30 Ideas

60 Minutes

RMDMA

EVENT

Greg Hickman

Aaron Batte

Angela Brohman

Juan Sanchez

Jeff PearsonMarketingTechnologyArchitect

Loyalty Reinvented

1

30 Ideas60 minutes

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The Next Big Trend in Social Media Is Social Rewards

The convergence of these two huge trends has already begun, especially in the form of location-based social applications such as Foursquare and Facebook Places.

But, we are at the very beginning of a new trend we’re calling social rewards—or the intersection where social media will meet traditional affinity and rewards programs.

58 % expect gain access

to exclusive content, events or sales

58

% receive discounts or promotions through social sites

38

% share special offersand content withfriends and family

*eMarketer, June 2011

Customer Expectations when they engage a brand in social media

User Experience

2

30 Ideas60 minutes

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It's not about one touchpoint anymore. It's cross-channel.

Understand your customers

What are experiences like across channels? In-store, online, email, apps, text, etc.

Does it reflect your brand? 

Test ideas early and often

Brand doesn't matter if the experience is poor

Cross-Channel Involvement

3Personality Plus

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Marketing content that speaks with a “human” voice

Targeted, personally relevant messaging based on consumer preferences, demographics and behavior

Dude, lose the corporate speak

Get [pur-suh-nl]

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Let Customers Do the Selling

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4

30 Ideas60 minutes

Cloud ApplicationsAre Easier to Change

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Cloud Applications are Easier to Change

2000 2012

what business asks from IT what IT delivers

MarketingTechnologyArchitect

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Cloud Applications are Easier to Change

2000 2012

what marketing asks from IT what IT delivers

MarketingTechnologyArchitect

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Cloud Applications are Easier to Change

For simple changes you can do it yourself

Add a field to track a new attribute

Create a report for a segmentation

Make marketing content available to sales

Bigger changes are easier

It’s easier to find developers when you’re using a common platform

It costs less when you can have something done as a discreet project

MarketingTechnologyArchitect

The Little Secret to Mobile Marketing

5

30 Ideas60 minutes

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It’s no longer “A to B” - It’s “A through B”

Be helpful and entertaining

It's about 24/7 connectivity and continuity

Mobile is About Your Customer -Not Technology

91

6.8 billion people on the planet 

5.2 billion of them own a mobile phone

4.2 billion toothbrushes in the world

There is a sale every second on eBay via a mobile device.

70(MMA Asia, The Mobile Revolution, Mobile Marketer) 

% of mobile users keep their phone within 3 feet, 24/7, EVEN while sleeping!

of all mobile searches result in actionwithin 1 hour.

%

6Your Whole .world is About to Change

30 Ideas60 minutes

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Expansion of Generic Top-Level Domains

The new gTLDs will affect every business, market, brand, community culture and internet user on the planet.

Currently 22 gTLDs, now there will be thousands

$185,000 application fee

Impacts on search and social?

ICANN says this will create opportunity for growth of the Internet globally

AAAA and ANA called the endeavor a “reckless experiment” and “fundamentally

flawed, a certain disaster for brands.”

gTLDsNew generic Top Level Domains, are about to dramatically alter the landscape of the Internet globally.

7Mobile First

30 Ideas60 minutes

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Usage is going to flip from desktop to mobile

Forces you to prioritize

Emphasis on content

It’s easier to design for mobile and move up from there

Can inform desktop experiences

Focus In

8Screensizeapalooza

30 Ideas60 minutes

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The New Design Challenge

OLD MOUSE NEW MOUSE

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Do Your Emails Have the Touch?

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9

Use the Cloud to ConsolidateSystems

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Cloud Applications Can Let YouConsolidate Systems

Pearson’s Postulate:

When you have two systems and you need to connectthem, you just bought another system.

You can leverage the flexibility of cloud based apps to consolidate

functionality into fewer systems

Examples

Get a plug-in instead of a separate system

Add one or more tables instead of having a separate system

Develop workflow within an app instead of a separate system

MarketingTechnologyArchitect

10Asset Activation

30 Ideas60 minutes

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Add a text call to action to your print, OOH or DM to better track success 

Take offline engagement online

Promote your mobile website, SMS Loyalty program via in-store signage, and receipts

Announce your mobile programs with your email newsletter, your website, your store voicemail, 

If you use QR codes, do something cool - Read don't just take them to a mobile website. 

Mobile Relies On and Gives Legs to Your Other Marketing Channels

11Its Not Just Fun and Games

30 Ideas60 minutes

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Mobile and Tablet Apps for B2B

B2B marketers are recognizing smartphone and tablet based apps as a relevant tactic for brand awareness and engagement as well as personal productivity and connectivity.

Tools and Utilities

Branded Experiences

Entertainment

(Nielsen Pew)

of all mobile app users are using apps for “productivity” purposes. 26%

of B2B purchase decision-makersand influencers had used a smart device to gather information

MORETHANHALF 59%

12Mobile Web

30 Ideas60 minutes

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There is one web, but now it needs to adapt to different devices

Responsive Websites - Foundation, Skeleton, Google, Mobilize

Client vs. Server side

SEO - Googlebot-Mobile

Desktop vs. Mobile Content

A great goal for 2012

Making it Work

80% of companies don't have mobile websites

13Actions SpeakLoudest

30 Ideas60 minutes

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Traditional Segmentation!

•! Geographic!–! Region!–! Population Density!

•! Demographic!–! Age!–! Gender!–! Income!

•! Psychosocial!–! Social Class!–! Lifestyle!

•! RFM Analysis!–! Recency!–! Frequency!–! Monetary!

Segmentation 2.0!

Adding real-time behavior elements

including…!

•! Purchase Behavior!

–! Last purchase date!

–! Number of purchases!

–! Purchase value!

•! Web Behavior!

–! Visited your website!

–! Viewed a product page!

–! Submitted a web form!

–! Accessed your online resources!

•! Social Behavior!

•! Shared your message with others!

•! Email Behavior!

–! Clicked an email link!

Behavioral Segmentation

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Use Internal Data for Marketing

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Consider Using Internal Data for Marketing Purposes

Vail Resorts and their RFID data

Put RFID on their passes and RFID readers on their lifts

Basic usage is authentication, which results in data

Could use that data internally for planning

External usage has enabled marketing

Personal tracking: days skied, vertical

Contests: most vertical, most resorts

Badges: all the lifts in one day, all the mtns in one season

MarketingTechnologyArchitect

15Mobile Strategy isNOT Havingan App

30 Ideas60 minutes

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Mobile Websites (A Must for 2012)

QR Codes

SMS campaigns and loyalty programs

Location Services (Foursquare, Near Me Now, etc)

Smartphone Apps (not for everyone)

Voice (ahhh you forgot your mobile phone makes calls)

Email (your customers are most likely reading your email from their phone...is it friendly)

Have a strategy that meets your customers and satisfies THEIR needs.  It may include one or all of these "channels" of mobile. Which combination is right for your customer?

There is More to Mobile Than Apps-You Need a Game Plan

16Social MediaGrows Up

30 Ideas60 minutes

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Marketers are Getting Serious About Social, Time for Social to Get Serious About Results

“What's the ROS?” may be the question of 2012. Measurement firms have begun applying analytics to social media like they do in other channels, so they can be compared apples to apples and you can see your Return On Social.

Companies are increasingly finding positive ROI from Social Media initiatives and they are moving to make them core aspects of their marketing plans.

In 2012, marketers will have the confidence to scale social to more accurately represent the sales, revenue, and profit it is generating for the business.

63

% of companies plan to integratesocial media into their overall marketing plans 57

% of companies are makinga commitment to hiringfull-time employees

47

% are developing analytics for key performance indicators 56

% have building plansfor consumer insight generation

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Social Campaigns Give Long-term Life to Brands

17Alternative Methods of Input

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The Basics Remain the Same

Touch was the first mainstream evolution of interaction

Voice - Siri doubled traffic and bypasses search engines

NFC - Quicker transactions and ability to capture more refined data

Advanced imaging technology - Kinect, face recognition, eye-tracking, object recognition

18Re-engagement &Remarketing Comes of Age

30 Ideas60 minutes

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“How much money are YOU leaving on the table?”

Cart Abandonment Email Results

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Abandoned

Cart Emails

All

Promotional

Emails Comparison

Open Rate 37% 8% 4.6x

Click-to-open 41% 14% 2.9x

Conversion rate 20% 5% 4.0x

Sales/email $7.46 $.08 97x

19

BIG Data

30 Ideas60 minutes

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Marketers Can Exploit Big Data

“Big data” is relative but everyone’s data is increasing

Social media posts versus replies to emails

Page views

Transactions

million tweets per day on Twitter200

DoubleClickcaptures terabytes per day

1million transactions per hour at Wal-Mart

MarketingTechnologyArchitect

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Marketers Can Exploit Big Data

Big data can answer different questions

Who clicked on the X page / Who mentioned X in a tweet

Who bought Y / Who bought something like Y

MarketingTechnologyArchitect

20ImmerseYourself

30 Ideas60 minutes

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Check-in using Foursquare at the next place you go. Look for specials around you.

Scan a QR code

Join an SMS/Text alert program. (Gap, Victoria's Secret, Target, JC Penny)

Use Google Voice Search or ask Siri for something you need to buy soon. 

Buy something from Zappos on your phone. 

Create a Facebook/Twitter account and get social while on the go

Join the big leagues and download the Starbucks Mobile Card app and buy your next coffee using your phone. 

The best way to understand & enhance your customer’s experience is to understand the experience yourself. 

You Won’t Get It Until You Do It!

30 Ideas60 Minutes

21Content (Curation)is King

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Premium Content and Rich Experiences are Key to Deeper Engagement

We’ve all heard the Content is king, but with social media's maturation comes increased demands for content. It's not enough to have a Facebook page or Twitter feed—now you have to provide reasons for consumers to visit you there, such as video, whitepapers and webinars.    

Content curation will be a hot digital-marketing trend for optimizing social-media pages and adding engagement in 2012. Gone are the days of getting fans and expecting a return, now brands will have to provide relevant, compelling and current content to motivate their audiences to action. 

22From Small Screento TV Screen

30 Ideas60 Minutes

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Networks are splintering

Netflix creating content

Apple TV, Boxee, Plex

Consumers are ready

How does advertising fit in?

Second-screen experiences

Google’s “Designing for TV” guidelines

TV is the Next Major Consumer Componentto be Recreated

23Be Everywhere Your Customers & Prospects Are

30 Ideas60 minutes

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Add Email Opt-in to Facebook Page

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Add Social Sign-In

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Capture Opt-ins via Tablets/Kiosks

24

Commission an App

30 Ideas60 minutes

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You Can Commission a Mobile App

million iOS devices sold(iPhone, iPad & iPod)as of October 2011250

4 million activations onDecember 25, 2011

224-253 million Android devices activated as of November 2011

700 thousand activationsper day

MarketingTechnologyArchitect

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You Can Commission a Mobile App

You can do things in an app that you can’t do in an email or a website

Store users’ data

Reminders

Push data to the app

Colorado is a hotbed of iOS and Android development

MarketingTechnologyArchitect

30 Ideas60 Minutes

252012 is the Year of Your List(mobile & email)

30 Ideas60 Minutes

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Opt-ins provide brands a huge benefit: privileged access to consumers.

With mobile, consumers opt in by texting, scanning or submitting information to a mobile website or app; brands send direct communication to consumers via mobile messaging. 

Incentives are howbrands give back

Century 21

Grow Your Opt-in List

Every opportunity to like, follow or sign up in exchange for discounts, points or rewards demonstrates a key emphasis for an opt-in strategy.

QR code call to action offering a 25% off digital coupon code that sends a consumer to a like-gated Facebook page. Once liked, consumers enter their mobile phone number via a sign-up widget in order to receive the digital code. Marketer gets both opt-ins and engagement across both channels and consumers spend less money. 

30 Ideas60 Minutes

26How Low?SoLoMo...

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Social-Location-Mobile is the Future of Mobile Technology

Location is no longer about maps or navigation but is increasingly an enabler of new product experiences.

Location and maps are increasingly becoming features of new mobile

products and services.

Location will happen automatically, behind the scenes.

Relevancy of local data will improve quickly.

Advancing technology and new algorithms will bridge the physical and digital worlds.

Marketing strategists should think beyond location alone but should couple this feature — which will be increasingly accurate, particularly indoors — with other data sources, such as user context and past behaviors.

30 Ideas60 Minutes

27The Digital Wallet

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Apple Store App

Square and Card Chase

NFC

Digital IDs?

Something to keep an eye on as a retailer

An Evolution in Payments

30 Ideas60 Minutes

28DynamicDynamo

30 Ideas60 minutes

Build dynamic content into your messages

Populate messages with peer reviews, customer testimonials and comments from social communities

Create “if-then” message tracks sending contacts down different paths based on behaviors

Tactics for Personalization Success

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“Personality Allowed” campaign yields impressive results for Air New Zealand!

Business Challenges! Increase customer loyalty by extending the on-board experience in a personal “kiwi” way!

Create brand champions!

Overview of Solution/Benefits! “Personality Allowed” campaign yields impressive results!

Pre-flight emails – 69% open rate/38% click rate!

Post-arrival emails – 62% open rate/40% click rate!

Thousands of social media posts!

Incredibly positive feedback from customers and crew !

Air New Zealand

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29

Sometimes,Step Back from the Technology

30 Ideas60 minutes

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Sometimes, Step Back from the Technology

Don’t become so caught up in the systems that you forget about the marketing

Instead, ask yourself:

If there were no limitations from the technology, what would you do?

MarketingTechnologyArchitect

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Sometimes, Step Back from the Technology

The basics remain the same

Good marketing can’t make up for bad products or services

Targeting the right customers and prospects is key to good results

Engaging creative and design are needed to rise above the noise

The best way to predict the future is to create it.Peter Drucker

MarketingTechnologyArchitect

30 Ideas60 Minutes

30Get Started Now!

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Start with the essentials - A mobile friendly website and SMS loyalty program

Give yourself small goals. Reaching for the stars in phase  = you not doing anything. 

Be open to learning and trying new things

(thankfully many started experimenting last year so learn from others that acted before you)

The Biggest Mistake You Can Make in 2012 is Doing Nothing

30 Ideas

60 Minutes

RMDMA

Thank You!