driving conversions in a multi-channel world: jordan cohen
TRANSCRIPT
Driving Conversions in a Multichannel World
Jordan CohenVP of Business Development
Pontiflex, Inc. 45 Main St., #1101, Brooklyn, NY 11201
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