The document discusses key marketing questions for 2013, including how to make multichannel marketing effective, changes to the acquisition model, how to leverage mobile, budget allocation and attribution, and how much to invest in social media. Experts provide perspectives on each topic, emphasizing the importance of understanding customer preferences, measuring performance across channels, and creating valuable content for social platforms.

1. The Big Questions
of 2013

2. Ernan Roman Reggie Brady Lois Brayfield Carolyn Goodman Ken Lane
President President President President / Senior Consultant
Ernan Roman Reggie Brady J. Schmid Creative Director J. Schmid
Direct Marketing Marketing loisb@jschmid.com Goodman KenL@jschmid.com
Corp. Solutions Marketing
ernan@erdm.com reggie@ Partners, Inc.
reggiebrady.com
carolyn@goodman
marketing.com
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3. The Big Questions
1. Multichannel: How do you really make
multichannel work?
2. Acquisition: Has the acquisition model changed?
What is working?
3. Mobile: What can mobile really do for me?
4. Budgets / Attribution: Allocation. Where and how
do I allocate my marketing dollars and resources?
5. Social: How much of my budget / time / energy
should be dedicated to social media initiatives?
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4. Multichannel
(Ernan Roman)
Per VoC Research:
 Today’s shopper is uniquely multi-dimensional;
multi-channel
multi-purpose
Many reported using multiple media, often at the same time.
 Mobile has only added to this complexity.
 Media preferences and aversions are becoming more
pronounced.
Therefore gathering individual customer’s media preference
and aversion data is now essential.
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5. Multichannel
(Ernan Roman)
 Spending based on the number of channels:
Multichannel customers spend 2 to 3x more than
single-channel shoppers
Consumers who engage across three or more channels spend
6 to 10x more
Multichannel spending results in incremental spending…
not revenue cannibalism!
 Note: The channel used for the purchase is often
not indicative of shopping habits.
Most use multiple media to shop, and often, to purchase.
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6. Multichannel
(Ken Lane)
 Too many marketers are simply “chasing” these various
channels in a silo-ed approach
Marketing spend goes up
ROI goes down
 More and more, these silos turn out to be related
Sequential
Synergistic
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7. Acquisition
(Reggie Brady)
Acquisition is tough! Response rates and ROI are
declining across all media channels
 Direct mail prospecting/lead generation response
2003 – 2.14%
2010 – 1.38%
2012 – 1.28%
 Cost per order for prospecting/lead generation:
Newspaper – $36
Direct mail, postcards, email & paid search – between $55 & $55
Telemarketing – $190
DMA Response Rate Report 2012
Image source: LazyPatch.com/blog
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8. Acquisition
(Reggie Brady)
Bright spots
 Lead nurturing for B2B via automated emails in combination
with lead scoring
 Content marketing ‒ information you create to help solve the
problems your audience cares about
 Omni-channel marketing ‒ customers and move from channel
to channel on a regular basis - often to perform the same task
Image source: TheRenegadeWriter.com
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9. Acquisition
(Lois Brayfield)
 If prospects have already engaged at a meaningful level, they
are 68% more likely to purchase in the future. (McKinsey & Co.)
 Boldly test a new twist on an old model
Don’t think of prospect lists as “one and done”
Explore new ways to get prospects to raise their hand (print and
digital)
Develop a plan to convert later
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10. Mobile
(Carolyn Goodman)
 Options: SMS, MMS, Push Notifications, Mobile Gaming,
Mobile Web Marketing, QR codes & Location-Based Services
 Most popular option: SMS
100 million sent every day
Read in 4 minutes
 4/5 consumers use a
smartphone to shop
74% wait only 5 seconds for a
page to load
 Most popular app: FourSquare
25MM users  By 2014, mobile internet
2.5+ billion check-ins usage will overtake
1+ million merchants
desktop
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11. Mobile
(Carolyn Goodman)
 36% of all emails opened on a mobile device: Need to rethink
email and web page design:
320 – 550 px wide
Minimum 14 px for body text, 16 px for headlines
35 character limit on headlines
Single or double column design
Don’t put clickable images or links side by side
Fingertip elements: 44 x 44 points
Higher contrast between content is ideal
Test before blasting on different mobile devices
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12. Mobile
(Ernan Roman)
Per VoC Research:
 Mobile drives increased multichannel shopping…and spending.
 Also, more informed purchase decisions:
Mobile devices facilitate comparison shopping and making
informed decisions.
 Result:
More empowered customers.
More competition for marketers.
 Takeaway:
Only way to achieve long term, multichannel engagement and
differentiation is to understand individual customer preferences
for messaging, offers and media mix.
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13. Budgets / Attribution
(Ken Lane)
 It used to be that you mailed and the phone rang, blasted
then your orders increased
 That was then, this is now
Mobile – sales sourced from mobile devices are the fastest
growing channel of significance
Google reports that 45% of all searches are from a mobile
device and this figure will hit 70% by year end 2013
Social – Facebook, Twitter & Pinterest
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14. Budgets / Attribution
(Ken Lane)
 You cannot manage what you do not measure
Now, more than ever, a Measure & Manage approach to your
business is tantamount to success
Software packages are available
Programmers in big data using Hadoop
 Proper sales attribution is critical
Last channel - flawed
First channel – “fair” but can lead to false positives
Weighted attribution
For your consideration…
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15. Awareness
Budgets / Attribution
Interest
(Reggie Brady)
 Ways to determine attribution Evaluation
First touch (not great! – but it did stimulate interest)
Commitment
Last touch (not great! – it did stimulate response, but
undervalues the early stages of the purchasing funnel) Buy
Fractional attribution – gives varying percentages to
each touch-point leading up to conversion (difficult to
do ... but more accurate)
 Consider doing “hold out tests” to determine the
effectiveness of individual channels (more often done
in BtoC, more difficult with BtoB)
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16. Social
(Lois Brayfield)
“60-65% of business leaders believe that
consumers follow their brands on social
media sites because they want to be a part of
a community.
Content is repetitive and boring
Only 25-30% of consumers agree.”
- IBM Institute for Business Value
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17. Social
(Lois Brayfield)
 Customers do not always give “permission” to engage
RESEARCH - Know what your customer cares about
Edit tactics they don’t care about
 Don’t treat social efforts as a tactic; build a strategy
Content is repetitive and boring
Too many tweets; must edit
Company posts too frequently
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18. Social
(Lois Brayfield)
 The Call-To-Action is critical to success
Must be customer-focused, not brand-focused
What can your brand do for them?
ICEE – What is Informational, Compelling,
Entertaining or Educational to your customer?
 Create a Customer-Focused engagement
funnel that allows for a future “trigger”
 TIP: Use social platforms to “crowd-source”
marketing questions
Secondary call-to-action
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19. Social
(Carolyn Goodman)
 More than 75 millions Americans accessed a social
networking site/blog via mobile in one month
 3 in 5 mobile users pay attention to mobile ads while visiting
social media sites (Prosper Mobile Insights 2012)
 1 in 3 Facebook updates are through a mobile device
 40% of tweets are from mobile
 Mobile and social = Simple is sexy:
Clear call-to-action
Limit options
Don’t make target jump through hoops
Deliver value
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