driving conversions in a multi-channel world: jordan cohen

Driving Conversions in a Multichannel World

Jordan CohenVP of Business Development

Pontiflex, Inc. 45 Main St., #1101, Brooklyn, NY 11201

800.420.6086jordan@pontiflex.com

www.pontiflex.com@jcohen808@pontiflex

Conversion

No silly, I mean this kind

“The State of the Integrated Marketing Union”

Marketing Used to Be So Simple

But Not Anymore

The Challenge

How do you get people to LOVE YOUR MARKETING

in the age of Digital Attention Deficit Disorder?

Your Customers’ Favorite Platforms

Email Remains King

Your Favorite Marketing Channels

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

CatalogsDigital Mobile Apps (iPad, etc.)

Mobile MarketingLoyalty Programs

Location Based MarketingOnline Video, e.g. YouTube

Paid Search MarketingField or Event Marketing

Online Display AdsSocial Marketing

Print Direct MarketingEmail Marketing

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%24%

33%38%

42%42%

44%50%

56%63%

65%69%

77%

Marketing Channels Deployed

Integration a Top Priority

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

Centralizing marketing applications into one suite

Centralizing cross-channel marketing to one system

Holistic reporting dashboard inclusive of all channels

Hire more staff

Greater use of testing in order to optimize our mailings

Improving response attribution

Centralizing our customer data and making it actionable

Increase relevancy via dynamic content

Integrating into social channels, leveraging social data

Improving segmentation and targeting

0% 10% 20% 30% 40%

9%15%

17%17%17%18%

19%20%

30%35%

Top Marketing Priorities)

Lots of Room for Improvement

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

Customer profitability/LTV

Email Click-throughs

Satisfaction survey data

Geographics

Demographics

0% 10% 20% 30% 40% 50% 60% 70%

27%

38%

36%

45%

48%

39%

42%

42%

51%

61%

Top Five Most Common Customer Segmentation/Targeting At -tributes By Marketers

2011

2010

The State of the Integrated Marketing Union

“From Hello to Eternity”

• Promote sales• Promote community• Promote contests• Promote preference

center• Promote special content• Promote FB and Twitter• Introduce

persona/voice!!

Welcome to Fun

Welcome Post Offline Signup

• Immediate discount• Redeem coupon

across multiple channels

• Introduce website features

• Introduce branding and voice

• Mobile friendly

Getting to Know You

Getting to Know All About You

Getting to Like You

Getting to Kiss You

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

Social Promo on Website

21

• FB promotional banners on Men’s and Women’s stores, highly trafficked product pages and order confirmation pages

Instant Redemption

22

Now You’ve Got ‘Em on Social

Don’t Forget Print (Say What?)

• Included in all packages

• Promotes email sign-up as well as Facebook and Twitter

“Best in Show”

Was checking out what’s up in Florida this week, when suddenly…

This happened

Email-Display: How it Works

Marketer creates a targeted email campaign

1Personalized ads are dependent on prospect’s email action and data

3

Prospect receives dynamic email from marketer

2Non-OpenersOpened, but didn’t clickClicked, but didn’t buy

Source: Experian CheetahMail*Note: Target brand is only being used for demonstration purposes

Our Customers Have iPhones?

Yes, Our Customers Have iPhones

Social Buzz in Email Subject Lines

Social Buzz in Email Content

30% Increase in Orders and SalesSource: Silverpop

Create Urgency

Event-Based Urgency

BE SOMEBODY

Thank You

EEC ’12 attendees-only special offer!Contact me for details

Jordan CohenVP of Business Development

jordan@pontiflex.com718.971.5090