a new year's look at lessons and predictions for digital marketing in 2017

1 PAGE NUMBER INVOCA

A New Year’s Look at lessons learned and predictions for digital marketing


Meet the Panel…

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Rise Interactive Snapshot

•  Founded in 2004 •  Based in Chicago

•  225+ employees

• Media, Analytics & Customer Experience

•  Pioneers of Interactive Investment Management®


Credit.com Since 1995, Credit.com has been the go-to source – for people across the credit spectrum – for expert information about credit scoring, credit reporting, credit repair, and credit cards.


#SEARCH

5 WEBSITE

] DISPLAY

F SOCIAL

& EMAIL

THE CALL GAP Disconnect between digital and voice interactions can cost revenue and impact the customer experience.

DIGITAL EXPERIENCE VOICE EXPERIENCE

Customer: Campaign:

ROI: Next Step:

Unknown Unknown Unknown Unknown


DIGITAL + VOICE

INVOCA BRIDGES THE CALL GAP.


20 16 WHAT WORKED?

WHAT DIDN’T?


2016 WINNING CAMPAIGNS

Analytics Driving Direct Mail Audience

•  Goal: Identify out of millions of households, highest propensity customers

•  Solution -  Leverage Rise’s Connex to ID Households using Machine Learning

-  Ranked 10 Million Households based on likely purchase

-  Selected 200k Best-Fit customers Using CRM/Purchase History

9

10

Analytics Driving Direct Mail Audience

185% Higher Revenue

per customer

27% Increase in

Transactions per Customer

2x Increase in

Response Rate

* Results reflect lift versus retailer’s own proprietary customer selection method


2016 STUMBLING

BLOCKS

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Local Strategy to Drive Store Sales

Real Time Optimizations

Store Visits & Reporting


2016 WINNING CAMPAIGNS


Tradeshows: True Omnichannel Marketing Pre Show: Direct Mail, Display & Email to book meetings on site = 30 meeting requests


During Show: Take-away incentive offer to complete demo within 3 weeks. = 22 demo requests to date

Tradeshows: True Omnichannel Marketing


Continuing Post-Event Action: Emailed one question survey to 390 booth scans. Different confirmation page depending on lead quality Goal: Gather audience intel and build trust within the SFMC Community

Results: 120+ survey responses, 25 demo requests

Non-BQL BQL


2016 CHALLENGE: HOWDOWEGENERATEADDITONALCRITICALMASSATOUROWNEVENTS?


WHAT’S NEXT?

2017


2017 SURE BET

Attribution: Significant ground will be made in 2017 regarding the tools and ”sources” used to determine real attribution vs. modeled attribution. Attribution: As companies diversify into further marketing mediums, attribution will become more complex, losing all of the ground we created in early 2017.


2017 LONG SHOT

Cross Device Tracking: A winner will start to emerge with cross device tracking that is 2X the competition. Most match rates today are below 50% from my understanding. A player will emerge north of 80%


BONUS LONG SHOT

1st and 2nd Screen Synced Advertising will start to become more mainstream: Interesting companies are starting to emerge with features around 1st and 2nd screen advertising. I believe we will see a few companies emerge to become more mainstream add-on’s to traditional TV advertising.


BONUS BONUS LONG SHOT

DEATH OF THE MARKETER: As data becomes more and more prevalent in marketing orgs, a sizeable shift will occur where HR teams will look less and less for “marketing grads” and will look for STEM grads to enter the marketing org.


Mobile Video Investments


Bigger Investments in Social Analytics

•  FB: More third party involvement around measurement

• Goals:

•  less siloed audiences •  larger targeting capabilities •  Cross-platform insights

•  Compare KPIs


75.8

93.3

108.1

129.1

145.5

161.9

$19.20

$28.70

$40.50

$49.80 $57.80

$65.90

2014 2015 2016 2017 2018 2019

VOICE THE NEW CONVERSION POINT

70% of mobile searchers have clicked to call a business based on search results.

Mobile Calls to Businesses Mobile Marketing Spend

Billions


74%

likely to choose another business

70%

likely to complain to friends and family

30%

likely to leave a bad review

24%

likely to complain on social media

A TALE OF TWO VOICE EXPERIENCES

POOR EXPERIENCE POSITIVE EXPERIENCE

60%

80% likely to become a repeat customer

likely to spend more money on current or future purchases


VOICE THE NEW USER INTERFACE


INVOCA OVERVIEW THANK YOU!