The ROI Journey• Analog marketing – Advertising: Tracking was an issue – Direct mail: Cost of production• Digital marketing – Email marketing: Relevance is an issue – Keyword advertising: Conversion is still an issue• Social marketing – Pull, not push – Conversion still remains an issue
#5 Think Social Media functionality, not reach!
Collaboration is the key to success• By 2017, Gartner says that CMO’s will spend more on IT than CIO’s• Important Trends – 1to1 marketing analytics – Marketing automation – Multi channel integration – Integration with Partner platforms• Integration beyond acquisition – Servicing – CRM
#3 Effective tools are available on the cloud!
Plugins • Facebook provides rich mediaOpen Graph distribution • Emergence of Facebook as a platform
Vibrant communities on insurance • Twitter has a share of voice problem • Think consumption, not distribution
Easy newsletter management • Channel integration provides a single view of customer • Tools on the cloud provide prebuilt integrations
Affordable test and learn• The key is to keep experimenting