This presentation is the core PPT used in 3 virtually identical Webinars (DM News, ClickZ and our own) titled "7 Trends to Watch in 2012 and Key Tactics You’ll Need to Address Them." The Webinar intent was to lay out 7 trends that digital marketers need to consider in 2012. The trends and ideas fall into 2 camps: Those where you may need to implement the programs simply to catch up to competitors; and those that are still early and you can potentially jump ahead of them. The 7 trends discussed are: Location-based Marketing; Personality/Humanization of Content; Be Everywhere Your Customers/Prospects Are; Behavioral Data; Screensize-apalooza; Re-engagement and Re-marketing; and Email as Dynamic Platform. Presenters were Laurie Hood, VP of Product Marketing, Silverpop and Loren McDonald, VP of Industry Relations, Silverpop.

1. 7 Trends to Watch in 2012
And Key Tactics You’ll Need to
Address Them

2. Silverpop Speakers
• Laurie Hood
• VP, Product Marketing
• Twitter: @LaurieHood
• Loren McDonald
• VP, Industry Relations
• Twitter: @LorenMcDonald
• Google+: +Loren McDonald

3. 7 Marketing Trends to Watch in 2012
Location-
Based
Marketing
Email as
Dynamic Personality
Platform
Be Screensize-
Everywhere apolloza
Behavior
Remarketing
Rules

4. #1: Location, Location, Location

5. Check-ins are Location-Based Sharing via
Mobile Device

6. Sweepstakes
Run sweepstakes and scavenger hunts based on when someone checks in to a
location with Foursquare or Facebook

7. Loyalty Programs
10% Off
Coupon
+25
Points
Offer rewards or incentives to people when they sign up and check into one of
your locations using Foursquare or Facebook.

8. Local Offers
10% Off
Coupon
Buy One,
Get One Free
Receive A
Free Gift
Deliver special offers to people when they check into any venue within a certain
distance to one of your locations.

9. Twitter Messaging
Automatically post a Twitter message when someone shares their Foursquare
check-in with friends on Twitter

10. Client Summit: Silverpop Geo Demo
#2 Check in at
START registration and
donate to Charity
Water END
#3 Check in
tonight at World of
Coke Networking
event to win prizes
#1 Arrive at ATL
airport and receive a
“to do” to check in
10

11. #2: Personality Plus

12. [get pur-suh-nl]
1. Marketing content that speaks
with a “human” voice.
2. Targeted, personally relevant
messaging based on consumer
preferences, demographics and
behaviour.
3. Dude, lose the corporate speak.

15. How-to video

16. Let Customers Do the Selling
30+% Increase in Orders and Sales

17. #3: Screensize-apalooza

18. Going Mobile / Screensize-apalooza

19. Location – Anywhere & Everywhere

20. So Context Means…
Scannable
Singular calls to action
Larger fonts
Single columns
Bullet-proof / large CTA buttons
Design for touch …

21. The New Design Challenge
Old mouse New mouse

22. Do Your Email’s Have the Touch?
Source: StyleCampaign.com, Litmus

23. #4: Actions Speak Loudest

24. The Value of Behavior-Based Marketing
Behavior Profile
• Visited website
• Visited blog
• Clicked to Twitter
• Commented on blog
• Visited community site Increase
• Downloaded whitepaper
conversion
• Checked in on FourSquare
• Submitted a Demo Request form and ROI
• Watched “30 Reasons” video

25. Behavioral Segmentation
Traditional Segmentation Segmentation 2.0
• Geographic Adding real-time behavior elements
– Region including…
– Population Density
• Purchase Behavior
• Demographic – Last purchase date
– Age
– Number of purchases
– Gender
– Income – Purchase value
• Psychosocial • Web Behavior
– Social Class – Visited your website
– Lifestyle – Viewed a product page
• RFM Analysis – Submitted a web form
– Recency – Accessed your online resources
– Frequency
– Monetary
• Social Behavior
• Shared your message with others
• Email Behavior
– Clicked an email link

26. Share Engagement

27. Cloudwords
Company
• Cloudwords is a Translation Management Platform that
enables customers to select and interact with vendors
that will translate any type of content.
Business Challenges
• Ability to track effectiveness of marketing programs
• Finding a marketing automation solution that could fit
the needs of a company in rapid growth mode “Contact Insight gives our
Overview of Solution/Benefits salespeople the real-time insight
they need when talking to a
• Salesforce.com integration with Silverpop Engage led to prospect or customer, and every
increased insight for Demand Generation team via morning it’s the first thing they
Contact Insight module review inside Salesforce.com before
they begin their work day.”
• Use of Web Tracking captures anonymous behavior on
website -- Michael Meinhardt
• 100% increase in open and click rates through targeted CEO
messaging Cloudwords
• Use of Share-to-social enables Cloudwords content to go
viral

28. #5: Re-engagement and remarketing
comes of age

29. Typical Actives vs. Inactives DB Ratio

30. Activate Early Inactives
• New subscribers don’t open/click first
X messages (e.g., 6)
• Move these early inactives into
“activation” track
• Send survey, different offers; best of,
diff subject lines, testimonials, etc.

31. 60% - 70% of Shopping Carts are Abandoned

32. “How much money are YOU leaving on the table?”

33. Cart Abandonment Email Results
Abandoned All
Cart Emails Promotional Comparison
Emails
Open Rate 37% 8% 4.6x
Click-to-open 41% 14% 2.9x
Conversion rate 20% 5% 4.0x
Sales/email $7.46 $.08 97x

34. Cart vs. Broadcast Emails
High % of sales relative to volume
Relative Volume Relative Sales
Abandon Cart Abandon Cart
Emails Emails
0.3% 18.6%
Promotional
Promotional
Emails
99.7% Emails
81.4%

35. #6: Be everywhere your customers
and prospects are

36. Are You Where They Are?
Where did
everyone
go?
You Them

37. Add Email Opt-in to Facebook page

38. Add Social Sign-in
Increases form completion rates by 10-50%

39. Capture Opt-ins via Tablets/Kiosks

40. #7: Dynamic Dynamo

41. Recommendations

42. Cross Sell / Upsell
Best Practice:
Recommend accessory items
or complementary items for
each product in cart

43. Tactics for Personalization Success
• Build dynamic content into your messages
• Populate messages with peer reviews, customer
testimonials and comments from social
communities
• Create “if-then” message tracks sending contacts
down different paths based on behaviors

44. Air New Zealand
“Personality Allowed” campaign yields impressive
results for Air New Zealand
Business Challenges
• Increase customer loyalty by extending the on-board
experience in a personal “kiwi” way
• Create brand champions
Overview of Solution/Benefits
• “Personality Allowed” campaign yields impressive results
• Pre-flight emails – 69% open rate/38% click rate
• Post-arrival emails – 62% open rate/40% click rate
• Thousands of social media posts
• Incredibly positive feedback from customers and crew
“What a brilliant campaign..I think this is the
first piece of e-marketing that I have ever
received that I thoroughly read, found helpful
and actually printed out.”
--Air New Zealand customer

45. About Silverpop / Q&A

46. The Expertise and Experience to Help You Grow
• Marketing automation and email marketing
• 1,400+ clients across a variety of industries
• 12+ years of market-leading innovation
• 20+ billion emails sent annually
• Global presence

47. Working with Industry Leaders
Financial Services Retail Energy & Utilities Media Business Services Software
Travel & Hospitality Non-Profit Food & Beverage Hardware Entertainment Education

48. Questions?
Laurie Hood: @lauriehood
lhood@silverpop.com
Loren McDonald: @LorenMcDonald
lmcdonald@silverpop.com

49. Thank you!
On Twitter: @Silverpop
www.slideshare.net/silverpop
www.silverpop.com