High Performance Digital Marketing and Advertising
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Transcript of High Performance Digital Marketing and Advertising
High Performance Marketing & Advertising
Stan Rapp, EngaugeTim Suther, Acxiom
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First Decade 21st Century
• The DotCom Crisis
• 9/11 Terror Crisis
• War in Afghanistan Crisis
• Hurricane Katrina Crisis
• Housing Crisis
• Disappearing Arctic Ice Crisis
• Unemployment Crisis
… And 15 more months to go
• War in Iraq Crisis
• Health Care Crisis
• Marketing Crisis
The Time Is Now
“We need to reinvent the way we market to consumers”A.G.Lafley, Procter & Gamble CEO Chairman
Will they ever learn?
$2 trillion down the drain in the 20th century
Yes!!! TWO TRILLION DOLLARS
And it only gets worse in the 21st century
To paraphrase Mark Twain…
“Reports of the death of advertising-as-usual and the reinvention
of marketing have been greatly exaggerated.”
Until now. . .
Say hello to the e-conomy
Solution: Take ‘em by the hand and lead ‘em to a memorable interaction online.
Pouring more money into disruptive and disconnected “Nonvertising”
is a huge miss-take
The New Reality
Millions of us are playing, working,flirting and socializing online and
producing oceans of data . . .
The Great Disconnect
Email MarketingSearch Marketing
Friendship MarketingMobile Marketing
Interactive marketingDigital MarketingDirect Marketing
What the Book Reinvents
What was mistakenly seen as disparate disciplines are one and the same.
Optimizing each consumer engagement
Direct goes emotional with new iDTV Advertising
Media allocation for a mass networking era
Holding customers in the palm of your hand
Email Monetizer life support for customers
iBrands: the new face of the consumer
The new “Test. Test. Test.” mandate
What is iDirect Marketing?
iDirect is the future of marketing. It is the growth engine at the confluence
of Digital and Direct that enablescustomer engagement to drive a better ROI than ever before.
What iDirect marketers do
iDirect marketers go directly to like-mindedpeople with an awesome awareness of each person’s needs, lifestyle and behaviors.
They create online, on-going engagement thatspreads across the internet from person to personfor accountable, profitable outcomes.
The “i” is what now drives Direct
iDirect is interactive, information-driven, insightful, innovative, iterative, and
grounded in what the intersection of the internet and direct marketing practices make possible today as never before.
And now . . . over to Tim Suther for more on the Engauge and Acxiom vision of an iDirect marketing future
Thanks for being here today
The iDirect Revolution…continued
Tim SutherSVP, Multichannel Marketing [email protected]
http://www.linkedin.com/in/timsutherhttp://twitter.com/timsutherhttp://www.slideshare.net/TimSuther
Living next to the train tracks
$112 billion of advertising is wasted each year in the US alone
$4 trillion excess brand valuation
22% of Americans feel advertising is credible…compared to 45% for talk shows
42% of consumer media consumption is online
7% of disposable income is now saved – was 0%
1. Data is the new black
30% of customers deliver the majority of profits
50% Add nothing
20% Cost companies money
SAS
The Differentiated Value of Customers
Awareness
Shopping & Consideration
Purchase
Up/Cross-sell
1. Data is the new blackKnow the “who” when they’re “there”
2. Optimization hinges on a 360̊ view
• Explicit & inferred preferences
• Wants & needs
• Motivations & attitudes
• Social influence circle
• Cross-channel behaviorhttp://www.youtube.com/watch?v=9hq5jZrFTbE
Remember every interaction and learn
2. Optimization hinges on a 360̊ view
McKinsey/BAIcomScore
Display Viewthrough Effect
eHarmony/Dynamic Logic
The interrelated and overlapping effects of media
3. The confluence of insight & media
• With most media, you never know who you’re gonna get.– ~80% online ad spend delivered
to wrong audience. comScore 2009
• Knowing who determines:– How much to invest…if anything– What to say…without guessing
• The typical marketing problem:– Over-invest in low value
relationships– Under-invest in high value
relationships
3. The confluence of insight & media
Cadillac
AllstateHershey
American Express
PersonicX Consumer Segments PersonicX Consumer Segments
PersonicX Consumer Segments PersonicX Consumer Segments
UV
Inde
xU
V In
dex
UV
Inde
xU
V In
dex
Source: Acxiom comScore (July 2009)
A look at “who” at world class brands
MSN96 MM UV’s
AOL70 MM UV’s
eBay56 MM UV’s
Yahoo148 MM UV’s
PersonicX Consumer Segments PersonicX Consumer Segments
PersonicX Consumer Segments PersonicX Consumer Segments
UV
Inde
xU
V In
dex
UV
Inde
xU
V In
dex
Acxiom, comScore
…and at leading publishers3. The confluence of insight & media
4. It’s about accountability & execution
63% or 30%?CMOs ability to set v execute strategy
80% or 8%?A superior brand experience? CEOs view v their customers
4. It’s about accountability & execution
1. Identify customer value
2. Invest proportionally
3. Engage accordingly
4. Measure acquired customer value
So, now what?
“Run the picket fence!”
The Four Fundamentals…Summarized
• Data is the new black
• Optimization hinges on a 360̊ view
• Confluence of insight & media
• Accountability & execution
These are the lessons of direct marketingThese are the lessons of iDirect marketing
Hidden in plain sight
iDirect at work…
4x “orders per thousand”– Connecting print & digital
3x applications; 5x online revenue; same head count– Connecting call center & digital
2x online bookings– Connecting outbound & website
7.5x website spend– Connecting mobile & email
17x response– Connecting TV & offline
$200M revenue / $4.5MOpEx savings – Connecting call center & digital
$100M/yr EBIT impact– Multichannel connection
9-figure/yr revenue impact– Multichannel connection
“How & Why” “The Benefit”
1) Use Relevance-X Display to concentrate online ad spend and then follow with Relevance-X TV.
2) Use Relevance-X Social to recognize socially active customers & prospects and implement and track your direct social media marketing initiatives
3) Use Impact-X Mobile integrated with Impact-X Email for likely halo effect
4) Identify high-volume drivers of calls proactively deliver relevant content to address needs that would have solved the reason for those calls.
5) Impact-X allows you to follow the digital footprints to recalibrate your outbound marketing initiatives
6) Email a branded transcript back to site visitors. Include buttons to “buy” or to “subscribe” to other services.
7) Identify opportunities to improve organic visibility, potentially reduce paid search.
8) Build / implement predictive models to screen out low value leads provided. Consider a test with Acxiom CoReg services and / or e-list rental.
9) Target and test content with Impact-X Site. Implement Relevance-X analytics tags to measure conversion funnel progress by lifestage segment.
10) Relevance-X Display Retargeting : 53% of shopping carts abandon. Remarket based on specific site behavior / lifestage.
1) 3-5X revenue / ad dollar at other clients Existing customers respond 17X to prospects to digital TV ads
2) Match against 500M socially active individuals (~60-70% of any email list)
3) Avg. mobile purchaser has higher income & spends 2X over Web-only.
4) $2M / year cost displacement & $200M / yr influenced revenue at another client.
5) 2X website conversions achieved at another client.
6) This is the highest performing email application at another client.
7) 72% of Google clicks are organic. A proper audit enables more free traffic
8) The bottom three deciles can likely be eliminated without impacting conversions.
9) Personalized site experiences drive 4–15X ROI.
10) Remarketing generates $4–10 revenue per ad dollar.
1) Reduce wasted ad impressions, concentrate spend on highest value consumers
2) Recognize & connect with social media influencers
3) Engage customers and prospects via mobile lifecycle messaging
4) Examine call center patterns, use email to pre-empt expensive personal support
5) Connect Web analytics with outbound messaging
6) When chat available on site, offer to send a branded transcript of the chat.
7) Perform an organic search audit
8) Implement lead scoring when receiving third party leads
9) Improve the site experience
10) Retarget site visitors that do not convert
“The Idea”
10 Easy Money Ideas for an iDirect mindset
Summary
• iDirect is a new paradigm formed at the intersection of digital technologies and direct marketing practices
• iDirect is interactive, information-driven, insightful, innovative, individualized and iterative
• Focus on the 4 fundamentals of iDirect marketing• Take the easy money
The global interactive marketing services company
Thank You
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