This document discusses how mobile search marketing can be used to drive customer acquisition and engagement for an automotive glass repair company. It provides examples of how geo-targeting, device targeting, and international targeting can be implemented in mobile search campaigns to improve performance metrics like click-through rate and cost per click. International sales represented over 28% of the company's revenue, demonstrating the ability of mobile search to reach customers globally.
More than 70% of B2B purchase cycles are self-directed, trust-based, social — and invisible to vendors and suppliers. Buyers place more importance on the lifetime experience than the purchase, and they expect to realize value long before they purchase your solution. These days, it’s about the journey, not the ultimate purchase.
So how do you reach these 70% to influence their buying decisions – when they haven’t visited your site yet?
On December 6, 2011, Optify and Search Marketing hosted a free webcast on how to market along the buyer’s journey. The live webcast was led by Erez Barak, VP of Products and co-founder at Optify, and Christine Crandell, President of New Business Strategies, a marketing strategy consulting firm. Following the presentation, the speakers participated in a Q&A session gathered from the webinar attendees.
Watch the webcast to learn:
How to identify the stages of the Buyer’s Journey
How to align marketing and sales to the Buyer’s Journey
Why companies can accelerate their revenue cycle with this approach
The full recording and Q&A are available here -http://www.optify.net/webinars/marketing-along-the-buyers-journey/?preview=true&preview_id=28240&preview_nonce=07821c66ee
Engaging connected shoppers armed with virtually unlimited technology requires updated loyalty practices that reflect individual preferences, affinities, and interactions. This presentation discusses the state of loyalty today as well as tips for developing programs that lead to loyalty-building engagement.
Make every customer conversation count: Power your 21st Century Sales Warrior to make an impact in every deal - with easy collaboration, agility and meaningful insight
The customer-centric theory may, at first blush, seem a backwards approach to profitability. The focus is not on the customer's wallet, but the customer himself. Learn how successful businesses have increased share of wallet and generated fiscal growth by putting the individual customer's needs before the company's.
More CRM and Loyalty Marketing Resources
Loyalty Blog: http://www.customerinsightgroup.com/loyaltyblog/
eBooks: http://www.customerinsightgroup.com/white-papers
Loyalty Workshops: http://www.customerinsightgroup.com/custom-loyalty-workshops
Systematic New Loyalty Program Development: http://www.customerinsightgroup.com/systematic-new-loyalty-program
Pinterest: http://pinterest.com/engagekeepgrow/
Who is Customer Insight Group?
Customer Insight Group, Inc. leads the way in the evolution of how companies engage their customers, positively motivate them and earn their long-term loyalty. Our extensive client work is testimony to our depth of knowledge and ability to apply strategic insight and solutions to a wide variety of business objectives. Our team’s client experience includes: NHFA, Thomasville Furniture, The Maxim Group Carpet Franchise, Ashro, A&P, The Bon Ton, Crate & Barrel, Dick’s Sporting Goods, Edwin Watts Golf, GE Consumer Finance, Monroe and Main, Swiss Colony, Midnight Velvet, MySwingle.com, The Great Indoors, G.H. Bass, Golf Galaxy, Helzberg Diamonds, HSBC, Kohl’s, La-z-boy Furniture Franchise, MCI, Payless ShoeSource, Pier 1 Imports, Petco, Proflowers.com, Regis University, Ruby Tuesday, S&K Menswear, Sierra Trading Post, Stein Mart, Tommy Hilfiger, Ulta, as well as various other leading companies.
More than 70% of B2B purchase cycles are self-directed, trust-based, social — and invisible to vendors and suppliers. Buyers place more importance on the lifetime experience than the purchase, and they expect to realize value long before they purchase your solution. These days, it’s about the journey, not the ultimate purchase.
So how do you reach these 70% to influence their buying decisions – when they haven’t visited your site yet?
On December 6, 2011, Optify and Search Marketing hosted a free webcast on how to market along the buyer’s journey. The live webcast was led by Erez Barak, VP of Products and co-founder at Optify, and Christine Crandell, President of New Business Strategies, a marketing strategy consulting firm. Following the presentation, the speakers participated in a Q&A session gathered from the webinar attendees.
Watch the webcast to learn:
How to identify the stages of the Buyer’s Journey
How to align marketing and sales to the Buyer’s Journey
Why companies can accelerate their revenue cycle with this approach
The full recording and Q&A are available here -http://www.optify.net/webinars/marketing-along-the-buyers-journey/?preview=true&preview_id=28240&preview_nonce=07821c66ee
Engaging connected shoppers armed with virtually unlimited technology requires updated loyalty practices that reflect individual preferences, affinities, and interactions. This presentation discusses the state of loyalty today as well as tips for developing programs that lead to loyalty-building engagement.
Make every customer conversation count: Power your 21st Century Sales Warrior to make an impact in every deal - with easy collaboration, agility and meaningful insight
The customer-centric theory may, at first blush, seem a backwards approach to profitability. The focus is not on the customer's wallet, but the customer himself. Learn how successful businesses have increased share of wallet and generated fiscal growth by putting the individual customer's needs before the company's.
More CRM and Loyalty Marketing Resources
Loyalty Blog: http://www.customerinsightgroup.com/loyaltyblog/
eBooks: http://www.customerinsightgroup.com/white-papers
Loyalty Workshops: http://www.customerinsightgroup.com/custom-loyalty-workshops
Systematic New Loyalty Program Development: http://www.customerinsightgroup.com/systematic-new-loyalty-program
Pinterest: http://pinterest.com/engagekeepgrow/
Who is Customer Insight Group?
Customer Insight Group, Inc. leads the way in the evolution of how companies engage their customers, positively motivate them and earn their long-term loyalty. Our extensive client work is testimony to our depth of knowledge and ability to apply strategic insight and solutions to a wide variety of business objectives. Our team’s client experience includes: NHFA, Thomasville Furniture, The Maxim Group Carpet Franchise, Ashro, A&P, The Bon Ton, Crate & Barrel, Dick’s Sporting Goods, Edwin Watts Golf, GE Consumer Finance, Monroe and Main, Swiss Colony, Midnight Velvet, MySwingle.com, The Great Indoors, G.H. Bass, Golf Galaxy, Helzberg Diamonds, HSBC, Kohl’s, La-z-boy Furniture Franchise, MCI, Payless ShoeSource, Pier 1 Imports, Petco, Proflowers.com, Regis University, Ruby Tuesday, S&K Menswear, Sierra Trading Post, Stein Mart, Tommy Hilfiger, Ulta, as well as various other leading companies.
Inactive Email Subscribers: Tips for Taming the Beast
Inactive email customers and subscribers are potentially the largest pain in the posterior of many digital marketers today. However your organization defines "inactives," they often can comprise one-third to one-half of your database. These unengaged subscribers are costing you significant resources: money, time, potentially inbox deliverability and, most importantly, revenue.
In this Webinar, Carey Marston, email marketing manager with SmartPak, presents a case study on how they've attacked the non-engaged challenge' and Silverpop's vice president of industry relations Loren McDonald covers several aspects and ideas for dealing with the inactivity beast, including:
Defining what is an "inactive"
Determining root causes of non-engagement
Steps to minimize inactivity
"Activating" never-engaged subscribers earlier in the process
Segmenting types of inactives
Reactivation tactics and programs
When/whether to suppress inactives
About airline companies & a new research space.
InSites Consulting @ Relationship Marketing congres (Stichting Marketing)
http://www.insites.be/
http://www.relationshipmarketing.be
http://www.stichtingmarketing.be
Indirect Channel Incentives and Loyalty ProgramsRelayware, Inc.
Spiff programs, tactical incentives, points-for-prizes, cash cards, rebates and discounts – the methods adopted to incentivize indirect channels to sell more are numerous and yet most simply reward companies and individuals for making sales that would have happened anyway. Building loyalty and providing incentives to reward positive behavior is both an art form and a science. This enlightening whitepaper uncovers best practices used by some of the most successful channel marketers and challenges us to consider whether simply being a pleasure to do business with might be incentive enough for our indirect channels.
Interactive Marketing – Being Relevant to your CustomerIBM Sverige
How can you be relevant to each an every customer and prospect and respond to their needs in today's multi-channel world? We explore how leading brands across Europe are delivering this highly personalised experience to drive revenues, profits and greater customer experience.
Vladimir Mosewicz, EMM Subject Matter Expert, IBM Europe
Intelligent retail business transformationKelvin Tai
“In the world of excess supply of goods, the customer has too much choice to choose from when they want to buy. Whether shopping for daily necessities or for fashion clothing, today’s empowered consumers are looking for clear and compelling differences among retailers. This challenges Retailer to develop a clear and compelling Branding Image and needs some measurable marketing tool to convert the store traffic into sales as well as they are able to proactively targeting their customer wants and needs to attract the return revisit.
Retailer should learn from Retail Bank which have started to build their “Card” system as their core competence from 80’s century. Prepaid Card solution would be the same “Card” weapons which are for Retailer to leverage. This book is to discuss why and how Retailer should use different type of prepaid card for different business needs.
Aquent/AMA Webcast: Priming the Pump: Driving Loyalty with Targeting and Posi...Aquent
It’s no secret that in many categories brand loyalty is declining faster than the price of Facebook’s stock. Kevin Clancy believes poor targeting and a lack of consistent, compelling positioning are major reasons so many companies struggle with connecting customers to their brand.
In this webcast, Kevin will outline a process that considers profit-related criteria such as retention potential, level of satisfaction with current brand, likelihood to try or usage of a competitor’s brand, and problem potential when assessing the value of current and prospective customers. He will also explain the relationship between the magnitude of the problem a brand solves for a customer and market response in the form of sales and advocacy.
Loyalty is more than just a program it is becoming a vehicle for brand philosophy. The new breed of successful loyalty programs go beyond perks to build impactful emotional connections with customers. Unparalleled customer loyalty begins and ends with the quality of your relationships with customers.
Inactive Email Subscribers: Tips for Taming the Beast
Inactive email customers and subscribers are potentially the largest pain in the posterior of many digital marketers today. However your organization defines "inactives," they often can comprise one-third to one-half of your database. These unengaged subscribers are costing you significant resources: money, time, potentially inbox deliverability and, most importantly, revenue.
In this Webinar, Carey Marston, email marketing manager with SmartPak, presents a case study on how they've attacked the non-engaged challenge' and Silverpop's vice president of industry relations Loren McDonald covers several aspects and ideas for dealing with the inactivity beast, including:
Defining what is an "inactive"
Determining root causes of non-engagement
Steps to minimize inactivity
"Activating" never-engaged subscribers earlier in the process
Segmenting types of inactives
Reactivation tactics and programs
When/whether to suppress inactives
About airline companies & a new research space.
InSites Consulting @ Relationship Marketing congres (Stichting Marketing)
http://www.insites.be/
http://www.relationshipmarketing.be
http://www.stichtingmarketing.be
Indirect Channel Incentives and Loyalty ProgramsRelayware, Inc.
Spiff programs, tactical incentives, points-for-prizes, cash cards, rebates and discounts – the methods adopted to incentivize indirect channels to sell more are numerous and yet most simply reward companies and individuals for making sales that would have happened anyway. Building loyalty and providing incentives to reward positive behavior is both an art form and a science. This enlightening whitepaper uncovers best practices used by some of the most successful channel marketers and challenges us to consider whether simply being a pleasure to do business with might be incentive enough for our indirect channels.
Interactive Marketing – Being Relevant to your CustomerIBM Sverige
How can you be relevant to each an every customer and prospect and respond to their needs in today's multi-channel world? We explore how leading brands across Europe are delivering this highly personalised experience to drive revenues, profits and greater customer experience.
Vladimir Mosewicz, EMM Subject Matter Expert, IBM Europe
Intelligent retail business transformationKelvin Tai
“In the world of excess supply of goods, the customer has too much choice to choose from when they want to buy. Whether shopping for daily necessities or for fashion clothing, today’s empowered consumers are looking for clear and compelling differences among retailers. This challenges Retailer to develop a clear and compelling Branding Image and needs some measurable marketing tool to convert the store traffic into sales as well as they are able to proactively targeting their customer wants and needs to attract the return revisit.
Retailer should learn from Retail Bank which have started to build their “Card” system as their core competence from 80’s century. Prepaid Card solution would be the same “Card” weapons which are for Retailer to leverage. This book is to discuss why and how Retailer should use different type of prepaid card for different business needs.
Aquent/AMA Webcast: Priming the Pump: Driving Loyalty with Targeting and Posi...Aquent
It’s no secret that in many categories brand loyalty is declining faster than the price of Facebook’s stock. Kevin Clancy believes poor targeting and a lack of consistent, compelling positioning are major reasons so many companies struggle with connecting customers to their brand.
In this webcast, Kevin will outline a process that considers profit-related criteria such as retention potential, level of satisfaction with current brand, likelihood to try or usage of a competitor’s brand, and problem potential when assessing the value of current and prospective customers. He will also explain the relationship between the magnitude of the problem a brand solves for a customer and market response in the form of sales and advocacy.
Loyalty is more than just a program it is becoming a vehicle for brand philosophy. The new breed of successful loyalty programs go beyond perks to build impactful emotional connections with customers. Unparalleled customer loyalty begins and ends with the quality of your relationships with customers.
The Truth Will Out: Disproving Common Misconceptions In Affiliate Marketingauexpo Conference
Voucher code affiliates steal sales from other affiliates and 'last click wins' is an outdated and unfair reward mechanism for affiliates.
Affiliate Marketing is full of these and other assumptions yet rarely has any in depth research been carried out to show whether these accepted truths are actually the case.
Having trawled the Affiliate Window database, chopping, splicing and scrutinising the reams of information available, Affiliate Window presents our findings on some generally accepted affiliate marketing assumptions and asks whether it's time to revise some of these commonly held beliefs.
Using actual merchant examples to illustrate how different variables can impact the performance of your programme such as what effect introducing vouchers, paid search activity and cashback sites can have on your campaign or whether rewarding all affiliates involved in a sale rather than just the last referrer is a fair and viable alternative, Affiliate Window will be offering some key considerations for merchants looking to take their programmes to the next level.
Aimed at affiliate managers and merchants who are looking to understand the value of their affiliate traffic within the wider online mix AffiliateWindow will aim to provide plenty of food for thought.
Beyond Link Bait: Getting Authoritative Mentions Online - Lisa Myersauexpo Conference
Part 3 of 3. Link building is crucial, but link-bait tactics that worked this year may not be as effective next year. This panel session includes 3 diverse presentations outlining the many facets of link building and analysis which focuses on the underlying quality as well as ingenuity needed to get other websites to link to you early and often. It will also explain how you should approach journalists, bloggers and other authoritative sources to enhance your company's online reputation, whether or not you get links.
Only 4.6% of Marketers can Spot a Winning Landing Page – Can You?auexpo Conference
We asked 452 online marketers to have a go at guessing the best performing content from four options and only 21 got it right. Using case studies with our clients including LoopyLove, Alpharooms and National Express, we will show how the content on landing pages will make or break site performance and EPC (earnings per click) and share effective scientific strategies for improving them including multivariate testing and segment targeting.
This three part series provides a complete overview of End-to-End Customer Engagement and reveals the proven best-practices of In-Store Clienteling; Multi-Channel Campaign Management and Analytics; Ecommerce and Consumer-Facing Digital Technologies.
PART 1: In-Store Clienteling
The panel of industry experts offer an informative, in-depth look at In-Store Clienteling including:
• Clienteling defined: the trends and technologies of In-Store Clienteling
• Managing the shift in the retailer-customer relationship
• Culture change: techniques for creating a Clienteling culture
• Implementation: best-practices in capturing, converting and keeping customers
• Calculating the ROI: real-world examples
• Clienteling outlook: what the future has in store
How to Audit Your Loyalty Marketing StrategiesSallie Burnett
Consumers have so many choices in the world and generally edit their possibilities and maintain their own manageable menu of brands they trust. These brands are said to be in the “inner circle”. The inner circle is like your favorites or bookmark list on your computer. In our age of information and global competition, companies are looking to loyalty programs to put themselves in the customer’s inner circle.
So how can you strengthen the customer’s connection with the brand and putt you in the customers inner circle of favorite brands? Find out in this new complimentary white paper by Customer Insight Group, Inc.
Personalisation: Separating the good and the great (from the downright damagi...Pure360
What seperates good personalisation from great personalisation? This talk reveals all.
Learn from real-life examples of great personalisation and discover what happens when it goes horribly wrong.
Presenter: Chantelle Knoetz, Key Account Director, Pure360
Event: eCommerce Expo 2018
Communications Service Providers (CSPs) live in a world where penetration rates are over 100 percent in most markets and consumers have multiple different — yet relatively similar — choices.
As CSPs strive to retain customers, they are finding that traditional marketing techniques no longer generate sufficient returns. Instead, they are turning to the concept of Customer Value Management with one-to-one personalization as a way to generate more value from their existing subscriber base.
This article discusses the importance of understanding Customer Value Management and offers five key recommendations to improve customer interactions and deliver value back to the business.
These insights are based on a podcast discussion among Jeriad Zoghby of Accenture Interactive, Dr. Rob Walker and Tom Erskine of Pegasystems.
Learn more: http://www.pega.com/solutions/by-industry/communications-and-media
With more than 45% of all customers accessing product information via web sites, mobile devices and social channels before ever entering a store, the role of the merchant must continue to evolve.
More than ever before, merchants must strive to reach shoppers on a personal level and customize the shopping experience within all shopping channels. Today’s high performance retailing solutions provide critical answers that will guide retailers towards profitable encounters with each shopper.
How B2B buying and selling will change in 2020Shruti Kapoor
In this eBook, we have tried to answer questions like...
What are some of the new obstacles faced by other sales teams especially after the pandemic and what can you learn from it?
How has the buying process changed in light of COVID-19?
How can sales teams continue to have meaningful conversations?
Is it ok to be cold-calling or emailing prospects right now?
What type of messaging should be used in cold outreach to build relationships without pissing off your prospects?
What can sales, success & marketing teams do together in this time?
With layoffs dominating your team’s LI feed, how do you continue to motivate your sales reps?
The customers overall commitment to the brand or service, in part because of an emotional attachment to that relationship, and the consistency of the brand that ensures an elite level of trust between the brand and the consumer.
Email marketing - Build loyalty and level up slidesLaura Thwaites
Join us for a special masterclass on how to boost customer loyalty in your email campaigns. We'll be joined by email marketing legend Kath Pay, Founder and CEO of Holistic Email Marketing. Kath lives and breathes email marketing and is recognized as an international email marketing thought leader. This is one session not to miss!
2014 Customer Loyalty ASEAN Conference: Lassu (lassuloyalty.com)Jim D Griffin
Jim Griffin discusses three levels of maturity in customer loyalty marketing. He then presents the results of a cross-sectional household survey in the Philippines, concluding with two case studies that illustrate customer loyalty marketing at a cross-roads between mediocrity and excellence. Jim is the founder of Lassu (lassuloyalty.com). He has helped dozens of clients and programs across multiple verticals, including healthcare, travel, retail, telecommunications, banking and business-to-business.
Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...Dr. Vinod Kumar Kanvaria
Exploiting Artificial Intelligence for Empowering Researchers and Faculty,
International FDP on Fundamentals of Research in Social Sciences
at Integral University, Lucknow, 06.06.2024
By Dr. Vinod Kumar Kanvaria
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
2. The Session
Together we can make the numbers work harder
Who – 2 very different Publishers & 1 very active client
Why – everyone uses data differently, we want to showcase and discuss this with you
A couple of points from my side:
– Everyone‟s place in the relationship is valid
– Growth will come from increased spend, as well as innovation
Kundenlogo
3. Please tweet any questions...
If you’re shy then we have a session specific hashtag
Kundenlogo
5. The Educated Consumer
Seamlessly connected Increasingly switchers
Motivated by discounts Immune to advertising
Motivated by convenience Trained to be disloyal
minority mainstream
vanguard
6. The Demanding Consumer
Perception Outcome
Perceived Customer
The brand thinks I‟m low value I‟ll switch for the right offer
Value
I‟ll wait for a deal – or an even
Priority The brand often discounts
better deal
Perceived Brand
Promises / Reality rarely mesh I‟ll believe it when / if I see it
Values
Information I don‟t trust the brand I can trust my friends
“
80% of CEOs believe their brand provides a superior
customer experience… 8% of their customers agree
85% of consumers say that customer experience is critical
to their decision to re-purchase
”
10% of customers directly influence the purchasing
decisions of the remaining 90%
Sources: Bain & Company, Gartner
7. The Demanding Consumer
They’re not going to become any less aware
They’re going to share more
They’re extremely demanding
8. Can Affiliates Answer The New Consumer?
Impersonal Benefits in exchange for registration &
behavioral data
No direct allegiance to any one brand
Operate for the benefit of consumers
Secure the best deals for their customers
Available to everyone and anyone
Not personal, overtly general
Successful, but how to grow without giving away more?
9. But the model is constantly challenged
Eroding traditional brand USPs?
Training consumers to expect greater and greater discounts
Making all discounts available to everyone
Limits incremental benefits
Eroding margin
10. The New / Old Model - Loyalty
Loy·al·ty (loil-t) n. pl.
loy·al·ties
The exchange of targeted
benefits in return for incremental
spend and customer level data.
11. The New / Old Model - Loyalty
Understanding LTV Allocate incentive spend
Customer data
+ insight Know your customer Targeting & response
Limit bottom line erosion with better targeting
Maximise ROI and reduce costs with soft / status benefits
Get the right message to the right customer at the right time
Drive engagement & interaction to bring customers closer to purchase
Drive improved financial performance
Data is the foundation to building this capability
12. From CPA to CPVA
CPA is great but there is usually only one “action” for all customers. As a result
incrementality is affected or limited to new customers
Lessons from loyalty can positively influence merchant campaigns delivered
through affiliate sites
Move from Cost Per Action to Cost Per Variable Action
Focus beyond acquisition objectives
Sophisticated targeting of the right customers based on driving incremental
performance
Shared insight to create variable offers targeted at the right customers
More demonstrable ROI.
13. Loyalty Capability in the Affiliate World
Affiliate sites already have the data and many of the core building blocks that
retailers spend millions of pounds on to be able to apply a loyalty model
Programme
Enrollment
Partner Service
Management Development
Single Customer Customer
Customer View Comms Services
Rewards Customer Content Analysis
Engine Database Management Database
Customers Transactions Channels Merchants
14. Loyalty Capability in the Affiliate World
We can do more to inspire customer performance with other rewards and benefits
I get it early
Soft Benefits I have a higher
status
Customer Rewards
I‟m recognized for
my actions
I can talk to
somebody instantly
I don‟t have to
queue
Hard Benefits
So is everybody
I‟m getting a
discount
Its especially for
me
15. Summing Up
• The affiliate marketing world is growing
• Blanket discounting makes it impossible to continue to delight customers as the
masses understand the market
Techniques from customer loyalty can create a more sustainable model
Create sophisticated campaigns that are:
• Targeted at the right customer at the right time
• Cost effective, demonstrating incremental benefit
• High performing with targeted offers
• Measurable
We have the foundations. Lets start building on them.
16. Together we can make the numbers work harder
Search Marketing
Angela Greenwood
Director of Account Management
angela@found.co.uk
18. Autoglass® mobile campaign
• Mobile click-to-call campaign with optimised landing
pages
• Full visibility of keyword type which triggered a call
• Customised phone number from ad to landing page
19. Geo-targeting
• Location-based landing pages enable geo-targeted ads
• Search for „Autoglass Reading‟ or „Windscreen Chip
Repair Reading‟ delivers relevant customer experience
and quick conversion
20. Device type targeting
• Click tracking by phone enables optimisation by device
type
• Improved CTR via segmentation by device enables
improved ad rankings and reduced CPCs, and therefore
reinvestment into broader keyword coverage
Jan-Sep 2011
19%
7% Android
Blackberry
iPad
6%
iPhone
68%
23. Set ads to display globally
Jan-Sep 2011 28.55% of revenue
is generated from
0.58% 1.07% outside the UK
0.41% 1.23%
3.65%
4.71%
5.17%
Australia, NZ & Pacific
11.73% Other
Eastern Europe
US & Canada
Asia
Southern Europe
Middle East
Northern Europe
71.45%
United Kingdom
24. Separate largest segments by
country
Northern Europe
13% 2% 5%
12% Austria
7% Belgium
4% Denmark
7% Finland
France
Germany
9%
Norway
8% Ireland
Sweden
Switzerland
8%
Netherlands
25%
32. Leveraging search learnings
• Google sales data
shows when users are
converting during the
day.
• Peaks early
morning, lunch time and
in the evening.
33. Search & Social Integration
Search to Social
• Creative messaging
tested in Google likely 100%
to work on Facebook Ads
80% 42% 32%
55%
• Geo-targeting data 60%
Social to Search 40%
45% 58% 68%
20%
• FB Responder profiles
search keywords 0%
% of
• Demographics from Impressions % of Clickers
% Sales
Facebook MSN ad
center, Google display F M
network
34. Results
PPC Learnings Facebook Learnings
• Boosted Facebook CTR • Demographics set
by 105% improved Google Display
campaign ROI by 115%
• Dropped FB CPC by 50%
• Geographic set
• Improved FB CR% by boosted PPC CR% but
30% CTR not affected
36. Setting the scene
• Simply put, we do spend too much time producing data and
not harnessing its potential
• This isn‟t limited to marketing functions either
• You can see from what has just been presented, affiliates are
progressive & agile as their businesses rely on our
businesses
• The consumer is starting to be shared between the brand and
affiliate
37. Data has value if the house is in order
• We can drill down into granular detail about every item bought on
the website!
• How, were, when, new customer, old customer, visited the site
before, how many times they have been before a purchase was
made… the list goes on
• Our internal tracking tools are closely linked to those available on
our affiliate networks
• Enables Matalan to make decisions in terms of investing in our
affiliate programme at specific times of the year. This investment
goes right down to investment on a week to week basis
38. Customer Value
• The data our affiliate programme produces proves value
and shows the value of new customers after the initial
sale through the affiliate channel
• They are placed into our CRM activity and we can put a
£ value on that new customer gained through affiliates
for 6 months, 12 months, 18 etc…
39. Data‟s not all good
• On paper all the sales driven by affiliates look amazing, but
when you dive into the data and get granular, you find that
people who use affiliate sites love the bargains of bargains….
• Unfortunately this does have an impact on margin!
But....
• For Matalan, the affiliate channel brings something no other
marketing channel does better… incremental value!
• Winning the customer is key for our brand, not by any means
possible, but still ensuring profitability
40. Data & the budget
• I‟m being a revolutionary and using the data to secure more budget for
affiliates
• Stakeholders are able to physically see PPC adverts, search results, display
advertising etc…
• As a growing business we had a fair challenge in growing marketing
activities profitably
• So there was a little budget put aside to pay commissions, forget tenancy
agreements, increases in CPA etc… the budget did not match the ambition!
• Testing delivered data...and data enabled testing, the end result being a
focus on affiliates
• Once data has been produced…its quite simple you can‟t argue with the
numbers
All customer loyalty is data driven by definition as creating a unique customer id is at it’s core, without which you could never track LTV, ROI, maximum spend, performance etc…
Consumers are more educated when choosing which products and services to buyHistorical magazines would have been consultedThis info is now widely availableAs is info on where to find discounts
80% of CEO’s believe of believe their brand provides a superior customer experience… 8% of their customers agree 85% of consumers say that customer experience is critical to their decision to re-purchase10% of customers directly influence the purchasing decisions of the remaining 90%.Sources: Bain & Company, Gartner
80% of CEO’s believe of believe their brand provides a superior customer experience… 8% of their customers agree 85% of consumers say that customer experience is critical to their decision to re-purchase10% of customers directly influence the purchasing decisions of the remaining 90%.Sources: Bain & Company, Gartner
Discount card schemes in eastern europe give away anywhere between 12 and 18% margin annually as their schemes grow
18 of the top 20 global retailers have a loyalty scheme, imagine how much has been invested to get these schemes operational on the promise of incremental growth
Quality is criticalReward the behaviors you seek - I want new customers?Shop again soonSpend more each visitContinue to shop with my brand
Choose which customer to invest inInvolve merchants and networks in managing customer relationship
Branding for the SchemeCustomer TokenCustomer Service ChannelsCustomer Communication MediaLoyalty Partners (places to earn points)Reward OptionsNot only shopping online, but in stores and on the move with mobile apps and devices, getting a multi channel view of how customers consumeA unique customer identifierSingle customer view and an understanding of lifetime valueSophisticated communications channelsA simple and effective mechanism to deliver rewardsA view of customer activity across categoriesA representative understanding of share of wallet across merchantsA history of activity outside of click and purchase numbersA growing bank of lifestyle data.
Rewards need to be:AttainableDesirable or attractive enough not to be insultingAffordable enough to fulfil them A pilot carried out by Colloquy and a large US retailer showed that offering a combination of hard and soft rewards was essential to achieving a positive ROI. The rationale is that customers seek both rational rewards (“I know what this is worth”) and emotional rewards (“I am recognised for my loyalty”)Flexible rewards – not just hard discountsLeveraging customer status to drive performanceOffering core status based benefits to reduce churnOffering experiential benefits
Google Sales data shows when users are converting during the dayWe can see peaks are first thing in the morning, at lunch time, and in the evening.