emarketer webinar: consumer digital touchpoints—email and beyond
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©2011 eMarketer Inc.
A U G U S T 2 3, 2 0 1 2
Consumer Digital Touchpoints—Email and Beyond
David HallermanPrincipal Analyst
Sponsored by:
©2012 eMarketer Inc.
There are four prime consumer digital touchpoints
Marketing emails: contact
Brand websites: content
Social media: community
Mobile devices: connections
Twitter – #eMwebinar
©2012 eMarketer Inc.
The primary question: What makes a marketing channel a touchpoint?
©2012 eMarketer Inc.
Touchpoints attract—they are pull marketing (ads are push marketing)
Creating customer loyalty is an ongoing process, not an event
©2012 eMarketer Inc.
What we’ll look at today…
Loyalty matters: retention
Permission matters: consent
Mutuality matters: two-way street
Money matters: and other values
Twitter – #eMwebinar
Email’s Example
(elements that translate to all touchpoints)
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Email offers lessons that marketers can use to make other touchpoints effective
Permission is prime.
Reciprocal value is the engine for permission.
Personalization is a channel for relevance.
Frequency control is a type of respect.
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Consumers trust opt-in email and brand websites more than any type of digital ad
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Four Touchpoint Channels
(integrating connections)
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©2012 eMarketer Inc.
Execs greatly value touchpoints for building customer loyalty and retention
Gail Goodman, CEO, Constant Contact
“Multichannel actually works better than single
channel. So while having someone engaging with you
on Facebook is great, the best way to kick off that engagement is to send an
email that pulls them back to Facebook.”
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More touchpoints, more usage, as marketers look to break through clutter
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Social touchpoints work best when integrated with other touchpoints, such as email or company websites
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Gary Wohlfeill, Creative Director, Moosejaw
“Down the line, we’d love to be able to better use
everybody’s profile. When we want to award somebody
points on Facebook right now, we have to get them to email us so we can pull up
their account and award them.”
©2012 eMarketer Inc.
Mobile touchpoints link up with email and social for mobile-only users
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Apps are a prime mobile touchpoint that influence consumer brand choices
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Yon Feldman, Vice President, Gilt Groupe
“Our most engaged customers are actually
people who use both app and desktop.…Those who
have used both are extremely more loyal and engaged than either of the
two other groups.”
©2012 eMarketer Inc.Twitter – #eMwebinar
Loyalty Matters
(less costly, more value)
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©2012 eMarketer Inc.
Customer retention (aka loyalty) is a top priority for marketing executives
Loyal customers offer companies several varieties of value
Current customers are often the best customers.
Costs less to keep old customers than to find new ones
More likely to sell more often to them
More likely to upsell them, too
The most-loyal customers tell others about your offerings
Loyal customers reveal more about themselves
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Customers behavior is much like two classic dog names: Fido and Rover.
But will they remain loyal?
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Marketers spend more on customer acquistion, partially because retention costs less
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Word-of-mouth is the most valuable form of marketing companies can’t buy
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Loyal customers become brand ambassadors—and spend more too
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Positive experiences extend social consumer touchpoints, but negative experiences a bit more so
Negative: 67% & 59%Negative:
67% & 59%
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Dave Godwin, Managing Partner, Restaurant Management Group
“Eight out of every 10 referrals to our business
are through word-of-mouth. That’s the
reason why Facebook and businesses go together so well.”
Twitter – #eMwebinar
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Email is the word-of-mouth tool that brand advocates use the most to endorse products or services
Permission Matters
(it’s all about control)
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Opt-in agreement is the first step that can lead to more engaged touchpoints
Email is the permission-based marketing channel that most consumers prefer
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Mike Hogan, Chief Marketing Officer, GameStop
“One of the reasons why we’re moving
with deliberate speed is we want to do this in a high-permission
environment.”
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Consumers who can give or withhold permission are better customers
Mutuality Matters
(two-way communication)
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©2012 eMarketer Inc.
Effective digital touchpoints need to be two-way streets to create loyalty
Customer loyalty is about more than making a sale.Time. Loyalty develops over time.
Attract. Loyalty touchpoints require marketers to cultivate customers with pull, not push, tactics.
Slower. Many touchpoint efforts cannot be automated.
Staff. Touchpoints often require real humans on the other side of the screen, notably for customer service.
Costs. The extra costs involved for such efforts cause some companies to hesitate.
Touch. But companies that humanize the digital space will often gain an advantage over their competition.
Twitter – #eMwebinar
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Tracy Keim, Vice President, Bonobos
“It’s important for a company and for brands
to understand that [loyalty] is not a one-way push strategy. It’s
also a listening strategy.”
Email, social and company websites are all prime two-way loyalty channels
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Email is excellent for the two-way street that defines a real touchpoint
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Customer service is a major element that can reach across all digital touchpoints
It’s a relationship: Customer service drives brand loyalty
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Loyalty and improved customer service are linked—and are two top objectives of social brand strategies
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Consumers also say that customer service is important on social sites
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Jim Wright, Senior Vice President, Express
“You have to listen and respond to disappointed
customers. Even if it’s not always the answer they
want to hear, they appreciate the fact that you took the time to at
least respond.”
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Even angry customers might remain loyal customers if companies communicate clearly and offer fair solutions
Money Matters
(more so, value matters)
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How the loyalty process often works…
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Brands stand out when their touchpoints offer value to those who opt in…
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Effective touchpoints demand data, and consumers want something back for their data
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Personal data helps build strong relationships, often through touchpoints
Sometimes value is simply money in the form of deals, discounts, promotions and free stuff
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Brands attract consumers by giving them something in return, typically a promotion or prizes
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If a user’s “like” leads to a brand touchpoint, then special deals and inside info help make consumers lean toward a “like”
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Nearly one-half of Twitter users want deals from brands they follow
Value is subjective, and good touchpoints offer a range of possible values
The main reason Facebook users “like” brands is because they are already loyal, but what do the brands offer in return?
©2012 eMarketer Inc.
©2012 eMarketer Inc.
Bob Soukup, Senior Director for Loyalty, Best Buy
“Loyalty is about financial rewards where you earn points and use points, and that’s great and valuable, but we
want to capture customers’ hearts and
minds.”
©2012 eMarketer Inc.
Money is one type of value. Content is another. That mix can include:
Case studies Webinars and webcasts Videos Games White papers Research reports Articles Peer-created content Podcasts Mobile apps
Twitter – #eMwebinar
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Brand websites are among the most trusted—great for valued content
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Companies often use branded content to increase customer retention and brand loyalty
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Anthony Batt, President, Katalyst
“If we’re entertaining you, we’re sort of bypassing your
immediate rejection of an advertisement.”
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Marketers look to spend more on content in 2012
Chief Takeaways
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The top reason users don’t “like” a company on Facebook points to how marketers can create better digital touchpoints
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Look at the reasons why people don’t become brand fans, and then…
Do the opposite. That is…Frequency: don’t bombard them with marketing messages
Reticence: don’t ask for too much personal information
Trust: do indicate how their privacy will be honored
Humility: don’t assume that just because one person likes your brand, his or her friends will, too
Communicate: do make the benefit of becoming a fan clear and immediate
©2012 eMarketer Inc.Twitter – #eMwebinar
Justin Yoshimura, CEO and Co-founder, 500Friends
“The future of social loyalty is when marketers stop measuring success by the number of ‘likes’ or followers, and start to
see this as a way to increase the value of
existing relationships.”
©2012 eMarketer Inc.
© 2012 eMarketer Inc.
The four digital channels best for developing customer loyalty share several elements: cash, content, communication, care, and control.
Email. Works well for money matters and evergreen info.
Brand websites. Product details and support are the main reasons most customers go to company sites.
Social media. Involving customers through content, entertainment, contests or service is often key.
Mobile. Can meld the three other digital touchpoints, and adds location-based connections and immediacy.
Conclusions: Engagement is basic to making marketing into a touchpoint
© 2012 Lyris
© 2012 Lyris
The Growth of Digital Activity…The Growth of Digital Activity…
>1B people search Google everyday>1B people search Google everyday>1B active users on Twitter and Facebook
>1B active users on Twitter and Facebook
200M tweets on Twitter per day 200M tweets on Twitter per day 1M social check-ins per day on Foursquare 1M social check-ins per day on Foursquare
107trillion emails sent in 2011107trillion emails sent in 2011
…Has Generated 98% of all Data within the Past 2 years…Has Generated 98% of all Data within the Past 2 years
60M status posts on Facebook per day60M status posts on Facebook per day
© 2012 Lyris | 69 |
Customer experience story
Kayak?
© 2012 Lyris
© 2012 Lyris
©2012 eMarketer Inc.
Q&A Session
Consumer Digital Touchpoints—Email and
Beyond
Sponsored by:
Lyris
You will receive an email tomorrow with a link to
view the deck and webinar recording.
David Hallerman
The Lessons of Email: Using Digital Touchpoints for Customer Loyalty
Social Loyalty: From Rewards to a Rewarding Customer Experience
Email Marketing Benchmarks: Key Data, Trends and Metrics
Adapting to a Showrooming World: How Retailers Are Earning Customer Loyalty
The Changing Digital Landscape: Key Trends Marketers Need to Know
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800-405-0844 or webinars@emarketer.com
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