Description
How digital & social media tools can produce behaviors of decision makers, influencers and buyers that can be exploited for lead generation, nurturing, CRM and brand marketing
Copyright 2010 Jacobs & Clevenger
How Direct Marketing Applies in a
Multichannel Marketing World
Ron Jacobs
President, Jacobs & Clevenger
Co-Author, Successful Direct Marketing Methods
Sponsor, Ron Jacobs & Bob Stone Multichannel Marketing
Communications Certificate Program, DePaul University
Copyright 2010 Jacobs & Clevenger
Agenda
• How multichannel marketing is affecting marketers, media,
agencies and communications around the globe
• What market transformation means to marketers, agencies,
consumers and customers
• How digital & social media tools can produce behaviors of
decision makers, influencers and buyers that can be
exploited for lead generation, nurturing, CRM and brand
marketing
• How channels are rapidly changing and what that means for
organizations trying to integrate them online and offline
channels into their marketing communications campaigns
Copyright 2010 Jacobs & Clevenger
How airline food is like advertising
“The food must be for everyone, you see. And so, it is for no one.“
An Airline “Chef” based in Dallas
Copyright 2010 Jacobs & Clevenger
It’s the Chaos Scenario for marketing communications
• The quid pro quo among marketers, channels & consumers is
gone
– Marketers are resistant to support broad media & channels
– Consumers unwilling to pay for information from media
• Single channel marketing is no longer effective
– Broadcast, print, direct mail, email, web… None stand alone
• Purchase decisions are collaborative, not linear
– Be with customers on their journeys, nurturing them along the way
• Brand marketing is no longer about changing perceptions, it’s
about changing behavior
– Moved from exposure to involvement
– Brand & response are interwoven
Copyright 2010 Jacobs & Clevenger
All marketing has become direct marketing
Direct marketing has become multichannel marketing
• Use data for targeting
– Segmentation & micro-
segmentation
• Target geographically
– Local & hyperlocal
• Communications’ objective
is conversions
– It’s not just about image &
awareness
– It’s about behavior
• Add calls to action in copy
– This is how you get
consumers to convert
• Addressable media
– Personalize & Customize
communications
• Measurement &
Accountability
– Bridges marketing & finance
• Improve Return on
Marketing Investment
– Invest based on Customer
Lifetime Value
• Frequency, timing & testing
– Learn when to engage
Copyright 2010 Jacobs & Clevenger
Multichannel customer behavior is the new normal
Copyright 2010 Jacobs & Clevenger
Today, prospects take countless non-
traditional, non linear journeys to
become customers
Why so many marketers taking the
same journeys that they always have?
Copyright 2010 Jacobs & Clevenger
Multichannel marketing communications requires a
new strategy framework
Define the
Multichannel
Goal
How will
multichannel:
•Create
Customers
•Make money
•Save money
•Satisfy clients
•Grow
Customer
Lifetime Value
•Increase brand
Equity
Develop the
Multichannel
Strategy
How will each
channel
fulfill the goal:
•Identify
targets
•Which
channels apply
•Prioritize
channels
•What is the
message strategy
•Decide on 3-5
KPIs
Test, Measure
and Improve
Return
On Marketing
Investment
Where does the
organization:
•Profit
•Grow
•Invest
•Short term
•Long term
Problem
Recognition
Re-engagement,
Winback
Affinity, Loyalty and
Lifetime Value
Engagement and
Customer Service
Post Purchase
Triggers, Activation
Purchase/
Conversion
Evaluate
Attributes
Information
Search
Behavioral Hourglass
Copyright 2010 Jacobs & Clevenger
Social
marketing
Account
planning
Technologist
CRM
Design
Copy
writing
Channel
planning
SEO/SEM
Account
management
Analytics
Marketing communications agencies are transforming
as well: The new agency organization chart
Project
management
Copyright 2010 Jacobs & Clevenger
Social
marketing
Account
planning
CRM
Design
Copy
writing
Channel
planning
SEO/SEM
Account
management
Analytics
Marketing communications agencies are transforming
as well: The new agency idea team
Project
management
The new agency
idea team
combines
account, creative
& technology
Technologist
Copyright 2010 Jacobs & Clevenger
Key Performance Indicators (KPIs) can help measure
everything
1. Business contribution:
Channel reach, revenue contribution (direct and indirect),
Return On Investment (or ROMI), category penetration, costs
and profitability.
2. Marketing outcomes:
Customers, leads, sales, service contacts, conversion, retention,
winback and response efficiencies. Acquisition cost, Avg. order,
Avg. profit, Lifetime Value.
3. Customer satisfaction:
Usability, performance/availability, recommendation behavior.
Opinions, attitudes, reasons for defection, brand impact and
churn.
4. Customer behavior :
Profiles, customer orientation (segmentation), usability,
clickstream and site actions. Bounce rates, conversions, page
views, depth, page & site duration, RFM and transaction
behavior.
5. Channel promotion:
Attraction efficiency. Referrer efficiency, cost of acquisition and
reach. CPC Vs CPM. Search engine visibility and link building.
Unique visitors, frequency, e-mail marketing results. Channel
integration.
6. Social marketing:
Engagement (e.g. # of comments); involvement (e.g. time
spent); bounce rate; # of reads, comments, & posts; brand
affection/aversion; conversions; mention of brand name;
advocacy; viral activity; referrals; recommendations; multiple
moving averages; etc.
1. Business
contribution
2. Marketing
outcomes
3. Customer
satisfaction
4. Customer
behavior
5. Channel
promotion
6. Social
Marketing
•KPIs distill
analytical
data into
relevant
information
•Exclusive
to each
business
• Specific
•Valuable
•Actionable
•Focus on
the 3 – 5
most
significant
metrics
Copyright 2010 Jacobs & Clevenger
Social Marketing
Extending your brand and business through
social engagement
Copyright 2010 Jacobs & Clevenger
Social commentary on Social Marketing…
Future Man goes back to the 1960s
AND “UPLOAD”
PICTURES OF THEIR
BREAKFASTS TO A
“FACEBOOK”
AND OTHER
PEOPLE WILL LOOK
AT THE BREAKFASTS
AND MAKE
COMMENTS
SORRY TO BURST
YOUR BUBBLE, DUDES.
BUT YOU ASKED.
YES, THAT’S
THE FUTURE!
FUTURE MAN,
I CAN’T BELIEVE PEOPLE
WILL FIND THAT MORE
INTERESTING THAN
READING NEWSPAPERS OR
WATCHING NETWORK TV!!
SO YOU’RE SAYING
PEOPLE WILL
“TWEET” WHAT THEY
EAT” FOR
BREAKFAST?
Copyright 2010 Jacobs & Clevenger
Social marketing is still in a nascent stage
• Agencies and marketers are addicted to ad campaigns
– Not continuous customer dialogues, cooperative communications, etc.
• Traditional agencies aren’t staffed for social marketing
• Marketers aren’t sure what they are buying/getting
• Marketers have lost control of their message
• Marketers don’t understand how their audience engages
• Marketers don’t know where it fits within their organizations
• Marketers aren’t sure why they should care about social
marketing
Copyright 2010 Jacobs & Clevenger
Businesses are Taking Social Marketing Seriously
• The amount of video uploaded to YouTube every
minute
– 24 hours
• The amount of time it would take to view every
video on YouTube
– 1,750 Years
• The number of YouTube videos viewed per day
– 2 Billion
• The average number of tweets on Twitter.com
every day
– 65 Million
Copyright 2010 Jacobs & Clevenger
Businesses are Taking Social Marketing Seriously
• The number of photos archived on Flikr.com as of
June 2009
– 13.6 Billion
• The amount of content (Links, news, posts, notes,
photos, etc. shared on FaceBook weekly
– 3.5 Billion
• The number of minutes spent on FaceBook daily
– 16 Billon
• If FaceBook were a country
– It would be the 3
rd
most populated in the world,
behind China & India
• The number of Articles on Wikipedia
– 16 Million
Copyright 2010 Jacobs & Clevenger
Argentine Social Media Usage
• Number or Register Facebook users
– 6 million in Argentina
• Number of Registered Fotolog users
– 4.5 million in Argentina
• Number of registered Sónico users
– 2.3 million in Argentina
• Number of registered Twitter users
– 3 million in Argentina
Sources: Ecco Communications Network/ComScore
Copyright 2010 Jacobs & Clevenger
Conversations are taking place around your category,
your brand, and the entire buying process
• Where are conversations
taking place?
• Who are the influencers
driving them?
• What is being talked about?
(e.g. Keywords)
• Is the Sentiment positive or
negative?
• Can keywords be turned into
dialogues, multichannel
copy?
Copyright 2010 Jacobs & Clevenger
Social Channels work together, but play their own
roles
Copyright 2010 Jacobs & Clevenger
Paid Media
Copyright 2010 Jacobs & Clevenger
Crispin Porter + Bogusky’s Social Home Page
Copyright 2010 Jacobs & Clevenger
Owned Media … A Brand Channel
Copyright 2010 Jacobs & Clevenger
Kogi BBQ… Twitter for traffic building and CRM
Copyright 2010 Jacobs & Clevenger
Kogi BBQ… Twitter for traffic building and CRM
Copyright 2010 Jacobs & Clevenger
Earned Media… Angie’s List
Copyright 2010 Jacobs & Clevenger
Earned Media… Angie’s List
Copyright 2010 Jacobs & Clevenger
Multichannel conversion, testing &
attribution
Copyright 2010 Jacobs & Clevenger
A line of code is placed on
your website.
A user is tagged and added
to your user population when
they visit your site.
When visiting an affiliated
website, the user is served with
a targeted ad.
The user is brought back to your
site for conversion.
A. B.
C.
D.
Remarketing increases conversions by targeting
users that have already visited your website
Copyright 2010 Jacobs & Clevenger
Remarketing (AKA Retargeting) example
Copyright 2010 Jacobs & Clevenger
Remarketing (AKA Retargeting) example
Copyright 2010 Jacobs & Clevenger
Testing is central to multichannel marketing efforts
• Products & Services
• Attributes
• Headlines
• Sub-headlines
• Body copy
• Offers (Price, Incentives,
etc.)
• Calls to action
• Images
• Colors
• Keywords
• Landing pages
• Bounce rate
• Lead Forms
• Order pages
• Bonus offers
• Guarantees
• Video
• Audio
• Fonts
Copyright 2010 Jacobs & Clevenger
Two useful methods of testing
• A/B testing (Split Testing)
– Common offline direct marketing testing
– Compares the performance of one variable against another
– Online this can be used when moving sections around or changing the
overall look of web pages
• Multivariate Testing
– Compares the performance of different content variations in multiple
locations within a communication
– E.g. Can help optimize multiple content changes in different parts of
multiple web pages simultaneously
– Can also be used in direct mail
• In 2007 Capital One constructed 28,000 direct mail tests using this
method
Copyright 2010 Jacobs & Clevenger
A/B Split Testing
Headline
Image
Offer
Body Copy
Test A Test B
Headline
Image
Offer
Body Copy
Call to Action
Call to Action
Test one variable at a time
Copyright 2010 Jacobs & Clevenger
Multivariate Testing
Headline 1
Image A
Offer 1
Body Copy a
Test A Test B
Headline 2
Image B
Offer 2
Body Copy b
Call to Action I
Call to Action II
Test C
Head line 3
Image C
Offer 2
Body Copy c
Call to Action III
Test multiple variables at a time
3
6
Variables (3x3x3x3x3x3) = 729 Tests
Copyright 2010 Jacobs & Clevenger
Barriers to better attribution models include
technology, resource, and process challenges
• Most current attribution models are flawed
– The last touch standard or current session models
– Causes over-invest in near-term conversion drivers
• The consumption and impact of media is interrelated with
other media
– Traditional media is interrelated with Digital media
– The relationship between display and search changes depending on
products, brands, time of day, season, company, geography, etc.
• The multichannel effect is important in high-consideration
situations
– e.g. Expensive, complex or involved offerings
– Financial services offerings, family vacation or a choice of college
Copyright 2010 Jacobs & Clevenger
Last ad standard
Atlas Solutions, Microsoft Advertising
Copyright 2010 Jacobs & Clevenger
Engagement Mapping across channels
Atlas Solutions, Microsoft Advertising
Copyright 2010 Jacobs & Clevenger
Multichannel Marketing Best Practices
Copyright 2010 Jacobs & Clevenger
Multichannel marketing best practices
• Different marketing channels work best for different
organizations
– There is no “One Size Fits All” approach
– Facebook has become the de facto home page of CPG organizations
– LinkedIn makes more sense for B2B organizations
– Blogs and Wikis are among the best social media channels to promote
an enterprise, but don’t work as well for consumer brands
– YouTube has worked for many B2B and B2C brands. It is especially
suited to businesses catering to the multimedia and entertainment
industry
• Reevaluate the top and bottom tactics within your mix
– This will force change where organizational inertia often prevents it
Copyright 2010 Jacobs & Clevenger
Multichannel marketing best practices
• Show you know and listen to your customers
– Let them tell you what channels to market to them with
– Let them tell you the frequency of contact
– Let them tell you the kinds of messages that they will accept
– Let them tell you of you can lend their name to other marketers
• Add some emotion to marketing communications
– In B2C marketing use an emotional play on risk and reward
– In B2B a buyer's goal is to avoid exposure to risk, not to make the best
decision
• Use Trigger Programs to automate some marketing
operations
– Anniversary, birthday, after sales service/warranty programs,
upgrades, abandoned cart programs, etc.
Copyright 2010 Jacobs & Clevenger
Multichannel marketing best practices
• Be spontaneous. It makes deeper and better connections with
prospects and customers
– Don’t use jargon in marketing literature or create blogs that simply
republish press releases, then tweet them as links
– Natural voices and conversations are important to decision makers
• Identify top SEM Keywords, and use them in outbound
communications
• B2B and B2C buyers think differently
– In B2C consumers buy based on features, benefits or personal taste
– In B2B sales are based on demonstrating product or service expertise
• Don’t only look for best practices within your own niche
– A B2B Ecommerce organization can learn from a B2C leader like
Amazon.com
Copyright 2010 Jacobs & Clevenger
Multichannel marketing best practices
• Find ways to combine social media tools with offline
engagement
– Input social media profiles into your CRM system to help your sales
executives learn more about client’s day to day life for the next sales
contact cycle
• Move beyond outbound marketing
– Don’t just broadcast marketing messages via Twitter, LinkedIn, blogs,
Facebook, podcasts, etc.
– Engage prospects and customers in continuous dialogue.
• Create and distribute a set of Social Marketing Guidelines to
staff
– Employee engagement is an important as customer engagement
– You want staff to manage social marketing in a thought out,
transparent and positive spirit
Copyright 2010 Jacobs & Clevenger
Conclusions
• Niche Marketing is Direct marketing, Direct Marketing is
Multichannel Marketing
– DM is now the foundation of future marketing
• The goal of all marketing communications is to
shift behavior
• Conversations (And, communications) need to be authentic,
relevant, valuable, and accountable
• Customer engagement is attributable to customer experience
– Relevancy is both earned and bought
– It’s not Push or Pull… It’s Push and Pull!!!
• Transformation is ongoing
– To remain competitive your organization needs to keep up!!
Copyright 2010 Jacobs & Clevenger
Copyright 2010 Jacobs & Clevenger
Questions & Answers
Questions?
doc_813263960.ppt
How digital & social media tools can produce behaviors of decision makers, influencers and buyers that can be exploited for lead generation, nurturing, CRM and brand marketing
Copyright 2010 Jacobs & Clevenger
How Direct Marketing Applies in a
Multichannel Marketing World
Ron Jacobs
President, Jacobs & Clevenger
Co-Author, Successful Direct Marketing Methods
Sponsor, Ron Jacobs & Bob Stone Multichannel Marketing
Communications Certificate Program, DePaul University
Copyright 2010 Jacobs & Clevenger
Agenda
• How multichannel marketing is affecting marketers, media,
agencies and communications around the globe
• What market transformation means to marketers, agencies,
consumers and customers
• How digital & social media tools can produce behaviors of
decision makers, influencers and buyers that can be
exploited for lead generation, nurturing, CRM and brand
marketing
• How channels are rapidly changing and what that means for
organizations trying to integrate them online and offline
channels into their marketing communications campaigns
Copyright 2010 Jacobs & Clevenger
How airline food is like advertising
“The food must be for everyone, you see. And so, it is for no one.“
An Airline “Chef” based in Dallas
Copyright 2010 Jacobs & Clevenger
It’s the Chaos Scenario for marketing communications
• The quid pro quo among marketers, channels & consumers is
gone
– Marketers are resistant to support broad media & channels
– Consumers unwilling to pay for information from media
• Single channel marketing is no longer effective
– Broadcast, print, direct mail, email, web… None stand alone
• Purchase decisions are collaborative, not linear
– Be with customers on their journeys, nurturing them along the way
• Brand marketing is no longer about changing perceptions, it’s
about changing behavior
– Moved from exposure to involvement
– Brand & response are interwoven
Copyright 2010 Jacobs & Clevenger
All marketing has become direct marketing
Direct marketing has become multichannel marketing
• Use data for targeting
– Segmentation & micro-
segmentation
• Target geographically
– Local & hyperlocal
• Communications’ objective
is conversions
– It’s not just about image &
awareness
– It’s about behavior
• Add calls to action in copy
– This is how you get
consumers to convert
• Addressable media
– Personalize & Customize
communications
• Measurement &
Accountability
– Bridges marketing & finance
• Improve Return on
Marketing Investment
– Invest based on Customer
Lifetime Value
• Frequency, timing & testing
– Learn when to engage
Copyright 2010 Jacobs & Clevenger
Multichannel customer behavior is the new normal
Copyright 2010 Jacobs & Clevenger
Today, prospects take countless non-
traditional, non linear journeys to
become customers
Why so many marketers taking the
same journeys that they always have?
Copyright 2010 Jacobs & Clevenger
Multichannel marketing communications requires a
new strategy framework
Define the
Multichannel
Goal
How will
multichannel:
•Create
Customers
•Make money
•Save money
•Satisfy clients
•Grow
Customer
Lifetime Value
•Increase brand
Equity
Develop the
Multichannel
Strategy
How will each
channel
fulfill the goal:
•Identify
targets
•Which
channels apply
•Prioritize
channels
•What is the
message strategy
•Decide on 3-5
KPIs
Test, Measure
and Improve
Return
On Marketing
Investment
Where does the
organization:
•Profit
•Grow
•Invest
•Short term
•Long term
Problem
Recognition
Re-engagement,
Winback
Affinity, Loyalty and
Lifetime Value
Engagement and
Customer Service
Post Purchase
Triggers, Activation
Purchase/
Conversion
Evaluate
Attributes
Information
Search
Behavioral Hourglass
Copyright 2010 Jacobs & Clevenger
Social
marketing
Account
planning
Technologist
CRM
Design
Copy
writing
Channel
planning
SEO/SEM
Account
management
Analytics
Marketing communications agencies are transforming
as well: The new agency organization chart
Project
management
Copyright 2010 Jacobs & Clevenger
Social
marketing
Account
planning
CRM
Design
Copy
writing
Channel
planning
SEO/SEM
Account
management
Analytics
Marketing communications agencies are transforming
as well: The new agency idea team
Project
management
The new agency
idea team
combines
account, creative
& technology
Technologist
Copyright 2010 Jacobs & Clevenger
Key Performance Indicators (KPIs) can help measure
everything
1. Business contribution:
Channel reach, revenue contribution (direct and indirect),
Return On Investment (or ROMI), category penetration, costs
and profitability.
2. Marketing outcomes:
Customers, leads, sales, service contacts, conversion, retention,
winback and response efficiencies. Acquisition cost, Avg. order,
Avg. profit, Lifetime Value.
3. Customer satisfaction:
Usability, performance/availability, recommendation behavior.
Opinions, attitudes, reasons for defection, brand impact and
churn.
4. Customer behavior :
Profiles, customer orientation (segmentation), usability,
clickstream and site actions. Bounce rates, conversions, page
views, depth, page & site duration, RFM and transaction
behavior.
5. Channel promotion:
Attraction efficiency. Referrer efficiency, cost of acquisition and
reach. CPC Vs CPM. Search engine visibility and link building.
Unique visitors, frequency, e-mail marketing results. Channel
integration.
6. Social marketing:
Engagement (e.g. # of comments); involvement (e.g. time
spent); bounce rate; # of reads, comments, & posts; brand
affection/aversion; conversions; mention of brand name;
advocacy; viral activity; referrals; recommendations; multiple
moving averages; etc.
1. Business
contribution
2. Marketing
outcomes
3. Customer
satisfaction
4. Customer
behavior
5. Channel
promotion
6. Social
Marketing
•KPIs distill
analytical
data into
relevant
information
•Exclusive
to each
business
• Specific
•Valuable
•Actionable
•Focus on
the 3 – 5
most
significant
metrics
Copyright 2010 Jacobs & Clevenger
Social Marketing
Extending your brand and business through
social engagement
Copyright 2010 Jacobs & Clevenger
Social commentary on Social Marketing…
Future Man goes back to the 1960s
AND “UPLOAD”
PICTURES OF THEIR
BREAKFASTS TO A
“FACEBOOK”
AND OTHER
PEOPLE WILL LOOK
AT THE BREAKFASTS
AND MAKE
COMMENTS
SORRY TO BURST
YOUR BUBBLE, DUDES.
BUT YOU ASKED.
YES, THAT’S
THE FUTURE!
FUTURE MAN,
I CAN’T BELIEVE PEOPLE
WILL FIND THAT MORE
INTERESTING THAN
READING NEWSPAPERS OR
WATCHING NETWORK TV!!
SO YOU’RE SAYING
PEOPLE WILL
“TWEET” WHAT THEY
EAT” FOR
BREAKFAST?
Copyright 2010 Jacobs & Clevenger
Social marketing is still in a nascent stage
• Agencies and marketers are addicted to ad campaigns
– Not continuous customer dialogues, cooperative communications, etc.
• Traditional agencies aren’t staffed for social marketing
• Marketers aren’t sure what they are buying/getting
• Marketers have lost control of their message
• Marketers don’t understand how their audience engages
• Marketers don’t know where it fits within their organizations
• Marketers aren’t sure why they should care about social
marketing
Copyright 2010 Jacobs & Clevenger
Businesses are Taking Social Marketing Seriously
• The amount of video uploaded to YouTube every
minute
– 24 hours
• The amount of time it would take to view every
video on YouTube
– 1,750 Years
• The number of YouTube videos viewed per day
– 2 Billion
• The average number of tweets on Twitter.com
every day
– 65 Million
Copyright 2010 Jacobs & Clevenger
Businesses are Taking Social Marketing Seriously
• The number of photos archived on Flikr.com as of
June 2009
– 13.6 Billion
• The amount of content (Links, news, posts, notes,
photos, etc. shared on FaceBook weekly
– 3.5 Billion
• The number of minutes spent on FaceBook daily
– 16 Billon
• If FaceBook were a country
– It would be the 3
rd
most populated in the world,
behind China & India
• The number of Articles on Wikipedia
– 16 Million
Copyright 2010 Jacobs & Clevenger
Argentine Social Media Usage
• Number or Register Facebook users
– 6 million in Argentina
• Number of Registered Fotolog users
– 4.5 million in Argentina
• Number of registered Sónico users
– 2.3 million in Argentina
• Number of registered Twitter users
– 3 million in Argentina
Sources: Ecco Communications Network/ComScore
Copyright 2010 Jacobs & Clevenger
Conversations are taking place around your category,
your brand, and the entire buying process
• Where are conversations
taking place?
• Who are the influencers
driving them?
• What is being talked about?
(e.g. Keywords)
• Is the Sentiment positive or
negative?
• Can keywords be turned into
dialogues, multichannel
copy?
Copyright 2010 Jacobs & Clevenger
Social Channels work together, but play their own
roles
Copyright 2010 Jacobs & Clevenger
Paid Media
Copyright 2010 Jacobs & Clevenger
Crispin Porter + Bogusky’s Social Home Page
Copyright 2010 Jacobs & Clevenger
Owned Media … A Brand Channel
Copyright 2010 Jacobs & Clevenger
Kogi BBQ… Twitter for traffic building and CRM
Copyright 2010 Jacobs & Clevenger
Kogi BBQ… Twitter for traffic building and CRM
Copyright 2010 Jacobs & Clevenger
Earned Media… Angie’s List
Copyright 2010 Jacobs & Clevenger
Earned Media… Angie’s List
Copyright 2010 Jacobs & Clevenger
Multichannel conversion, testing &
attribution
Copyright 2010 Jacobs & Clevenger
A line of code is placed on
your website.
A user is tagged and added
to your user population when
they visit your site.
When visiting an affiliated
website, the user is served with
a targeted ad.
The user is brought back to your
site for conversion.
A. B.
C.
D.
Remarketing increases conversions by targeting
users that have already visited your website
Copyright 2010 Jacobs & Clevenger
Remarketing (AKA Retargeting) example
Copyright 2010 Jacobs & Clevenger
Remarketing (AKA Retargeting) example
Copyright 2010 Jacobs & Clevenger
Testing is central to multichannel marketing efforts
• Products & Services
• Attributes
• Headlines
• Sub-headlines
• Body copy
• Offers (Price, Incentives,
etc.)
• Calls to action
• Images
• Colors
• Keywords
• Landing pages
• Bounce rate
• Lead Forms
• Order pages
• Bonus offers
• Guarantees
• Video
• Audio
• Fonts
Copyright 2010 Jacobs & Clevenger
Two useful methods of testing
• A/B testing (Split Testing)
– Common offline direct marketing testing
– Compares the performance of one variable against another
– Online this can be used when moving sections around or changing the
overall look of web pages
• Multivariate Testing
– Compares the performance of different content variations in multiple
locations within a communication
– E.g. Can help optimize multiple content changes in different parts of
multiple web pages simultaneously
– Can also be used in direct mail
• In 2007 Capital One constructed 28,000 direct mail tests using this
method
Copyright 2010 Jacobs & Clevenger
A/B Split Testing
Headline
Image
Offer
Body Copy
Test A Test B
Headline
Image
Offer
Body Copy
Call to Action
Call to Action
Test one variable at a time
Copyright 2010 Jacobs & Clevenger
Multivariate Testing
Headline 1
Image A
Offer 1
Body Copy a
Test A Test B
Headline 2
Image B
Offer 2
Body Copy b
Call to Action I
Call to Action II
Test C
Head line 3
Image C
Offer 2
Body Copy c
Call to Action III
Test multiple variables at a time
3
6
Variables (3x3x3x3x3x3) = 729 Tests
Copyright 2010 Jacobs & Clevenger
Barriers to better attribution models include
technology, resource, and process challenges
• Most current attribution models are flawed
– The last touch standard or current session models
– Causes over-invest in near-term conversion drivers
• The consumption and impact of media is interrelated with
other media
– Traditional media is interrelated with Digital media
– The relationship between display and search changes depending on
products, brands, time of day, season, company, geography, etc.
• The multichannel effect is important in high-consideration
situations
– e.g. Expensive, complex or involved offerings
– Financial services offerings, family vacation or a choice of college
Copyright 2010 Jacobs & Clevenger
Last ad standard
Atlas Solutions, Microsoft Advertising
Copyright 2010 Jacobs & Clevenger
Engagement Mapping across channels
Atlas Solutions, Microsoft Advertising
Copyright 2010 Jacobs & Clevenger
Multichannel Marketing Best Practices
Copyright 2010 Jacobs & Clevenger
Multichannel marketing best practices
• Different marketing channels work best for different
organizations
– There is no “One Size Fits All” approach
– Facebook has become the de facto home page of CPG organizations
– LinkedIn makes more sense for B2B organizations
– Blogs and Wikis are among the best social media channels to promote
an enterprise, but don’t work as well for consumer brands
– YouTube has worked for many B2B and B2C brands. It is especially
suited to businesses catering to the multimedia and entertainment
industry
• Reevaluate the top and bottom tactics within your mix
– This will force change where organizational inertia often prevents it
Copyright 2010 Jacobs & Clevenger
Multichannel marketing best practices
• Show you know and listen to your customers
– Let them tell you what channels to market to them with
– Let them tell you the frequency of contact
– Let them tell you the kinds of messages that they will accept
– Let them tell you of you can lend their name to other marketers
• Add some emotion to marketing communications
– In B2C marketing use an emotional play on risk and reward
– In B2B a buyer's goal is to avoid exposure to risk, not to make the best
decision
• Use Trigger Programs to automate some marketing
operations
– Anniversary, birthday, after sales service/warranty programs,
upgrades, abandoned cart programs, etc.
Copyright 2010 Jacobs & Clevenger
Multichannel marketing best practices
• Be spontaneous. It makes deeper and better connections with
prospects and customers
– Don’t use jargon in marketing literature or create blogs that simply
republish press releases, then tweet them as links
– Natural voices and conversations are important to decision makers
• Identify top SEM Keywords, and use them in outbound
communications
• B2B and B2C buyers think differently
– In B2C consumers buy based on features, benefits or personal taste
– In B2B sales are based on demonstrating product or service expertise
• Don’t only look for best practices within your own niche
– A B2B Ecommerce organization can learn from a B2C leader like
Amazon.com
Copyright 2010 Jacobs & Clevenger
Multichannel marketing best practices
• Find ways to combine social media tools with offline
engagement
– Input social media profiles into your CRM system to help your sales
executives learn more about client’s day to day life for the next sales
contact cycle
• Move beyond outbound marketing
– Don’t just broadcast marketing messages via Twitter, LinkedIn, blogs,
Facebook, podcasts, etc.
– Engage prospects and customers in continuous dialogue.
• Create and distribute a set of Social Marketing Guidelines to
staff
– Employee engagement is an important as customer engagement
– You want staff to manage social marketing in a thought out,
transparent and positive spirit
Copyright 2010 Jacobs & Clevenger
Conclusions
• Niche Marketing is Direct marketing, Direct Marketing is
Multichannel Marketing
– DM is now the foundation of future marketing
• The goal of all marketing communications is to
shift behavior
• Conversations (And, communications) need to be authentic,
relevant, valuable, and accountable
• Customer engagement is attributable to customer experience
– Relevancy is both earned and bought
– It’s not Push or Pull… It’s Push and Pull!!!
• Transformation is ongoing
– To remain competitive your organization needs to keep up!!
Copyright 2010 Jacobs & Clevenger
Copyright 2010 Jacobs & Clevenger
Questions & Answers
Questions?
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