1. Driving Conversions in
a Multichannel World
Jordan Cohen
VP of Business Development
Pontiflex, Inc.
45 Main St., #1101, Brooklyn, NY 11201
800.420.6086
jordan@pontiflex.com
www.pontiflex.com
@jcohen808
@pontiflex

2. Conversion

3. No silly, I mean this kind

4. “The State of
the Integrated
Marketing
Union”

5. Marketing Used to Be So Simple

6. But Not Anymore

7. The Challenge
How do you get people to
LOVE YOUR MARKETING
in the age of
Digital Attention Deficit Disorder?

8. Your Customers’ Favorite Platforms

9. Email Remains King

10. Your Favorite Marketing Channels
Marketing Channels Deployed
Email Marketing 77%
Print Direct Marketing 69%
Social Marketing 65%
Online Display Ads 63%
Field or Event Marketing 56%
Paid Search Marketing 50%
Online Video, e.g. YouTube 44%
Location Based Marketing 42%
Loyalty Programs 42%
Mobile Marketing 38%
Digital Mobile Apps (iPad, etc.) 33%
Catalogs 24%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Question Asked: Which marketing channels do you actively market in? (select all)
Source: The Relevancy Group Executive Survey, n=368 5/11, United States Only

11. Integration a Top Priority
Top Marketing Priorities)
Improving segmentation and targeting 35%
Integrating into social channels, leveraging social data 30%
Increase relevancy via dynamic content 20%
Centralizing our customer data and making it actionable 19%
Improving response attribution 18%
Greater use of testing in order to optimize our mailings 17%
Hire more staff 17%
Holistic reporting dashboard inclusive of all channels 17%
Centralizing cross-channel marketing to one system 15%
Centralizing marketing applications into one suite 9%
0% 10% 20% 30% 40%
Question Asked: What are your three top priorities for improving your
marketing programs this year? (select top three) Selected Responses
Source: The Relevancy Group Executive Survey, n=368 5/11, United States Only

12. Lots of Room for Improvement
Top Five Most Common Customer Segmentation/Targeting
Attributes By Marketers
Demographics 61%
48%
51% 2011
Geographics 45%
2010
Satisfaction survey data 42%
36%
Email Click-throughs 42%
38%
Customer profitability/LTV 39%
27%
0% 10% 20% 30% 40% 50% 60% 70%
Question Asked: Which of the following customer data attributes has your company used
to segment audiences for marketing campaigns within the last six months? (select all) Source:
The Relevancy Group Executive Survey, n=368 5/11, n=674 4/10 US Only

13. “From Hello
The Eternity”
to State of
the Integrated
Marketing
Union

14. Welcome to Fun
• Promote sales
• Promote community
• Promote contests
• Promote preference
center
• Promote special content
• Promote FB and Twitter
• Introduce
persona/voice!!

15. Welcome Post Offline Signup
• Immediate discount
• Redeem coupon
across multiple
channels
• Introduce website
features
• Introduce branding
and voice
• Mobile friendly

16. Getting to Know You

17. Getting to Know All About You

18. Getting to Like You

19. Getting to Kiss You

20. Getting to Hope You Like Me
• Subject 1: Friends with
Benefits - Fan Us on
Facebook & Save
• Subject 2: 20% Off When
You Like Us – Offer Expires
Tomorrow Night
• Targeted to active
customers
• 25% increase in fanbase
per send
20

21. Social Promo on Website
• FB promotional
banners on Men’s and
Women’s stores, highly
trafficked product
pages and order
confirmation pages
21

22. Instant Redemption
22

23. Now You’ve Got ‘Em on Social

24. Don’t Forget Print (Say What?)
• Included in all
packages
• Promotes email sign-
up as well as
Facebook and
Twitter

25. “Best in Show”

26. Was checking out what’s up in
Florida this week, when suddenly…
This happened

27. Email-Display: How it Works
2
Prospect receives dynamic Clicked, but didn’t buy
Non-Openers
Opened, but didn’t click
email from marketer
1 3
Marketer creates a Personalized ads are
targeted email dependent on prospect’s
campaign email action and data
Source: Experian CheetahMail
*Note: Target brand is only being used for
demonstration purposes

28. Our Customers Have iPhones?

29. Yes, Our Customers Have iPhones

30. Social Buzz in Email Subject Lines

31. Social Buzz in Email Content
30% Increase in Orders and Sales
Source: Silverpop

32. Create Urgency

33. Event-Based Urgency

34. BE SOMEBODY

35. Thank You
EEC ’12 attendees-only special offer!
Contact me for details
Jordan Cohen
VP of Business Development
jordan@pontiflex.com
718.971.5090