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

1. MARKETING AT A CRITICAL JUNCTURE
DRIVING FINANCIAL RETURN
Tim Suther
Chief Marketing Officer
®

2. BETTER TARGETING DRIVES ROI
Transformational results are possible
Source: Razorfish 2010

3. MULTICHANNEL DRIVES ROI
10-20% revenue lift is achievable
Source: McKinsey 2010

4. CAPABILITY MODEL FOR
A CONNECTED WORLD
Customer life
cycle 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. CAPABILITY MODEL FOR
A CONNECTED WORLD
Time & 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. CAPABILITY MODEL FOR
A CONNECTED WORLD
Harvest 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. CAPABILITY MODEL FOR
A CONNECTED WORLD
Smarter Demand
Generation
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. CAPABILITY MODEL FOR
A CONNECTED WORLD
Media/Channel
substitution
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

9. FOR MORE INFORMATION
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10. THANK YOU. QUESTIONS?
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