Ge 2012
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1) Marketers must focus on relevance by using data and analytics to understand customers and engage them through meaningful conversations, rather than just messaging. 2) Online conversations driven by social media increasingly determine what gains attention, so marketers must find ways to participate in and guide relevant discussions. 3) Data provides insights that drive relevance, which leads to increased revenue. Precision marketing uses the right message for the right target at the right time through the right channels.
Ge 2012
- 1. The Marketers Mandate Get Relevant, Get Real or Get Lost Sandra Zoratti Twitter @sandraz LinkedIn
- 2. Ive Been Told. always start with
- 3. We Are Out of Control Online conversations NOT marketing messaging increasingly determine what gets attention and what gets ignored
- 4. Customer the unquestionable GOD
- 5. Conversations You Dont Control Every single day.. 294 billion emails 532 million FB updates 400 million Tweets 2 million blog posts According to The Social Skinny and Marketing Land
- 6. Good Luck Cutting Through That Clutter
- 7. If you are going through hell, keep going. Winston Churchill
- 8. Hope and Truth Relevance And the more things change, the more they stay the same
- 9. Relevance Requires Data + Analytics Channels: Print, Online, Social Media Data Drives Insights Insights Drive Relevance Relevance Drives Revenue Get Your Content On! Content
- 10. Three-Way Relevance 1,2,3: Content, Targets, Metrics Precision Marketing is the Right Message (Content) to the Right Person (Target) at the Right Time (Metrics) via the Right Channels
- 11. Maximizing Revenue, Response, ROI Data Driven Levers 3. Predictive Maximize Portfolio + 4-digit Longevity (Customer Lifetime Value) Reactivate 2. Profiling 3-digit Dormant Accounts Up sell & Cross sell 1. Segmentation 2-digit Response Rates Conversion Rates Low High Revenue, Response, ROI
- 12. Rapid Racking Ltd Business Problem: REDUCE customer acquisition costs Blasted out 4 million 160-page catalogs Data-Driven Solution: Gathered/collected data on prospects Compared to customer data Predicted prospects with highest promise Actions: More targeted, smaller, less expensive catalogs Reduced pieces mailed by 25% Results: 47% decrease in the cost per acquired customer 8% rate of revenue growth
- 13. Are you ready to suggest a 25% reduction in your customers print catalogs ?
- 14. I'd rather Apple cannibalize Apple than somebody else cannibalize Apple. Tim Cook
- 15. Social Media Gets Relevant
- 18. Harolds Chicken Shack Business Problem: REDUCE sales slump between lunch and dinner Data-Driven Solution: Use mobile marketing to drive afternoon traffic Use traditional marketing to drive opt-ins Store signage, banners, fliers, table tents, posters Upon sign-up: 10% off next meal Mon-Fri 1-5 pm; Bring a friend and both save 20% each Actions: Each promo tracked, iterative timing + promo duration Best: delivered before noon, 3 day redemption Results: 10,000 opt-ins in first 7 months 53% redemption on intro; 32% brought friend 37% subsequent promo redemption rate
- 19. What can Harolds Chicken Shack and mobile marketing teach us about Print?
- 20. Connecting Print and Online We kept spending money on traditional marketing opportunities without any increasing result. Going with SMS coupons has given us an opportunity to connect with our customers anywhere and any time, and increase our sales during slow periods. Lawrence Nyong Harolds Chicken Shack owner
- 21. And the trouble is if you dont risk anything, you risk even more. Erica Jong
- 22. The Why Your customer is in control Be Relevant, Be Real to be in conversation Data Insights Relevance Revenue Content First, Channels Second I meant what I said and I said what I meant. Dr. Seuss
- 23. Thank You! Sandra Zoratti Twitter @sandraz LinkedIn Precision Marketing book on Amazon www.precisionmarketingbook.com www.sandrazoratti.com