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Driving Conversions in a Multi-Channel World: Jordan Cohen
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Driving Conversions in a Multi-Channel World: Jordan Cohen

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  • 3 times as many email accounts as FB and Twitter accounts combinedTotal posts on FB and Twitter add up to 0.2% of all email trafficTotal number of searches on Google, Yahoo and Bing equals just 1.1% of all email traffic4X as much email is sent as web sites are visited inclusive of social sites, search sites and internet page views combined
  • In 2010,KAF ran an email A/B test – one version of the email featured star ratings and testimonials for the main products, one did not. KAF saw an ~30% lift in all key metrics – orders, sales, and orders per unique opens. 
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    • 1. Driving Conversions ina Multichannel World Jordan Cohen VP of Business Development Pontiflex, Inc. 45 Main St., #1101, Brooklyn, NY 11201 800.420.6086 jordan@pontiflex.com www.pontiflex.com @jcohen808 @pontiflex
    • 2. Conversion
    • 3. No silly, I mean this kind
    • 4. “The State ofthe IntegratedMarketingUnion”
    • 5. Marketing Used to Be So Simple
    • 6. But Not Anymore
    • 7. The Challenge How do you get people to LOVE YOUR MARKETING in the age ofDigital Attention Deficit Disorder?
    • 8. Your Customers’ Favorite Platforms
    • 9. Email Remains King
    • 10. Your Favorite Marketing Channels Marketing Channels Deployed Email Marketing 77% Print Direct Marketing 69% Social Marketing 65% Online Display Ads 63% Field or Event Marketing 56% Paid Search Marketing 50% Online Video, e.g. YouTube 44% Location Based Marketing 42% Loyalty Programs 42% Mobile Marketing 38%Digital Mobile Apps (iPad, etc.) 33% Catalogs 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Question Asked: Which marketing channels do you actively market in? (select all) Source: The Relevancy Group Executive Survey, n=368 5/11, United States Only
    • 11. Integration a Top Priority Top Marketing Priorities) Improving segmentation and targeting 35% Integrating into social channels, leveraging social data 30% Increase relevancy via dynamic content 20%Centralizing our customer data and making it actionable 19% Improving response attribution 18% Greater use of testing in order to optimize our mailings 17% Hire more staff 17% Holistic reporting dashboard inclusive of all channels 17% Centralizing cross-channel marketing to one system 15% Centralizing marketing applications into one suite 9% 0% 10% 20% 30% 40% Question Asked: What are your three top priorities for improving your marketing programs this year? (select top three) Selected Responses Source: The Relevancy Group Executive Survey, n=368 5/11, United States Only
    • 12. Lots of Room for Improvement Top Five Most Common Customer Segmentation/Targeting Attributes By Marketers Demographics 61% 48% 51% 2011 Geographics 45% 2010 Satisfaction survey data 42% 36% Email Click-throughs 42% 38%Customer profitability/LTV 39% 27% 0% 10% 20% 30% 40% 50% 60% 70% Question Asked: Which of the following customer data attributes has your company used to segment audiences for marketing campaigns within the last six months? (select all) Source: The Relevancy Group Executive Survey, n=368 5/11, n=674 4/10 US Only
    • 13. “From HelloThe Eternity” to State ofthe IntegratedMarketingUnion
    • 14. Welcome to Fun• Promote sales• Promote community• Promote contests• Promote preference center• Promote special content• Promote FB and Twitter• Introduce persona/voice!!
    • 15. Welcome Post Offline Signup• Immediate discount• Redeem coupon across multiple channels• Introduce website features• Introduce branding and voice• Mobile friendly
    • 16. Getting to Know You
    • 17. Getting to Know All About You
    • 18. Getting to Like You
    • 19. Getting to Kiss You
    • 20. Getting to Hope You Like Me• Subject 1: Friends with Benefits - Fan Us on Facebook & Save• Subject 2: 20% Off When You Like Us – Offer Expires Tomorrow Night• Targeted to active customers• 25% increase in fanbase per send 20
    • 21. Social Promo on Website• FB promotional banners on Men’s and Women’s stores, highly trafficked product pages and order confirmation pages 21
    • 22. Instant Redemption 22
    • 23. Now You’ve Got ‘Em on Social
    • 24. Don’t Forget Print (Say What?)• Included in all packages• Promotes email sign- up as well as Facebook and Twitter
    • 25. “Best in Show”
    • 26. Was checking out what’s up in Florida this week, when suddenly…This happened
    • 27. Email-Display: How it Works 2 Prospect receives dynamic Clicked, but didn’t buy Non-Openers Opened, but didn’t click email from marketer1 3 Marketer creates a Personalized ads are targeted email dependent on prospect’s campaign email action and data Source: Experian CheetahMail *Note: Target brand is only being used for demonstration purposes
    • 28. Our Customers Have iPhones?
    • 29. Yes, Our Customers Have iPhones
    • 30. Social Buzz in Email Subject Lines
    • 31. Social Buzz in Email Content 30% Increase in Orders and Sales Source: Silverpop
    • 32. Create Urgency
    • 33. Event-Based Urgency
    • 34. BE SOMEBODY
    • 35. Thank YouEEC ’12 attendees-only special offer! Contact me for details Jordan Cohen VP of Business Development jordan@pontiflex.com 718.971.5090

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