Given at Wilmington Business Expo on March 19th, 2014. Explores how to conceptually structure marketing and technology in this multi-channel age. also highlights some industry examples putting modern marketing and technology to good use.

1. stare at the dot…
TWEET…
@ehunteryoung
#WilmingtonBiz

2. retail

3. retail
Sorry, we’re
closed…Try
NETFLIX.

4. RETAIL
identity

5. Relationships
Building Basics Level
Targeted Marketing Level
Customer-Centric Level
Personalized, 1:1 Marketing
 Leadership have
personal relationships
with customers
 Intuition guides
marketing
 The only vehicle to
scale is adding new
FTEs
 SEO, SEM fundamentals
 Contact forms
 Email campaigns exist,
little segmentation
 Disparate systems
means “best offer” not
presented to customer
 Social media presence
 Database supports
segmentation
 Highly segmented email
campaigns
 Targeted digital
advertising, retargeting
 Deep understanding of
customer behavior,
acquisition costs by
online channels
 Marketing automation
 Active in all digital
marketing channels
 Customized analytical
studies fuse 3rd party
and 1st party data
 CRM tied to online
and offline channels
 Full integration of all
systems, with predictive
capabilities
 Real-time individual-level
view of propensity, LTV,
and acquisition costs
 Behavioral and
psychographic targeting
delivers personalization
 Dynamic email delivers
up-to-minute content at
open
I
II
III
IV
V
Data-driven,
automated decisions.
We see a need, we
bring it to you.
A completely personalized
customer experience.
We do business online.
We can offer you a
relationship.

6. Channels and Distribution
Content
Training & Internal Communication
CRM and ERP
Customer & Business Intel
Customer

7. RETAIL
identity
who is your
customer

9. Vendor
DB
Vendor
DB
Core System
CRM
Application
Secondary Application
(separate product, line
of business)
Sub App
Excel
Sheets
Marketing
ToolsExcel
Sheets
Web
Analytics
More
Excel
Sheets

10. SQL Data Warehouse
Core System
CRM
Application
Sub App
Vendor
DB
Vendor
DB
Secondary Application
Analytics +
Reporting
Tool
Marketing
Automation

11. RETAIL
identity
• Demographic
• Contact
• Relationships
• Industry
• Purchase / Product
• Feedback
• Behavioral

12. RETAIL
the more
things change…

13. RETAIL
People remember what you
taught them…
…not what you sold them.

14. Start writing about your
clients’ clients.
Don’t always focus on
features and benefits
Stop sounding like yourself

15. Start writing about your
clients’ clients.
Don’t always focus on
features and benefits
Stop sounding like
yourself

16. Start writing about
your clients’ clients.
Don’t always focus on
features and benefits
Stop sounding like yourself

17. • “how you stay”
• discovery
• segmentation
and preference
mapping
HOSPITALITY

18. • Digital magazine
• Nurse lifestyle
• segmentation
and preference
mapping
MEDICAL SERVICES

19. • Access
• Multi-channel
• Financial and Non-
financial
• Audience aware
FINANCIAL SERVICES
LocalFirstBank.com

20. Blogs / Articles
eNewsletters
Case Studies
Videos
Guest Posts
B2B B2C
High Use
Low Use
Events
Whitepapers
Online
Presentations
Webinars
Research Reports
Microsites
Infographics
Branded Content Tools
Mobile AppseBooks
Print Magazines
Books
Podcasts
Digital Magazines
Annual Report
Games

21. distribute

22. Relative Importance to Customer
Sales/Service Intensity
TransactionIntensity
Low
High
High
Branch Electronic Alt F2F Mail
1980-1995 1995-2008 2008-2013
Branch
ATM
Phone Mail
Branch
ATM
Phone
Internet
Mail
ATM
Internet
Phone
Mail
Mobile
Branch
Channel Group
Intensity Scale
Mobile includes Tablet

23. Website
Email
Events
Mobile
Direct MailTraditional Advertising
SearchDigital Advertising
Social Media
Television
HIGH
60%
MEDIUM
30%
LOW
10%
NO USE
Retail
Large Distribution Pickup
PR Effect

24. stare at the dot…
TWEET…
@ehunteryoung
#WilmingtonBiz