Marketers have a confusing palette of marketing initiatives at their disposal. This presentation explores how marketers should prioritize initiatives in the connected world
4. CAPABILITY MODEL FOR
A CONNECTED WORLD
Customer life
cycle marketing
Focus on trigger-driven messaging along the life cycle
⢠15x profit v. broadcast programs
⢠Pull customers (v. push products) â 3x revenue/email (retailer)
⢠Dynamic product offers - increased revenue 46% in stores & 17% online (tech
⢠Everything as a service
Integrate across media & channels
⢠Integrate mobile/email â 7.5x website spend retailer
⢠Integrate outbound/websiteâ 2x bookings hotelier
Solicit customer input/action
⢠Preference center â HP Technology at Work
⢠Solicit ratings/reviews â conversations are crucial
⢠Design content to be viral â 2-4x link performance
Fundamentals matter
⢠Customer information decays 2%/month
⢠$144 million of commercial email wonât reach the inbox in 2014
5. CAPABILITY MODEL FOR
A CONNECTED WORLD
Time & location-
based marketing
Customer lifecycle marketing goes wireless
⢠SMS for time sensitive messages:18x return (retailer)
⢠Inventory availability drives âon premiseâ revenue: 5% conversion (casino)
⢠Solicit customer input/action: experiences, ratings, reviews, check-ins,
surveys
⢠Near-field communications/mobile commerce
Reach new buyers
⢠Loyalty enrollment via SMS: 280,000 new members, (retailer)
⢠Mobile advertising driven by your database
⢠Shopping apps, price comparison & QR codes play defenseâŚand offense
6. CAPABILITY MODEL FOR
A CONNECTED WORLD
Harvest Intent
Improve search visibility
⢠SEO - 80% of click throughs are organic
⢠Customize/monitor the landing experience
Drive conversion through personalization
⢠Dynamic personalization to âoptimize the real estateâ: 9x return (insurer)
⢠Algorithm-based recommendations: $100 million revenue uplift (telco)
Effectively re-market
⢠Retargeting via display or email â 12x return (e-Commerce site)
⢠Confirm chat with e-mail
7. CAPABILITY MODEL FOR
A CONNECTED WORLD
Smarter Demand
Generation
Find your high value audience. Filter out the rest.
⢠80% of online advertising fails to reach its intended target.
⢠Collaborative Targeting: 11x return (retailer)
Make brand advertising actionable & accountable
⢠Interactive Television â coupons, samples, more information
⢠An emerging opportunity in online display. Brand represents just 5%
Leverage multidimensional insight
⢠Combine purchase, response, value & risk scores: $7600 deposit/household
increase for contacted households. Retail Bank
⢠Combine seasonality, customer potential, price elasticity, halo effects, social
influence: 3x room nights (Casino)
⢠Connected primary research: 5.5x improvement (telco - âcord/cable cuttersâ)
8. CAPABILITY MODEL FOR
A CONNECTED WORLD
Media/Channel
substitution
Arbitrage duplicative contacts based on preferences
⢠$112 billion in US advertising wasted per year. What Sticks
⢠Email & print:4x revenue/email (leading publisher)
Substitute based on preferences
⢠From mass to targeted:10% revenue increase (multi-format retailer)
⢠From call center to self serve: $4.5 million expense savings/yr (technology
firm)
⢠From print to digital: 22% conversion in 45 days (airline)
⢠From paid search to organic search & display: 52% better CPA (Google)
⢠From paid to earned/curated