How Data and Consumer Insight Will Shape the Future of Marketing

How Data & Consumer Insight Will Shape the Future of Marketing
Bill McGowan
VP of Sales
eWayDirect

Agenda
History of Marketing
Search Engine Optimization
Social Media Marketing
Thoughts on What's Next for Marketing
How Consumer Insight Will Shape The Future of Marketing
Case Studies
Summary
Questions

History of Data Marketing
Earliest Roots
Ralph Lane Polk – Start of Self Reported Data
Equifax – Start of Credit Files
Customer Lists – What do I do with this list?
Publishing
Non-Profits - Exchange

History of Data Marketing
Compiled – Its got it all
Public, survey, purchased and leased data
Marketing Profiles – Combining data to define profiles and allow higher coverage.
Working Women
Families with Children
Seniors
Travelers
Students
Tax assessor data
Children’s Data
Self Reported Data
Credit Card Data
Product Reg Cards
Credit Data
Co-op Data
DMV Records
Educational Data
Fishing/hunting licenses
Occupation
Ailment Data
Subscriber Data
Geographical Data
RFM Data

History of Telemarketing
Inbound turns to outbound…..Stop calling me at dinner!
Do-Not-Call list went into effect 10/1/03 = Illegal to call anyone without registering the company and illegal to call anyone who has opted out/registered a phone number.
After one year there were 62 Million people registered
Results in most cases increased by removing the individuals on the DNC

History of eMail Marketing
Birth of eMail – “You’ve Got Mail”
The first email was sent in 1973 – looked similar to those of today
The development of the web was from 1980-1991
Growth of the www was from 1991-1995
Commercialization of the www was from 1996-1998
Dotcom Boom and Bust – 1999-2001
The web becomes everywhere 2002-Present

SPAM
Unsolicited bulk messages indiscriminately sent
CAN-SPAM act – Controlling the Assault of Non-Solicited Pornography & Marketing Act of 2003
Dawn of permission based email
Non Opt-Out, Opt-In, Double Opt-In and continuous yearly Opt-in

The future of anywhere access:
Dial up to DSL/Broadband – where we are headed
Dial up – while noisy and slow, this was our first introduction to the www
DSL/Broadband – refining and speeding up the experience
Wireless – The limited freedom of physical online participation without loss of connection
Public and private WiFi locations
The internet access brings people together – Starbucks
Aircards/Hotspots
Super mobility
No Barriers
Remote access to everything and everyone

Paid Search
Working with the search engines to have your company placed higher in the search rankings and is a form of targeted advertising to appear on websites or other media, such as content displayed in mobile browsers.
The advertisements themselves are selected and served by automated systems based on the content displayed to the user

Organic Search
Listings on search engine result pages that appear because of their relevance to the search terms, as opposed to there being advertisements.
In contrast, non-organic (Paid Search) search results may include pay per click advertising.

Social Search
Using the company/product profiles on social sites to be picked up by the search engines.

MySpace – first social site to market with flaws founded in 2002-2006 #1 Social Site
Early adaptors and majority were under 18 years of age
Issues with worms and fraud with common
Other issues: The learning curve of posting information where everyone could see it. “Party at Joes house” = everyone shows up

Twitter
Was created mainly to stay connected with a group of friends through SMS channels.
Founded in 2006 and for the first 3 years as a company Twitter made a total of ‘zero’ dollars in revenues.
Expected to make 1.54 billion dollars by the end of 2013 with over a billion users
Handles 24 billion search queries a month. Yahoo handles 9.4 billion search queries and Bing handles about 4.1 search queries.
Ranked #2 search engine behind Google which handles about 88 billion search queries.
Has over 65 millions tweets everyday and that averages to 750 tweets per second

YouTube
Registered on Valentines Day (February 14, 2005).
70% of YouTube’s registered users are from USA and half of YouTube users are under 20 years old.
If YouTube was Hollywood, they have enough material to release 60,000 new films every week.
More videos were uploaded on YouTube in last two months than if NBC, ABC, CBS had be airing new content 24/7/365 since 1948 (Since ABC started broadcasting).
The total amount of bandwidth used by YouTube is about the same as used by entire internet in 2000.
Most popular category for uploaded videos is ‘Music’ having around 20% YouTube videos.
United States users upload most of YouTube videos followed by UK and USA users also watch most YouTube videos followed by Japan.

Facebook
People on Facebook
More than 500 million active users
50% active users log on to Facebook in any given day
Average user has 130 friends
People spend over 700 billion minutes per month on Facebook
Activity on Facebook
There are over 900 million objects that people interact with (pages, groups, events and community pages)
Average user is connected to 80 community pages, groups and events
Average user creates 90 pieces of content each month
More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.

Facebook
Global Reach
More than 70 translations available on the site
About 70% of Facebook users are outside the United States
Over 300,000 users helped translate the site through the translations application
Platform
More than 2.5 million developers and partners from more than 190 countries build with Facebook Platform
People on Facebook install 20 million applications every day
Every month, more than 250 million people engage with Facebook on external websites
Since social plugins launched in April 2010, an average of 10,000 new websites integrate with Facebook every day
More than two million websites have integrated with Facebook, including over 80 of comScore's U.S. Top 100 websites and over half of comScore's Global Top 100 websites

What's next for Marketing
Real Time Marketing
Communications that are instantaneous to the consumer based on the consumer action(s).
Multipronged Marketing
Reinforce the marketing message through a number of marketing channels to counsel the consumer through the purchase or action desired
Social Sites
Will play an increasingly larger role in consumer marketing, interfacing and purchasing for companies.
Consumer options to Tweet, Post, Like, etc will be made available on a majority of purchases.

How can data work with the future of online and social marketing?
Tax assessor data
Children’s Data
Self Reported Data
Credit Card Data
Product Registration Cards
Credit Data
Co-op Data
DMV Records
Educational Data
Fishing/hunting licenses
Occupation
Ailment Data
Subscriber Data
Geographical Data
RFM Data

Understand your customers
Profile them, Survey them, Watch them, Track them
Know what they want and what channel they prefer to communicate with
Test online strategy to communications with email, social marketing and custom branded sites
Get testimonials from your customers
Have contests via social that drive your product

Current Marketing Strategies for on/off-line and Social using Data
Customer Email Segmentation
Taking your customer file and appending certain variables to target more efficiently
Trigger Data Appended to target more timely
Life Event Data Appended to target at the right moment the consumer can take part in your offer
Life Stage Data to message and create the right images within the offer

Analytical Match & Deploy
Identify the consumers, customers and/or buyers/donors that you would like more of and create an analytical tool.
Score and identify the prospective audience that are not customers and identify the same record on an email database.
Following the SPAM compliance with allowing that vendor to deploy your email message to the right prospect to increase response.
Note: No insight of the prospect/audience should be mentioned in the message.

Housefile Match & Deploy
Rather then appending email to your database take your database, segment the group(s) that you are looking to communicate via email and offer them something compelling online.
Responders then become the property of the marketer.
You are communicating with the audience that prefers this channel without wasting money on the customers that aren’t.

Customer Transactional Data can be used for is identifying your most passionate customers/enthusiasts. For example:
Customer testimonials to add to your website or to create a "customer stories" blog, you could look at frequent purchasers and send them an email asking them for feedback/stories.
Great user-generated content, it's trusted because it comes from real people, and it can help a company gain additional content to use in SEO efforts.
In addition soft launch an online community or new product, you could invite your best customers to test it out first, before rolling it out to the public.

Gain additional info/data on consumers through social media.
Add functionality for people to login to a website via their FaceBook identity, the website has the option to ask users to share their name, profile picture, gender, list of friends, email address, etc. with the site/company.
Gain valuable info about each user to use for additional targeting.
Facebook applications can also be developed to collect this information, including launch icons within your email message.

Summary
Tax assessor data
Self Reported Data
Occupation
Credit Data
Geographical Data
The future of marketing will be fragmented, with several channels, to reinforce the marketing message, to reach all of the consumers, through their preferences.
Working within all channels will allow the consumer to respond and review within the channel(s) that they prefer.
Vying for consumer attention will require real time dynamic content that the consumer can relate to.
Considering how data can help shape and play a part in these channels will allow your marketing message to be considered or taken part in.
Through all of these channels data will be the underpinning; defining segments, customer insights, profiles and creating dynamic content that the consumer can relate and take part in.
Educational Data
Children’s Data
Co-op Data
Subscriber Data
RFM Data
Product Reg Cards
Ailment Data
DMV Records
Credit Card Data

Questions?

Thank You!
Bill McGowan
VP of Sales at eWayDirect
201-303-0027
bill.mcgowan@ewaydirect.com
Twitter: willful913

How Data and Consumer Insight Will Shape the Future of Marketing

by eWayDirect on Feb 04, 2011

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How Data and Consumer Insight Will Shape the Future of Marketing — Presentation Transcript