eMarketer Webinar: Consumer Digital Touchpoints—Email and Beyond


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Join eMarketer Principal Analyst David Hallerman and learn how brands can take the lessons learned from email and apply them to other important digital touchpoints.

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eMarketer Webinar: Consumer Digital Touchpoints—Email and Beyond

  1. 1. A U G U S T 2 3, 2 0 1 2 Consumer Digital Touchpoints—Email and Beyond Sponsored by: David Hallerman Principal Analyst ©2011 eMarketer Inc.
  2. 2. There are four prime consumer digital touchpoints  Marketing emails: contact  Brand websites: content  Social media: community  Mobile devices: connectionsTwitter – #eMwebinar ©2012 eMarketer Inc.
  3. 3. The primaryquestion:What makesa marketingchannel atouchpoint? ©2012 eMarketer Inc.
  4. 4. Touchpoints attract—they are pullmarketing (ads are push marketing) ©2012 eMarketer Inc.
  5. 5. Creating customer loyalty is an ongoingprocess, not an event
  6. 6. What we’ll look at today…  Loyalty matters: retention  Permission matters: consent  Mutuality matters: two-way street  Money matters: and other valuesTwitter – #eMwebinar ©2012 eMarketer Inc.
  7. 7. Email’s Example(elements that translate to alltouchpoints) ©2012 eMarketer Inc.
  8. 8. Email offers lessons that marketers canuse to make other touchpoints effective Permission is prime. Reciprocal value is the engine for permission. Personalization is a channel for relevance. Frequency control is a type of respect. ©2012 eMarketer Inc.
  9. 9. Consumerstrust opt-inemail andbrandwebsitesmore thanany type ofdigital ad ©2012 eMarketer Inc.
  10. 10. Four TouchpointChannels(integrating connections) ©2012 eMarketer Inc.
  11. 11. Execs greatly value touchpoints forbuilding customer loyalty and retention ©2012 eMarketer Inc.
  12. 12. Gail Goodman, CEO, Constant Contact “Multichannel actually works better than single channel. So while having someone engaging with you on Facebook is great, the best way to kick off that engagement is to send an email that pulls them back to Facebook.”Twitter – #eMwebinar ©2012 eMarketer Inc.
  13. 13. Mor e touchpoints, mor e usage, asmar keter s look to br eak thr ough clutter ©2012 eMarketer Inc.
  14. 14. Socialtouchpointswork bestwhenintegratedwith othertouchpoints,such asemail orcompanywebsites ©2012 eMarketer Inc.
  15. 15. Gary Wohlfeill, Creative Director,Moosejaw “Down the line, we’d love to be able to better use everybody’s profile. When we want to award somebody points on Facebook right now, we have to get them to email us so we can pull up their account and award them.” ©2012 eMarketer Inc.
  16. 16. Mobile touchpoints link up with email andsocial for mobile-onl y user s ©2012 eMarketer Inc.
  17. 17. Apps are aprime mobiletouchpointthatinfluenceconsumerbrandchoices ©2012 eMarketer Inc.
  18. 18. Yon Feldman, Vice President, Gilt Groupe “Our most engaged customers are actually people who use both app and desktop.…Those who have used both are extremely more loyal and engaged than either of the two other groups.”Twitter – #eMwebinar ©2012 eMarketer Inc.
  19. 19. Loyalty Matters(less costly, more value) ©2012 eMarketer Inc.
  20. 20. Customerretention(aka loyalty)is a toppriority formarketingexecutives ©2012 eMarketer Inc.
  21. 21. Loyal customers offer companies several varieties of value Current customers are often the best customers. Costs less to keep old customers than to find new ones More likely to sell more often to them More likely to upsell them, too The most-loyal customers tell others about your offerings Loyal customers reveal more about themselvesTwitter – #eMwebinar ©2012 eMarketer Inc.
  22. 22. Customersbehavior ismuch liketwo classicdog names:Fido andRover.But will theyremain loyal? ©2012 eMarketer Inc.
  23. 23. Marketersspend moreon customeracquistion,partiallybecauseretentioncosts less ©2012 eMarketer Inc.
  24. 24. Word-of-mouth is the most valuable formof marketing companies can’t buy ©2012 eMarketer Inc.
  25. 25. Loyal customers become brandambassadors—and spend more too ©2012 eMarketer Inc.
  26. 26. Positiveexperiencesextendsocialconsumertouchpoints,but negativeexperiencesa bit more so Negative: 67% & 59% ©2012 eMarketer Inc.
  27. 27. Dave Godwin, Managing Partner, Restaurant Management Group “Eight out of every 10 referrals to our business are through word-of- mouth. That’s the reason why Facebook and businesses go together so well.”Twitter – #eMwebinar ©2012 eMarketer Inc.
  28. 28. Email is theword-of-mouth toolthat brandadvocatesuse the mostto endorseproducts orservices ©2012 eMarketer Inc.
  29. 29. Permission Matters(it’s all about control) ©2012 eMarketer Inc.
  30. 30. Opt-in agreement is the fir st step thatcan lead to more engaged touchpoints
  31. 31. Email is thepermission-basedmarketingchannel thatmostconsumersprefer ©2012 eMarketer Inc.
  32. 32. Mike Hogan, Chief Marketing Officer,GameStop “One of the reasons why we’re moving with deliberate speed is we want to do this in a high-permission environment.” ©2012 eMarketer Inc.
  33. 33. Consumers who can give or withholdpermission are better customers ©2012 eMarketer Inc.
  34. 34. Mutuality Matters(two-way communication) ©2012 eMarketer Inc.
  35. 35. Effective digital touchpoints need to be two-way streets to create loyalty Customer loyalty is about more than making a sale. Time. Loyalty develops over time. Attract. Loyalty touchpoints require marketers to cultivate customers with pull, not push, tactics. Slower. Many touchpoint efforts cannot be automated. Staff. Touchpoints often require real humans on the other side of the screen, notably for customer service. Costs. The extra costs involved for such efforts cause some companies to hesitate. Touch. But companies that humanize the digital space will often gain an advantage over their competition.Twitter – #eMwebinar ©2012 eMarketer Inc.
  36. 36. Tracy Keim, Vice President, Bonobos “It’s important for a company and for brands to understand that [loyalty] is not a one- way push strategy. It’s also a listening strategy.” ©2012 eMarketer Inc.
  37. 37. Email, social and company websites areall prime two-way loyalty channels ©2012 eMarketer Inc.
  38. 38. Email is excellent for the two-way streetthat defines a real touchpoint ©2012 eMarketer Inc.
  39. 39. Customerservice is amajorelement thatcan reachacross alldigitaltouchpoints
  40. 40. It’s a relationship: Customerser vice drives brand loyalty ©2012 eMarketer Inc.
  41. 41. Loyalty andimprovedcustomerservice arelinked—andare two topobjectives ofsocial brandstrategies ©2012 eMarketer Inc.
  42. 42. Consumersalso say thatcustomerservice isimportant onsocial sites ©2012 eMarketer Inc.
  43. 43. Jim Wright, Senior Vice President, Express “You have to listen and respond to disappointed customers. Even if it’s not always the answer they want to hear, they appreciate the fact that you took the time to at least respond.”Twitter – #eMwebinar ©2012 eMarketer Inc.
  44. 44. Even angrycustomersmight remainloyalcustomers ifcompaniescommunicateclearly andoffer fairsolutions
  45. 45. Money Matters(more so, value matters) ©2012 eMarketer Inc.
  46. 46. How the loyalty process often works… ©2012 eMarketer Inc.
  47. 47. Brands stand out w hen their touchpointsof fer value to those w ho opt in…
  48. 48. Effectivetouchpointsdemanddata, andconsumerswantsomethingback fortheir data ©2012 eMarketer Inc.
  49. 49. Personal datahelps buildstrongrelationships,often throughtouchpoints ©2012 eMarketer Inc.
  50. 50. Sometimesvalue issimplymoney in theform ofdeals,discounts,promotionsand free stuff
  51. 51. Brandsattractconsumersby givingthemsomething inreturn,typically apromotion orprizes ©2012 eMarketer Inc.
  52. 52. If a user’s“like” leadsto a brandtouchpoint,then specialdeals andinside infohelp makeconsumerslean towarda “like” ©2012 eMarketer Inc.
  53. 53. Nearly one-half of Twitter users wantdeals from brands they follow ©2012 eMarketer Inc.
  54. 54. Value is subjective, and good touchpointsoffer a range of possible values
  55. 55. The mainreasonFacebookusers “like”brands isbecausethey arealreadyloyal, butwhat do thebrands offerin return? ©2012 eMarketer Inc.
  56. 56. Bob Soukup, Senior Director for Loyalty,Best Buy “Loyalty is about financial rewards where you earn points and use points, and that’s great and valuable, but we want to capture customers’ hearts and minds.” ©2012 eMarketer Inc.
  57. 57. Money is one type of value. Content is another. That mix can include:  Case studies  Webinars and webcasts  Videos  Games  White papers  Research reports  Articles  Peer-created content  Podcasts  Mobile appsTwitter – #eMwebinar ©2012 eMarketer Inc.
  58. 58. Brand websites are among the mosttrusted—great for valued content ©2012 eMarketer Inc.
  59. 59. Companiesoften usebrandedcontent toincreasecustomerretentionand brandloyalty ©2012 eMarketer Inc.
  60. 60. Anthony Batt, President, Katalyst “If we’re entertaining you, we’re sort of bypassing your immediate rejection of an advertisement.” ©2012 eMarketer Inc.
  61. 61. Marketerslook tospend moreon contentin 2012 ©2012 eMarketer Inc.
  62. 62. Chief Takeaways ©2012 eMarketer Inc.
  63. 63. The topreason usersdon’t “like” acompany onFacebookpoints tohowmarketerscan createbetter digitaltouchpoints ©2012 eMarketer Inc.
  64. 64. Look at the reasons why people don’t become brand fans, and then… Do the opposite. That is… Frequency: don’t bombard them with marketing messages Reticence: don’t ask for too much personal information Trust: do indicate how their privacy will be honored Humility: don’t assume that just because one person likes your brand, his or her friends will, too Communicate: do make the benefit of becoming a fan clear and immediateTwitter – #eMwebinar ©2012 eMarketer Inc.
  65. 65. Justin Yoshimura, CEO and Co-founder,500Friends “The future of social loyalty is when marketers stop measuring success by the number of ‘likes’ or followers, and start to see this as a way to increase the value of existing relationships.” ©2012 eMarketer Inc.
  66. 66. Conclusions: Engagement is basic tomaking marketing into a touchpointThe four digital channels best for developingcustomer loyalty share several elements: cash,content, communication, care, and control.Email. Works well for money matters and evergreen info.Brand websites. Product details and support are themain reasons most customers go to company sites.Social media. Involving customers through content,entertainment, contests or service is often key.Mobile. Can meld the three other digital touchpoints, andadds location-based connections and immediacy. © 2012 eMarketer Inc.
  67. 67. © 2012 Lyris
  68. 68. The Growth of Digital Activity… >1B active users on Twitter >1B people search Google everyday people search Google everyday active users on Twitter and Facebook and Facebook 200M tweets on Twitter per day tweets on Twitter per day 1M social check-ins per day on Foursquare social check-ins per day on Foursquare 60M status posts on Facebook per day status posts on Facebook per day 107trillion emails sent in 2011 emails sent in 2011 …Has Generated 98% of all Data within the Past 2 years © 2012 Lyris
  69. 69. Customer experience story Kayak?© 2012 Lyris | 69 |
  70. 70. © 2012 Lyris
  71. 71. © 2012 Lyris
  72. 72. Q&A Session Learn more about digital advertising with an eMarketer corporate subscription Consumer DigitalTouchpoints—Email Over 120 reports are published each year. and Beyond Following are a few recent ones you may be interested in:  The Lessons of Email: Using Digital Touchpoints for Customer Loyalty  Social Loyalty: From Rewards to a Rewarding Customer Experience  Email Marketing Benchmarks: Key Data, TrendsDavid Hallerman and Metrics  Adapting to a Showrooming World: HowYou will receive an email Retailers Are Earning Customer Loyalty tomorrow with a link to view the deck and  The Changing Digital Landscape: Key Trends webinar recording. Marketers Need to Know Sponsored by: To learn more: www.emarketer.com/products Lyris 800-405-0844 or webinars@emarketer.com ©2012 eMarketer Inc.