Marketing at a critical juncture

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Acxiom Corporation

While $112 billion of ad spend is wasted (37%) in the US and 80% of online advertising fails to reach its intended target, 80% of CEOs believe they deliver a superior customer engagment yet only 8% of customers believe the same. This deck examines ideas progressive marketing organizations have used to successfully reverse these trends and deliver more predictable, sustained performance to their marketing investments.

MARKETING AT A CRITICAL JUNCTUREDRIVING FINANCIAL RETURNTim SutherChief Marketing Officer ®

BETTER TARGETING DRIVES ROI Transformational results are possible Source: Razorfish 2010 2

MULTICHANNEL DRIVES ROI 10-20% revenue lift is achievable Source: McKinsey 2010 3

CAPABILITY MODEL FOR A CONNECTED WORLD Customer life cycle marketing Focus on trigger-driven messaging along the life cycle ,[object Object]

Pull customers (v. push products) – 3x revenue/email (retailer)

Dynamic product offers - increased revenue 46% in stores & 17% online (tech

Everything as a serviceIntegrate across media & channels ,[object Object]

Integrate outbound/website– 2x bookings hotelierSolicit customer input/action ,[object Object]

Solicit ratings/reviews – conversations are crucial

Design content to be viral – 2-4x link performanceFundamentals matter ,[object Object]

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