Beyond Integration: Welcome to Marketing Fusion

BEYOND INTEGRATION WELCOME TO THE ERA OF MARKETING FUSION Karen Talavera, President Synchronicity Marketing Thursday May 21, 2009 Florida Direct Marketing Association Annual Summit

Karen Talavera President of Synchronicity Marketing Providing inspired email marketing coaching, consulting, strategy and professional education About Karen  Nationally-recognized email marketing seminar leader for the Direct Marketing Association (DMA), Association of National Advertisers (ANA) and Fortune 1000 companies  Coach, speaker and writer for MarketingProfs, the Email Experience Council, and Marketing Sherpa  Huffington Post blogger, avid international traveler, social media enthusiast, Twitterer, Latin dancer, and South Florida resident

1 The Shift The end of marketing as you knew it and the beginning of real-time dynamic connections

The Marketing (r)Evolution  Environmental consciousness and focus on sustainability at an all-time high  Traditional advertising channels are disappearing (newspapers), time spent with them is eroding, or they’re morphing (TV, Magazines)  Time spent online now trumps TV time for all but the oldest age segments  Consumers are savvy, inundated, skeptical, immune and have attention deficit  Email address now more available than phone number. Forrester predicts annual US commercial email volume to double between now and 2013  US mobile phone penetration higher than at-home Internet access (85% vs. 72%)  In 2008, given a recession  41% of online marketers said they would increase email marketing and 47% would hold it steady  41% of online marketers would decrease display advertising

Effect of Downturn on Traditional Marketing Tactics  Direct more viable than mass channels

What’s Going On?  Era of transformation  Crisis and opportunity  Old will fall to make way for new  Survival of the fittest  Exponential pace  Single generation evolutionary leaps vs. multi- generational slow change

The Old Model  One-way progression  More interested in speaking than listening  Goal: Create demand rather than value  Sell vs. Serve

The New Way  Two-way dialog, multiple avenues  Conversation vs. broadcast  Goal: Create long-term value & loyalty  Sell by way of Serving

Marketing Fusion Defined  A matrix of technology, tactics and channels which can be quickly, dynamically configured in different ways to both speak and listen to customers and prospects as is useful and appropriate for the organization and the target audience

Why Now?

Implications

In Case You Forgot . . .

Email: The New Nexus

Why Email As Nexus?

Digital: Three Significant Channels Social Email @ The inbox has morphed. Customers expect new and better ways of Mobile communicating with and engaging businesses; anywhere, anytime.

Tri-Messaging Effect Integrated, Personal Channels & Devices Rich Content-Experiences & Conversations; Anywhere, Anytime More Empowered People & Businesses

2 It’s About Conversation The end of one-size-fits all messaging and the necessary move toward dialog marketing

Target Beyond the Single Dimension

Combine Multiple Targeting Schemes  A combination of segmentation schemes yields optimal performance

Align with Customer Lifecycle  Each customer lifecycle stage has its own information or product/service needs as well as unique marketing opportunities within it

Lifecycle-Specific Strategies  Create relevant and timely communications for different audience member lifecycle stages

Go Deeper, Not Wider

Trade Value, Access & Exclusivity for Permission & Data MULTICLIENT PROGRAMS MAGAZINES RELATIONSHIP CAPITAL CONTENT NEWSLETTERS FOR SALE CONFERENCES DIRECTORIES BLOGS GATED COMMUNITY MAGAZINES WEBINARS “MEMBERSHIP IN BUYERS GUIDES WHITE PAPERS EXCHANGE FOR TRADE SHOWS MICROSITES DEMOGRAPHICS” CUSTOM PUBLICATIONS E-LETTERS E-MAIL ADDRESSES LIST RENTAL TRAFFIC MARKET – visitors, users, members, buyers

Aim for Dialog Marketing A series of centrally-coordinated, intentional communications tailored to audience member consideration paths and sequenced to guide them through the buying cycle

Dialog 101: Trigger-Based Email  “Sense” an action and “respond” with behavior-triggered email campaigns  Email follow-up message tracks are developed and deployed when recipient takes a specific action  Opens a message  Clicks on a link but doesn’t buy  Changes preferences or provides new data  Asks a question, makes an inquiry or requests help (even if offline)  Buys in an offline channel  Forwards message to friends  Approaches an event horizon  Experiences a “life event” or life stage change  Comments o Social Media  Follows/joins on Social Media

Dialog Marketing: The Future  Behavior-based contact strategy  Integrated rather than compartmentalized communication process  Method: Conversation vs. broadcast 3rd Generation  Goal: relationship vs. response Conversation 2nd Generation • 1-to-1 two-way dialogue rather than 1-to-many one- 1st Generation Target Marketing way communication Mass Broadcast • 1 to Many Messaging • Content dynamically • 1 to All messaging • Responsible, compliant customized recipient-by- recipient • High-volume/low cost • Targeted, but broadly • Behavior and/or event- • Huge reach • Response-oriented triggered • Generally not relevant • Usually Relevant • Closed loop • Minimal response ability • Usually single channel • Integrated channels

Fusion Marketing Champs

Dove Campaign for Real Beauty Dimensions Monthly E-Newsletter

Obama Campaign

Obama Elected

Obama Transition

President Obama

Home Depot Garden Club

3 Measurements Must Evolve Accountability will be the norm and measurement will become more expansive

4 Critical Areas of Measure

All Responders Are Not Created Equal  Remember the importance of channel segmentation on your back end  Analyze program results by demographic, behavioral, and channel characteristics such as:  Social media savvy  Which customers are active on social networks?  Permission type (single opt-in vs. double opt-in)  Is a higher permission standard translating into better response?  Source channel  Is a particular channel yielding more responders? Or influencers?  Date acquired  Are more recent customers more responsive?  Multi-Channel Activity/Status  Are those active in more than one channel behaving different form single- channel responders? How?

All Reponses Are Not Created Equal  Best way to evaluate total performance is to assign a weighted (or monetary, if you can) value to each action that is meaningful to your business:  Example:  Page view = 1 point (or $)  Registration = 5 points (or $)  Qualified Lead = 7 points (or $)  Purchase = 10 points (or $)  Count the number of meaningful actions and multiply them by a weighted value for a truer look at the total value of each campaign

Comprehensive Conversion Tracking  Is essential, will get more difficult  A single channel may both drive and influence response  Your back-end may not accurately be able to track conversions because responders don’t always follow a trackable path  The more complex the sale, the more likely it will be completed in stages, in multiple channels  Channel-suppression testing one way to gauge individual value of a channel

Look Beyond the Numbers  Campaign A may have produced more click-throughs than Campaign B, but if the correlation of clicks to conversions is low in Campaign A, Campaign B will be the better performing effort  Correlations to Measure  Opens to clicks  Clicks to conversions Campaign A Campaign B Open Rate 48% 40% Click-Through Rate 12% 5% Conversion Rate 3% 4%

Beyond Process Metrics: AOV & LTV  The final measurement isn’t ROI, it’s knowing and comparing your average order value across campaigns.  Higher conversion rates alone don’t matter if AOV is low  Example:  Campaign B required twice as many conversions to produce the same results as Campaign A. Something is motivating responders to spend more in Campaign A. (Find out what, and then you just need to raise the conversion rate to maximize returns) Campaign A Campaign B Conversion Rate 3% 7% Sales $ $10,000 $12,000 Number of Orders 50 120 AOV $200 $100

4 In Summary

The New Reality

THANK YOU QUESTIONS? Stay Connected Email: karen@synchronicitymarketing.com Web: www.synchronicitymarketing.com Phone: 561.967.9665 Facebook/LinkedIn: Karen Talavera Twitter: http://twitter.com/SyncMarketing

Beyond Integration: Welcome to Marketing Fusion

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