BAI Retail Delivery 2013 presentation by Jim Marous, Matt Wilcox and Paul Kadin.

1. Leveraging Digital
with Traditional
Marketing to Drive
Results
November 6, 2013
Page 1

2. OUR PANEL
Jim Marous
SVP of Corporate Development, New Control Direct and Digital
@jimmarous
jmarous@newcontrol.com
Paul Kadin
Category Development Officer - Financial Services, AOL Inc.
@pkadin
paul.kadin@teamaol.com
Matt Wilcox
Managing Director - Marketing Strategy and Innovation, Fiserv
@mattwilcoxpro
matthew.wilcox@fiserv.com
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Page

3. OUR DIGITAL EVOLUTION
MARKETERS
Page 3
MEDIA &TECHPROVIDERS

4. MULTI-CHANNEL EVOLUTION
Customer and
bank have a
single touch
point
Page 4
Customer sees
brand through
multiple touch
points with bank
using siloed
communication
Customer sees
unified brand
through many
touchpoints.
Bank has single
customer view but
functional siloes
Customer has
holistic brand
experience
Bank leverages
unified view of
customer

5. BANKING’S NEW
PURCHASE FUNNEL
Preferred Research
Channel
Preferred Channel to Open
96%
Branch
Call Center
Branch Mobile App Other
12%
2%
Branch
84%
2%
5% 5%
5%
Call Center
Online
57%
69%
24%
53%
35%
2%
Advice
Advice
74%
11%
3%
3%
Online
6%
2%
20%
14%
Call Center Online
Page 5
Primary
Research
Channel
4%
3%
0%

6. THE LIFE
OF AN AD
IMPRESSION

7. #1
I NEED AN AD
WEBSITE
Page 7
AD SERVER
– TIME TO
GO TO WORK!

8. #2
NO?
ARE THERE ANY
RESERVED CAMPAIGNS
I NEED TO FILL?
SEND THE
IMPRESSION
OFF TO THE
MARKETPLACE.
INFORMATION:
» SIZE
» PAGE URL
» KEY WORDS
» COOKIES
WEBSITE
Page 8
AD SERVER

9. #3
AGENCY
TRADING DESK
RETARGETER
WEBSITE
»
AD SERVER
NETWORK
DSP
DEMAND
SOURCES
Page 9
»
DSP &
DMP

10. #4
« NO BID
AGENCY
TRADING DESK
« $1.00
« $1.50
NETWORK
« $2.00
WEBSITE
RETARGETER
DSP
» AD SERVER » SSP
DEMAND
SOURCES
Page 10
» DMP

11. #5
NOW THAT WE WON THE IMPRESSION
MY ALGORITHMS WILL USE THE BEST
CREATIVE FOR THIS PERSON
GIVEN WHAT I
KNOW ABOUT THEM
(WE KNOW THIS IS A YOUNG MOTHER WITH
STRONG BUYING INTENTIONS)
WEBSITE
Page 11
» AD SERVER » SSP
DSP

12. #6
WEBSITE
Page 12
» AD SERVER » SSP
I WILL
SERVE
THE AD
DSP

13. And it all
happens in less
than 250
milliseconds

14. SOPHISTICATED USER
SEGMENTATION
 25 million Internet users
interacting with one million Web
sites
 Tens of billions of emails sent
annually
 425 million vehicles
in U.S. & Canada
 Title, registration,
mileage and key
AUTOMOTIVE
events
 235 million consumers;
113 million households
CONSUMER
 1,000+ demographic
DEMOGRAPHICS
attributes
AND
LIFESTYLES
 3.2 million births annually
 16 million moves annually
 20 million new homeowners
 650+ psychographics
MARKET
RESEARCH
Customer
PARTNER
 18 million businesses
 Third party partner
data
Page 14
ONLINE
 Syndicated
research: 30,000
consumers
annually; 60,000
data variables
 35 million double
opt-in consumer
panel; 8,000
brands
TRANSACTIONS
 3.6 million businesses
 110 million catalog
buyers

15. DYNAMIC PERSONALIZED CREATIVE
BRAND MATTERS
Full branding and rich media.
TARGETED OFFERS
Different offers for different
segments.
Page 15
PERSONALIZED
Select the right product for
every ad impression.
RECOMMEND
Intelligent in-ad choices
to boost purchases.

16. Consumer media
consumption and device
trends are rapidly
changing

17. DIGITAL OVERTAKING TV CONSUMPTION, FUELED
BY MOBILE
Average Time Spent Per Day with Major Media (US Adults, 2013)
10:46
Other
Print
Radio
Digital - Other
Digital - Mobile
Digital - Online
TV
4%
4%
11:18
4%
7%
11:49
4%
13%
12:05
5%
19%
44%
23%
21%
19%
41%
40%
39%
37%
2010
Page 17
22%
2011
2012
2013

18. CHANNEL EXPERIENCE AS A
MARKETING OPPORTUNITY
Online and Mobile Banking Users
Online banking - internet users
Mobile banking - cell phone users
70%
61%
60%
50%
40%
35%
30%
20%
10%
0%
Page 18
18%
18%

19. PURCHASE PATH DIFFERS
BY MINDSET
46%
54%
SEEKERS
REACTORS
TOP REASON FOR WANTING A NEW CARD
Travel or other large purchase
Need more credit/money
Balance transfer for low interest rate
TOP REASON FOR WANTING A NEW CARD
Received interesting offer
Saw an ad for a credit card
Wanted discount on day’s purchase
1 IN 5 INDICATE BOTH TYPES OF MOTIVATION
Page 19

20. ONLINE & EMAIL HAVE GREATER
IMPACT THAN TV
4x
3x
Page 20
as many consumers indicated that
an online ad influenced their card
decision vs. TV ads
Email is also effective – consumers
were more likely to cite it as
influence vs. TV

21. Marketing creates an
“ether of influence” – and
has moved beyond just
offline, search, social and
display

22. CONTENT
Page 22

23. VIDEO
Page 23

24. PERFORMANCE
GOALS
Drive consumer credit card
sign-ups
SOLUTION
A customized solution utilizing:
•
•
CPA campaign across the
Advertising.com network
Audience targeting and mid-funnel
marketing on AdLearn Open Platform
Page 24
RESULTS
Consistently one of the top 3
display performers based on
efficiency and scale
12K+ 12.5%
SIGN-UPS WITHIN 9 MONTHS
DECREASE IN COST PER
ACQUISITION OVER LIFE OF
CAMPAIGN

25. DIGITAL RETARGETING
Page 25

26. WHY RETARGETING?
90-95% NONCONVERSION RATE
20% LOWER CPM
Reduces costs
2X CTR
Boosts performance
ADDS LIFT
to email and direct mail
Page 26
STIMULATES REVISITS
Reaches people who demonstrated an
interest in your product(s)
20% LOWER CPM
Retargeted ads cost about 20% less on a
CPM basis than regular display ads
2x the CTR
Retargeted ads get double the clicks
that regular display ads get
+1 other campaigns
CRM Retargeting also provides a way to
“+1” other direct campaigns, adding lift to
email and direct mail response rates

27. TYPES OF RETARGETING
• Site Retargeting
• Email Retargeting
• Search Retargeting
• CRM Retargeting
• Dynamic Retargeting
• Facebook Retargeting
• Mobile Retargeting
Page 27

28. SITE RETARGETING
The practice of serving ads to people who visit your website after
they leave.
Page 28

29. EMAIL RETARGETING
The practice of serving ads to people who open your emails
Page 29

30. SEARCH RETARGETING
The practice of serving ads to people who search for one of your
keywords while browsing
Page 30

31. CRM RETARGETING
The practice of serving ads to customers or prospects based only on
an email or postal address . . . Very cool!
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32. CRM RETARGETING
Deliver a specific message, right when it counts
Customer leased their
car two years ago.
Manufacturer has her
name + postal address
in CRM database
With CRM
Retargeting, customers
are found and targeted
just before they must
renew their leases.
Page 32

33. DYNAMIC RETARGETING
The practice of serving ads to people on prior engagement.
Page 33

34. FACEBOOK RETARGETING
The practice of serving ads to people who visit your website . . . On
Facebook.
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35. MOBILE RETARGETING
The practice of serving ads to customers or prospects based on their
desktop and/or mobile activity. . . new technology.
Page 35

36. RETARGETING BEST PRACTICES
•
•
•
•
•
•
•
Same Design Practices as Banners
Simple and Concise
Match Creative to Targeted Audience
Align Ads with Buyer Journey
Clear Offer and Response Option
Frequency Caps
Rotating Creative and A/B Testing
Page 36

37. INTEGRATING SOCIAL
Page 37

38. SELLING ON FACEBOOK
Are you ready for another fun challenge? WE ARE!
And we’re giving away six (6) $4,000 certificates, six
(6) $1,000 certificates, and ten (10) $100 Navy
Federal Loyalty Cards.
Page 38
Source: Financial Brand

39. SELLING ON FACEBOOK
•
•
They bucked the notion that you can’t sell within
Social Media channels
Strategically placed a few posts on their Facebook
page and paid for Facebook ads to promote two
specific products: auto loan refinancing and
certificates of deposit
Page 39
Source: Financial Brand

40. SELLING ON FACEBOOK
Navy FCU Sells $200 Million in Services on Facebook
•
•
•
•
•
60,000 new members acquired (Facebook was the
primary media)
36,000 new certificates totaling $90 million
(Facebook was the only paid media)
5,400 auto refinance loans totaling $96 million
(Facebook was the primary media)
59% of traffic to corporate website during the
campaign came from Facebook
5,000 daily Facebook referrals during membership
appreciation week vs. 200 when no media was
running
Page 40
Source: Financial Brand

41. GoBank Project Runway Video
LEVERAGING YOUTUBE
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42. GoBank Project Runway Video
TWITTER ENGAGEMENT
AMEX Sync
with Twitter
Page 42

43. WHAT DOES THIS ALL
MEAN FOR INTEGRATED
CAMPAIGNS?
Page 43

44. OFFLINE + ONLINE ONBOARDING
Mass
Media
Direct
Mail
Onboarding
Video
Engagement
Video
Targeted
Online
email
Social
Engagement
Online
Advertising
Digital
Retargeting
Mobile
Capture
Welcome
Mobile
Text
Targeted
Online
Social
Acquisition
Page 44
Activation
Mobile
Text
Social
Engagement
Targeted
Online

45. DIGITAL MARKETING TO DOS
1. Develop a content marketing campaign
2. Test a programmatic campaign for acquisition and
mid-funnel marketing
3. Develop a site retargeting campaign
4. Build an email campaign with video landing page
5. Budget for email capture from customers to help
integrated marketing
6. Test a CRM retargeting campaign along with email
and direct mail
7. Build a social media campaign with direct sales goals
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