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ClickSquared Webcast: Improve your Marketing, Remove the Complexity

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ClickSquared and The Relevancy Group discuss the results of the 2012 Marketing Executive survey.

ClickSquared and The Relevancy Group discuss the results of the 2012 Marketing Executive survey.

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    ClickSquared Webcast: Improve your Marketing, Remove the Complexity ClickSquared Webcast: Improve your Marketing, Remove the Complexity Presentation Transcript

    • Improve your Marketing, Remove the ComplexityDavid Daniels, CEO & Co-Founder - The Relevancy Group, LLC Dan Smith, Senior Vice President - ClickSquared Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Intro to ClickSquared TOP 100 PRIVATE COMPANIES Top 250 GLOBALCOMPANIES Enablers and Devices 2011, 2012 2011, 2012 The only company offering SaaS cross-channel campaign management software, enabling B2C marketers to easily design, manage and deliver data-driven marketing programs without the cost and complexity of “big software” and multi- vendor integrations.“EDGES AHEAD OF THE DIGITAL PACK” “STRONG PERFORMER” Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Agenda Understanding Consumer Email Behavior Marketer Attitudes, Behaviors and Tactics Enlisting A Suite Solution to Limit Complexity Strategies to Improve Relevance and Engagement Tactics to Advance Social Marketing Tactics Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Short Is In Welcome To The Short Burst Society 50%+ skip commercials 900 million+ of us place short status updates on our Facebook profile; 50% do so every day 300 million use Twitter; 400K+ new accounts are created daily, at least 320 new members every minute. 72%+ of U.S. consumers have SMS plans, at least 203 million consumers Learn More at www.ShortBurstSociety.com The Relevancy Group, LLC Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • The “Short Burst Society” Increases By The Number of Consumers Adopting Shorter Communication Styles Short Communication Behavior By Age 100%Percentage of Consumers Primary “Short Burst Society” Age Groups Sent an SMS msg to a friend 85% 80% 79% 77% Updated Facebook status 75% 69% 65% 70% 73% 63% Tweeted on Twitter 60% 56% 47% 50% Retweeted on Twitter 40% 34% 32% 35% 27% Signed up for Twitter 23% 19% 20% 20% 12% 18% 10% Opted-in to mobile marketing 4% 3% 2% 5% offers 0% Age 13- 19- 27- 33- 39- 46- 54- 61- 71+ Groups 18 26 32 38 45 53 60 70 Question Asked: Which of the following have you done in the last six months? (select all) Note: SMS=Short Message Service a.k.a. text messages , msg=message, Visit www.ShortBurstSociety.com for more on this emerging communication behavior Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online Consumers Ages 13+ Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Mobile Email Usage Soars Particularly Among Younger Consumers Mobile Email Adoption By Age 100%Percentage of Consumers 80% 66% 60% 54% 52% 50% Yes 40% 41% 37% No 26% 20% 14% 11% 0% Age 13- 19- 27- 33- 39- 46- 54- 61- 71+ Groups 18 26 32 38 45 53 60 70 Question Asked: Do you currently access one or more of your personal email accounts on a mobile device, such as a cell phone or smart phone? (select one) Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online Consumers Ages 13+ Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Impact on email Consumers spend on average 28 seconds reading an email* Format for mobile, image sizes Test copy length, use of links Measurement of which devices subscribers are using to view your email Mobile formatted landing pages *Source: LiveIntent Email data Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Marketers Must Adopt Relevant Tactics to Advance Sharing, Decrease Deletions Email Marketing Inbox Behavior By Age 100%Percentage of Consumers Deleted email marketing offer 79% not relevant to me 80% 76% 75% 76% 68% 71% 72% Deleted marketing email 64% 69% 60% because I get too much email from them Unsubscribed from email that 40% opted into 22% 20% Marked marketing message 14% 15% 10% 8% that I opted-into as spam 7% 6% 3% 4% 0% Shared email marketing Age 13- 19- 27- 33- 39- 46- 54- 61- 71+ content on Facebook or Groups 18 26 32 38 45 53 60 70 Twitter Question Asked: Which of the following have you done in the last six months? (select all) Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online Consumers Ages 13+ Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Email Remains The Lead Channel To Capture Marketer And Consumer Attention To Deliver Engagement Marketing Channels Deployed - 2012 Email Marketing 67% Print Direct Marketing 57% Facbebook-Social Marketing 57% Online Display Ads 52% Field or Event Marketing 44% Location Based Marketing 40% Twitter Marketing 38% Paid Search Marketing 36% Online Video, e.g. YouTube 34%Digital Mobile Apps (iPad, etc.) 33% Mobile Marketing 32% Catalogs 28% 0% 10% 20% 30% 40% 50% 60% 70% 80% Question Asked: Which marketing channels do you actively market in? (select all) Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, United States Only Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Marketers Have A Great Appetite for Email Sending Overall, on a monthly basis they send a mean of 6.6 million email messages per month, retailers = 7.5 million/month Those with 10 million customer records send 21.4 million emails per month (mean) Those with a billion dollars in revenue or greater send 15.5 million emails per month (mean). Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, United States Only Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • 168 MILLION emails are sent per minute Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • 2.9 billion The Scale of Email 900 million 463 million 300 million 90 millionTotal Accounts Facebook Twitter Email Websites Google+Daily Activity 1 billion 60 million items shared updates 140 million tweets 3.3 billion searches 47 billion pageviews 188 billion messages Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Email Usage Remains A Persistent Daily Activity For US Consumers Frequency of Checking Primary Personal Email Account 1% 6% Hourly or more 13% frequently Multiple times per day 27% Daily Multiple times per week 53% Monthly, Multiple times per month Question Asked: How often do you check your primary personal email account? (select one) Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online Consumers Ages 13+ Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Marketers Work In Silos, Few Connect Across The Enterprise EMAIL DIRECT SOCIALCustomers & Prospects Customers & Prospects Press and Others Field Marketing Loyalty Marketing Corporate/Brand Marketing Sales Management Product Marketing Investor RelationsFew Organizations Connect Customer Centric Practices, Data, Measurement Across Silos Marketing Silos, Lack of Connected Marketing, see www.CMF4.com For The Connected Marketing Framework Source: The Relevancy Group, LLC Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Little Progress Has Been Made To Connect The Marketing Culture, Perhaps Slowing Growth of “The Suite Culture?” Marketing Organization Operational Culture Our marketing department shares common 42% goals 51% There is central ownership of marketing across 29% all channels 33% We manage contact frequency across all 26% channels 29%Our marketing programs are tightly coordinated 25% across all marketing channels 28%Use attribution to ensure that offline response is 2012 18% attributed back to the correct channel 16% 2011 The marketing team is rewarded with common 13% personal incentives 14% None of the above 9% 7% 0% 20% 40% 60% 80% 100% Question Asked: Please select the statement or statements that best represent how your marketing organization operates? (select all) Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, United States Only The Relevancy Group/ClickSquared Executive Survey, n=368 5/11, United States Only Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Data Challenges Persist, Obscuring The Ability To Recognize Clients as Valuable Assets Marketing Organization Management of Customer Data – Top Five 2012 Responses Have a centralized data repository for our client data 32%We know the value of our email subscribers 32% TremendousWe use email address as a unique customer Growth identifier 28% Opportunity Exists Measure lifetime customer value 27% Track acquisition costs by channel 25% 0% 20% 40% 60% 80% 100% Question Asked: Please select the statement or statements that best describe how you manage your customer data? (select all) Selected Responses – Top Five Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, United States Only (table 24) Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Shiny New Toys Capture The Marketers Attention, Surpassing Usage of Very Basic and Complex Testing in 2012 Tactics Regularly Utilized – Top Ten Tactics Used Target cust. using web-site behavior 33% 33% Place offers/ad in transactional email 32% 32% Paid search to grow database 29% 35% Use life-stage customer targeting 26% 32% Launched a mobile app for our clients 26% 27% Utilizing QR (Quick Response) codes 22% 20% 2012Segment customers w/ sales-force data 22%29% 2011 Utilize dynamic content 19% 30% A/B testing for email marketing 17% 31% 0% 20% 40% 60% 80% 100% Question Asked: Please select the statement or statements that best describe the marketing tactics that you regularly utilize? (select all) Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, United States Only The Relevancy Group/ClickSquared Executive Survey, n=368 5/11, United States Only Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Year-over-Year The Notion of The Single Suite Gains Ground60% 51% Single Suite Gains In Part Because of50% Fewer Integration Issues 41%40%30% 201120% 18% 16% 17% 2012 14% 12% 10%9%10% 7% 7% 0%0% Combo of Single Suite MSP Homegrown Single Suite No point In-house application Saas Cloud technology applications Question Asked: Which of the following best describes how you use technology to manage marketing campaigns across email, mobile, print and social channels? (select one) Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, United States Only The Relevancy Group/ClickSquared Executive Survey, n=368 (24) 5/11, United States Only Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Measurement Benefits Are Clear In A Single Suite Deployment Benefits of Using A Single Campaign Management SuiteCan measure campaigns across channels 55% 54% Improved the targeting and relevance of… 51% 63% Improved revenue per customer, overall… 29% 50% Better understanding of our customers… 21% 43% Reduced marketing production and… 42% 54%Deploy campaigns across channels more… 36% 50% Reduced the need for and use of IT… 23%29% 2012 None of the above 4% 4% 2011 0% 10% 20% 30% 40% 50% 60% 70% Percentage of Qualified Executives Question Asked: What are the benefits that you and your organization have experienced from using a single campaign management suite? (select all) Source: The Relevancy Group/ClickSquared Executive Survey, n=368 (24) 5/11, United States Only The Relevancy Group/ClickSquared Executive Survey, n=368 (24) 5/11, United States Only Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Desire For Single Campaign Management Suite Remains Strong in 2012 Consider Using a Single Campaign Management Suite - 2012 26% Yes No 74% Question Would you consider utilizing a single campaign management suite to manage marketing campaigns across multiple channels, e.g. email, print, mobile, social? (select one) Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, United States Only Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Interest in Using SaaS Campaign ManagementApps is High Regardless of Current Deployment Potential of Using a SaaS Cloud Solution - 2012 Combo 100% Buyers Surpass 23% Others 31% From 80% 46% 43% 41% 2011 60% No 40% 77% Yes 69% 54% 57% 59% 20% 0%Technology Outsource to an No technology Home grown Use campaign Combo of point Currently MSP solution management solutions Used software suite Question Asked: Would you consider utilizing a Campaign Management Solution that was offered as a Software as a Service (SaaS), hosted cloud based solution? (select one) Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, United States Only Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Misguided Security Concerns Will Persist, But Channel Adoption Will Drive SaaS Usage Top Five Reasons Not Interested In Saas Based Solution - 2012 Concerned about the security of 22% cloud based solutions Overkill - dont use every channel 19%They are more expensive then on- 18% premise We use an MSP - people power 15% Prefer to point solutions, best of 14% breed 0% 10% 20% 30% 40% Percentage of Qualified Executives Question Asked: Why wouldnt you consider utilizing a Saas (Software as a Service), hosted cloud based Campaign Management Solution that addressed all digital and print marketing channels? (select all) Source: The Relevancy Group/ClickSquared Executive Survey, n=402( 24) 4/12, United States Only, Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Marketers More Aware of Analytical Need in2012, In Advance of Output Remedies, such as Dynamic Content – Marketers Mature in 2012 Top Marketing Priorities For This Year (Select Top 3) Greater use of analytics to optimize 29% mailings Integrating into social channels, 29% leveraging social data 30% Improving segmentation and targeting 27% 35%Increase relevancy via dynamic content 17% 20% Centralizing our customer data and 21% making it actionable 19% 2012 Improving response attribution 19% 2011 18% 0% 10% 20% 30% 40% Question Asked: What are your three top priorities for improving your marketing programs this year? (select top three) Selected Responses Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, United States Only The Relevancy Group/ClickSquared Executive Survey, n=368 5/11, United States Only Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Majority of Marketers Still Missing Many Major Segmentation Opportunities Top Six Most Common Customer Segmentation/Targeting Attributes By Marketers –2012 Demographics 56% Geographics 49% Customer Spending 38% Satisfaction survey data 37% Email Click-throughs 30%Customer profitability/LTV 30% 0% 10% 20% 30% 40% 50% 60% 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/ClickSquared Executive Survey n=402 4/12, United States Only Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Coordination and Budget Concerns Hinder Marketing Effectiveness Top 10 Greatest Marketing Challenges Lack of budget to fund our program 29% 35% Managing offers across multiple campaigns 25% 32% Coordinating campaigns across channels 25%29% Having adequate staffing resources 22% 29% Analyzing campaign results 22% 32% Sufficient experienced/IT Support staff 22%25% Coordinating across departments and brands 21% 32%Managing message frequency across channels 20% 26% Ability to automate campaigns 16%21% 2012 Declining response rates/Churn 16%21% Lack of consolidated customer data 14% 2011 23% 0% 10% 20% 30% 40% Question Asked: What are your greatest challenges when developing marketing campaigns? (select all) Top 10 Responses Selected Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, The Relevancy Group/ClickSquared Executive Survey, n=368 5/11, United States Only Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • The Very Cost Social Tactics Rival The More Import Sciences of Direct/Email Marketing Top Six Social Marketing Tactics Currently Used - 201280% 20% 23%60% 27% 26% 19% 24%40% Plan w/in 12 months 55% 52% Currently20% 46% 45% 45% 45%0% Share Email Manage Respond w/ Leverage Twitter to Email/Social content to follower private social for nuture metrics for social sites pages on messages email customer attribution social sites on FB acquisition relations Question Asked: Which social marketing initiatives have you currently deployed, plan to deploy or do not plan to deploy? (select one for each tactic) Top 6 Responses Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, US Only Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • The Cost Effective Twitter Can be an Effective Social Marketing Client Acquisition Tool Bottom Six Social Marketing Tactics Currently Used - 201280%60% 21% 22% 25% 27% 23%40% 33% Plan w/in 12 months 44% Currently20% 43% 42% 38% 33% 14%0% Target email Deploy Twitter as a Direct Utilize a Nothing subs based engagement marketing message listening on social apps channel, Twitter sentiment influence contests offers followers analysis games Question Asked: Which social marketing initiatives have you currently deployed, plan to deploy or do not plan to deploy? (select one for each tactic) Bottom 6 Responses Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, US Only Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Marketers Seek A Suite Of Tools and Services When Selecting A Campaign Management Solution Top 10 Most Important Considerations When Selecting A Campaign Management Solution Overall cost of the application and services 48% 63% Expertise in our industry 43% 44% Reporting, analytics and measurement 40% 62% Email deliverability features and services 33% 43% Print, direct marketing features 33% 35% Social marketing features 32% 41% Reputation of provider 30%35% Custom reporting 29% 46% Data security and reliability track record 29% 48%Analytic services to improve marketing results 26% 47% 2012 Integration capabilities (to apps, channels) 22% 40% 20% 2011 Scalability (ramp quickly to volume) 35% 0% 10% 20% 30% 40% 50% 60% 70% Question Asked: What are your most important considerations when selecting a marketing campaign management application? (select all) Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, United States Only The Relevancy Group/ClickSquared Executive Survey, n=368 5/11, United States Only Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • The Cross Channel Marketing Hub Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Fast Time to Value Easy to Use Powerful More EffectiveCopyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Questions Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Thank you! David Daniels  Dan Smith +1.877.972.6886 +1.857.246.7614 david@relevancygroup.com dsmith@clicksquared.com Twitter: @emaildaniels Twitter: @dsmithC2 www.forrester.com www.clicksquared.com To request a copy of this presentation, contact marketingprograms@clicksquared.com Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.
    • Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.