3/25/2009

1

Off Madison Ave

March 25, 2009

2

3/25/2009

2

It takes more than just good ideas…

3

Opportunity 1 – Review Budget Allocation

90% Traditional - 10%Online At Least 20% Online (growing)

4

3/25/2009

3

Opportunity 2 – Prioritize Expenditures

• Rank activities based on likely ROI

– Maximize exposure for most likely pay-offs first

• Search, email, relationship building

– Ask questions:

• Will this new “x” move the results needle further than smarter tactical execution?

• Is data available to prove demand?

• What can be done effectively in house?

5

Opportunity 3 – Reduce Reliance on Paid Media

• Make your budget work as hard as possible for as long as possible

– Allocate budget to create assets that will last beyond the campaign

• SEO, landing pages, microsites, relationships

– Make sure the media you do purchase is highly targeted and converts

• Landing pages, rich media

6

3/25/2009

4

Opportunity 4 – Audience Understanding

• Relevant communication converts best

• Explore your client’s customer knowledge:

– Why have they converted in the past?

– What do they want? What are they saying?

– Behavior trends?

• Questions remain?

– Survey, mine databases

7

Listen To The Target Audiences

Social communications findings are tremendously helpful, but what about search data?

8

3/25/2009

5

Opportunity 5 – True Marketing Integration

• Create consistent experiences across mediums:

– Is your client ready to nab interest created?

– Does offline creative and messaging match online?

– Do calls to action work efficiently together?

– Can assets be repurposed across mediums to save $?

9

Opportunity 6 – Test Everything(including offline creative before production)

10

3/25/2009

6

Landing Page Testing

11

Email Testing

12

12

3/25/2009

7

Opportunity 7 – Lifecycle Marketing

• Segment lists and communicate with current and potential customers based on:

– Past behavior

– Stated interests

– Desired communication methods (direct mail, email, mobile, etc)

– Loyalty level

• Added benefit – costs are often reduced and responses increase

13

Opportunities 8 - x

• What are we missing? (added from audience participation)

– Agile Web development that allows for easy/swift site changes and testing

– Teach clients how to fish (especially with social)

14

3/25/2009

8

Predictions for Client Demand(when larger budgets return-within 2 yrs)

• Branding and design resurgence

– Holding budgets back now

• Blurring of disciplines

• The expected norm:

– Prioritization for ROI

– Multi-channel integration

– Testing

– Cross discipline strategy including direct communication

• More agency consulting, less agency “doing”

15

Thanks for your time