is digital really the future

speaking today

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• Margaret Hynes – Director, Platinum Card, American Express

• Mark Yesayian – President, SolutionSet Relationship Marketing Group

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is digital really the future? 3 october 2011

• yes,

but data is the driver

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is digital really the future?

Reading the Writing on the Envelope

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Oct 1, 2011 – Randall Stross

1990 •  Newspapers •  Magazines •  Collateral •  PR •  Broadcast TV •  Cable TV •  Radio •  Billboards •  Events

2011 •  Newspapers •  Magazines •  Broadcast TV •  Cable TV •  Satellite TV •  Radio •  Satellite radio •  Billboards •  Events •  Webinars •  PR •  Email •  Banners •  PPC/Adwords •  Streaming video

•  Viral video •  SEO/SEM •  Collateral &

downloadable assets (white papers, eBooks)

•  Mobile •  Gaming •  Podcasts •  Short msg. svc. (SMS) •  Instant messaging

(IM) •  Social media •  Blogs •  AR

channel expansion

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technology will continue to drive fragmentation

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1990 •  Newspapers •  Magazines •  Collateral •  PR •  Broadcast TV •  Cable TV •  Radio •  Billboards •  Events

2011 •  Newspapers •  Magazines •  Broadcast TV •  Cable TV •  Satellite TV •  Radio •  Satellite radio •  Billboards •  Events •  Webinars •  PR •  Email •  Banners •  PPC/Adwords •  Streaming video

•  Viral video •  SEO/SEM •  Collateral &

downloadable assets (white papers, eBooks)

•  Mobile •  Gaming •  Podcasts •  Short msg. svc. (SMS) •  Instant messaging

(IM) •  Social media •  Blogs •  AR

the future: multichannel unified by data

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DATA  

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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

activating data: marketer's new obsession

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lacking vision and strategy

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yes, digital is rising…

Interactive channel spend has been rising for some time

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…but consumers expect more

Be in the channel I want, and be consistent

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Digital Targeted

Segmented

Broadscale

•  Direct Mail •  Phone •  Other Print

Advertising

Traditional

•  TV/OOH •  Print •  PR

•  Online/Video •  Mobile •  Social

+

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explore the power of The Platinum Card

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Explore the Power of your Platinum Card: Broadscale Website

AXP Internal 3-Oct-11 14

Explore the Power of the Platinum Card: Personalized & Targeted DM

AXP Internal 3-Oct-11 15

Explore the Power of your Platinum Card: Segmented Email

AXP Internal 3-Oct-11 16

personalization with data maers

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digital continues to get more sophisticated

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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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what are we striving for?

the new marketing mission

marketer's top priorities

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marketing best practices for a new world order

shiing from push to participation

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living stories

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from silos to simpatico

Source: Forrester, 2011

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new tricks for old dogs

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reshaping aribution

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multichannel consistency pays

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geo targeting/mobile advertising

Sources: 500Hats, Business Insider, Wall Street Journal, Crunchbase

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twitter

FourSquare

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social customers are likely your best

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forward looking marketing

mobile advertising

Source: Nielsen

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predictive offers

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unified channels that tell a story

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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)

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the future?

data linked, digitally enabled:

our destination is unified multichannel marketing

•  No channel stands alone •  All channels link to data •  Every contact drives active relationships

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thank you

• 

• Margaret Hynes – Director Platinum Card Marketing, American Express

•  Mark Yesayian – President, SolutionSet Relationship Marketing Group

mark.yesayian@solutionset.com

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