7 Trends to Watch in 2012 And Key Tactics You’ll Need to

Address Them

Silverpop Speakers

• Laurie Hood

• VP, Product Marketing

• Twitter: @LaurieHood

• Loren McDonald

• VP, Industry Relations

• Twitter: @LorenMcDonald

• Google+: +Loren McDonald

7 Marketing Trends to Watch in 2012

Location-Based

Marketing

Personality

Screensize-apolloza

Behavior Rules

Remarketing

Be Everywhere

Email as Dynamic Platform

#1: Location, Location, Location

Check-ins are Location-Based Sharing via Mobile Device

Sweepstakes

Run sweepstakes and scavenger hunts based on when someone checks in to a location with Foursquare or Facebook

Loyalty Programs

Offer rewards or incentives to people when they sign up and check into one of your locations using Foursquare or Facebook.

10% Off Coupon

+25 Points

Local Offers

Deliver special offers to people when they check into any venue within a certain distance to one of your locations.

10% Off Coupon

Buy One, Get One Free

Receive A Free Gift

Twitter Messaging

Automatically post a Twitter message when someone shares their Foursquare check-in with friends on Twitter

Client Summit: Silverpop Geo Demo

10

#1 Arrive at ATL airport and receive a “to do” to check in

#2 Check in at registration and

donate to Charity Water END

#3 Check in tonight at World of Coke Networking

event to win prizes

START

#2: Personality Plus

[get pur-suh-nl]

1. Marketing content that speaks

with a “human” voice. 2. Targeted, personally relevant

messaging based on consumer preferences, demographics and behaviour.

3. Dude, lose the corporate speak.

How-to video

Let Customers Do the Selling

30+% Increase in Orders and Sales

#3: Screensize-apalooza

Going Mobile / Screensize-apalooza

Location – Anywhere & Everywhere

So Context Means…

Scannable

Singular calls to action

Larger fonts

Single columns

Bullet-proof / large CTA buttons

Design for touch …

Old mouse New mouse

The New Design Challenge

Source: StyleCampaign.com, Litmus

Do Your Email’s Have the Touch?

#4: Actions Speak Loudest

The Value of Behavior-Based Marketing

Behavior Profile

• Visited website • Visited blog • Clicked to Twitter • Commented on blog • Visited community site • Downloaded whitepaper • Checked in on FourSquare • Submitted a Demo Request form • Watched “30 Reasons” video

Increase conversion and ROI

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

Share Engagement

Cloudwords

Company

• Cloudwords is a Translation Management Platform that enables customers to select and interact with vendors that will translate any type of content.

Business Challenges

• Ability to track effectiveness of marketing programs

• Finding a marketing automation solution that could fit the needs of a company in rapid growth mode

Overview of Solution/Benefits

• Salesforce.com integration with Silverpop Engage led to increased insight for Demand Generation team via Contact Insight module

• Use of Web Tracking captures anonymous behavior on website

• 100% increase in open and click rates through targeted messaging

• Use of Share-to-social enables Cloudwords content to go viral

“Contact Insight gives our salespeople the real-time insight they need when talking to a prospect or customer, and every morning it’s the first thing they review inside Salesforce.com before they begin their work day.” -- Michael Meinhardt CEO Cloudwords

#5: Re-engagement and remarketing comes of age

Typical Actives vs. Inactives DB Ratio

Activate Early Inactives

• New subscribers don’t open/click first X messages (e.g., 6)

• Move these early inactives into “activation” track

• Send survey, different offers; best of, diff subject lines, testimonials, etc.

60% - 70% of Shopping Carts are Abandoned

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

Cart Abandonment Email Results

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

Relative Volume

Abandon Cart

Emails

0.3%

Promotional

Emails

99.7%

Cart vs. Broadcast Emails

Relative Sales

Abandon Cart

Emails

18.6%

Promotional

Emails

81.4%

High % of sales relative to volume

#6: Be everywhere your customers and prospects are

Where did everyone

go?

You Them

Are You Where They Are?

Add Email Opt-in to Facebook page

Add Social Sign-in

Increases form completion rates by 10-50%

Capture Opt-ins via Tablets/Kiosks

#7: Dynamic Dynamo

Recommendations

Cross Sell / Upsell

Best Practice: Recommend accessory items or complementary items for each product in cart

Tactics for Personalization Success

• 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

“What a brilliant campaign..I think this is the

first piece of e-marketing that I have ever

received that I thoroughly read, found helpful

and actually printed out.”

--Air New Zealand customer

Air New Zealand “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

About Silverpop / Q&A

The Expertise and Experience to Help You Grow

• Marketing automation and email marketing

• 1,400+ clients across a variety of industries

• 12+ years of market-leading innovation

• 20+ billion emails sent annually

• Global presence

Energy & Utilities Media Business Services Financial Services

Travel & Hospitality Hardware Food & Beverage Non-Profit

Retail

Entertainment

Software

Education

Working with Industry Leaders

Questions? Laurie Hood: @lauriehood

lhood@silverpop.com

Loren McDonald: @LorenMcDonald lmcdonald@silverpop.com

Thank you!

On Twitter: @Silverpop www.slideshare.net/silverpop

www.silverpop.com