
Morris
Essex
Sussex
Union
Middlesex
Salem
Mercer
Atlantic
© 2015 The Nielsen Co.
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Client Strategies
• Leveraging customer’s database to better understand the customer
• Running the database against PRIZM data to build profiles
• Tailoring creative to better reach the audience
• Finding “look-a-likes” in the market to acquire new customers
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Case Studies
Entegra Bank (Greenville)• The North Carolina-based bank opened the Greenville
market with a commercial lending office and then acquired a couple of retail banking locations.
• There was a specific need to educate market, and to target business owners and commercial real estate builders.
• To increase their brand presence and educate the market on their services, the team delivered a digital mix, split between mobile and desktop, and additional pre-roll videos in Q3. Print portion of the proposal will come later in the year.
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Case Studies
Diamond District (Fort Myers)
• Completed a PRIZM analysis on their current customers (20K+ database) and determined they reach 3 distinct audiences.
• Developed analysis showing reach of particular media around audiences and presented new creative to reach the three distinct segments.
• We combined the three audiences into a half page print advertisement and targeted digital.
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Case Studies
Buckingham HVAC• Buckingham HVAC is one the larger companies in a
competitive New Castle County HVAC market. Their marketing spend in 2015 was mainly Delawareonline ads.
• Client Strategy utilized Nielsen Prizm research to identify several key differentiators to inform Buckingham on how to build their brand DNA and move away from co-op driven pricing ads.
• Our recommendation was to position themselves “as the company that exceeds customer expectations in service and keeps your family safe and comfortable”. Creative messaging for this campaign was a critical part of the pitch.
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Mobile Conversion Zones
• Setting a Geo-Fence around a region or competitor
• Tracking the customer when they come into your retail location or locations
• Measuring Foot Traffic from mobile advertising
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Why Conversion Zones?
• Track online to offline conversions
• Track the Total Visit Rate (TVR)
• Track the Cost Per Visit (CPV)
• Enrich mobile performance
• Evaluate campaign effectiveness
Identify audiences responding to mobile advertising by visiting a physical
location as opposed to a click or call
Other mobile programmatic technologies lack the accuracy of our partner to
effectively attribute mobile impressions with physical visits to an advertiser’s
location.
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29
Set up a Conversion Zone and track
the physical traffic at this site who
previously saw an ad while within the
geo-fenced location.
Recommended Geo Fenced locations
for Monmouth Mall Area include:
• Santander
• PNC Bank
• Capital One
• TD Bank
• The Provident
Geo Fencing
Monmouth Mall NJ
Santander
PNC Bank
YOUR BANK
Bank of America
TD Bank
The Provident
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Pay For Performance
• Integrated Print/Digital Campaign
• Share of Transaction
• Launched in 20 USA Today markets across the United States
• Generated more than $10 million in topline sales for partners
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Extension Program
• Leveraging the customer database
• Acquiring potential new/Intenders
• Tracing back to your front-end system to show return on investment
• Remarketing to interested consumers
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BuildEmail counts
and target
audienceCreate
Eye catching e-blast
and direct mail
creative
Extension
EmailSend targeted
information to
identified target
audience Direct
Send targeted information
to the same identified
audience
Display Activate display campaign
across Network to the
same targeted audience
ROIOne Month – metrics are provided
on email and display
Two Months - Match back ROI
report provided for complete
program
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Digital
Mobile
Video
Targeting
Social
Email Direct Mail
Commercial Printing
Events
Campaign Development
Research
AnalyticsLocal News And
So Much More.
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