is digital really the future
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TRANSCRIPT
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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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
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