The 2012 Digital Marketer: Powerful insight for today’s digital savvy marketer

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© 2012 Experian Information Solutions, Inc. All rights reserved. 1 Let’s get digital! We asked, you answered: “What is your biggest marketing challenge?” Join us for a TweetChat after the webinar! Our data experts will host a TweetChat to answer your pressing questions! Follow these simple steps: Go to http://www.TweetChat.com Use the hashtag #EMS2012 Log into your twitter account Participate in the conversation 2.85% 3.71% 8.28% 12.31% 13.38% 18.84% 19.27% 21.37% 0% 5% 10% 15% 20% 25% Contact data quality Facebook advertising Cross-channel data management Online consumer intelligence Online audience targeting Email, social, mobile marketing Consumer, mobile, social research Consumer data

description

This webinar explores the latest digital trends and consumer insight from Experian Marketing Services to help you market forward to customers in 2012 and beyond. To watch the playback of the full webinar, use this link: http://go.experian.com/forms/experian-digital-marketer-2012-webinar It includes commentary from data experts Bill Tancer, best-selling author of Click: What Millions of People do Online and Why it Matters, and John Fetto.

Transcript of The 2012 Digital Marketer: Powerful insight for today’s digital savvy marketer

Page 1: The 2012 Digital Marketer: Powerful insight for today’s digital savvy marketer

© 2012 Experian Information Solutions, Inc. All rights reserved.

1

Let’s get digital!

We asked, you answered: “What is your biggest marketing challenge?”

Join us for a TweetChat after the webinar! Our data experts will host a TweetChat to answer your pressing questions!

Follow these simple steps: Go to http://www.TweetChat.com Use the hashtag #EMS2012 Log into your twitter account Participate in the conversation

2.85%

3.71%

8.28%

12.31%

13.38%

18.84%

19.27%

21.37%

0% 5% 10% 15% 20% 25%

Contact data quality

Facebook advertising

Cross-channel data management

Online consumer intelligence

Online audience targeting

Email, social, mobile marketing

Consumer, mobile, social research

Consumer data

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© 2012 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.

Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,

or distributed in any form or manner without the prior written permission of Experian.

The 2012 Digital Marketer Powerful insight for today’s digital-savvy marketer

Ashley Johnston, VP of Marketing

Bill Tancer, Head of Global Research

John Fetto, Senior Marketing Manager, Experian Simmons

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© 2012 Experian Information Solutions, Inc. All rights reserved.

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Introducing our speakers

Bill Tancer, Head of Global Research

► Best selling author of Click: What Millions of People do Online and Why it Matters

John Fetto, Senior Marketing Manager, Experian Simmons

______________________________

Talk Track:

Customer obsession

The New American Consumer

Email, social, mobile and search

The Marketing Sophistication Curve

SM

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Customer obsession

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Customer obsession

Customers want brands to

listen to them,

understand them better

and know them

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Moving up the Marketing Sophistication Curve SM

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The New American Consumer

28% of marketers cite creating effective targeting profiles as one of their biggest marketing challenges

Source: Experian Marketing Services

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1 out of 12 first births are to woman age 35+*

Spotlight segment: Fast Track Couples

Married couples delay having children

*Source: National Center for Health Statistics

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Three generations, one roof

Households that contain adults and children from multiple generations

Spotlight segment: Sports Utility Families

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© 2012 Experian Information Solutions, Inc. All rights reserved.

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Marketing across channels

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© 2012 Experian Information Solutions, Inc. All rights reserved.

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Email

Four major ways to segment data

► Email behaviors

► Transactions

► Web analytics

► Social media information

“Friends and Family” campaigns have

► Double the referral rate

► Avg. of 2-3x higher revenue per email

► Higher opens, clicks and transactions

Source: Experian CheetahMail

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© 2012 Experian Information Solutions, Inc. All rights reserved.

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Source: Experian Hitwise

Social

91% of online adults are using social media regularly. More than 50% use Facebook regularly

Use of social networks have become ubiquitous but demographics are constantly shifting

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Downstream industries visited after Social Networking and Forums – month of December 2011

Social

Source: Experian Hitwise

8.43% of traffic leaving social networks went to retail sites, this is up from 7% last year and 6.5% in 2010

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Pinterest

Unique visits to Pinterest.com (U.S.)

Source: Experian Hitwise

Pinterest is the 3rd most popular social network behind Facebook and Twitter

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Mobile

Source: Experian Simmons

232 million Americans ages 6+ count themselves among the ranks of mobile Americans today, up from 178,000 in 2007

At least 41 million Americans use their cell phones for shopping- related activities

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© 2012 Experian Information Solutions, Inc. All rights reserved.

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Peak Week retrospective

2011 Cyber Monday claimed the prize as the busiest shopping day of the year,

growing from 138 million visits to 177 million visits to the Retail 500 index, a

29% increase over 2010

Daily visits to Top 500 Retail Websites

Source: Experian Hitwise

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Jos. A. Bank Case Study

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Conclusion

Customer obsession is the key to standing-out in a crowded field

Embrace heterogeneous segments versus a homogenous average

Understand that usage and demographics are constantly shifting

Strive to move up the marketing sophistication curve from simple channel execution to multi-channel optimization

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© 2012 Experian Information Solutions, Inc. All rights reserved.

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Questions?

Join us for a TweetChat after the webinar!

Our data experts will host a TweetChat to answer your pressing questions!

Follow these simple steps:

Go to http://www.TweetChat.com

Use the hashtag #EMS2012

Log into your twitter account

Participate in the conversation

Download The 2012 Digital Marketer:

Benchmark and Trend Report at

Experian.com/DigitalMarketer2012