7digitalmarketingtrendsfor2012-111109134101-phpapp02

8/3/2019 7digitalmarketingtrendsfor2012-111109134101-phpapp02

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7 Trends to Watch in 2012

And Key Tactics Youll Need to

Address Them


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Silverpop Speakers

Laurie Hood

VP, Product Marketing

Twitter: @LaurieHood

Loren McDonald VP, Industry Relations

Twitter: @LorenMcDonald

Google+: +Loren McDonald


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7 Marketing Trends to Watch in 2012

Location-Based

Marketing

Personality

Screensize-apolloza

BehaviorRulesRemarketing

BeEverywhere

Email asDynamicPlatform


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#1: Location, Location, Location


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Check-ins are Location-Based Sharing via

Mobile Device


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Sweepstakes

Run sweepstakes and scavenger hunts based on when someone checks in to a

location with Foursquare or Facebook


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Loyalty Programs

Offer rewards or incentives to people when they sign up and check into one of

your locations using Foursquare or Facebook.

10% Off

Coupon

+25

Points


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Local Offers

Deliver special offers to people when they check into any venue within a certain

distance to one of your locations.

10% Off

Coupon

Buy One,

Get One Free

Receive A

Free Gift


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Twitter Messaging

Automatically post a Twitter message when someone shares their Foursquare

check-in with friends on Twitter


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Client Summit: Silverpop Geo Demo

10

#1 Arrive at ATL

airport and receive ato do to check in

#2 Check in at

registration and

donate to Charity

Water END#3 Check in

tonight at World ofCoke Networking

event to win prizes

START


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#2: Personality Plus


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[get pur-suh-nl]

1. Marketing content that speakswith a human voice.

2. Targeted, personally relevantmessaging based on consumerpreferences, demographics andbehaviour.

3. Dude, lose the corporate speak.


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How-to video


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Let Customers Do the Selling

30+% Increase in Orders and Sales


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#3: Screensize-apalooza


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Going Mobile / Screensize-apalooza


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Location Anywhere & Everywhere


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So Context Means

Scannable

Singular calls to action

Larger fonts

Single columns

Bullet-proof / large CTA buttons

Design for touch


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Old mouse New mouse

The New Design Challenge


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Source: StyleCampaign.com, Litmus

Do Your Emails Have the Touch?


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#4: Actions Speak Loudest


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The Value of Behavior-Based Marketing

Behavior Profile

Visited website

Visited blog

Clicked to Twitter

Commented on blog Visited community site

Downloaded whitepaper

Checked in on FourSquare

Submitted a Demo Request form

Watched 30 Reasons video

Increase

conversion

and ROI


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Traditional Segmentation

Geographic Region

Population Density

Demographic Age

Gender Income

Psychosocial Social Class

Lifestyle

RFM Analysis Recency

Frequency

Monetary

Segmentation 2.0

Adding real-time behavior elements

including

Purchase Behavior

Last purchase date

Number of purchases

Purchase value

Web Behavior

Visited your website

Viewed a product page

Submitted a web form

Accessed your online resources

Social Behavior

Shared your message with others

Email Behavior

Clicked an email link

Behavioral Segmentation


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Share Engagement


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Cloudwords

Company

Cloudwords is a Translation Management Platform that

enables customers to select and interact with vendors

that will translate any type of content.

Business Challenges

Ability to track effectiveness of marketing programs

Finding a marketing automation solution that could fit

the needs of a company in rapid growth mode

Overview of Solution/Benefits

Salesforce.com integration with Silverpop Engage led to

increased insight for Demand Generation team via

Contact Insight module

Use of Web Tracking captures anonymous behavior on

website

100% increase in open and click rates through targeted

messaging

Use of Share-to-social enables Cloudwords content to go

viral

Contact Insight gives our

salespeople the real-time insight

they need when talking to a

prospect or customer, and every

morning its the first thing they

review inside Salesforce.com before

they begin their work day.

-- Michael Meinhardt

CEO

Cloudwords


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#5: Re-engagement and remarketingcomes of age


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Typical Actives vs. Inactives DB Ratio


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Activate Early Inactives

New subscribers dont open/click firstX messages (e.g., 6)

Move these early inactives intoactivation track

Send survey, different offers; best of,diff subject lines, testimonials, etc.


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60% - 70% of Shopping Carts are Abandoned


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How much money are YOU leaving on the table?


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Cart Abandonment Email Results

AbandonedCart Emails

AllPromotional

Emails

Comparison

Open Rate 37% 8% 4.6x

Click-to-open 41% 14% 2.9x

Conversion rate 20% 5% 4.0x

Sales/email $7.46 $.08 97x


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Relative Volume

Abandon Cart

Emails

0.3%

Promotional

Emails

99.7%

Cart vs. Broadcast Emails

Relative Sales

Abandon Cart

Emails

18.6%

Promotional

Emails

81.4%

High % of sales relative to volume


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#6: Be everywhere your customersand prospects are


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Where did

everyone

go?

You Them

Are You Where They Are?


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Add Email Opt-in to Facebook page


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Add Social Sign-in

Increases form completion rates by 10-50%


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Capture Opt-ins via Tablets/Kiosks


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#7: Dynamic Dynamo


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Recommendations


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Cross Sell / Upsell

Best Practice:

Recommend accessory items

or complementary items for

each product in cart


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Tactics for Personalization Success

Build dynamic content into your messages

Populate messages with peer reviews, customer

testimonials and comments from social

communities

Create if-then message tracks sending contacts

down different paths based on behaviors


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What a brilliant campaign..I think this is the

first piece of e-marketing that I have ever

received that I thoroughly read, found helpful

and actually printed out.

--Air New Zealand customer

Air New ZealandPersonality Allowed campaign yields impressive

results for Air New Zealand

Business Challenges Increase customer loyalty by extending the on-board

experience in a personal kiwi way

Create brand champions

Overview of Solution/Benefits Personality Allowed campaign yields impressive results

Pre-flight emails 69% open rate/38% click rate

Post-arrival emails 62% open rate/40% click rate

Thousands of social media posts

Incredibly positive feedback from customers and crew


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About Silverpop / Q&A


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The Expertise and Experience to Help You Grow

Marketing automation and email marketing

1,400+ clients across a variety of industries

12+ years of market-leading innovation 20+ billion emails sent annually

Global presence


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Energy & Utilities Media Business ServicesFinancial Services

Travel & Hospitality HardwareFood & BeverageNon-Profit

Retail

Entertainment

Software

Education

Working with Industry Leaders


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Questions?Laurie Hood: @lauriehood

[email protected]

Loren McDonald: @[email protected]


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Thank you!

On Twitter: @Silverpop

www.slideshare.net/silverpop

www.silverpop.com

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