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Leveraging Digital and Traditional Marketing to Drive Results

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BAI Retail Delivery 2013 presentation by Jim Marous, Matt Wilcox and Paul Kadin.

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Leveraging Digital and Traditional Marketing to Drive Results

  1. 1. Leveraging Digital with Traditional Marketing to Drive Results November 6, 2013 Page 1
  2. 2. OUR PANEL Jim Marous SVP of Corporate Development, New Control Direct and Digital @jimmarous jmarous@newcontrol.com Paul Kadin Category Development Officer - Financial Services, AOL Inc. @pkadin paul.kadin@teamaol.com Matt Wilcox Managing Director - Marketing Strategy and Innovation, Fiserv @mattwilcoxpro matthew.wilcox@fiserv.com Page 2 2 Page
  3. 3. OUR DIGITAL EVOLUTION MARKETERS Page 3 MEDIA &TECHPROVIDERS
  4. 4. MULTI-CHANNEL EVOLUTION Customer and bank have a single touch point Page 4 Customer sees brand through multiple touch points with bank using siloed communication Customer sees unified brand through many touchpoints. Bank has single customer view but functional siloes Customer has holistic brand experience Bank leverages unified view of customer
  5. 5. BANKING’S NEW PURCHASE FUNNEL Preferred Research Channel Preferred Channel to Open 96% Branch Call Center Branch Mobile App Other 12% 2% Branch 84% 2% 5% 5% 5% Call Center Online 57% 69% 24% 53% 35% 2% Advice Advice 74% 11% 3% 3% Online 6% 2% 20% 14% Call Center Online Page 5 Primary Research Channel 4% 3% 0%
  6. 6. THE LIFE OF AN AD IMPRESSION
  7. 7. #1 I NEED AN AD WEBSITE Page 7 AD SERVER – TIME TO GO TO WORK!
  8. 8. #2 NO? ARE THERE ANY RESERVED CAMPAIGNS I NEED TO FILL? SEND THE IMPRESSION OFF TO THE MARKETPLACE. INFORMATION: » SIZE » PAGE URL » KEY WORDS » COOKIES WEBSITE Page 8 AD SERVER
  9. 9. #3 AGENCY TRADING DESK RETARGETER WEBSITE » AD SERVER NETWORK DSP DEMAND SOURCES Page 9 » DSP & DMP
  10. 10. #4 « NO BID AGENCY TRADING DESK « $1.00 « $1.50 NETWORK « $2.00 WEBSITE RETARGETER DSP » AD SERVER » SSP DEMAND SOURCES Page 10 » DMP
  11. 11. #5 NOW THAT WE WON THE IMPRESSION MY ALGORITHMS WILL USE THE BEST CREATIVE FOR THIS PERSON GIVEN WHAT I KNOW ABOUT THEM (WE KNOW THIS IS A YOUNG MOTHER WITH STRONG BUYING INTENTIONS) WEBSITE Page 11 » AD SERVER » SSP DSP
  12. 12. #6 WEBSITE Page 12 » AD SERVER » SSP I WILL SERVE THE AD DSP
  13. 13. And it all happens in less than 250 milliseconds
  14. 14. SOPHISTICATED USER SEGMENTATION  25 million Internet users interacting with one million Web sites  Tens of billions of emails sent annually  425 million vehicles in U.S. & Canada  Title, registration, mileage and key AUTOMOTIVE events  235 million consumers; 113 million households CONSUMER  1,000+ demographic DEMOGRAPHICS attributes AND LIFESTYLES  3.2 million births annually  16 million moves annually  20 million new homeowners  650+ psychographics MARKET RESEARCH Customer PARTNER  18 million businesses  Third party partner data Page 14 ONLINE  Syndicated research: 30,000 consumers annually; 60,000 data variables  35 million double opt-in consumer panel; 8,000 brands TRANSACTIONS  3.6 million businesses  110 million catalog buyers
  15. 15. DYNAMIC PERSONALIZED CREATIVE BRAND MATTERS Full branding and rich media. TARGETED OFFERS Different offers for different segments. Page 15 PERSONALIZED Select the right product for every ad impression. RECOMMEND Intelligent in-ad choices to boost purchases.
  16. 16. Consumer media consumption and device trends are rapidly changing
  17. 17. DIGITAL OVERTAKING TV CONSUMPTION, FUELED BY MOBILE Average Time Spent Per Day with Major Media (US Adults, 2013) 10:46 Other Print Radio Digital - Other Digital - Mobile Digital - Online TV 4% 4% 11:18 4% 7% 11:49 4% 13% 12:05 5% 19% 44% 23% 21% 19% 41% 40% 39% 37% 2010 Page 17 22% 2011 2012 2013
  18. 18. CHANNEL EXPERIENCE AS A MARKETING OPPORTUNITY Online and Mobile Banking Users Online banking - internet users Mobile banking - cell phone users 70% 61% 60% 50% 40% 35% 30% 20% 10% 0% Page 18 18% 18%
  19. 19. PURCHASE PATH DIFFERS BY MINDSET 46% 54% SEEKERS REACTORS TOP REASON FOR WANTING A NEW CARD Travel or other large purchase Need more credit/money Balance transfer for low interest rate TOP REASON FOR WANTING A NEW CARD Received interesting offer Saw an ad for a credit card Wanted discount on day’s purchase 1 IN 5 INDICATE BOTH TYPES OF MOTIVATION Page 19
  20. 20. ONLINE & EMAIL HAVE GREATER IMPACT THAN TV 4x 3x Page 20 as many consumers indicated that an online ad influenced their card decision vs. TV ads Email is also effective – consumers were more likely to cite it as influence vs. TV
  21. 21. Marketing creates an “ether of influence” – and has moved beyond just offline, search, social and display
  22. 22. CONTENT Page 22
  23. 23. VIDEO Page 23
  24. 24. PERFORMANCE GOALS Drive consumer credit card sign-ups SOLUTION A customized solution utilizing: • • CPA campaign across the Advertising.com network Audience targeting and mid-funnel marketing on AdLearn Open Platform Page 24 RESULTS Consistently one of the top 3 display performers based on efficiency and scale 12K+ 12.5% SIGN-UPS WITHIN 9 MONTHS DECREASE IN COST PER ACQUISITION OVER LIFE OF CAMPAIGN
  25. 25. DIGITAL RETARGETING Page 25
  26. 26. WHY RETARGETING? 90-95% NONCONVERSION RATE 20% LOWER CPM Reduces costs 2X CTR Boosts performance ADDS LIFT to email and direct mail Page 26 STIMULATES REVISITS Reaches people who demonstrated an interest in your product(s) 20% LOWER CPM Retargeted ads cost about 20% less on a CPM basis than regular display ads 2x the CTR Retargeted ads get double the clicks that regular display ads get +1 other campaigns CRM Retargeting also provides a way to “+1” other direct campaigns, adding lift to email and direct mail response rates
  27. 27. TYPES OF RETARGETING • Site Retargeting • Email Retargeting • Search Retargeting • CRM Retargeting • Dynamic Retargeting • Facebook Retargeting • Mobile Retargeting Page 27
  28. 28. SITE RETARGETING The practice of serving ads to people who visit your website after they leave. Page 28
  29. 29. EMAIL RETARGETING The practice of serving ads to people who open your emails Page 29
  30. 30. SEARCH RETARGETING The practice of serving ads to people who search for one of your keywords while browsing Page 30
  31. 31. CRM RETARGETING The practice of serving ads to customers or prospects based only on an email or postal address . . . Very cool! Page 31
  32. 32. CRM RETARGETING Deliver a specific message, right when it counts Customer leased their car two years ago. Manufacturer has her name + postal address in CRM database With CRM Retargeting, customers are found and targeted just before they must renew their leases. Page 32
  33. 33. DYNAMIC RETARGETING The practice of serving ads to people on prior engagement. Page 33
  34. 34. FACEBOOK RETARGETING The practice of serving ads to people who visit your website . . . On Facebook. Page 34
  35. 35. MOBILE RETARGETING The practice of serving ads to customers or prospects based on their desktop and/or mobile activity. . . new technology. Page 35
  36. 36. RETARGETING BEST PRACTICES • • • • • • • Same Design Practices as Banners Simple and Concise Match Creative to Targeted Audience Align Ads with Buyer Journey Clear Offer and Response Option Frequency Caps Rotating Creative and A/B Testing Page 36
  37. 37. INTEGRATING SOCIAL Page 37
  38. 38. SELLING ON FACEBOOK Are you ready for another fun challenge? WE ARE! And we’re giving away six (6) $4,000 certificates, six (6) $1,000 certificates, and ten (10) $100 Navy Federal Loyalty Cards. Page 38 Source: Financial Brand
  39. 39. SELLING ON FACEBOOK • • They bucked the notion that you can’t sell within Social Media channels Strategically placed a few posts on their Facebook page and paid for Facebook ads to promote two specific products: auto loan refinancing and certificates of deposit Page 39 Source: Financial Brand
  40. 40. SELLING ON FACEBOOK Navy FCU Sells $200 Million in Services on Facebook • • • • • 60,000 new members acquired (Facebook was the primary media) 36,000 new certificates totaling $90 million (Facebook was the only paid media) 5,400 auto refinance loans totaling $96 million (Facebook was the primary media) 59% of traffic to corporate website during the campaign came from Facebook 5,000 daily Facebook referrals during membership appreciation week vs. 200 when no media was running Page 40 Source: Financial Brand
  41. 41. GoBank Project Runway Video LEVERAGING YOUTUBE Page 41
  42. 42. GoBank Project Runway Video TWITTER ENGAGEMENT AMEX Sync with Twitter Page 42
  43. 43. WHAT DOES THIS ALL MEAN FOR INTEGRATED CAMPAIGNS? Page 43
  44. 44. OFFLINE + ONLINE ONBOARDING Mass Media Direct Mail Onboarding Video Engagement Video Targeted Online email Social Engagement Online Advertising Digital Retargeting Mobile Capture Welcome Mobile Text Targeted Online Social Acquisition Page 44 Activation Mobile Text Social Engagement Targeted Online
  45. 45. DIGITAL MARKETING TO DOS 1. Develop a content marketing campaign 2. Test a programmatic campaign for acquisition and mid-funnel marketing 3. Develop a site retargeting campaign 4. Build an email campaign with video landing page 5. Budget for email capture from customers to help integrated marketing 6. Test a CRM retargeting campaign along with email and direct mail 7. Build a social media campaign with direct sales goals Page 45
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