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You've heard about integrated marketing for years but today's reality goes beyond connecting tactics and conducting multi-channel campaigns. What’s happening is a convergence of both online and offline marketing methods as well as a fusion of digital channels and newly evolving opportunities. What's driving it is the rise of Web 2.0, dominated by user generated content, social networking, citizen journalism and growing access to and transparency of content – personal and otherwise. Learn the alchemy behind creating your own marketing fusion in the digital age, how to leverage components to create a whole greater than the sum of its parts, and why you can’t afford to keep online marketing in the silo or out of the mix any longer.
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BEYOND INTEGRATIONBEYOND INTEGRATIONWELCOME TO THE ERA WELCOME TO THE ERA OF MARKETINGOF MARKETING
Karen Talavera, President Synchronicity Karen Talavera, President Synchronicity MarketingMarketingThursday May 21, 2009Thursday May 21, 2009
FUSIONFUSION
Florida Direct Marketing Florida Direct Marketing Association Association Annual SummitAnnual Summit
Karen Talavera
President of Synchronicity MarketingProviding inspired email marketing coaching, consulting, strategy and professional education
About Karen Nationally-recognized email marketing seminar
leader for the Direct Marketing Association (DMA), Association of National Advertisers (ANA) and Fortune 1000 companies
Coach, speaker and writer for MarketingProfs, the Email Experience Council, and Marketing Sherpa
Huffington Post blogger, avid international traveler, social media enthusiast, Twitterer, Latin dancer, and South Florida resident
The end of marketing as you knew it and the beginning of real-time dynamic connections
The Shift1
The Marketing (r)Evolution
Environmental consciousness and focus on sustainability at an all-time high
Traditional advertising channels are disappearing (newspapers), time spent with them is eroding, or they’re morphing (TV, Magazines) Time spent online now trumps TV time for all but the oldest age segments
Consumers are savvy, inundated, skeptical, immune and have attention deficit
Email address now more available than phone number. Forrester predicts annual US commercial email volume to double between now and 2013
US mobile phone penetration higher than at-home Internet access (85% vs. 72%)
In 2008, given a recession 41% of online marketers said they would increase email marketing and 47%
would hold it steady 41% of online marketers would decrease display advertising
Effect of Downturn on Traditional Marketing Tactics
Direct more viable than mass channels
What’s Going On?
Era of transformation
Crisis and opportunity
Old will fall to make way for new
Survival of the fittest
Exponential pace Single generation evolutionary leaps vs.
multi-generational slow change
The Old Model
One-way progression More interested in speaking than listening Goal: Create demand rather than value Sell vs. Serve
The New Way
Two-way dialog, multiple avenues Conversation vs. broadcast Goal: Create long-term value & loyalty Sell by way of Serving
A matrix of technology, tactics and channels which can be quickly, dynamically configured in different ways to both speak and listen to customers and prospects as is useful and appropriate for the organization and the target audience
Marketing Fusion Defined
Why Now?
Implications
In Case You Forgot . . .
Email: The New Nexus
Why Email As Nexus?
The inbox has morphed. Customers expect new and better ways of communicating with and engaging businesses; anywhere, anytime.
Social
Mobile
Digital: Three Significant Channels
Integrated, Personal
Channels & Devices
Rich Content-Experiences & Conversations;
Anywhere, Anytime
More Empowered People & Businesses
Tri-Messaging Effect
The end of one-size-fits all messaging and the necessary move toward dialog marketing
It’s About Conversation2
Target Beyond the Single Dimension
Combine Multiple Targeting Schemes
A combination of segmentation schemes yields optimal performance
Align with Customer Lifecycle
Each customer lifecycle stage has its own information or product/service needs as well as unique marketing opportunities within it
Lifecycle-Specific Strategies
Create relevant and timely communications for different audience member lifecycle stages
Go Deeper, Not Wider
CONTENT FOR SALE
GATED COMMUNITY“MEMBERSHIP
IN EXCHANGE FOR
DEMOGRAPHICS”
E-MAIL ADDRESSES
TRAFFIC
MARKET – visitors, users, members, buyers
BLOGS
WEBINARS
MICROSITESE-
LETTERS
RELATIONSHIP
CAPITAL
WHITE PAPERS
MULTICLIENT PROGRAMSMAGAZINES
NEWSLETTERS
CONFERENCES
DIRECTORIES
MAGAZINES
BUYERS GUIDES
TRADE SHOWS
CUSTOM PUBLICATIONSLIST RENTAL
Trade Value, Access & Exclusivity for Permission & Data
Aim for Dialog Marketing
A series of centrally-coordinated, intentional
communications tailored to audience member
consideration paths and sequenced to guide them through the buying cycle
Dialog 101: Trigger-Based Email
“Sense” an action and “respond” with behavior-triggered email campaigns Email follow-up message tracks are developed and
deployed when recipient takes a specific action Opens a message Clicks on a link but doesn’t buy Changes preferences or provides new data Asks a question, makes an inquiry or requests help
(even if offline) Buys in an offline channel Forwards message to friends Approaches an event horizon Experiences a “life event” or life stage change Comments o Social Media Follows/joins on Social Media
Dialog Marketing: The Future
Behavior-based contact strategy Integrated rather than compartmentalized
communication process Method: Conversation vs. broadcast Goal: relationship vs. response
1st Generation
Mass Broadcast
• 1 to All messaging
• High-volume/low cost
• Huge reach
• Generally not relevant
• Minimal response ability
2nd Generation
Target Marketing
• 1 to Many Messaging
• Responsible, compliant
• Targeted, but broadly
• Response-oriented
• Usually Relevant
• Usually single channel
3rd Generation
Conversation
• 1-to-1 two-way dialogue rather than 1-to-many one-way communication
• Content dynamically customized recipient-by-recipient
• Behavior and/or event-triggered
• Closed loop
• Integrated channels
Fusion Marketing Champs
Dove Campaign for Real Beauty Dimensions Monthly E-Newsletter
Obama Campaign
Obama Elected
Obama Transition
President Obama
Oprah
Oprah
Home Depot Garden Club
Accountability will be the norm and measurement will become more expansive
Measurements Must Evolve
3
4 Critical Areas of Measure
All Responders Are Not Created Equal
Remember the importance of channel segmentation on your back end
Analyze program results by demographic, behavioral, and channel characteristics such as: Social media savvy
Which customers are active on social networks? Permission type (single opt-in vs. double opt-in)
Is a higher permission standard translating into better response? Source channel
Is a particular channel yielding more responders? Or influencers? Date acquired
Are more recent customers more responsive? Multi-Channel Activity/Status
Are those active in more than one channel behaving different form single-channel responders? How?
All Reponses Are Not Created Equal
Best way to evaluate total performance is to assign a weighted (or monetary, if you can) value to each action that is meaningful to your business: Example:
Page view = 1 point (or $) Registration = 5 points (or $) Qualified Lead = 7 points (or $) Purchase = 10 points (or $)
Count the number of meaningful actions and multiply them by a weighted value for a truer look at the total value of each campaign
Comprehensive Conversion Tracking
Is essential, will get more difficult
A single channel may both drive and influence response
Your back-end may not accurately be able to track conversions because responders don’t always follow a trackable path The more complex the sale, the more likely it will be completed in
stages, in multiple channels
Channel-suppression testing one way to gauge individual value of a channel
Look Beyond the Numbers
Campaign A may have produced more click-throughs than Campaign B, but if the correlation of clicks to conversions is low in Campaign A, Campaign B will be the better performing effort
Correlations to Measure Opens to clicks Clicks to conversions
Campaign A Campaign B
Open Rate 48% 40%
Click-Through Rate
12% 5%
Conversion Rate
3% 4%
Beyond Process Metrics: AOV & LTV
The final measurement isn’t ROI, it’s knowing and comparing your average order value across campaigns. Higher conversion rates alone don’t matter if AOV is low
Example: Campaign B required twice as many conversions to produce
the same results as Campaign A. Something is motivating responders to spend more in Campaign A. (Find out what, and then you just need to raise the conversion rate to maximize returns) Campaign A Campaign B
Conversion Rate
3% 7%
Sales $ $10,000 $12,000
Number of Orders
50 120
AOV $200 $100
In Summary4
The New Reality
THANK YOUTHANK YOUQUESTIONS?QUESTIONS?Stay Connected
Email: [email protected]: www.synchronicitymarketing.comPhone: 561.967.9665Facebook/LinkedIn: Karen TalaveraTwitter: http://twitter.com/SyncMarketing
