This document discusses the future of marketing across digital and traditional channels. It argues that while digital channels like social media and mobile are growing, traditional channels still play an important role. The key is using data to deliver unified, personalized messaging across all channels. Effective multichannel marketing focuses on active customer relationships and telling stories through connected digital and traditional touchpoints.

1. speaking today
•
Margaret Hynes – Director, Platinum Card, American Express
•
Mark Yesayian – President, SolutionSet Relationship Marketing Group
•
1

2. is digital really the future?
3 october 2011

3. is digital really the future?
yes,
•
but data is the driver
3

4. Reading the Writing on the Envelope
Oct 1, 2011 –
Randall Stross
4

5. channel expansion
1990 2011
• Newspapers • Newspapers • Viral video
• Magazines • Magazines • SEO/SEM
• Collateral • Broadcast TV • Collateral &
• PR • Cable TV downloadable assets
• Broadcast TV • Satellite TV (white papers,
• Cable TV • Radio eBooks)
• Radio • Satellite radio • Mobile
• Billboards • Billboards • Gaming
• Events • Events • Podcasts
• Webinars • Short msg. svc. (SMS)
• PR • Instant messaging
• Email (IM)
• Banners • Social media
• PPC/Adwords • Blogs
• Streaming video • AR
5

6. technology will continue to drive fragmentation
6

7. the future: multichannel unified by data
1990 2011
• Newspapers • Newspapers • Viral video
• Magazines • Magazines • SEO/SEM
• Collateral • Broadcast TV • Collateral &
• PR • Cable TV downloadable assets
• Broadcast TV • Satellite TV (white papers,
• Cable TV • Radio eBooks)
• Radio • Satellite radio • Mobile
•
•
Billboards
Events
•
•
•
Billboards
Events
Webinars
DATA
• Gaming
• Podcasts
• Short msg. svc. (SMS)
• PR • Instant messaging
• Email (IM)
• Banners • Social media
• PPC/Adwords • Blogs
• Streaming video • AR
7

8. Data is the new oil. [It] is just like crude.
It’s valuable, but if unrefined it cannot
really be used. It has to be changed into
gas, plastic, chemicals, etc to create a
valuable entity that drives profitable
activity; so must data be broken down,
analyzed for it to have value.
Clive Humby in comments during
ANA Senior Marketer s Summit
8

9. activating data: marketer's new obsession
9

10. lacking vision and strategy
10

11. yes, digital is rising…
Interactive channel spend has been rising for some time
11

12. …but consumers expect more
Be in the channel I want, and be consistent
12

13. explore the power of The Platinum Card
Broadscale
• TV/OOH
Advertising • Print
+
• PR
• Online/Video Targeted
Digital • Mobile
• Social
+
• Direct Mail
Traditional • Phone Segmented
• Other Print
13

14. Explore the Power of your Platinum Card: Broadscale Website
3-Oct-11 AXP Internal14

15. Explore the Power of the Platinum Card: Personalized &
Targeted DM
3-Oct-11 AXP Internal15

16. Explore the Power of your Platinum Card: Segmented
Email
3-Oct-11 AXP Internal16

17. personalization with data maers
17

18. digital continues to get more sophisticated
18

19. but 'traditional' channels still play a large role
• 57% of marketers measure results for each channel
• Only 28% measure the influence of one interactive
channel on another
• Direct mail is still effective, with an ROI of $12.53 for every
dollar invested
• Direct mail spending is projected to grow 5.8% percent to
$47.8 billion this year, driven by acquisition mail increases
Sources: Experian, US Postal Service, DMA
19

20. what are we striving for?
the new marketing mission

21. marketer's top priorities
21

22. marketing best practices
for a new world order

23. shiing from push to participation
23

24. living stories
24

25. from silos to simpatico
Source: Forrester, 2011
25

26. new tricks for old dogs
26

27. reshaping aribution
27

28. multichannel consistency pays
28

29. geo targeting/mobile advertising
Sources: 500Hats,
Business Insider,
Wall Street Journal,
Crunchbase
29

30. twitter
FourSquare
30

31. social customers are likely your best
31

32. forward looking marketing

33. mobile advertising
Source: Nielsen
33

34. predictive offers
34

35. unified channels that tell a story
35

36. stories that tell themselves
A few days later:
We really do hope these help in some
small way! Good luck with the surgery
and have a speedy recovery,
All the best,
@cherrygarcia (Jay)
36

37. the future?

38. data linked, digitally enabled:
our destination is unified
multichannel marketing
• No channel stands alone
• All channels link to data
• Every contact drives active relationships
38

39. thank you
•
Margaret Hynes – Director Platinum Card Marketing, American Express
•
• Mark Yesayian – President, SolutionSet Relationship Marketing Group
mark.yesayian@solutionset.com
39