Digital DoomsdayThe end of Mobile, Email and Social Media Marketing as you know itFebruary 17, 2011<br />#digitaldoom<br />
Win an iPad: ‘Nuff Said<br />Plus one month of Signal awesomeness – free!<br />
Questions? Comments?<br />Tweet using #digitaldoom<br />Text DOOMSDAY followed by your question to 50101<br />Use the chat...
Kyle Welter, Community Manager<br />http://www.linkedin.com/in/kylewelter<br />Twitter: @kylewelter<br />Tim Grace, Produc...
©2011 Signal. Proprietary and Confidential.  <br />
Founded in 2006, based in Chicago<br />Privately held and profitable<br /><ul><li>136% one year revenue growth, 402% three...
Some of our forward-thinking clients:<br />©2011 Signal. Proprietary and Confidential.  <br />
About Young & Rubicam<br />
Borderless Creativity<br />
Our Experience<br />
Signs of the Apocalypse<br />Can we be saved?<br />Positive Signals<br />Do your part…today<br />Your questions <br />answ...
Signs of the Apocalypse<br />http://www.flickr.com/photos/47513402@N02/4693423510/<br />
“On any given day, 3,000 marketing messages reach the average consumer. Information overload has become all too common.”<b...
“In an environment marked <br />by intense competition… <br />“…rapidly changing media…”<br />“…and fragmented brand loyal...
“Old marketing tricks, it seems, just don’t work anymore. It’s time for a new playbook.”<br />http://www.flickr.com/photos...
“A consensus has been reached as to where to find more profitable customers: they are those troublesome consumers that cro...
“The goals of cross-channel campaigns are ones shared by virtually all marketers…the top priorities of cross-channel marke...
Top 3 fastest growing marketing investments<br />
“Time spent on e-mail on mobile devices went up from 37 percent to 42 percent [2010 vs 2009] – clearly dominating other mo...
“ [Social is] the fastest-growing mobile internet activity between 2009 and 2010, rising 80% in usage, while email grew mo...
And if that wasn’t enough, just last week…<br />“Mobile devices will claim more and more media time per day, while TV, pri...
Reasons Doomsday draws near…<br /><ul><li>Marketing message to consumer ratio is dramatically out of balance
More brands vying for your attention + more media + declining brand loyalty = worst case scenario
Previous playbooks lack strategies for success with mobile email and social media
Consumer behavior across digital channels is evolving faster than tools available to marketers to harness it</li></li></ul...
 Rescue is possible – we simply must become cross-channel masters<br />http://www.flickr.com/photos/eeloy/287906402/<br />
Step 1: Relevancy & Empathy<br />http://www.flickr.com/photos/tonz/3012672833/<br />
Empathy & Relevancy             Meaningful Connections<br />
Compelling Content<br /><ul><li>Contests/Promotions/Sweepstakes
Utilities (store locators, product details, consumer reviews, etc)
Coupons/Limited-time and/or Exclusive Offers</li></ul>Insights<br /><ul><li>Surveys
Qualitative research
Customer support/feedback
POS/Transactional Data</li></ul>Segmentation<br /><ul><li>Personalization
Targeting messaging</li></ul>http://www.flickr.com/photos/51194556@N08/4765889820/<br />
These Skills Translate(unlike others…)<br />http://www.flickr.com/photos/anrakkimonki/4508307935/<br />
Compelling Content<br /><ul><li>Contests/Promotions/Sweepstakes
Utilities (store locators, product details, consumer reviews, etc)
Coupons/Limited-time and/or Exclusive Offers</li></ul>Insights<br /><ul><li>Surveys
Qualitative research
Customer support/feedback
POS/Transactional Data</li></ul>Segmentation<br /><ul><li>Personalization
Targeting messaging</li></li></ul><li>You Need the Right Tool For the Job<br />http://www.flickr.com/photos/herzogbr/22743...
Cross Channel Black Belts Exist(maybe you are one…)<br />http://www.flickr.com/photos/mikeoliveri/2036797884/<br />
Reasons for hope…<br /><ul><li>A spoonful of sugar helps the medicine go down – consumer empathy is your best weapon
You already have the skills (content, research, targeting) – you simply must apply in a new context
The tools you need to succeed are at your fingertips
Cross-channel black belts exist…</li></li></ul><li>Positive Signals<br />http://www.flickr.com/photos/fromky/3049839663/<b...
A $44B retail giant we all know(rhymes with “Beers”…wink)<br />Customer Service<br />Demand Creation<br />Loyalty<br />CRM...
Big Time Results<br /><ul><li>Millions of customers opted into receiving text message offers and coupons
Segmentation-driven
Redemption rates tracked at the POS – ROI!
Correlating in store customer service interaction data to store sales performance to identify areas in need of improvement...
Big Time Results<br />“We’re seeing a very strong list growth. In fact, we would anticipate close to a million subscribers...
Time-based offer expiration driving sales during off-peak times
Segmentation based on data captured in interactions to inform targeted offers</li></li></ul><li>Redbox location based serv...
Big Time Results<br /><ul><li>Nearly universal access to finding the nearest location to rent or return a movie
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Digital Doomsday - Mobile, Email and Social Media Webinar from Signal and Young & Rubicam

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Digital Doomsday: The end of Mobile, Email and Social Media Marketing as you know it

In this informative and instructive webinar, leading agency Young & Rubicam joins us to highlight ways leading brands are achieving better results by marketing across channels.

It is becoming less effective to market within silos, as consumers cross channels to research, browse and buy all manner of products and services. Response, results and ROI all suffer, to say nothing of the redundancies and inefficiencies of using separate systems for multiple channels. The problem is well documented; however, the path forward is less clear. Digital marketers of all stripes will learn practical ways of tapping into the opportunities presented by emerging cross channel marketing solutions.

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Digital Doomsday - Mobile, Email and Social Media Webinar from Signal and Young & Rubicam

  1. 1. Digital DoomsdayThe end of Mobile, Email and Social Media Marketing as you know itFebruary 17, 2011<br />#digitaldoom<br />
  2. 2. Win an iPad: ‘Nuff Said<br />Plus one month of Signal awesomeness – free!<br />
  3. 3. Questions? Comments?<br />Tweet using #digitaldoom<br />Text DOOMSDAY followed by your question to 50101<br />Use the chat feature<br />
  4. 4. Kyle Welter, Community Manager<br />http://www.linkedin.com/in/kylewelter<br />Twitter: @kylewelter<br />Tim Grace, Product Director<br />http://www.linkedin.com/in/tmgrace<br />Twitter: @tmgrace<br />Gib Bassett, Marketing Director<br />http://www.linkedin.com/in/gibbassett<br />Twitter: @gibbassett<br />
  5. 5. ©2011 Signal. Proprietary and Confidential. <br />
  6. 6. Founded in 2006, based in Chicago<br />Privately held and profitable<br /><ul><li>136% one year revenue growth, 402% three year revenue growth</li></ul>Mature SaaS platform (v 4.0)<br /><ul><li>99.95% historical uptime</li></ul>Hundreds of satisfied customers across verticals<br /><ul><li>Over 200k campaigns 300 million customer touches</li></ul>Unmatched roster of strategy, development, UX, product & client service pros<br />©2011 Signal. Proprietary and Confidential. <br />
  7. 7. Some of our forward-thinking clients:<br />©2011 Signal. Proprietary and Confidential. <br />
  8. 8.
  9. 9. About Young & Rubicam<br />
  10. 10. Borderless Creativity<br />
  11. 11. Our Experience<br />
  12. 12. Signs of the Apocalypse<br />Can we be saved?<br />Positive Signals<br />Do your part…today<br />Your questions <br />answered<br />http://www.flickr.com/photos/gseiwiarchives/4792629477/<br />
  13. 13. Signs of the Apocalypse<br />http://www.flickr.com/photos/47513402@N02/4693423510/<br />
  14. 14. “On any given day, 3,000 marketing messages reach the average consumer. Information overload has become all too common.”<br />http://www.flickr.com/photos/eeloy/287906402/<br />
  15. 15. “In an environment marked <br />by intense competition… <br />“…rapidly changing media…”<br />“…and fragmented brand loyalty, marketers are faced with the fact that the ‘old way’ of marketing is simply not bringing the desired results.”<br />http://www.flickr.com/photos/robrichandtim/3360227802/<br />
  16. 16. “Old marketing tricks, it seems, just don’t work anymore. It’s time for a new playbook.”<br />http://www.flickr.com/photos/markerickson/5032263680/<br />
  17. 17. “A consensus has been reached as to where to find more profitable customers: they are those troublesome consumers that cross channels.”<br />http://www.flickr.com/photos/eeloy/287906402/<br />
  18. 18. “The goals of cross-channel campaigns are ones shared by virtually all marketers…the top priorities of cross-channel marketing efforts were to increase conversion and acquire new customers.”<br />
  19. 19. Top 3 fastest growing marketing investments<br />
  20. 20. “Time spent on e-mail on mobile devices went up from 37 percent to 42 percent [2010 vs 2009] – clearly dominating other mobile online activities”<br />
  21. 21. “ [Social is] the fastest-growing mobile internet activity between 2009 and 2010, rising 80% in usage, while email grew more slowly.”<br />“Bridge Ratings predicted in June that mobile social networking would grow twice as quickly as email during the next 12 months.”<br />
  22. 22. And if that wasn’t enough, just last week…<br />“Mobile devices will claim more and more media time per day, while TV, print and radio will slowly lose ground to digital media. For marketers, half the battle of staying relevant is showing up in the right place and on the right platform.”<br />Bottom Line: To avoid the Doomsday scenario, marketers need better tools matched to the cross channel behaviors of today’s consumer<br />
  23. 23. Reasons Doomsday draws near…<br /><ul><li>Marketing message to consumer ratio is dramatically out of balance
  24. 24. More brands vying for your attention + more media + declining brand loyalty = worst case scenario
  25. 25. Previous playbooks lack strategies for success with mobile email and social media
  26. 26. Consumer behavior across digital channels is evolving faster than tools available to marketers to harness it</li></li></ul><li>Can We Be Saved?<br />http://www.flickr.com/photos/jangrk/2753530501/<br />
  27. 27. Rescue is possible – we simply must become cross-channel masters<br />http://www.flickr.com/photos/eeloy/287906402/<br />
  28. 28. Step 1: Relevancy & Empathy<br />http://www.flickr.com/photos/tonz/3012672833/<br />
  29. 29. Empathy & Relevancy Meaningful Connections<br />
  30. 30. Compelling Content<br /><ul><li>Contests/Promotions/Sweepstakes
  31. 31. Utilities (store locators, product details, consumer reviews, etc)
  32. 32. Coupons/Limited-time and/or Exclusive Offers</li></ul>Insights<br /><ul><li>Surveys
  33. 33. Qualitative research
  34. 34. Customer support/feedback
  35. 35. POS/Transactional Data</li></ul>Segmentation<br /><ul><li>Personalization
  36. 36. Targeting messaging</li></ul>http://www.flickr.com/photos/51194556@N08/4765889820/<br />
  37. 37. These Skills Translate(unlike others…)<br />http://www.flickr.com/photos/anrakkimonki/4508307935/<br />
  38. 38. Compelling Content<br /><ul><li>Contests/Promotions/Sweepstakes
  39. 39. Utilities (store locators, product details, consumer reviews, etc)
  40. 40. Coupons/Limited-time and/or Exclusive Offers</li></ul>Insights<br /><ul><li>Surveys
  41. 41. Qualitative research
  42. 42. Customer support/feedback
  43. 43. POS/Transactional Data</li></ul>Segmentation<br /><ul><li>Personalization
  44. 44. Targeting messaging</li></li></ul><li>You Need the Right Tool For the Job<br />http://www.flickr.com/photos/herzogbr/2274372747/<br />
  45. 45.
  46. 46. Cross Channel Black Belts Exist(maybe you are one…)<br />http://www.flickr.com/photos/mikeoliveri/2036797884/<br />
  47. 47. Reasons for hope…<br /><ul><li>A spoonful of sugar helps the medicine go down – consumer empathy is your best weapon
  48. 48. You already have the skills (content, research, targeting) – you simply must apply in a new context
  49. 49. The tools you need to succeed are at your fingertips
  50. 50. Cross-channel black belts exist…</li></li></ul><li>Positive Signals<br />http://www.flickr.com/photos/fromky/3049839663/<br />
  51. 51. A $44B retail giant we all know(rhymes with “Beers”…wink)<br />Customer Service<br />Demand Creation<br />Loyalty<br />CRM Spectrum<br />“($44B Retailer) has consistently used SMS to drive cross channel store traffic, with customer specific coupon offers delivered via SMS and redeemable at physical point of sale in stores.”<br />“It's mind blowing what people will tell you if you just present them with a form. You want customers to be able to tell you what they want.”<br />Provide more timely service while capturing valuable experiential data<br />Drive foot traffic and sales<br />Understand and encourage positive consumer behavior<br />
  52. 52. Big Time Results<br /><ul><li>Millions of customers opted into receiving text message offers and coupons
  53. 53. Segmentation-driven
  54. 54. Redemption rates tracked at the POS – ROI!
  55. 55. Correlating in store customer service interaction data to store sales performance to identify areas in need of improvement</li></li></ul><li>The Butter Burger Brand: Channels Converge<br />Text Messaging<br />Email<br />Social Media<br />Integrated Web Form Opt In<br />
  56. 56. Big Time Results<br />“We’re seeing a very strong list growth. In fact, we would anticipate close to a million subscribers within the first year.”<br />VP of Marketing David Stidham<br /><ul><li>Thousands of customers opted into the program across both SMS and email
  57. 57. Time-based offer expiration driving sales during off-peak times
  58. 58. Segmentation based on data captured in interactions to inform targeted offers</li></li></ul><li>Redbox location based service for all<br />
  59. 59. Big Time Results<br /><ul><li>Nearly universal access to finding the nearest location to rent or return a movie
  60. 60. Many users to date and growing
  61. 61. Insights into new kiosk or promotional locations based on user zip code analysis
  62. 62. Nominated for 2010 MMA Awards</li></ul>“With more than 24,000 locations and counting, finding the nearest redbox location has never been easier. Our mobile programs continue to enhance the redbox experience and make finding the latest film or the closest redbox simple for consumers.”<br />Gary Cohen, Senior Vice President of Marketing and Customer Experience at redbox<br />
  63. 63. A Really Smart Chicken<br />
  64. 64. Big Time Results<br /><ul><li>73 percent increase in sales versus same period in prior year
  65. 65. Provide consumers with a differentiated shopping experience
  66. 66. Proof step toward broader adoption of mobile/Quick Response (QR) Code calls to action</li></ul>“Signal offered us with the perfect opportunity to provide our customers with an interactive buying experience.Because of our success with the holiday recipe card promotion, we've decided to take the next step and explore printing QR codes directly on a few select product packaging to ensure that Smart Chicken offers our customers this same interactive experience.“<br />Mark Eckstrom, Director of Marketing and Business Development<br />
  67. 67. The Marketing Problem<br /><ul><li> Crowded online travel category
  68. 68. Economic downturn
  69. 69. Brands conformed to consumer demands, and the synonymous offer became: “DEALS DEALS DEALS!”</li></ul>So how did Hotels.com differentiate <br />themselves in a downpour of deals?<br />
  70. 70. Our Solution<br />
  71. 71. <ul><li> Created an unprecedented loyalty program</li></ul>Travelers get a free night, every time they accumulate 10 nights at any hotel.<br />Unlike other loyalty programs, it required no loyalty at all…<br />No blackout days, no restrictions, no point systems across different hotels (from boutiques to motels)<br />.<br />
  72. 72. .<br />Our Executions<br />Print<br />Outdoor<br />Broadcast<br />Mobile<br />Trade Shows<br />Social<br />
  73. 73. .<br />Strategy<br />Awareness<br />Print<br />Broadcast<br />Site<br />Display<br />Outdoor<br />Personalized re-contact<br />Social<br />Mobile<br />Email<br />
  74. 74. .<br />Results<br /><ul><li> Traffic to hotels.com site increased 26% as compared to the same time period a year ago, the largest increase in the category
  75. 75. Call center volume was up 10.6% versus one year ago
  76. 76. Google searches for hotels.com were up 70%
  77. 77. Transactions were up 36%, setting a new record high for hotels.com
  78. 78. hotels.com reached its highest hotel booking market share at 22.1%, a gain of 4.1 share points
  79. 79. Registration in the welcomerewards™ loyalty program increased 32% within eight weeks of the launch of the campaign
  80. 80. Campaign was awarded a 2009 Effie award for insightful strategy, impactful execution, and success in meeting business objectives</li></li></ul><li>http://www.flickr.com/photos/deniedart/2981057220/<br />
  81. 81. 5 Tips ForSurvival<br />http://www.flickr.com/photos/davedugdale/5025601209/<br />
  82. 82. Start listening…todayTrack sentiment tomorrow. Target advocates with exclusive content next week. Reach out to detractors with special offers while you’re at it… <br />http://www.flickr.com/photos/caseywest/346329776/<br />http://www.flickr.com/photos/94379417@N00/4808475862/<br />
  83. 83. Ask your customers one questionAsk SMS subscribers what type of phone they have. Poll your Facebook fans to determine their favorite [insert your product here]. Give them something of value for their time & answers.<br />http://www.flickr.com/photos/ivan_dobsky/1331867014/<br />
  84. 84. SMS inboxes are clutter free. Ask your email subscribers if they prefer texts.If yes, make text message the primary channel for them. Link off to mobile-optimized landing pages for richer content.<br />http://www.flickr.com/photos/carsten_tb/4333917919/<br />http://www.flickr.com/photos/vineus/476389672/<br />
  85. 85. Don’t lock promotions away in email or text alone – let them loose by integrating with the social webEnable Facebook & Twitter entries to encourage sharing & interaction<br />http://www.flickr.com/photos/caseywest/346329776/<br />
  86. 86. Build out more complete profiles of your customers by mapping emails to the social graph<br />http://www.flickr.com/photos/mburpee/5399242443/<br />
  87. 87. Now, LAis safe!<br />Oh, and Mobile, Email and Social Media marketing will all be saved from Doomsday too<br />http://www.flickr.com/photos/dichohecho/3739328535<br />
  88. 88. Q&A<br />

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