digital doomsday - mobile, email and social media webinar from signal and young & rubicam
DESCRIPTION
Digital Doomsday: The end of Mobile, Email and Social Media Marketing as you know itIn this informative and instructive webinar, leading agency Young & Rubicam joins us to highlight ways leading brands are achieving better results by marketing across channels.It is becoming less effective to market within silos, as consumers cross channels to research, browse and buy all manner of products and services. Response, results and ROI all suffer, to say nothing of the redundancies and inefficiencies of using separate systems for multiple channels. The problem is well documented; however, the path forward is less clear. Digital marketers of all stripes will learn practical ways of tapping into the opportunities presented by emerging cross channel marketing solutions.TRANSCRIPT
©2011 Signal. Proprietary and Confidential.
Mobile and cross-channel marketing simplified.
Digital DoomsdayThe end of Mobile, Email and Social Media Marketing as you know itFebruary 17, 2011
#digitaldoom
©2011 Signal. Proprietary and Confidential.
Win an iPad: ‘Nuff Said
Plus one month of Signal awesomeness – free!
©2011 Signal. Proprietary and Confidential.
Tweet using #digitaldoom
Text DOOMSDAY followed by your question to 50101
Questions? Comments?
Use the chat feature
©2011 Signal. Proprietary and Confidential.
Kyle Welter, Community Managerhttp://www.linkedin.com/in/kylewelter
Twitter: @kylewelter
Tim Grace, Product Directorhttp://www.linkedin.com/in/tmgrace
Twitter: @tmgrace
Gib Bassett, Marketing Directorhttp://www.linkedin.com/in/gibbassett
Twitter: @gibbassett
©2011 Signal. Proprietary and Confidential. ©2011 Signal. Proprietary and Confidential.
©2011 Signal. Proprietary and Confidential. ©2011 Signal. Proprietary and Confidential.
Founded in 2006, based in Chicago
Privately held and profitable
• 136% one year revenue growth, 402% three year revenue growth
Mature SaaS platform (v 4.0)
• 99.95% historical uptime
Hundreds of satisfied customers across verticals
• Over 200k campaigns 300 million customer touches
Unmatched roster of strategy, development, UX, product & client service pros
©2011 Signal. Proprietary and Confidential. ©2011 Signal. Proprietary and Confidential.
Some of our forward-thinking clients:
©2011 Signal. Proprietary and Confidential.
http://www.flickr.com/photos/gseiwiarchives/4792629477/
Signs of the Apocalypse
Can we be saved?Positive Signals
Do your part…today
Your questions answered
©2011 Signal. Proprietary and Confidential.
Signs of the Apocalypse
http://www.flickr.com/photos/47513402@N02/4693423510/
©2011 Signal. Proprietary and Confidential.
“On any given day, 3,000 marketing messages reach the average consumer.
Information overload has become all too common.”
http://www.flickr.com/photos/eeloy/287906402/
©2011 Signal. Proprietary and Confidential.
“In an environment marked by intense competition…
“…rapidly changing media…”
“…and fragmented brand loyalty, marketers are faced with the fact that the ‘old
way’ of marketing is simply not bringing the desired
results.”
http://www.flickr.com/photos/robrichandtim/3360227802/
©2011 Signal. Proprietary and Confidential.
“Old marketing tricks, it seems, just don’t work anymore. It’s time for a new playbook.”
http://www.flickr.com/photos/markerickson/5032263680/
©2011 Signal. Proprietary and Confidential.
“A consensus has been reached as to where to find more profitable customers: they are those troublesome consumers
that cross channels.”http://www.flickr.com/photos/eeloy/287906402/
©2011 Signal. Proprietary and Confidential.
“The goals of cross-channel campaigns are ones shared by virtually all marketers…the top
priorities of cross-channel marketing
efforts were to increase conversion and acquire
new customers.”
©2011 Signal. Proprietary and Confidential.
Top 3 fastest growing marketing investments
©2011 Signal. Proprietary and Confidential.
“Time spent on e-mail on mobile devices went up from 37 percent to 42 percent [2010 vs 2009] – clearly dominating other mobile online activities”
©2011 Signal. Proprietary and Confidential.
“ [Social is] the fastest-growing mobile internet activity between 2009 and
2010, rising 80% in usage, while email grew more slowly.”
“Bridge Ratings predicted in June that mobile social networking would grow twice as quickly as email during the
next 12 months.”
©2011 Signal. Proprietary and Confidential.
And if that wasn’t enough, just last week…
“Mobile devices will claim more and more media time per day, while TV, print and radio will slowly lose ground to digital media. For marketers, half the battle of staying relevant is showing up in the right place and on the right platform.”
Bottom Line: To avoid the Doomsday scenario, marketers need better tools matched to the cross channel behaviors of today’s consumer
©2011 Signal. Proprietary and Confidential.
Reasons Doomsday draws near… Marketing message to consumer ratio is
dramatically out of balance More brands vying for your attention + more
media + declining brand loyalty = worst case scenario
Previous playbooks lack strategies for success with mobile email and social media
Consumer behavior across digital channels is evolving faster than tools available to marketers to harness it
©2011 Signal. Proprietary and Confidential.
Can We Be Saved?
http://www.flickr.com/photos/jangrk/2753530501/
©2011 Signal. Proprietary and Confidential.
Rescue is possible – we simply must become cross-channel masters
http://www.flickr.com/photos/eeloy/287906402/
©2011 Signal. Proprietary and Confidential.
Step 1: Relevancy & Empathy
http://www.flickr.com/photos/tonz/3012672833/
©2011 Signal. Proprietary and Confidential.
Empathy & Relevancy Meaningful Connections
©2011 Signal. Proprietary and Confidential.
http://www.flickr.com/photos/51194556@N08/4765889820/
Compelling Content Contests/Promotions/Sweepstakes Utilities (store locators, product details, consumer
reviews, etc) Coupons/Limited-time and/or Exclusive Offers
Insights Surveys Qualitative research Customer support/feedback POS/Transactional Data
Segmentation Personalization Targeting messaging
©2011 Signal. Proprietary and Confidential.
http://www.flickr.com/photos/anrakkimonki/4508307935/
These Skills Translate(unlike others…)
©2011 Signal. Proprietary and Confidential.
Compelling Content Contests/Promotions/Sweepstakes Utilities (store locators, product details, consumer
reviews, etc) Coupons/Limited-time and/or Exclusive Offers
Insights Surveys Qualitative research Customer support/feedback POS/Transactional Data
Segmentation Personalization Targeting messaging
©2011 Signal. Proprietary and Confidential.
http://www.flickr.com/photos/herzogbr/2274372747/
You Need the Right Tool For the Job
©2011 Signal. Proprietary and Confidential.
http://www.flickr.com/photos/mikeoliveri/2036797884/
Cross Channel Black Belts Exist(maybe you are one…)
©2011 Signal. Proprietary and Confidential.
Reasons for hope… A spoonful of sugar helps the medicine go down
– consumer empathy is your best weapon You already have the skills (content, research,
targeting) – you simply must apply in a new context
The tools you need to succeed are at your fingertips
Cross-channel black belts exist…
©2011 Signal. Proprietary and Confidential.
Positive Signals
http://www.flickr.com/photos/fromky/3049839663/
©2011 Signal. Proprietary and Confidential.
A $44B retail giant we all know (rhymes with “Beers”…wink)
“($44B Retailer) has consistently used SMS to drive cross channel store traffic, with customer specific coupon offers delivered via SMS and redeemable at physical point of sale in stores.”
CRM Spectrum
Customer ServiceDemand CreationLoyalty
“It's mind blowing what people will tell you if you just present them with a form. You want customers to be able to tell you what they want.”
Understand and encourage positive consumer behavior
Drive foot traffic and sales
Provide more timely service while
capturing valuable experiential data
©2011 Signal. Proprietary and Confidential.
Big Time Results
• Millions of customers opted into receiving text message offers and coupons
• Segmentation-driven
• Redemption rates tracked at the POS – ROI!
• Correlating in store customer service interaction data to store sales performance to identify areas in need of improvement
©2011 Signal. Proprietary and Confidential.
Text Messaging Email Social Media
Integrated Web Form Opt In
The Butter Burger Brand: Channels Converge
©2011 Signal. Proprietary and Confidential.
Big Time Results
• Thousands of customers opted into the program across both SMS and email
• Time-based offer expiration driving sales during off-peak times
• Segmentation based on data captured in interactions to inform targeted offers
“We’re seeing a very strong list growth. In fact, we would anticipate close to a million subscribers within the first year.”
VP of Marketing David Stidham
©2011 Signal. Proprietary and Confidential.
Redbox location based service for all
©2011 Signal. Proprietary and Confidential.
Big Time Results
• Nearly universal access to finding the nearest location to rent or return a movie
• Many users to date and growing
• Insights into new kiosk or promotional locations based on user zip code analysis
• Nominated for 2010 MMA Awards
“With more than 24,000 locations and counting, finding the nearest redbox location has never been easier. Our mobile programs continue to enhance the redbox experience and make finding the latest film or the closest redbox simple for consumers.”
Gary Cohen, Senior Vice President of Marketing and Customer Experience at redbox
©2011 Signal. Proprietary and Confidential.
A Really Smart Chicken
©2011 Signal. Proprietary and Confidential.
Big Time Results
• 73 percent increase in sales versus same period in prior year
• Provide consumers with a differentiated shopping experience
• Proof step toward broader adoption of mobile/Quick Response (QR) Code calls to action
“Signal offered us with the perfect opportunity to provide our customers with an interactive buying experience. Because of our success with the holiday recipe card promotion, we've decided to take the next step and explore printing QR codes directly on a few select product packaging to ensure that Smart Chicken offers our customers this same interactive experience.“
Mark Eckstrom, Director of Marketing and Business Development
©2011 Signal. Proprietary and Confidential.
• Crowded online travel category
• Economic downturn
• Brands conformed to consumer demands, and the synonymous offer became: “DEALS DEALS DEALS!”
So how did Hotels.com differentiate themselves in a downpour of deals?
The Marketing Problem
©2011 Signal. Proprietary and Confidential.
• Created an unprecedented loyalty program• Travelers get a free night, every time they accumulate 10 nights at any hotel.
– Unlike other loyalty programs, it required no loyalty at all…– No blackout days, no restrictions, no point systems across different hotels (from boutiques
to motels)
.
©2011 Signal. Proprietary and Confidential.
. Our Executions
Broadcast Print Outdoor
Trade Shows Mobile Social
©2011 Signal. Proprietary and Confidential.
. Strategy
Awareness
Broadcast Print Outdoor SiteDisplay
Personalized re-contact
Mobile Email Social
©2011 Signal. Proprietary and Confidential.
. Results
• Traffic to hotels.com site increased 26% as compared to the same time period a year ago, the largest increase in the category
• Call center volume was up 10.6% versus one year ago
• Google searches for hotels.com were up 70%
•Transactions were up 36%, setting a new record high for hotels.com
• hotels.com reached its highest hotel booking market share at 22.1%, a gain of 4.1 share points
• Registration in the welcomerewards™ loyalty program increased 32% within eight weeks of the launch of the campaign
• Campaign was awarded a 2009 Effie award for insightful strategy, impactful execution, and success in meeting business objectives
©2011 Signal. Proprietary and Confidential.
http://www.flickr.com/photos/deniedart/2981057220/
©2011 Signal. Proprietary and Confidential.
5 Tips For
Survival
http://www.flickr.com/photos/davedugdale/5025601209/
©2011 Signal. Proprietary and Confidential.
http://www.flickr.com/photos/caseywest/346329776/
Start listening…today
Track sentiment tomorrow. Target advocates with
exclusive content next week. Reach out to
detractors with special offers while you’re at it…
http://www.flickr.com/photos/94379417@N00/4808475862/
©2011 Signal. Proprietary and Confidential.
http://www.flickr.com/photos/ivan_dobsky/1331867014/
Ask your customers one
question
Ask SMS subscribers what
type of phone they have. Poll
your Facebook fans to
determine their favorite
[insert your product here].
Give them something of value
for their time & answers.
©2011 Signal. Proprietary and Confidential.
http://www.flickr.com/photos/carsten_tb/4333917919/http://www.flickr.com/photos/vineus/476389672/
SMS inboxes are clutter free. Ask your email subscribers if they prefer texts.
If yes, make text message the primary channel for them. Link off to mobile-
optimized landing pages for richer content.
©2011 Signal. Proprietary and Confidential.
Don’t lock promotions away in email or text alone – let them loose by integrating with the social web
Enable Facebook & Twitter entries to encourage
sharing & interaction
http://www.flickr.com/photos/caseywest/346329776/
©2011 Signal. Proprietary and Confidential.
Build out more complete profiles of your customers by mapping emails to
the social graph
http://www.flickr.com/photos/mburpee/5399242443/
©2011 Signal. Proprietary and Confidential.
http://www.flickr.com/photos/dichohecho/3739328535
Now, LA is safe!
Oh, and Mobile, Email and Social Media marketing will all be saved from Doomsday too
©2011 Signal. Proprietary and Confidential.
Mobile and cross-channel marketing simplified.
Thank you.
877-450-0075signalhq.com