7 Trends to Watch in 2012 And Key Tactics Youll Need to Address Them

Silverpop Speakers
Laurie Hood
VP, Product Marketing
Twitter: @LaurieHood

Loren McDonald
VP, Industry Relations Twitter: @LorenMcDonald Google+: +Loren McDonald

7 Marketing Trends to Watch in 2012

LocationBased Marketing Email as Dynamic Platform

Personality

Be Everywhere

Screensizeapolloza

Remarketing

Behavior Rules

#1: Location, Location, Location

Check-ins are Location-Based Sharing via Mobile Device

Sweepstakes

Run sweepstakes and scavenger hunts based on when someone checks in to a location with Foursquare or Facebook

Loyalty Programs

10% Off Coupon

+25 Points

Offer rewards or incentives to people when they sign up and check into one of your locations using Foursquare or Facebook.

Local Offers
10% Off Coupon
Buy One, Get One Free Receive A Free Gift

Deliver special offers to people when they check into any venue within a certain distance to one of your locations.

Twitter Messaging

Automatically post a Twitter message when someone shares their Foursquare check-in with friends on Twitter

Client Summit: Silverpop Geo Demo

START
#2 Check in at registration and donate to Charity Water

END
#3 Check in tonight at World of Coke Networking event to win prizes

#1 Arrive at ATL airport and receive a to do to check in

10

#2: Personality Plus

[get pur-suh-nl]

1. Marketing content that speaks with a human voice. 2. Targeted, personally relevant messaging based on consumer preferences, demographics and behaviour. 3. Dude, lose the corporate speak.

How-to video

Let Customers Do the Selling

30+% Increase in Orders and Sales

#3: Screensize-apalooza

Going Mobile / Screensize-apalooza

Location Anywhere & Everywhere

So Context Means
Scannable Singular calls to action

Larger fonts

Single columns

Bullet-proof / large CTA buttons

Design for touch

The New Design Challenge

Old mouse

New mouse

Do Your Emails Have the Touch?

Source: StyleCampaign.com, Litmus

#4: Actions Speak Loudest

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

Behavioral Segmentation
Traditional Segmentation
Geographic
Region Population Density

Segmentation 2.0
Adding real-time behavior elements including

Demographic
Age Gender Income

Purchase Behavior
Last purchase date Number of purchases Purchase value

Psychosocial
Social Class Lifestyle

Web Behavior
Visited your website Viewed a product page Submitted a web form Accessed your online resources Shared your message with others

RFM Analysis
Recency Frequency Monetary

Social Behavior Email Behavior

Clicked an email link

Share Engagement

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

#5: Re-engagement and remarketing comes of age

Typical Actives vs. Inactives DB Ratio

Activate Early Inactives

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

Move these early inactives into activation track

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

60% - 70% of Shopping Carts are Abandoned

How much money are YOU leaving on the table?

Cart Abandonment Email Results

Abandoned Cart Emails Open Rate Click-to-open Conversion rate Sales/email 37% 41% 20% $7.46

All Promotional Emails 8% 14% 5% $.08

Comparison 4.6x 2.9x 4.0x 97x

Cart vs. Broadcast Emails

High % of sales relative to volume
Relative Volume
Abandon Cart Emails 0.3%

Relative Sales
Abandon Cart Emails 18.6%

Promotional Emails 99.7%

Promotional Emails 81.4%

#6: Be everywhere your customers and prospects are

Are You Where They Are?

Where did everyone go?

You

Them

Add Email Opt-in to Facebook page

Add Social Sign-in

Increases form completion rates by 10-50%

Capture Opt-ins via Tablets/Kiosks

#7: Dynamic Dynamo

Recommendations

Cross Sell / Upsell

Best Practice: Recommend accessory items or complementary items for each product in cart

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

Air New Zealand

Personality 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
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

About Silverpop / Q&A

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

Working with Industry Leaders

Financial Services Retail Energy & Utilities Media Business Services Software

Travel & Hospitality

Non-Profit

Food & Beverage

Hardware

Entertainment

Education

Questions?
Laurie Hood: @lauriehood lhood@silverpop.com Loren McDonald: @LorenMcDonald lmcdonald@silverpop.com

Thank you!

On Twitter: @Silverpop www.slideshare.net/silverpop www.silverpop.com