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
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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
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24. living stories
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25. from silos to simpatico
Source: Forrester, 2011
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26. new tricks for old dogs
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27. reshaping aribution
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28. multichannel consistency pays
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29. geo targeting/mobile advertising
Sources: 500Hats,
Business Insider,
Wall Street Journal,
Crunchbase
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30. twitter
FourSquare
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31. social customers are likely your best
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32. forward looking marketing

33. mobile advertising
Source: Nielsen
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34. predictive offers
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35. unified channels that tell a story
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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