Leveraging Digital
with Traditional
Marketing to Drive
Results
November 6, 2013

Page 1
OUR PANEL
Jim Marous
SVP of Corporate Development, New Control Direct and Digital
@jimmarous
jmarous@newcontrol.com
Paul K...
OUR DIGITAL EVOLUTION
MARKETERS

Page 3

MEDIA &TECHPROVIDERS
MULTI-CHANNEL EVOLUTION

Customer and
bank have a
single touch
point

Page 4

Customer sees
brand through
multiple touch
p...
BANKING’S NEW
PURCHASE FUNNEL
Preferred Research
Channel

Preferred Channel to Open

96%
Branch
Call Center

Branch Mobile...
THE LIFE
OF AN AD
IMPRESSION
#1

I NEED AN AD

WEBSITE
Page 7

AD SERVER
– TIME TO
GO TO WORK!
#2

NO?
ARE THERE ANY
RESERVED CAMPAIGNS
I NEED TO FILL?

SEND THE
IMPRESSION
OFF TO THE
MARKETPLACE.

INFORMATION:

» SIZ...
#3
AGENCY
TRADING DESK
RETARGETER

WEBSITE

»

AD SERVER
NETWORK

DSP
DEMAND
SOURCES
Page 9

»

DSP &
DMP
#4
« NO BID

AGENCY
TRADING DESK

« $1.00
« $1.50

NETWORK

« $2.00

WEBSITE

RETARGETER

DSP

» AD SERVER » SSP

DEMAND
S...
#5

NOW THAT WE WON THE IMPRESSION
MY ALGORITHMS WILL USE THE BEST
CREATIVE FOR THIS PERSON

GIVEN WHAT I
KNOW ABOUT THEM
...
#6
WEBSITE

Page 12

» AD SERVER » SSP

I WILL
SERVE
THE AD
DSP
And it all
happens in less
than 250
milliseconds
SOPHISTICATED USER
SEGMENTATION
 25 million Internet users
interacting with one million Web
sites
 Tens of billions of e...
DYNAMIC PERSONALIZED CREATIVE

BRAND MATTERS
Full branding and rich media.

TARGETED OFFERS
Different offers for different...
Consumer media
consumption and device
trends are rapidly
changing
DIGITAL OVERTAKING TV CONSUMPTION, FUELED
BY MOBILE

Average Time Spent Per Day with Major Media (US Adults, 2013)
10:46

...
CHANNEL EXPERIENCE AS A
MARKETING OPPORTUNITY
Online and Mobile Banking Users
Online banking - internet users
Mobile banki...
PURCHASE PATH DIFFERS
BY MINDSET
46%

54%

SEEKERS

REACTORS

TOP REASON FOR WANTING A NEW CARD
Travel or other large purc...
ONLINE & EMAIL HAVE GREATER
IMPACT THAN TV

4x
3x
Page 20

as many consumers indicated that
an online ad influenced their ...
Marketing creates an
“ether of influence” – and
has moved beyond just
offline, search, social and
display
CONTENT

Page 22
VIDEO

Page 23
PERFORMANCE

GOALS
Drive consumer credit card
sign-ups

SOLUTION
A customized solution utilizing:
•
•

CPA campaign across...
DIGITAL RETARGETING

Page 25
WHY RETARGETING?
90-95% NONCONVERSION RATE
20% LOWER CPM
Reduces costs

2X CTR
Boosts performance

ADDS LIFT
to email and ...
TYPES OF RETARGETING
• Site Retargeting
• Email Retargeting
• Search Retargeting
• CRM Retargeting

• Dynamic Retargeting
...
SITE RETARGETING
The practice of serving ads to people who visit your website after
they leave.

Page 28
EMAIL RETARGETING
The practice of serving ads to people who open your emails

Page 29
SEARCH RETARGETING
The practice of serving ads to people who search for one of your
keywords while browsing

Page 30
CRM RETARGETING
The practice of serving ads to customers or prospects based only on
an email or postal address . . . Very ...
CRM RETARGETING
Deliver a specific message, right when it counts

Customer leased their
car two years ago.
Manufacturer ha...
DYNAMIC RETARGETING
The practice of serving ads to people on prior engagement.

Page 33
FACEBOOK RETARGETING
The practice of serving ads to people who visit your website . . . On
Facebook.

Page 34
MOBILE RETARGETING
The practice of serving ads to customers or prospects based on their
desktop and/or mobile activity. . ...
RETARGETING BEST PRACTICES
•
•
•
•
•
•
•

Same Design Practices as Banners
Simple and Concise
Match Creative to Targeted A...
INTEGRATING SOCIAL

Page 37
SELLING ON FACEBOOK
Are you ready for another fun challenge? WE ARE!
And we’re giving away six (6) $4,000 certificates, si...
SELLING ON FACEBOOK
•
•

They bucked the notion that you can’t sell within
Social Media channels
Strategically placed a fe...
SELLING ON FACEBOOK
Navy FCU Sells $200 Million in Services on Facebook
•
•
•
•
•

60,000 new members acquired (Facebook w...
GoBank Project Runway Video

LEVERAGING YOUTUBE

Page 41
GoBank Project Runway Video

TWITTER ENGAGEMENT
AMEX Sync
with Twitter

Page 42
WHAT DOES THIS ALL
MEAN FOR INTEGRATED
CAMPAIGNS?
Page 43
OFFLINE + ONLINE ONBOARDING
Mass
Media

Direct
Mail
Onboarding
Video

Engagement
Video

Targeted
Online

email

Social
Eng...
DIGITAL MARKETING TO DOS
1. Develop a content marketing campaign
2. Test a programmatic campaign for acquisition and
mid-f...
Page 46
Upcoming SlideShare
Loading in...5
×

Leveraging Digital and Traditional Marketing to Drive Results

987

Published on

BAI Retail Delivery 2013 presentation by Jim Marous, Matt Wilcox and Paul Kadin.

0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
987
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide
  • The MessageEnormous analytic power in the hands of the marketerRate of consumer adoption and changing consumption dynamics of contentFinancial services purchase paths and delivery channels are transformingIntegrated marketing campaigns… no longer campaigns
  • Source: Novantas 2012 Multi-Channel Survey (Total US Respondents = 3,263)
  • 68% OF ALL MINUTES ARE IN HOME
  • Q05. Still thinking about that earliest moment [that you can remember thinking that a new / additional credit card would be good to have], what are the TOP reasons that made you first start WANTING (have a desire to get) a new credit card?
  • Q08. (If “Saw an ad” (1) was selected in q07) You said that an ad had influence your decision to apply for this specific credit card. Which specific types of ads influenced your decision to apply for this credit card?
  • A large national consumer credit client came to us to help them drive new sign-ups for their credit cards.With a long standing partnership with them, we’ve grown their business over the years and just within 2013, we’ve delivered over 12K new credit card sign ups and reduced their target cost per acquisition by 12.5%We’ve consistently been one of their top 3 performers on display and have proved to be the most scalable.
  • Retargeting campaigns led to a 1046% increase in branded search and a 726% lift in site visitation after 4 weeks
  • The concept of campaign is over… or should be! Marketing no longer only about drawing traffic to you.Always on branding via: media, social, content, video, mobile, other engagement.Data driven acquisition and CRM utilizing the most sophisticated tools.
  • Leveraging Digital and Traditional Marketing to Drive Results

    1. 1. Leveraging Digital with Traditional Marketing to Drive Results November 6, 2013 Page 1
    2. 2. OUR PANEL Jim Marous SVP of Corporate Development, New Control Direct and Digital @jimmarous jmarous@newcontrol.com Paul Kadin Category Development Officer - Financial Services, AOL Inc. @pkadin paul.kadin@teamaol.com Matt Wilcox Managing Director - Marketing Strategy and Innovation, Fiserv @mattwilcoxpro matthew.wilcox@fiserv.com Page 2 2 Page
    3. 3. OUR DIGITAL EVOLUTION MARKETERS Page 3 MEDIA &TECHPROVIDERS
    4. 4. MULTI-CHANNEL EVOLUTION Customer and bank have a single touch point Page 4 Customer sees brand through multiple touch points with bank using siloed communication Customer sees unified brand through many touchpoints. Bank has single customer view but functional siloes Customer has holistic brand experience Bank leverages unified view of customer
    5. 5. BANKING’S NEW PURCHASE FUNNEL Preferred Research Channel Preferred Channel to Open 96% Branch Call Center Branch Mobile App Other 12% 2% Branch 84% 2% 5% 5% 5% Call Center Online 57% 69% 24% 53% 35% 2% Advice Advice 74% 11% 3% 3% Online 6% 2% 20% 14% Call Center Online Page 5 Primary Research Channel 4% 3% 0%
    6. 6. THE LIFE OF AN AD IMPRESSION
    7. 7. #1 I NEED AN AD WEBSITE Page 7 AD SERVER – TIME TO GO TO WORK!
    8. 8. #2 NO? ARE THERE ANY RESERVED CAMPAIGNS I NEED TO FILL? SEND THE IMPRESSION OFF TO THE MARKETPLACE. INFORMATION: » SIZE » PAGE URL » KEY WORDS » COOKIES WEBSITE Page 8 AD SERVER
    9. 9. #3 AGENCY TRADING DESK RETARGETER WEBSITE » AD SERVER NETWORK DSP DEMAND SOURCES Page 9 » DSP & DMP
    10. 10. #4 « NO BID AGENCY TRADING DESK « $1.00 « $1.50 NETWORK « $2.00 WEBSITE RETARGETER DSP » AD SERVER » SSP DEMAND SOURCES Page 10 » DMP
    11. 11. #5 NOW THAT WE WON THE IMPRESSION MY ALGORITHMS WILL USE THE BEST CREATIVE FOR THIS PERSON GIVEN WHAT I KNOW ABOUT THEM (WE KNOW THIS IS A YOUNG MOTHER WITH STRONG BUYING INTENTIONS) WEBSITE Page 11 » AD SERVER » SSP DSP
    12. 12. #6 WEBSITE Page 12 » AD SERVER » SSP I WILL SERVE THE AD DSP
    13. 13. And it all happens in less than 250 milliseconds
    14. 14. SOPHISTICATED USER SEGMENTATION  25 million Internet users interacting with one million Web sites  Tens of billions of emails sent annually  425 million vehicles in U.S. & Canada  Title, registration, mileage and key AUTOMOTIVE events  235 million consumers; 113 million households CONSUMER  1,000+ demographic DEMOGRAPHICS attributes AND LIFESTYLES  3.2 million births annually  16 million moves annually  20 million new homeowners  650+ psychographics MARKET RESEARCH Customer PARTNER  18 million businesses  Third party partner data Page 14 ONLINE  Syndicated research: 30,000 consumers annually; 60,000 data variables  35 million double opt-in consumer panel; 8,000 brands TRANSACTIONS  3.6 million businesses  110 million catalog buyers
    15. 15. DYNAMIC PERSONALIZED CREATIVE BRAND MATTERS Full branding and rich media. TARGETED OFFERS Different offers for different segments. Page 15 PERSONALIZED Select the right product for every ad impression. RECOMMEND Intelligent in-ad choices to boost purchases.
    16. 16. Consumer media consumption and device trends are rapidly changing
    17. 17. DIGITAL OVERTAKING TV CONSUMPTION, FUELED BY MOBILE Average Time Spent Per Day with Major Media (US Adults, 2013) 10:46 Other Print Radio Digital - Other Digital - Mobile Digital - Online TV 4% 4% 11:18 4% 7% 11:49 4% 13% 12:05 5% 19% 44% 23% 21% 19% 41% 40% 39% 37% 2010 Page 17 22% 2011 2012 2013
    18. 18. CHANNEL EXPERIENCE AS A MARKETING OPPORTUNITY Online and Mobile Banking Users Online banking - internet users Mobile banking - cell phone users 70% 61% 60% 50% 40% 35% 30% 20% 10% 0% Page 18 18% 18%
    19. 19. PURCHASE PATH DIFFERS BY MINDSET 46% 54% SEEKERS REACTORS TOP REASON FOR WANTING A NEW CARD Travel or other large purchase Need more credit/money Balance transfer for low interest rate TOP REASON FOR WANTING A NEW CARD Received interesting offer Saw an ad for a credit card Wanted discount on day’s purchase 1 IN 5 INDICATE BOTH TYPES OF MOTIVATION Page 19
    20. 20. ONLINE & EMAIL HAVE GREATER IMPACT THAN TV 4x 3x Page 20 as many consumers indicated that an online ad influenced their card decision vs. TV ads Email is also effective – consumers were more likely to cite it as influence vs. TV
    21. 21. Marketing creates an “ether of influence” – and has moved beyond just offline, search, social and display
    22. 22. CONTENT Page 22
    23. 23. VIDEO Page 23
    24. 24. PERFORMANCE GOALS Drive consumer credit card sign-ups SOLUTION A customized solution utilizing: • • CPA campaign across the Advertising.com network Audience targeting and mid-funnel marketing on AdLearn Open Platform Page 24 RESULTS Consistently one of the top 3 display performers based on efficiency and scale 12K+ 12.5% SIGN-UPS WITHIN 9 MONTHS DECREASE IN COST PER ACQUISITION OVER LIFE OF CAMPAIGN
    25. 25. DIGITAL RETARGETING Page 25
    26. 26. WHY RETARGETING? 90-95% NONCONVERSION RATE 20% LOWER CPM Reduces costs 2X CTR Boosts performance ADDS LIFT to email and direct mail Page 26 STIMULATES REVISITS Reaches people who demonstrated an interest in your product(s) 20% LOWER CPM Retargeted ads cost about 20% less on a CPM basis than regular display ads 2x the CTR Retargeted ads get double the clicks that regular display ads get +1 other campaigns CRM Retargeting also provides a way to “+1” other direct campaigns, adding lift to email and direct mail response rates
    27. 27. TYPES OF RETARGETING • Site Retargeting • Email Retargeting • Search Retargeting • CRM Retargeting • Dynamic Retargeting • Facebook Retargeting • Mobile Retargeting Page 27
    28. 28. SITE RETARGETING The practice of serving ads to people who visit your website after they leave. Page 28
    29. 29. EMAIL RETARGETING The practice of serving ads to people who open your emails Page 29
    30. 30. SEARCH RETARGETING The practice of serving ads to people who search for one of your keywords while browsing Page 30
    31. 31. CRM RETARGETING The practice of serving ads to customers or prospects based only on an email or postal address . . . Very cool! Page 31
    32. 32. CRM RETARGETING Deliver a specific message, right when it counts Customer leased their car two years ago. Manufacturer has her name + postal address in CRM database With CRM Retargeting, customers are found and targeted just before they must renew their leases. Page 32
    33. 33. DYNAMIC RETARGETING The practice of serving ads to people on prior engagement. Page 33
    34. 34. FACEBOOK RETARGETING The practice of serving ads to people who visit your website . . . On Facebook. Page 34
    35. 35. MOBILE RETARGETING The practice of serving ads to customers or prospects based on their desktop and/or mobile activity. . . new technology. Page 35
    36. 36. RETARGETING BEST PRACTICES • • • • • • • Same Design Practices as Banners Simple and Concise Match Creative to Targeted Audience Align Ads with Buyer Journey Clear Offer and Response Option Frequency Caps Rotating Creative and A/B Testing Page 36
    37. 37. INTEGRATING SOCIAL Page 37
    38. 38. SELLING ON FACEBOOK Are you ready for another fun challenge? WE ARE! And we’re giving away six (6) $4,000 certificates, six (6) $1,000 certificates, and ten (10) $100 Navy Federal Loyalty Cards. Page 38 Source: Financial Brand
    39. 39. SELLING ON FACEBOOK • • They bucked the notion that you can’t sell within Social Media channels Strategically placed a few posts on their Facebook page and paid for Facebook ads to promote two specific products: auto loan refinancing and certificates of deposit Page 39 Source: Financial Brand
    40. 40. SELLING ON FACEBOOK Navy FCU Sells $200 Million in Services on Facebook • • • • • 60,000 new members acquired (Facebook was the primary media) 36,000 new certificates totaling $90 million (Facebook was the only paid media) 5,400 auto refinance loans totaling $96 million (Facebook was the primary media) 59% of traffic to corporate website during the campaign came from Facebook 5,000 daily Facebook referrals during membership appreciation week vs. 200 when no media was running Page 40 Source: Financial Brand
    41. 41. GoBank Project Runway Video LEVERAGING YOUTUBE Page 41
    42. 42. GoBank Project Runway Video TWITTER ENGAGEMENT AMEX Sync with Twitter Page 42
    43. 43. WHAT DOES THIS ALL MEAN FOR INTEGRATED CAMPAIGNS? Page 43
    44. 44. OFFLINE + ONLINE ONBOARDING Mass Media Direct Mail Onboarding Video Engagement Video Targeted Online email Social Engagement Online Advertising Digital Retargeting Mobile Capture Welcome Mobile Text Targeted Online Social Acquisition Page 44 Activation Mobile Text Social Engagement Targeted Online
    45. 45. DIGITAL MARKETING TO DOS 1. Develop a content marketing campaign 2. Test a programmatic campaign for acquisition and mid-funnel marketing 3. Develop a site retargeting campaign 4. Build an email campaign with video landing page 5. Budget for email capture from customers to help integrated marketing 6. Test a CRM retargeting campaign along with email and direct mail 7. Build a social media campaign with direct sales goals Page 45
    46. 46. Page 46

    ×