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7 Trends to Watch in 2012 And Key Tactics You’ll Need to Address Them
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
Thank you!
On Twitter: @Silverpop www.slideshare.net/silverpop
www.silverpop.com
