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A new year's look at lessons and predictions for digital marketing in 2017

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Join a panel of marketing experts from credit.com, Rise Interactive, and Invoca as they talk about the top digital marketing lessons they learned from 2016 and what they think is in store for the new year.

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A new year's look at lessons and predictions for digital marketing in 2017

  1. 1. 1PAGE NUMBER INVOCA A New Year’s Look at lessons learned and predictions for digital marketing
  2. 2. 2PAGE NUMBER INVOCA Meet the Panel…
  3. 3. 3 Rise Interactive Snapshot •  Founded in 2004 •  Based in Chicago •  225+ employees •  Media, Analytics & Customer Experience •  Pioneers of Interactive Investment Management®
  4. 4. 4PAGE NUMBER INVOCA Credit.com Since 1995, Credit.com has been the go-to source – for people across the credit spectrum – for expert information about credit scoring, credit reporting, credit repair, and credit cards.
  5. 5. 5PAGE NUMBER INVOCA # SEARCH 5 WEBSITE ] DISPLAY F SOCIAL & EMAIL THE CALL GAP Disconnect between digital and voice interactions can cost revenue and impact the customer experience. DIGITAL EXPERIENCE VOICE EXPERIENCE Customer: Campaign: ROI: Next Step: Unknown Unknown Unknown Unknown
  6. 6. 6PAGE NUMBER INVOCA DIGITAL + VOICE INVOCA BRIDGES THE CALL GAP.
  7. 7. 7PAGE NUMBER INVOCA 2016WHAT WORKED? WHAT DIDN’T?
  8. 8. 8PAGE NUMBER INVOCA 2016 WINNING CAMPAIGNS
  9. 9. Analytics Driving Direct Mail Audience •  Goal: Identify out of millions of households, highest propensity customers •  Solution -  Leverage Rise’s Connex to ID Households using Machine Learning -  Ranked 10 Million Households based on likely purchase -  Selected 200k Best-Fit customers Using CRM/Purchase History 9
  10. 10. 10 Analytics Driving Direct Mail Audience 185% Higher Revenue per customer 27% Increase in Transactions per Customer 2x Increase in Response Rate * Results reflect lift versus retailer’s own proprietary customer selection method
  11. 11. 11PAGE NUMBER INVOCA 2016 STUMBLING BLOCKS
  12. 12. 12 Local Strategy to Drive Store Sales Real Time Optimizations Store Visits & Reporting
  13. 13. 13PAGE NUMBER INVOCA 2016 WINNING CAMPAIGNS
  14. 14. 14PAGE NUMBER INVOCA Tradeshows: True Omnichannel Marketing Pre Show: Direct Mail, Display & Email to book meetings on site = 30 meeting requests
  15. 15. 15PAGE NUMBER INVOCA During Show: Take-away incentive offer to complete demo within 3 weeks. = 22 demo requests to date Tradeshows: True Omnichannel Marketing
  16. 16. 16PAGE NUMBER INVOCA Continuing Post-Event Action: Emailed one question survey to 390 booth scans. Different confirmation page depending on lead quality Goal: Gather audience intel and build trust within the SFMC Community Results: 120+ survey responses, 25 demo requests Non-BQL BQL
  17. 17. 17PAGE NUMBER INVOCA 2016 CHALLENGE: HOW DO WE GENERATE ADDITONAL CRITICAL MASS AT OUR OWN EVENTS?
  18. 18. 18PAGE NUMBER INVOCA WHAT’S NEXT? 2017
  19. 19. 19PAGE NUMBER INVOCA 2017 SURE BET Attribution: Significant ground will be made in 2017 regarding the tools and ”sources” used to determine real attribution vs. modeled attribution. Attribution: As companies diversify into further marketing mediums, attribution will become more complex, losing all of the ground we created in early 2017.
  20. 20. 20PAGE NUMBER INVOCA 2017 LONG SHOT Cross Device Tracking: A winner will start to emerge with cross device tracking that is 2X the competition. Most match rates today are below 50% from my understanding. A player will emerge north of 80%
  21. 21. 21PAGE NUMBER INVOCA BONUS LONG SHOT 1st and 2nd Screen Synced Advertising will start to become more mainstream: Interesting companies are starting to emerge with features around 1st and 2nd screen advertising. I believe we will see a few companies emerge to become more mainstream add-on’s to traditional TV advertising.
  22. 22. 22PAGE NUMBER INVOCA BONUS BONUS LONG SHOT DEATH OF THE MARKETER: As data becomes more and more prevalent in marketing orgs, a sizeable shift will occur where HR teams will look less and less for “marketing grads” and will look for STEM grads to enter the marketing org.
  23. 23. 23PAGE NUMBER INVOCA Mobile Video Investments
  24. 24. 24PAGE NUMBER INVOCA Bigger Investments in Social Analytics •  FB: More third party involvement around measurement •  Goals: •  less siloed audiences •  larger targeting capabilities •  Cross-platform insights •  Compare KPIs
  25. 25. 25PAGE NUMBER INVOCA 75.8 93.3 108.1 129.1 145.5 161.9 $19.20 $28.70 $40.50 $49.80 $57.80 $65.90 2014 2015 2016 2017 2018 2019 VOICETHE NEW CONVERSION POINT 70%of mobile searchers have clicked to call a business based on search results. Mobile Calls to BusinessesMobile Marketing Spend Billions
  26. 26. 26PAGE NUMBER INVOCA 74% likely to choose another business 70% likely to complain to friends and family 30% likely to leave a bad review 24% likely to complain on social media A TALE OF TWO VOICE EXPERIENCES POOR EXPERIENCE POSITIVE EXPERIENCE 60% 80% likely to become a repeat customer likely to spend more money on current or future purchases
  27. 27. 27PAGE NUMBER INVOCA VOICE THE NEW USER INTERFACE
  28. 28. 28PAGE NUMBER INVOCA INVOCA OVERVIEW THANK YOU!
  • TinManasan

    Jan. 19, 2017

Join a panel of marketing experts from credit.com, Rise Interactive, and Invoca as they talk about the top digital marketing lessons they learned from 2016 and what they think is in store for the new year.

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