"El mundo real: Profesionales de marketing que han destacado." Conoce la presentación de Laurie Hood en Digital Marketing University 2013 en Ciudad de México.
En esta última sesión te mostraremos cómo puedes dar vida a los contenidos. Conoce cómo empresas similares a la tuya han dado un salto en el marketing digital mediante las estrategias y tácticas descriptas en las conferencias del día. Verás desde adentro cómo lograron vender sus programas a los directivos y conocerás casos reales y sus resultados. Estos casos del mundo real te servirán de inspiración y fuerza para convencer a tu empresa de que el status quo en marketing es inaceptable.
17. PaperStyle – Custom Invitations
-
Sending batch and blast
- No targeting
- Response rates declined
Agency Whereoware
- Analyzed site behavior
- Purchase patterns
- Wedding process
- Created wedding timeline
18. Your
wedding?
Purchased wedding
products
Clicked on wedding
link
Yes
No
BRIDAL
SEGMENT
Wedding nurturing
Friend’s wedding
nurturing
7 days
Wedding
essentials
7 days
Bridal shower
invites
6 weeks
Wedding favors
7 days
Shower
tableware
7 days
3 weeks
Bridal party
gifts
Bach. invites
7 days
7 days
Thank you
cards
Bach. tableware
7 days
Nurture Program
Wedding gifts
19. Web site or
email click
behavior
drops you
into Your
Wedding or
Friend’s
Wedding
nurture
23. About SmartPak
• Founded by riders and horse owners for
riders and horse owners
• Finding a better way to administer
supplements led to a quest for
discovering innovative, smarter
products
• Convenience, peace of mind, time
savings
• How SmartPaks work:
Benefits:
• Fed right every time
• Custom orders
• Delivered free, monthly
24. Email Channel
Promotional
Transactional
Lifecycle
Newsletters
Order Confirmation
SmartPaks
Welcome
Offers
24 triggered and
transactional
programs in place,
~50 unique
automated
mailings/day
Order Shipment
Confirmation
Order Delivered
Confirmation
Delivery
Confirmation
Password Recovery
Order Reminder
Abandoned Cart
SmartPaks Up-sell
Post Purchase
Review
Consumable
Replenishment
Credit Card Failure
Notification
SmartPaks Cancel
Confirmation
Browse Behavior
Returns Notification
ColiCare
+ 8 More
25. Browse / Process Abandonment:
Expressing Interest
Sent
Delivered
Opened
Clicked
Product Views
Cart Additions
Checkouts
Orders
Revenue
Units
28. 1 day
1. Wizard
Overview
Try
wizard
1 day
2. Started
Wizard
3. Completed
Wizard
3 days
Almost
Done…
1 day
It will
help
you
3 days
Wizard
Results
1 day
4. Add to
Cart
Marketing
Automation
Why you
should
5. Placed
Order
3 days
Did you
forget
Thank You
Custom
for you
x days
x days
….
….
29. SmartPak Email Program
Email Volume
Promotional
88%
•
~2MM+ emails sent, per
month
•
Email generates 30% of all
online marketing revenue
Transact. &
Triggered
12%
•
Healthy transactional and
triggered email program
drives high return
Email Revenue
Promotional
70%
4 years ago = 2% volume / 1% revenue
Today Volume = 6X; Revenue = 30X
Transact. &
Triggered
30%
33. Demonstrate the ROI
Expecting ROI Positive in year 1!
Year 1
Sales from Triggered Emails
Cost
(ESP, Analytics Integration, etc.)
ROI
Year 2
Year 3
$500,000
$750,000
$1,000,000
$50,000
$55,000
$55,000
$10
$14
$18