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Driving Conversions in a Multi-Channel World: Jordan Cohen

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Driving Conversions in a Multi-Channel World: Jordan Cohen

  1. 1. Driving Conversions ina Multichannel World Jordan Cohen VP of Business Development Pontiflex, Inc. 45 Main St., #1101, Brooklyn, NY 11201 800.420.6086 jordan@pontiflex.com www.pontiflex.com @jcohen808 @pontiflex
  2. 2. Conversion
  3. 3. No silly, I mean this kind
  4. 4. “The State ofthe IntegratedMarketingUnion”
  5. 5. Marketing Used to Be So Simple
  6. 6. But Not Anymore
  7. 7. The Challenge How do you get people to LOVE YOUR MARKETING in the age ofDigital Attention Deficit Disorder?
  8. 8. Your Customers’ Favorite Platforms
  9. 9. Email Remains King
  10. 10. Your Favorite Marketing Channels Marketing Channels Deployed Email Marketing 77% Print Direct Marketing 69% Social Marketing 65% Online Display Ads 63% Field or Event Marketing 56% Paid Search Marketing 50% Online Video, e.g. YouTube 44% Location Based Marketing 42% Loyalty Programs 42% Mobile Marketing 38%Digital Mobile Apps (iPad, etc.) 33% Catalogs 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Question Asked: Which marketing channels do you actively market in? (select all) Source: The Relevancy Group Executive Survey, n=368 5/11, United States Only
  11. 11. Integration a Top Priority Top Marketing Priorities) Improving segmentation and targeting 35% Integrating into social channels, leveraging social data 30% Increase relevancy via dynamic content 20%Centralizing our customer data and making it actionable 19% Improving response attribution 18% Greater use of testing in order to optimize our mailings 17% Hire more staff 17% Holistic reporting dashboard inclusive of all channels 17% Centralizing cross-channel marketing to one system 15% Centralizing marketing applications into one suite 9% 0% 10% 20% 30% 40% Question Asked: What are your three top priorities for improving your marketing programs this year? (select top three) Selected Responses Source: The Relevancy Group Executive Survey, n=368 5/11, United States Only
  12. 12. Lots of Room for Improvement Top Five Most Common Customer Segmentation/Targeting Attributes By Marketers Demographics 61% 48% 51% 2011 Geographics 45% 2010 Satisfaction survey data 42% 36% Email Click-throughs 42% 38%Customer profitability/LTV 39% 27% 0% 10% 20% 30% 40% 50% 60% 70% Question Asked: Which of the following customer data attributes has your company used to segment audiences for marketing campaigns within the last six months? (select all) Source: The Relevancy Group Executive Survey, n=368 5/11, n=674 4/10 US Only
  13. 13. “From HelloThe Eternity” to State ofthe IntegratedMarketingUnion
  14. 14. Welcome to Fun• Promote sales• Promote community• Promote contests• Promote preference center• Promote special content• Promote FB and Twitter• Introduce persona/voice!!
  15. 15. Welcome Post Offline Signup• Immediate discount• Redeem coupon across multiple channels• Introduce website features• Introduce branding and voice• Mobile friendly
  16. 16. Getting to Know You
  17. 17. Getting to Know All About You
  18. 18. Getting to Like You
  19. 19. Getting to Kiss You
  20. 20. Getting to Hope You Like Me• Subject 1: Friends with Benefits - Fan Us on Facebook & Save• Subject 2: 20% Off When You Like Us – Offer Expires Tomorrow Night• Targeted to active customers• 25% increase in fanbase per send 20
  21. 21. Social Promo on Website• FB promotional banners on Men’s and Women’s stores, highly trafficked product pages and order confirmation pages 21
  22. 22. Instant Redemption 22
  23. 23. Now You’ve Got ‘Em on Social
  24. 24. Don’t Forget Print (Say What?)• Included in all packages• Promotes email sign- up as well as Facebook and Twitter
  25. 25. “Best in Show”
  26. 26. Was checking out what’s up in Florida this week, when suddenly…This happened
  27. 27. Email-Display: How it Works 2 Prospect receives dynamic Clicked, but didn’t buy Non-Openers Opened, but didn’t click email from marketer1 3 Marketer creates a Personalized ads are targeted email dependent on prospect’s campaign email action and data Source: Experian CheetahMail *Note: Target brand is only being used for demonstration purposes
  28. 28. Our Customers Have iPhones?
  29. 29. Yes, Our Customers Have iPhones
  30. 30. Social Buzz in Email Subject Lines
  31. 31. Social Buzz in Email Content 30% Increase in Orders and Sales Source: Silverpop
  32. 32. Create Urgency
  33. 33. Event-Based Urgency
  34. 34. BE SOMEBODY
  35. 35. Thank YouEEC ’12 attendees-only special offer! Contact me for details Jordan Cohen VP of Business Development jordan@pontiflex.com 718.971.5090

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