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5 keys to driving marketing roi


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Marketers have a confusing palette of marketing initiatives at their disposal. This presentation explores how marketers should prioritize initiatives in the connected world

Published in: Business, Technology
  • I agree, and let me pile on. As media becomes digital/addressable, a marketing central nervous system (a database that both sends and receives signals about consumer behavior) is critical to reaching & engaging your audience. Disconnected services (like foursquare, et al) provide helpful, but incomplete, customer insight. Additionally, many well known brands would be better served by having their own branded experience v relying on the brand equity of a third party.
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  • Mobile advertising driven by a fruitful DATABASE with real-time capabilities is what sets the service apart from other advertising. Location-based applications like Foursquare, Gowalla and Hipster all have the capability of advertising to the consumer based on their location and past interactions with the app....all very helpful and driven by data. But a database that features a collection of information from a variety of a consumer's interactions outside of the application and fuels location-based advertising, is more likely to be relevant and result in positive ROI.
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5 keys to driving marketing roi

  2. 2. BETTER TARGETING DRIVES ROI Transformational results are possibleSource: Razorfish 2010
  3. 3. MULTICHANNEL DRIVES ROI 10-20% revenue lift is achievableSource: McKinsey 2010
  4. 4. CAPABILITY MODEL FORA CONNECTED WORLDCustomer lifecycle marketing Focus on trigger-driven messaging along the life cycle • 15x profit v. broadcast programs • Pull customers (v. push products) – 3x revenue/email (retailer) • Dynamic product offers - increased revenue 46% in stores & 17% online (tech • Everything as a service Integrate across media & channels • Integrate mobile/email – 7.5x website spend retailer • Integrate outbound/website– 2x bookings hotelier Solicit customer input/action • Preference center – HP Technology at Work • Solicit ratings/reviews – conversations are crucial • Design content to be viral – 2-4x link performance Fundamentals matter • Customer information decays 2%/month • $144 million of commercial email won’t reach the inbox in 2014
  5. 5. CAPABILITY MODEL FORA CONNECTED WORLDTime & location-based marketing Customer lifecycle marketing goes wireless • SMS for time sensitive messages:18x return (retailer) • Inventory availability drives “on premise” revenue: 5% conversion (casino) • Solicit customer input/action: experiences, ratings, reviews, check-ins, surveys • Near-field communications/mobile commerce Reach new buyers • Loyalty enrollment via SMS: 280,000 new members, (retailer) • Mobile advertising driven by your database • Shopping apps, price comparison & QR codes play defense…and offense
  6. 6. CAPABILITY MODEL FORA CONNECTED WORLDHarvest Intent Improve search visibility • SEO - 80% of click throughs are organic • Customize/monitor the landing experience Drive conversion through personalization • Dynamic personalization to “optimize the real estate”: 9x return (insurer) • Algorithm-based recommendations: $100 million revenue uplift (telco) Effectively re-market • Retargeting via display or email – 12x return (e-Commerce site) • Confirm chat with e-mail
  7. 7. CAPABILITY MODEL FORA CONNECTED WORLDSmarter DemandGeneration Find your high value audience. Filter out the rest. • 80% of online advertising fails to reach its intended target. • Collaborative Targeting: 11x return (retailer) Make brand advertising actionable & accountable • Interactive Television – coupons, samples, more information • An emerging opportunity in online display. Brand represents just 5% Leverage multidimensional insight • Combine purchase, response, value & risk scores: $7600 deposit/household increase for contacted households. Retail Bank • Combine seasonality, customer potential, price elasticity, halo effects, social influence: 3x room nights (Casino) • Connected primary research: 5.5x improvement (telco - “cord/cable cutters”)
  8. 8. CAPABILITY MODEL FORA CONNECTED WORLDMedia/Channelsubstitution Arbitrage duplicative contacts based on preferences • $112 billion in US advertising wasted per year. What Sticks • Email & print:4x revenue/email (leading publisher) Substitute based on preferences • From mass to targeted:10% revenue increase (multi-format retailer) • From call center to self serve: $4.5 million expense savings/yr (technology firm) • From print to digital: 22% conversion in 45 days (airline) • From paid search to organic search & display: 52% better CPA (Google) • From paid to earned/curated
  10. 10. THANK YOU. QUESTIONS? Discover more at